Table of Contents
Scope and Themes
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- What you need to know
- Definition
- Data sources
- Sales data
- Consumer survey data
- Advertising creative
- Abbreviations and terms
- Abbreviations
- Terms
Executive Summary
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- Overview
- The market
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- Figure 1: Diet status, July 2012
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- Figure 2: Body weight goals, by gender and age, July 2012
- Market factors
- Population
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- Figure 3: Diet status and BMI, by gender, July 2012
- Figure 4: Population, by age, 2012-17
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- Figure 5: Diet status and BMI, by race/Hispanic origin, July 2012
- Obesity rates
- Unemployment
- The consumer
- Diet plan attributes
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- Figure 6: Diet plan attributes sought, by gender, July 2012
- Reasons to diet
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- Figure 7: Reasons for dieting, by gender, July 2012
- Attitudes toward dieting
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- Figure 8: Attitudes toward dieting, July 2012
- What we think
Issues in the Market
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- What effect will legislations have on consumers’ diets?
- With consumers taking more of a wellness/healthy eating approach, how can diet products stay relevant?
- How can diet brands innovate in this market?
Insights and Opportunities
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- Technology
- Product labels
- Retail
- Restaurants
Trend Applications
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- Trend: Snack Society
- Trend: Help Me Help Myself
- 2015 Trend: Access Anything Anywhere
Market Factors
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- Key points
- Demographics
- Age and gender
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- Figure 9: Female population, by age, 2007-17
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- Figure 10: Male population, by age, 2007-17
- Ethnicity
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- Figure 11: U.S. population, by race and Hispanic origin, 2007-17
- Obesity
- Unemployment and underemployment
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- Figure 12: U.S. Unemployment and underemployment rates, 2007-12
- Rising healthcare costs
- Government programs
Competitive Context
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- Exercise
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- Figure 13: Diet status, by physical fitness program-exercised regularly last 12 months, April 2011-June 2012
- Surgery
- Not dieting
- Prescription diet pills
Leading Companies and Brands
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- Key points
- Overall weight control category increasing
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- Figure 14: FDMx sales of weight control products, by leading companies, 2011 and 2012
- Sales of liquid/powder weight control products up
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- Figure 15: FDMx sales of liquid/powder weight control products, by leading companies, 2011 and 2012
- Tablet sales decline
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- Figure 16: FDMx sales of tablet weight control products, by leading companies, 2011 and 2012
- Usage of nutritional supplements
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- Figure 17: Use of liquid/powdered nutritional supplements or liquid breakfast usage, by gender and age, April 2011-June 2012
- Brands of nutritional supplements
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- Figure 18: Brands of use of liquid/powdered nutritional supplements or liquid breakfasts, by gender and age, April 2011-June 2012
- Dieters seek foods high in fiber, low in fat
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- Figure 19: Diet food products, by gender and age, April 2011-June 2012
- Dieters eating frozen dinners
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- Figure 20: Select frozen complete dinners and main course brands consumed, by diet status, April 2011-June 2012
Innovations and Innovators
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- Diet product introductions
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- Figure 21: Share of weight loss product launches, by subcategory, 2004-12
- Snack/cereal/energy bars
- Digestive and detoxifying treatments
- Meal replacement beverages
- Prepared meals and meal kits
- Vitamins and supplements
- Other products
- New diet methods
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- Figure 22: Sensa, television ad, 2012
- Scales
Marketing Strategies
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- Overview of the brand landscape
- Brand analysis: Weight Watchers
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- Figure 23: Brand analysis of Weight Watchers, 2012
- TV presence
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- Figure 24: Weight Watchers, television ad, 2012
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- Figure 25: Weight Watchers, television ad, 2012
- Online initiatives
- Social media
- Weight Watchers Success Stories
- Brand analysis: Healthy Choice
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- Figure 26: Brand analysis of Healthy choice, 2012
- TV presence
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- Figure 27: Healthy Choice, television ad, 2012
- Online initiatives
- Social media
- Brand analysis: Medifast
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- Figure 28: Brand analysis of brand, 2011
- TV presence
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- Figure 29: Medifast, television ad, 2012
- Online initiatives
- Social media
Diet Status
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- Key points
- Dieters not keeping up with obesity trends
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- Figure 30: Dieting status, by gender, 2006-12
- More respondents have dieted, are dieting, or plan to diet than not
- Women more likely to report dieting, but men more likely to need to diet
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- Figure 31: Dieting status, by gender, July 2012
- The young future dieters
