Table of Contents
Issues in the Market
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- Main issues
- Definition
- Abbreviations
Insights and Opportunities
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- Diets without the fuss
- Taste not just counting calories
- Focusing on muscle groups
Market in Brief
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- A market needing a fresh approach
- Health but not diet
- But obesity remains a growing problem
- Motivations vary with age
- Changing strategies
- Future prospects
Fast Forward Trends
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- Trend 1: Supernanny State
- What’s it about?
- What’s it mean
- What next?
- Trend 2: Deseasonalization
- What’s it about?
- What’s it mean
- What next?
- Trend 3: Brand Co-operation
- What’s it about?
- What’s it mean
- What next?
- What is Fast Forward Trends?
Internal Market Environment
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- Key points
- Healthy eating or dieting?
- But most people are overweight
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- Figure 1: Incidence of being overweight or obese among men and women, 1994 and 2003
- The old and men are most at risk
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- Figure 2: Incidence of being overweight or obese among men and women, by age group, 2003
- People don’t admit to being overweight
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- Figure 3: Adults who have felt overweight in the last year, 2004 and 2006
- The obese admit it
- Consumers actively improving their diet
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- Figure 4: Agreement with lifestyle statements concerned with diet, 2003-07
- Alternative approaches to losing weight
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- Figure 5: Agreement with selected lifestyle statements concerned with diet, 2003-07
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- Figure 6: Agreement with other lifestyle statements concerned with diet, 2003-07
- Government initiatives multiply
Broader Market Environment
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- Key points
- Age changes favour dieting
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- Figure 7: UK population by age, 2002-12
- More AB households means market growth
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- Figure 8: UK population by socio-economic group, 2002-12
Competitive Context
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- Key points
- Market for diet products in flux
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- Figure 9: Market size and growth for selected healthful foods, 2002-07
- Weight orientated consumers have other options
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- Figure 10: UK health and fitness clubs market size trends, 2002-12
- Figure 11: Frequency of health and beauty treatment usage, January 2007
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- Figure 12: UK retail value and number of procedures of cosmetic surgery, by sector, 2002-07
Strengths and Weaknesses in the Market
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- Strengths
- Weaknesses
Who’s Innovating?
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- Key points
- The shift to natural
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- Figure 13: Claims made for new product introductions, 2003-07
- Diet brands continue to innovate
- Repositioning diet brands
Selected Diet Plans and Clubs
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- Key points
- Five diets exceed seventy five per cent awareness
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- Figure 14: Awareness of selected diets, November 2007
- Weight Watchers
- The Atkins Diet
- Slim Fast
- Kellogg’s Special K Diet
- Slimming World
- Cabbage Soup Diet
- F-Plan Diet
- GI Diet
- Rosemary Conley Diet
- Carol Vorderman Detox Diet
- Grapefruit Diet
- Cambridge Diet
- Other diets
- Blood Type Diet
- South Beach Diet
- Lighter Life
- Abs Diet
- The Zone Diet
- Maple Syrup Diet
- Jesus Diet
- Waterfall Diet
- Volumetrics Diet
- The Paleo Diet
- Sugar Busters
- Sonoma Diet
- Ornish Diet
Retailer Activities
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- Key points
- Grocery multiples dominate distribution
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- Figure 15: Retailer healthy foods sub-brands, 2008
- Retailers shift emphasis to healthy eating
Brand Communication and Promotion
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- Key points
- Diet manufacturers increase adspend
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- Figure 16: Selected manufacturer promotional spend on diet brands, 2003-07
- Retailer shift promotion to healthy eating
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- Figure 17: Selected retailer promotional expenditure on diet brands, 2003-07
Perceptions of Weight
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- Key points
- Older consumers more likely to admit being overweight
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- Figure 18: Body weight perception, December 2007
- Social class divides overweight
Weight Loss Methods
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- Key points
- Exercise the most popular weight loss method
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- Figure 19: Dieting methods, December 2007
- Diet clubs appeal to C1 and female consumers
- The young favour exercise and low calorie diets
- The most overweight open to the widest range of weight loss methods
- Exercise versus diet
- Slightly overweight blame snacking and chocolate
- Weight Watchers the most popular
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- Figure 20: Most popular diets, December 2007
Motivations for Dieting
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- Key points
- Main motives for dieting
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- Figure 21: Dieting motivations, December 2007
- The old diet for health
- The young want to look good
- Middle years just want to fit their clothes
- Christmas and holidays are the seasonal peaks
- Improved energy inspires the most overweight
- Missed opportunities from the gym sector?
