Table of Contents
Executive Summary
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- The market
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- Figure 1: UK retail value sales of selected diet and weight control foods, by sector, 2011 (est)
- Forecast
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- Figure 2: UK retail value sales of selected diet and weight control foods, 2006-16
- Market factors
- A slight increase in the share of consumers who are continually trying to lose weight
- NPD levels dwindle
- Competition is fierce
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- Figure 3: UK health and fitness clubs, membership totals, 2006-16
- The consumer
- Usage levels of diet food and drink decline
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- Figure 4: Agreement with the statements ‘I use diet food and drink products’, and ‘I always look for the light/diet versions of food and drink’, 2007-11
- Majority of dieters lack understanding about what to eat or avoid to lose weight
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- Figure 5: Types of foods chosen when looking for healthy food, August 2011
- Lack of flavour could be a deterrent
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- Figure 6: Attitudes towards light and low-fat foods, August 2011
- What we think
Issues in the Market
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- What impact is the UK’s obesity problem having on the diet food market?
- How can manufacturers drive sales by addressing consumer confusion about which foods can help them manage their weight?
- How can manufacturers entice more over-65s to the diet and weight control foods market?
- What can other manufacturers learn from Weight Watchers’ ProPoints system?
Future Opportunities
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- Trend: Snack Society
- Trend: Sense of the Intense
Internal Market Environment
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- Key points
- Nearly a third of consumers are continually trying to lose weight
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- Figure 7: Agreement with the statement 'Most of the time I'm trying to lose weight', 2007-11
- 25-34-year-olds are the most concerned about weight
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- Figure 8: Agreement with the statement with 'Most of the time I'm trying to lose weight', by age and socio-economic group, 2011
- Obesity levels continue to rise
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- Figure 9: Trends in body mass index segments, 2007-11
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- Figure 10: Consumers categorised as obese and overweight, by gender and age, 2011
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- Figure 11: Body mass index segments, by socio-economic group, 2011
- Under-35s keenest to live a healthy lifestyle but over-55s most likely to know how to do so
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- Figure 12: Agreement with the statements ‘I know what I should and shouldn't do to keep healthy’ and ‘I'm always striving for a healthier lifestyle’, by age, March 2011
Broader Market Environment
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- Key points
- Government encourages healthier living
- Older population set for growth
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- Figure 13: Projected trends in population growth, by age, 2011-16
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- Figure 14: Projected age structure of the UK population in 2016
- Consumer confidence remains weak
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- Figure 15: Monthly consumer confidence index, January 2007-August 2011
Competitive Context
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- Key points
- Three in four consumers are physically active
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- Figure 16: Level of sport participation, 2009 and 2010
- Membership of fitness clubs rises slowly
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- Figure 17: UK health and fitness clubs, membership totals, 2006-16
- Slimming club membership stays flat
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- Figure 18: Members of slimming clubs, 2007-11
- Weight loss surgery soars
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- Figure 19: Finished admission episodes with a primary or secondary diagnosis of obesity, by gender, 2009-10
- Fad diets can kerb demand for diet and weight control foods
- The Atkins Diet
- Cabbage Soup Diet
Strengths and Weaknesses
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- Strengths
- Weaknesses
Who’s Innovating?