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- Figure 32: Dieting status, by age, July 2012
- Past dieters still want to lose
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- Figure 33: Body weight goals, by dieting status, July 2012
Body Weight Goals
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- Key points
- Most respondents want to lose weight
- Women more likely than men to want to lose weight
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- Figure 34: Body weight goals, by gender, July 2012
- Younger men looking to gain
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- Figure 35: Body weight goals, by gender and age, July 2012
- The price of losing weight
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- Figure 36: Body weight goals, by household income, July 2012
- Diet brands appeal by how much weight people want to lose
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- Figure 37: Body weight goals, by those who have used or are interested in trying brands of diets, July 2012
- Differences between dieters and nondieters
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- Figure 38: Attitudes/Opinions about food, by dieters and nondieters, April 2011-June 2012
Diet Attributes
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- Key points
- Dieters don’t seek support
- Female dieters need convenience
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- Figure 39: Diet plan attributes sought, by gender, July 2012
- Young female dieters fast and furious
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- Figure 40: Diet plan attributes sought, by gender and age, July 2012
- Dieters with a long way to go seek easier solutions
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- Figure 41: Diet plan attributes sought, by body weight goals, July 2012
- Dieters seek diets that are easy and convenient
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- Figure 42: Diet plan attributes sought, by types of diets (have or would use), July 2012
Diet Information Sources
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- Key points
- Most dieters turn to a professional
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- Figure 43: Diet information sources, July 2012
- Male dieters trust professionals, female dieters trust friends
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- Figure 44: Diet information sources, by gender, July 2012
- Older men most likely to turn to a spouse
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- Figure 45: Diet information sources, by gender and age, July 2012
- Differences in information sources based on interest in diet brands
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- Figure 46: Diet information sources, by brands of diets use or have used, July 2012
- Figure 47: Diet information sources, by types of diets use or have used, July 2012
Reasons to Diet
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- Key points
- Women want to diet, men have to diet
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- Figure 48: Reasons for dieting, by gender, July 2012
- Older dieters more concerned with health
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- Figure 49: Reasons for dieting, by age, July 2012
- Those with health conditions more likely to diet
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- Figure 50: Diet status, by ailments had in last 12 months, April 2011-June 2012
Brands of Diets
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- Key points
- Weight Watchers most popular with consumers
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- Figure 51: Brands of diets, July 2012
- Differences in diet use by gender
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- Figure 52: Brands of diets used or interested in trying, by gender, July 2012
- Younger dieters interested in “newer” diets
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- Figure 53: Brands of diets used or interested in trying, by age, July 2012
Types of Diets
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- Key points
- Reducing calories most popular diet
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- Figure 54: Types of diets, July 2012
- Men more likely to be interested in most types of diets
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- Figure 55: Types of diets used or interested in trying, by gender, July 2012
- Younger dieters interested in technology
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- Figure 56: Types of diets used or interested in trying, by age, July 2012
- Parents interested in most diet types
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- Figure 57: Types of diets used or interested in trying, by presence of children in household, July 2012
Attitudes Toward Dieting
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- Key points
- Dieters need to indulge
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- Figure 58: Attitudes toward dieting, July 2012
- Women more likely to struggle with diets
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- Figure 59: Attitudes toward dieting, by gender, July 2012
- Young women struggle, while young men are confused
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- Figure 60: Attitudes toward dieting, by gender and age, July 2012
Race and Hispanic Origin
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- Key points
- Black respondents most likely to be overweight
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- Figure 61: Body mass index calculated based on self-reported height and weight, by race/Hispanic origin, July 2012
- Figure 62: Diet status, by race/Hispanic origin, July 2012
- Make dieting social for black consumers
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- Figure 63: Diet plan attributes sought, by race/Hispanic origin, July 2012
- Black dieters seek out information from a doctor
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- Figure 64: Diet information sources, by race/Hispanic origin, July 2012
- Hispanic and black dieters differ in their motivation
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- Figure 65: Reasons for dieting, by race/Hispanic origin, July 2012
- Black/Hispanic dieters less likely to calorie restrict
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- Figure 66: Types of diets, by race/Hispanic origin, July 2012
- Hispanics may be confused about healthy diets
