Table of Contents
Introduction
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- Definition
- Abbreviations
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, 2007-17
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- Figure 2: UK retail value sales of selected diet and weight control foods, by sector, 2012 (est)
- Market factors
- Britons’ waistlines are getting bigger
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- Figure 3: Trends in Body Mass Index segments, 2008-12
- The shifting population structure could boost the market
- The government’s action to improve consumers’ health
- Backlash against diets
- The consumer
- Diminishing usage of diet food and drink
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- Figure 4: Trends in agreement with lifestyle statements on use of diet food/drinks, 2008-12
- Seven in ten consumers have tried to lose or maintain their weight
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- Figure 5: Attitudes towards weight loss, September 2012
- Exercise and portion control are prioritised over dietary changes
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- Figure 6: Actions taken to manage weight, September 2012
- Structured dieting schemes are less popular
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- Figure 7: Dieting schemes used in the last 12 months, by gender, September 2012
- Low fat is the most popular claim for healthy eaters
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- Figure 8: Types of foods chosen when looking for healthy food, September 2012
- Cynicism over price
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- Figure 9: Attitudes towards light and low-fat foods, September 2012
- Competition from alternative low calorie foods
- Demand for low-calorie options in the drinks market
- What we think
Issues in the Market
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- What do consumers do to lose weight and what can diet food brands learn from this?
- What effect is the Responsibility Deal having on the diet and weight control food market?
- What factors are stunting uptake of diet and weight control foods?
- How can diet food brands leverage technology to engage consumers?
Trend Application
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- Trend: Life Hacking
- Trend: Prove It
- 2015 trend: Brand Intervention
Market Drivers
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- Key points
- Obesity levels continue to edge up
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- Figure 10: Trends in Body Mass Index segments, 2008-12
- Weight problems vary by gender, age and socio-economic group
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- Figure 11: Consumers categorised as obese and overweight, by gender and age, 2012
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- Figure 12: Consumers categorised as obese and overweight, by socio-economic group, 2012
- A rise in consumers trying to lose weight most of the time
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- Figure 13: Trends in consumers trying to lose weight most of the time, 2008-12
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- Figure 14: Agreement with the statement ‘Most of the time I am trying to lose weight’, by gender, age and socio-economic group, 2012
- Celebrity chefs help to drive awareness, but advice can be confusing
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- Figure 15: Agreement with the statements ‘All the different advice on keeping healthy can be confusing’, ‘I’m always striving for a healthier lifestyle’ and ‘Cooking programmes/ campaigns by celebrity chefs on TV increased my awareness of healthy eating’, by gender and age, November 2011
- Consumers continue to treat themselves
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- Figure 16: Agreement with selected lifestyle statements regarding food and indulgent foods, 2008-12
- Government, brands and retailers join forces to improve consumers’ health
- The shifting population structure could boost the market
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- Figure 17: Trends in the age structure of the UK population, 2007-17
- Return to growth in consumer spending could benefit the market
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- Figure 18: PDI, consumer expenditure and savings, at constant 2012 prices, 2007-17
Strengths and Weaknesses in the Market
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- Strengths
- Weaknesses
Who’s Innovating?
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- Key points
- Definition
- Slimming launches jump in 2012
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- Figure 19: Share of new product launches with slimming and L/N/R calorie claims in the UK food market, 2009-12
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- Figure 20: Share of new product launches with L/N/R fat, L/N/R sugar, L/N/R glycaemic and L/N/R carb claims in the UK food market, 2009-12
- Yogurts and ready meals continue to drive NPD
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- Figure 21: New product launches with L/N/R calorie, L/N/R fat, L/N/R sugar, L/N/R glycaemic, L/N/R carb and slimming claims in the UK food market, by sub-category, 2009-12
- Stevia enters the UK market
- Brands come under mounting pressure from own-label in NPD
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- Figure 22: New product launches with L/N/R calorie, L/N/R fat, L/N/R sugar, L/N/R glycaemic, L/N/R carb and slimming claims in the UK food market, private label vs branded, 2009-12
- Weight Watchers leads NPD
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- Figure 23: Share of top 15 brands in new product launches with L/N/R calorie, L/N/R fat, L/N/R sugar, L/N/R glycaemic, L/N/R carb and slimming claims in the UK food market, 2009-12
- Morrisons ups the ante for own-label
Market Size and Forecast
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- Key points
- Sales growth at a standstill in 2012
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- Figure 24: Value sales for selected diet and weight control foods, 2007-17
- The future of the market
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- Figure 25: UK retail value sales of selected diet and weight control foods, 2007-17
- Factors used in the forecast
Segment Performance
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- Key points
- Biscuits hold the largest minority share
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- Figure 26: UK retail value sales of selected diet and weight control foods, by sector, 2012 (est)