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- Key points
- Definition
- Low/no/reduced calorie food launches decline
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- Figure 20: Share of new product launches with low/no/reduced calorie claims or weight control claims in the UK food market, 2008-11
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- Figure 21: Share of new product launches with low/no/reduced fat or sugar claims in the UK food market, 2008-11
- Artificial sweeteners lead the way in L/N/R calorie NPD
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- Figure 22: New product launches with low/no/reduced calorie claims in the UK food market, by sub-category, 2008-11
- Stevia set to enter the UK market
- Decline in ready meals leads to drop in weight control NPD
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- Figure 23: New product launches with weight control claims in the UK food market, by sub-category, 2008-11
- Declines all round for brands and own-label in L/N/R calorie NPD
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- Figure 24: Share of top ten brands in new product launches with low/no/reduced calorie in the UK food market, 2010 and 2011
- Weight Watchers weight control NPD falls in 2011
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- Figure 25: Share of top ten brands in new product launches with weight control claims in the UK food market, 2010 and 2011
- Recipe reformulations
Market Size and Forecast
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- Key points
- Sales growth stumbles in 2011
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- Figure 26: Value sales for selected diet and weight control foods, 2006-16
- The future of the market
- Diet and weight control food market forecast
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- Figure 27: UK retail value sales of selected diet and weight control foods, 2006-16
- Forecast methodology
Segment Performance
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- Key points
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- Figure 28: UK retail value sales of selected diet and weight control foods, by sector, 2011 (est)
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- Figure 29: Sales value growth of selected diet and weight control foods, by sector, 2010-11
- Biscuits
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- Figure 30: UK retail value sales of selected diet and weight control foods, by sector, 2007-11
- Yogurt
- Chilled and frozen meals
- Bread
- Sales of slimming aids dip in 2011
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- Figure 31: Total retail value sales of slimming aids*, 2006-11
Companies and Products
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- Adios
- Slim-Fast
- Weight Watchers
- Kellogg’s (Special K)
- Retailer activity
- Tesco
- Sainsbury’s
- Asda
- Morrisons
- Marks & Spencer
Brand Communication and Promotion
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- Key points
- Low-fat adverts dominate
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- Figure 32: Food advertisements with 'Low fat' or 'Reduced fat' in description, 2006-11
- Major food brands flag up low-fat recipes
- Weight Watchers
- Kellogg’s (Special K)
- Mars bar
- McCain Rustic Oven Chips
- Müller Mini Rice Strawberry
Channels to Market
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- Key point
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- Figure 33: Estimated retail distribution of selected diet and weight control foods, 2008-11
- Slimming aids
Consumer – Dieting Habits
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- Key points
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- Figure 34: Trends in frequency of dieting, 2007-11
- Diets are geared towards those with families
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- Figure 35: Frequency of dieting, by lifestage, 2011
Consumer – Usage of Diet Foods and Slimming Products
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- Key points
- Usage of diet foods shows a downward trend between 2007 and 2011
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- Figure 36: Agreement with the statements ‘I use diet food and drink products’, and ‘I always look for the light/diet versions of food and drink’, 2007-11
- Diet food usage wanes after the mid-thirties
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- Figure 37: Agreement with the statement ‘I use diet food and drink products’, by age, 2011
- Men vs Women
- Age groups
- Socio-economic groups
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- Figure 38: Agreement with the statement ‘I use diet food and drink products’, by socio-economic group, 2011
- Slimming products
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- Figure 39: Usage of slimming products, 2011
Consumer – Attitudes towards Weight Loss
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- Key points
- Only six in ten recent dieters know what/what not to eat to lose weight
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- Figure 40: Attitudes towards weight loss, August 2011
- Knowledge of weight loss food rises from 45-54-year-olds and slides with falling socio-economic status
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- Figure 41: Agreement with statement ‘I know what I should and shouldn’t eat to lose weight’, by age and socio-economic group, August 2011
- Age group issues
- Socio-economic groups
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- Figure 42: Agreement with statement ‘I’d like to lose weight but I don’t know how’, by socio-economic group, August 2011
- Half of consumers control weight by eating carefully
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- Figure 43: Agreement with statement ‘Most of the time I eat carefully to help control my weight’, by age, August 2011
- Daily calorie intake is a mystery to majority of consumers
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- Figure 44: Agreement with statement ‘I know how many calories a day I should consume’, by age, August 2011
Consumer – Action Taken to Manage Weight
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- Key points
- Only a third would switch to diet foods when trying to lose weight
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- Figure 45: Most popular action taken to manage weight, August 2011
- Over-65 users are most likely to have cut back on fatty and sugary foods
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- Figure 46: Actions taken to manage weight, by age, August 2011
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- Figure 47: Actions taken to manage weight, by socio-economic group, August 2011
Consumer – Choice of Health Claims
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- Key points
- Low fat has the most resonance as healthy
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- Figure 48: Types of foods chosen when looking for healthy food, August 2011
- ‘Light’ and ‘diet’ claims have less significance
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- Figure 49: Agreement with the statement ‘I choose foods labelled ‘light’ or ‘diet’ when looking for healthy food’, by age, August 2011
Consumer – Attitudes towards Light and Low-fat Foods
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- Key points