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- Figure 67: Attitudes toward dieting, by race/Hispanic origin, July 2012
Cluster Analysis
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- Figure 68: Target clusters, July 2012
- Cluster 1: Indulgers
- Demographics
- Characteristics
- Opportunity
- Cluster 2: Social dieters
- Demographics
- Characteristics
- Opportunity
- Cluster 3: Strict dieters
- Demographics
- Characteristics
- Opportunity
- Cluster characteristic tables
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- Figure 69: Diet status, by target clusters, July 2012
- Figure 70: Body weight goals, by target clusters, July 2012
- Figure 71: Diet plan attributes sought, by target clusters, July 2012
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- Figure 72: Diet information sources, by target clusters, July 2012
- Figure 73: Reasons for dieting, by target clusters, July 2012
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- Figure 74: Brands of diets used or interested in trying, by target clusters, July 2012
- Figure 75: Types of diets used or interested in trying, by target clusters, July 2012
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- Figure 76: Attitudes toward dieting, by target clusters, July 2012
- Cluster demographics
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- Figure 77: Target clusters, by demographic, July 2012
- Cluster methodology
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Custom Consumer Groups: Kids and Teens
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- Key points
- Obesity among teens
- Aiming nutrition bars at teens
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- Figure 78: Energy/diet snacks and bar usage, among teens by gender and age, April 2011-June 2012
- Nutrition supplements appeal to female teens
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- Figure 79: Liquid/powdered nutritional supplements or liquid breakfast usage, among teens by gender and age, April 2011-June 2012
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- Figure 80: Reasons for using liquid/powdered nutritional supplements or liquid breakfasts, among teens by gender, April 2011-June 2012
- Female emotional eating starts at an early age
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- Figure 81: Attitudes and opinions about food, among teens by gender and age, April 2011-June 2012
- Kids understand importance of healthy eating
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- Figure 82: Eating habits, among kids by gender and age, April 2011-June 2012
- Diet habits among children
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- Figure 83: Diet control, among kids by gender and age, April 2011-June 2012
Custom Consumer Groups: BMI
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- Key points
- Older men most likely to be overweight/obese
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- Figure 84: Body mass index calculated based on self-reported height and weight, by gender and age, July 2012
- Overweight/obese more likely to diet
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- Figure 85: Diet status, by BMI, July 2012
- Obese dieters seek most attributes
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- Figure 86: Diet plan attributes sought, by BMI, July 2012
- Professional sources appeal to obese
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- Figure 87: Diet information sources, by BMI, July 2012
- Brands of diets
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- Figure 88: Brands of diets, by BMI, July 2012
- Overweight and obese dieters need more motivation
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- Figure 89: Attitudes toward dieting, by BMI, July 2012
Appendix: Other Useful Consumer Tables
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- Diet status
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- Figure 90: Dieting status, by gender and age, July 2012
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- Figure 91: Diet status, by household income, July 2012
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- Figure 92: Diet status, by region, July 2012
- Body weight goals
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- Figure 93: Body weight goals, by age, July 2012
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- Figure 94: Body weight goals, by region, July 2012
- Diet attributes
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- Figure 95: Diet plan attributes sought, by age, July 2012
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- Figure 96: Diet plan attributes sought, by presence of children in household, July 2012
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- Figure 97: Diet plan attributes sought, by brands of diets, July 2012
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- Figure 98: Diet plan attributes sought, by brands of diets, July 2012 (continued)
- Diet information sources
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- Figure 99: Diet information sources, by age, July 2012
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- Figure 100: Diet information sources, by household income, July 2012
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- Figure 101: Diet information sources, by region, July 2012
- Reasons to diet
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- Figure 102: Reasons for dieting, by gender and age, July 2012
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- Figure 103: Reasons for dieting, by household income, July 2012
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- Figure 104: Reasons for dieting, by presence of children in household, July 2012
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- Figure 105: Reasons for dieting, by region, July 2012
- Diet brands
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- Figure 106: Brands of diets, by presence of children in household, July 2012
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- Figure 107: Brands of diets, by household income, July 2012
- Attitudes toward dieting
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- Figure 108: Attitudes toward dieting, by age, July 2012
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- Figure 109: Attitudes toward dieting, by region, July 2012
Appendix: Trade Associations
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