- Figure 27: Value sales growth of selected diet and weight control foods, by sector, 2011-12
- Figure 28: UK retail value sales of selected diet and weight control foods, by sector, 2007-12
- Yogurt
- Breakfast cereals
- Chilled and frozen ready meals
- Artificial sweetener
- Sales of slimming aids in decline
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- Figure 29: Total retail value sales of slimming aids*, 2007-12
Companies and Products
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- Weight Watchers
- Company background
- Diet plan
- Food and drink product range
- Product innovation
- Advertising and promotion
- Slim-Fast
- Company overview
- Diet plan
- Product range
- Kellogg’s
- Company overview
- Diet plan
- Product range and innovation
- Advertising and promotion
- Adios
- Company overview
- Diet plan
- Product range
- Natures Remedies
- Company overview
- Product range
- Retailer activity
- Tesco
- Sainsbury’s
- Asda
- Co-op
- Morrisons
- Waitrose
- Marks & Spencer
Brand Communication and Promotion
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- Key points
- Advertisers use low-fat claims to target consumers
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- Figure 30: Number of adverts shown with low-fat/reduced fat/fat-free claims, 2007-12
- TV advertising dominates, but internet and press advertising gains momentum
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- Figure 31: Advertising expenditure by identified key players in the diet and weight control food market, by media type, 2011
- Key players refresh marketing strategies
The Consumer – Usage of Diet Foods and Slimming Products
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- Key points
- Waning demand for diet food and drink
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- Figure 32: Trends in agreement with lifestyle statements on use of diet food/drinks, 2008-12
- Women, 25-44s and ABC1s are the biggest users
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- Figure 33: Agreement with the statements ‘I use diet food and drink products’ and ‘I always look for the light/diet versions of food and drink’, by gender and age, 2012
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- Figure 34: Agreement with the statements ‘I use diet food and drink products’ and ‘I always look for the light/diet versions of food and drink’, by socio-economic group, 2012
- Usage of slimming products is small, but rising
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- Figure 35: Usage of slimming products, 2012
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- Figure 36: Usage of slimming products, by gender, age and socio-economic group, 2012
The Consumer – Attitudes Towards Weight Loss
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- Key points
- Over half of Britons are trying to lose weight
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- Figure 37: Attitudes towards weight loss, September 2012
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- Figure 38: Consumers who have tried to lose weight in the last 12 months or try to maintain their current weight, by gender, age and socio-economic group, September 2012
The Consumer – Action Taken to Manage Weight
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- Key points
- Exercise comes above dietary changes
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- Figure 39: Actions taken to manage weight, September 2012
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- Figure 40: Actions taken to manage weight, by type of weight objective, September 2012
- Eating less is a simple and popular course of action
- Women are more abstemious than men
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- Figure 41: Most popular action taken to manage weight, by gender, September 2012
- Only three in ten eat more diets foods when trying to lose weight
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- Figure 42: Eating more products labelled low in sugar/fat/calories to manage weight, by gender, age and socio-economic group, September 2012
- Young consumers are most likely to skip meals
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- Figure 43: Skipping meals to manage weight, be gender and age, September 2012
- Most dieters follow four or fewer steps
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- Figure 44: Repertoire of types of action taken to manage weight, September 2012
- Food diaries are the most popular dieting scheme
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- Figure 45: Dieting schemes used in the last 12 months, by gender, September 2012
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- Figure 46: Dieting schemes used in the last 12 months, food diary and diet app, by age, September 2012
- Parents with young children are most likely to join diet clubs
The Consumer – Choice of Health Claims
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- Key points
- Low fat is the most popular claim for healthy eaters
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- Figure 47: Types of foods chosen when looking for healthy food, September 2012
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- Figure 48: Selected types of foods chosen when looking for healthy food, by gender, September 2012
- ‘Light’ and ‘diet’ claims are only important to a minority
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- Figure 49: Agreement with the statement ‘I choose foods labelled light or diet when looking for healthy food’, by gender, age and socio-economic group, September 2012
The Consumer – Attitudes Towards Light and Low-fat Foods
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- Key points
- Cynicism over price
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- Figure 50: Attitudes towards light and low-fat foods, September 2012
- Questions marks linger surrounding healthiness of ‘light’ foods
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- Figure 51: Agreement with the statements ‘It is hard to know how healthy products labelled as light really are’, ‘They contain ingredients/sweeteners that are bad for you’ and ‘I don’t trust the healthiness of many foods which are labelled as diet/low fat/low calorie’, by gender and age group, September 2012
- Consumers are wise to small serving sizes
- Strongest demand for low-calorie alcohol among under-35s
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- Figure 52: Agreement with the statement ‘I would like to see more low-calorie options in alcoholic drinks*’, by age and socio-economic group, September 2012
- Under-35s are most likely to prefer ‘light’ products from brands
