Table of Contents
Overview
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- What you need to know
- Definition
Executive Summary
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- The issues
- Nutrition knowledge isn’t power
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- Figure 1: Level of nutrition knowledge, by weight-loss goals, June 2016
- Dieters are thinking long-term
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- Figure 2: Attributes of effective diet plans, June 2016
- Organization leads to motivation
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- Figure 3: Diet motivations, June 2016
- The opportunities
- More than half of Americans are dieting
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- Figure 4: Share of respondents who diet, June 2016
- Dieters are largely positive about their chances of success
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- Figure 5: Attitudes toward dieting – Any agree, June 2016
- Beliefs around diet and nutrition vary widely
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- Figure 6: Nutrition beliefs, June 2016
- What it means
The Market – What You Need to Know
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- The market for diet products lacks growth
- Segment growth comes from diet pills and meal replacements
- Oprah reenergizes Weight Watchers
- Obesity epidemic persists, but may not be recognized by individuals
Market Size and Breakdown
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- Market for diet products holds steady
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- Figure 7: Total US sales and forecast of diet products, at current prices, 2011-15
- Most diet product categories remain flat
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- Figure 8: Methods used to manage weight, February 2011-March 2016
- Diet food and drink make up the bulk of the market
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- Figure 9: Total US sales of diet products, by segment, at current prices, 2015 (est)
- Figure 10: Total US sales of diet products, by segment, at current prices, 2013 and 2015 (est)
Market Perspective
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- The Oprah effect
- Subscription services renew enthusiasm for cooking
- Wellness in the workplace
- Dieters move from “diet” products to “better-for-you” products
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- Figure 11: Ingredient avoidance in BFY Foods, by diet status, June 2016
Market Factors
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- Obesity rates refuse to budge
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- Figure 12: Percentage of overweight and obese Americans, 2000-14
- Misperceptions of body weight can encourage sales of diet products
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- Figure 13: Calculated BMI and body weight perceptions, October 2015
- Americans try to reduce the binge
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- Figure 14: Perceptions of overeating, February 2009-March 2016
- Unbalanced diets perpetuate obesity epidemic
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- Figure 15: Percent of food group consumed, based on daily recommended amounts, 2014
- Aging population may have to shift their perspectives on healthy food
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- Figure 16: BMI, by generation – Overweight or obese, October 2015
Key Players – What You Need to Know
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- Weight Watchers
- Nutrisystem
- Jenny Craig
- The DASH Diet
- The MIND Diet
Strengths and Weaknesses
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- Weight Watchers
- Nutrisystem
- Jenny Craig
- The DASH Diet
- The MIND Diet
Key Trends – What You Need to Know
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- Moderation isn’t new, but it’s catching on
- Health content is ubiquitous across social channels
- Calorie counters count on apps
- Obesity rates haven’t improved
- Diet? Healthy? Light? Gross!
- To eat, or not to eat, that is the question
What’s Working?
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- Moderation reigns as the most popular diet choice
- To post or not to post? Weight-loss groups gain traction on social
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- Figure 17: Weight Watchers | Introducing Beyond the Scale, December 2015
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- Figure 18: Strawberry mojito recipe, August 2016
- Figure 19: Do the foods you eat affect your skin? | Herbalife nutrition advice, March 2016
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- Figure 20: Why Can’t We Accept Compliments? #NowBelieveIt, August 2015
- Health content draws engaged audience online
- Herbalife’s business model persists
- Dieters count on apps to keep track
What’s Struggling?
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- Healthy or not healthy? It can be hard to tell
- Regular and diet soda fail to maintain market share
- Nutrition guidelines shift (slowly)
- Sustainability is key dieter challenge, not often addressed
- Some see healthy choices as “girl food”
- “Diet” is a dirty word
What’s Next?
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- Is the microbiome the key to a healthy weight?