Attitudes towards Diets
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- Key points
- Four out of ten don’t think diets work
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- Figure 22: Attitudes towards diets, December 2007
- Struggling to stick to diets
- Older and wiser?
- Hard to follow, confusing and possibly harmful
- But still watching what we eat
Dieting Targeting Opportunities
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- Key points
- Apathetic (37% of respondents)
- Balanced Dieters (16% of respondents)
- Exercise Focused (22% of respondents)
- Slimming Addicts (12% of respondents)
- Diet Regulators (13% of respondents)
Appendix – Internal Market Environment
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- Figure 23: Agreement with selected lifestyle statements on dietary attitudes, 2003-07
- Figure 24: Agreement with selected general lifestyle statements, 2003-07
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- Figure 25: Agreement with selected lifestyle statements on eating habits, 2003-07
- Figure 26: Agreement with selected lifestyle statements on dietary habits, 2003-07
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- Figure 27: Adults who have felt over weight in the last year, 2004-07
- Figure 28: Frequency of dieting, 2004-07
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Appendix: Perceptions of Weight
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- Figure 29: Body weight perception, December 2007
- Body weight perception – detailed demographics
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- Figure 30: Body weight perception, by detailed demographics, December 2007
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Appendix: Methods of Weight Loss
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- Figure 31: Dieting methods, December 2007
- Dieting methods – detailed demographics
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- Figure 32: Most popular dieting methods, by detailed demographics, December 2007
- Figure 33: Next most popular dieting methods, by detailed demographics, December 2007
- Dieting methods, by body weight perception
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- Figure 34: Dieting methods, by body weight perception, December 2007
- Diet plans
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- Figure 35: Diet plans, December 2007
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Appendix: Motivations for Dieting
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- Figure 36: Dieting motivations, December 2007
- Dieting motivations – detailed demographics
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- Figure 37: Most populat dieting motivations, by detailed demographics, December 2007
- Figure 38: Next most populat dieting motivations, by detailed demographics, December 2007
- Dieting motivations, by body weight perception
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- Figure 39: Dieting motivations, by body weight perception, December 2007
- Dieting motivations, by dieting methods
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- Figure 40: Most popular dieting motivations, by dieting methods, December 2007
- Figure 41: Next most popular dieting motivations, by dieting methods, December 2007
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Appendix: Attitudes Towards Dieting
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- Figure 42: Attitudes towards diets, December 2007
- Attitudes towards diets – detailed demographics
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- Figure 43: Most popular attitudes towards diets, by detailed demographics, December 2007
- Figure 44: Next most popular attitudes towards diets, by detailed demographics, December 2007
- Attitudes towards diets, by weight perception
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- Figure 45: Attitudes towards diets, by weight perception, December 2007
- Attitudes towards diets, by dieting methods
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- Figure 46: Most popular attitudes towards diets, by dieting methods, December 2007
- Figure 47: Next most popular attitudes towards diets, by dieting methods, December 2007
- Attitudes towards diets, by dieting motivations
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- Figure 48: Most popular attitudes towards diets, by dieting motivations, December 2007
- Figure 49: Next most popular attitudes towards diets, by dieting motivations, December 2007
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Appendix – Dieting Target Groups
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- Dieting target groups – detailed demographics
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- Figure 50: Dieting target groups, by detailed demographics, December 2007
- Dieting target groups, by body weight perception
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- Figure 51: Dieting target groups, by body weight perception, December 2007
- Dieting target groups, by weight loss methods
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- Figure 52: Dieting target groups, by weight loss methods, December 2007
- Dieting target groups, by dieting motivations
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- Figure 53: Dieting target groups, by dieting motivations, December 2007
- Dieting target groups, by attitudes towards dieting
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- Figure 54: Dieting target groups, by attitudes towards dieting, December 2007
- Dieting target groups, by diets heard of but not tried and diets tried but no longer following
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- Figure 55: Dieting target groups, by diets heard of but not tried and diets tried but no longer following, December 2007
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