- Half of consumers overlook calories for flavour
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- Figure 50: Attitudes towards light and low-fat foods, August 2011
- ‘Light’ foods are also too light on substance for one in four
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- Figure 51: Agreement with the statement ‘They leave me feeling hungry, so I eat more’, by age, August 2011
- Younger consumers are the most likely age group to look for more variety
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- Figure 52: Agreement with the statement ‘There isn’t enough choice’, by age, August 2011
- Only 15% of adults think light and low-fat foods are not for men
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- Figure 53: Agreement with the statement ‘they are not for men’, by age, August 2011
- A fifth have reduced spending on light foods to save money
- Less than a fifth (18%) agree that light and low-fat foods are only for dieters
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- Figure 54: Agreement with the statement ‘They are only for dieters’, by gender, August 2011
Target Groups
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- Key points
- Five target groups
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- Figure 55: Target groups, August 2011
- Calorie Counters (22%)
- Diet Food Dodgers (19%)
- Contenteds (16%)
- Yo Yo Dieters (9%)
- Undecideds (33%)
Appendix – Internal Market Environment
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- Figure 56: Trends in agreement with the statement 'Most of the time I'm trying to lose weight', 2007-11
- Figure 57: Agreement with the statement 'Most of the time I'm trying to lose weight', by demographics, 2011
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- Figure 58: Trends in body mass index segments, 2007-11
- Figure 59: Body mass index segments, by demographics, 2011
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- Figure 60: Healthy lifestyle trends, by demographics, March 2011
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Appendix – Broader Market Environment
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- Figure 61: Trends in the age structure of the UK population, 2006-16
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Appendix – Competitive Context
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- Figure 62: Level of sport participation, 2009 and 2010
- Figure 63: UK health and fitness clubs market size trends, 2006-11
- Figure 64: Member of slimming club, by demographics, 2011
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- Figure 65: Trends in member of slimming club, 2007-11
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Appendix – Market Size and Forecast
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- Figure 66: UK retail value sales for selected diet and weight control foods, 2006-16
- Figure 67: Best- and worst-case forecasts for selected diet and weight control foods, 2009-16
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Appendix – Segment Performance
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- Figure 68: UK retail value sales of selected diet and weight control foods, by sector, 2007-11
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Appendix – Consumer – Dieting Habits
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- Figure 69: Trends in frequency of dieting, 2007-11
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- Figure 70: Frequency of dieting, by demographics, 2011
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Appendix – Consumer – Usage of Diet Foods and Slimming Products
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- Figure 71: Trends in agreement on statements about fitness/health, 2007-11
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- Figure 72: Trends in agreement on statements about fitness/health, 2007-11
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- Figure 73: Usage of slimming products, by demographics, 2011
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- Figure 74: Healthy lifestyle trends, by demographics, March 2011
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Appendix – Consumer – Attitudes towards Weight Loss
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- Figure 75: Attitudes towards weight loss, by demographics, August 2011
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Appendix – Consumer – Action Taken to Manage Weight
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- Figure 76: Action taken to manage weight, by demographics, August 2011
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- Figure 77: Action taken to manage weight, by demographics, August 2011
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Appendix – Consumer – Choice of Health Claims
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- Figure 78: Types of foods chosen when looking for healthy food, by demographics, August 2011
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Appendix – Consumer – Attitudes towards Light and Low-Fat Foods
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- Figure 79: Agreement with the statement ‘I have cut back on these to save money’, by demographics, August 2011
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- Figure 80: Agreement with the statement ‘They are a big part of my normal diet’, by demographics, August 2011
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- Figure 81: Agreement with the statement ‘They provide a guilt-free treat’, by demographics, August 2011
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- Figure 82: Agreement with the statement ‘There isn’t enough choice’, by demographics, August 2011
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- Figure 83: Agreement with the statement ‘They are artificial’, by demographics, August 2011
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- Figure 84: Agreement with the statement ‘They are bland’, by demographics, August 2011
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- Figure 85: Agreement with the statement ‘They leave me feeling hungry, so I eat more’, by demographics, August 2011
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- Figure 86: Agreement with the statement ‘They are not for men’, by demographics, August 2011
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- Figure 87: Agreement with the statement ‘They are only for dieters’, by demographics, August 2011
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- Figure 88: Agreement with the statement ‘Taste is more important to me than calories in food’, by demographics, August 2011
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- Figure 89: Agreement with the statement ‘They are a small part of my normal diet’, by demographics, August 2011
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Appendix – Target Groups
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- Figure 90: Target groups, by demographics, August 2011
- Figure 91: Attitudes towards light and low-fat foods, by target groups, August 2011
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- Figure 92: Trying to manage weight in the past year, by target groups, August 2011
- Figure 93: Attitudes towards weight loss, by target groups, August 2011
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