- Fasting diets gain appeal and acceptance
- The next level in sports nutrition
- Juices, teas, and smoothies – the modern liquid diets
- Eating for cognitive health
- Calorie counting 2.0
The Consumer – What You Need to Know
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- A majority of Americans are actively seeking a healthy weight
- Some amount of nutrition knowledge is standard, but few are experts
- Paid communities are thought of as the most effective diet option
- Building healthy habits leads to weight-loss success
- Goal setting is a positive motivator for many
- Dieting isn’t easy (but anyone can do it)
- Some are sensitive about weight and weight loss
Demographics of Dieters
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- Majority of Americans are watching their weight
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- Figure 21: Share of respondents who diet, June 2016
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- Figure 22: Change dieting from the previous year, 2009-16
- Adults aged 25-34 are looking to lose
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- Figure 23: Key demographics of those dieting to lose weight, June 2016
- Most looking to lose 20+ lbs
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- Figure 24: Weight-loss goals (lbs.) of dieters, June 2016
Food Choices of Dieters
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- Dieters and non-dieters make similar choices
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- Figure 25: Attitudes toward food, by diet status, June 2016
- Fewer than half believe their diets are healthy
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- Figure 26: Attitudes toward food, by diet status, June 2016
Nutrition Knowledge
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- Most Americans have some degree of nutrition knowledge
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- Figure 27: Level of nutrition knowledge, June 2016
- Parents and adults under the age of 45 consider themselves experts
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- Figure 28: Level of nutrition knowledge, by key demographics, June 2016
- Those invested in losing weight have educated themselves on nutrition
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- Figure 29: Level of nutrition knowledge, by weight-loss goals (lbs.), June 2016
- There isn’t one best way to lose weight
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- Figure 30: Nutrition beliefs, June 2016
- Level of nutrition knowledge impacts diet beliefs
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- Figure 31: Nutrition beliefs – Part I, by level of nutrition knowledge, June 2016
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- Figure 32: Nutrition beliefs – Part II, by level of nutrition knowledge, June 2016
- The most likely dieters prefer a “cheat day”
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- Figure 33: Nutrition beliefs – Cheat days, by age and gender, June 2016
- Men more likely to lean on exercise to lose weight
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- Figure 34: Nutrition myths and truths, by gender, June 2016
Diet Plan Perceptions
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- Strengths and weaknesses of diet plans
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- Figure 35: Correspondence analysis – Diet plan perceptions, June 2016
- Figure 36: Diet plan perceptions table, June 2016
- Natural and healthy not always linked in consumers’ minds
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- Figure 37: Diet plan perceptions – Healthy and natural attributes, June 2016
- Expensive doesn’t always equate to effective
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- Figure 38: Diet plan perceptions – Effective and expensive attributes, June 2016
Attributes of Effective Diets
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- Effective diets encourage a lifetime of good habits
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- Figure 39: Attributes of effective diet plans, June 2016
- Setting up good habits is more appealing to older dieters
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- Figure 40: Attributes of effective diet plans – Long-term habits, by age, June 2016
- Income level has little effect on diet perspectives
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- Figure 41: Attributes of effective diet plans – Select attributes, by household income, June 2016
- Easy-to-follow diets appeal to those with low nutrition knowledge
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- Figure 42: Attributes of effective diet plans – Select attributes, by level of nutrition knowledge, June 2016
- Young dieters want the real deal
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- Figure 43: Attributes of effective diet plans – Whole foods, by age, June 2016
Diet Motivations
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- Setting goals is a primary motivator
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- Figure 44: Diet motivations, June 2016
- Young dieters take a social approach to weight loss
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- Figure 45: Diet motivations – Social components, by age, June 2016
- Women find planning aids in success
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- Figure 46: Diet motivations – Select items, by gender, June 2016
- Hispanic dieters plan with a friend
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- Figure 47: Diet motivations – Dieting with a friend, by race/Hispanic origin, June 2016
Attitudes toward Dieting
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- People have faith that weight-loss success is attainable
- Many are diet agnostic
- Weight loss still considered taboo
- Some dieters feel disadvantaged
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- Figure 48: Attitudes toward dieting, June 2016
- All ages feel their ideal figure is achievable
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- Figure 49: Attitudes toward dieting – Achieving the ideal body, by age, June 2016
- Those aged 25-34 feel the most social pressure around weight loss
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- Figure 50: Attitudes toward dieting – Social pressures, by age, June 2016
- Black dieters may have a more realistic perspective
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- Figure 51: Attitudes toward dieting - willpower, by race/Hispanic origin, June 2016
Appendix – Data Sources and Abbreviations
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- Data sources
- Sales data
- Consumer survey data
- Consumer qualitative research
- Abbreviations
Appendix – Market
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- Figure 52: Total US sales and forecast of diet products, at inflation-adjusted prices, 2011-15
- Figure 53: Total US sales and forecast of diet products, by segment, at current prices, 2011-15
- Figure 54: Methods used to manage weight, February 2012- March 2016
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Appendix – Consumer
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- Figure 55: Food product preferences for current dieters, February 2008-March 2016
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