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- Figure 53: Agreement with the statement ‘I prefer light products from the original brand (eg Cadbury Light Mousse) to diet brands (eg Weight Watchers)’, by gender and age, September 2012
- Demand for ‘light’ products from sports drinks brands among three in ten consumers
- Young adults are motivated by rewards
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- Figure 54: Agreement with the statement ‘I would like to get rewards for meeting my dieting/calorie targets’, by gender and age, September 2012
The Consumer – Target Groups
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- Key points
- Four target groups
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- Figure 55: Target groups, September 2012
- Sceptical (23%)
- Reward-led (25%)
- Calorie Counters (24%)
- Disengaged (28%)
Appendix – Market Drivers
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- Figure 56: Body Mass Index segments, by demographics, 2012
- Figure 57: Agreement with selected lifestyle statements, 2008-12
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- Figure 58: Agreement with selected lifestyle statements, by demographics, 2012
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Appendix – Market Size and Forecast
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- Figure 59: Best- and worst-case forecasts for selected diet and weight control foods, 2012-17
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Appendix – The Consumer – Usage of Diet Foods and Slimming Products
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- Figure 60: Agreement with selected lifestyle statements, by demographics, 2012
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Appendix – The Consumer – Attitudes Towards Weight Loss
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- Figure 61: Attitudes towards weight loss, by demographics, September 2012
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- Figure 62: Attitudes towards weight loss, by demographics, September 2012
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- Figure 63: Attitudes towards weight loss, by demographics, September 2012
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Appendix – The Consumer – Action Taken to Manage Weight
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- Figure 64: Most popular action taken to manage weight, by demographics, September 2012
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- Figure 65: Next most popular action taken to manage weight, by demographics, September 2012
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- Figure 66: Repertoire of most popular action taken to manage weight, by demographics, September 2012
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- Figure 67: Dieting schemes used in the last 12 months, by demographics, September 2012
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Appendix – The Consumer – Choice of Health Claims
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- Figure 68: Most popular types of foods chosen when looking for healthy food, by demographics, September 2012
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- Figure 69: Next most popular types of foods chosen when looking for healthy food, by demographics, September 2012
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- Figure 70: Other types of foods chosen when looking for healthy food, by demographics, September 2012
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Appendix – The Consumer – Attitudes Towards Light and Low-fat Foods
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- Figure 71: Attitudes towards light and low-fat foods, September 2012
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- Figure 72: Agreement with the statements ‘They are overpriced’ and ‘It is hard to know how healthy products labelled as light really are’, by demographics, September 2012
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- Figure 73: Agreement with the statements ‘The overall calorie/fat content is more important than the light/reduced label’ and ‘I feel cheated if the calorie count is based on tiny serving sizes’, by demographics, September 2012
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- Figure 74: Agreement with the statements ‘They contain ingredients/sweeteners that are bad for you’ and ‘I don’t trust the healthiness of many foods which are labelled as diet/low fat/low calorie’, by demographics, September 2012
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- Figure 75: Agreement with the statements ‘I prefer naturally lower-calorie foods to reduced calorie products’ and ‘I would like to see more low-calorie options in alcoholic drinks^’, by demographics, September 2012
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- Figure 76: Agreement with the statements ‘They do not provide the necessary nutrients for a balanced diet’ and ‘I prefer light products from the original brand to diet brands’, by demographics, September 2012
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- Figure 77: Agreement with the statements ‘I would consider light products from sports nutrition/sports drink brands’ and ‘I would like to get rewards for meeting my dieting/calorie targets’, by demographics, September 2012
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Appendix – The Consumer – Target Groups
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- Figure 78: Consumers who have tried to lose weight in the last 12 months, by target groups, September 2012
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- Figure 79: Attitudes towards weight loss, by target groups, September 2012
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- Figure 80: Most popular action taken to manage weight, by target groups, September 2012
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- Figure 81: Dieting schemes used in the last 12 months, by target groups, September 2012
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- Figure 82: Types of foods chosen when looking for healthy food, by target groups, September 2012
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- Figure 83: Attitudes towards light and low-fat foods, by target groups, September 2012
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- Figure 84: Grocery shopping habits, by target groups, September 2012
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- Figure 85: Attitude towards health and healthy lifestyles, by target groups, September 2012
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- Figure 86: Cooking and eating habits, by target groups, September 2012
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