Never before have consumers been so conscious of the impact of diet on their health and so exposed to information extolling the virtues of following a balanced and healthy lifestyle. This has resulted in the rapid expansion of the healthy eating market. However, this market remains ill-defined incorporating everything from superfoods and organic products through to more conventional low-fat, calorie- or sugar- products and meal replacements.

In a market driven by health and weight concerns, diet plans and products should be thriving. In reality, the market for slimming products is in decline and growth in the reduced fat, calorie or sugar (RFCS) product market has slowed to virtually nil. This report explores the reasons for this apparent anomaly based on extensive consumer research and a review of the activities of manufacturers and retailers involved in the market.

The report considers what role diet plans and products play in the future in a market environment that places increasing emphasis on the importance of a balanced diet and the role of exercise in achieving a healthy lifestyle.

Main issues:

Are fad diets a thing of the past or are consumers still looking for a quick fix to weight loss?

What are consumer’s motivations for dieting? And how do they tend to approach it?

How, if at all, are brands repositioning themselves to fit in with consumer’s current attitudes towards dieting and balanced diets?