Diet Trends - US - May 2008

SCOPE AND THEMES
What you need to know
Definition
Terms
Data sources
Consumer survey data
Abbreviations and terms
Abbreviations
Terms
EXECUTIVE SUMMARY
56% of respondents consider themselves overweight
Who is dieting
Self weight assessment and likelihood of being on a diet
Most respondents diet for general health and wellness
“All or nothing” food restrictions
Of 19 popular diets, low fat and heart healthy are the most popular
“Heart Healthy” Diet is the most popular
“Low Fat” Diet popular for adaptation
Calorie Counting
Diets do not get high points for satisfaction
Most common diet style is “healthy”
When eating out, some leeway is allowed
Using ideas or foods, but not diet plans
New “diet” product launches
INSIGHTS AND OPPORTUNITIES
What do dieters hope to gain?
Dieting for health and wellness
Customization is a diet plan plus
Natural and organic branded diet foods can grow the diet business
FAST FORWARD TRENDS
Trend: Fit or Fat
What’s it about?
Size acceptance
Fit and fat is not a reality
But it is possible to be too thin
“Fit or fat” and the diet industry
Trend: Binge On
What’s it about?
Binge eating can be replaced by other activities
The diet industry can become the gatekeeper
WHO IS OVERWEIGHT?
Key points
Personal weight assessment
Figure 1: Assessment of current weight, March 2008
MARKET DRIVERS
Key points
Overweight and obesity
Figure 2: Percentage of population who are overweight or obese, 2000-07
Health and wellness
Appearance obsession
HOW THEY ARE DIETING
Key points
Dieting behavior
Figure 3: Eating pattern, by gender, March 2008
Figure 4: Eating pattern, by age, March 2008
Figure 5: Assessment of weight cross-tabulated with eating habits, March 2008
WHY THEY ARE DIETING
Key points
Wellness tops reasons for limiting food intake
Figure 6: Reasons for limiting food intake, by gender, March 2008
Figure 7: Reasons for limiting food intake, by age, March 2008
Income and education influence motivations for limiting food intake.
Figure 8: Reasons for limiting food intake, by income, March 2008
Figure 9: Reasons for limiting food intake, by education, March 2008
Self weight assessment and reasons for dieting
Figure 10: Cross-tabulation: assessment of current weight and reasons for limiting food intake, March 2008
THE DIET PLANS THEY FOLLOW
Key points
Even with so many options, few respondents follow diet plans
Diet discards
Figure 11: Familiarity and experience with diet plans, March 2008
Figure 12: Currently using diet plans, 2006 and 2008
“HEART HEALTHY” DIET
Key points
Highest income respondents most likely to follow diet plan
Figure 13: Demographics of “Heart Healthy” dieters, March 2008
“LOW FAT” DIET
Key points
Income determines usage
High interest in “low fat” foods, but also high attrition rate
Figure 14: Demographics of “low fat” dieters, March 2008
CALORIE COUNTING
Key points
Only 6% of respondents actively count calories
Figure 15: Demographics of calorie counting dieters, March 2008
SATISFACTION WITH AND INTEREST IN DIET PLANS
Key points
Only half of respondents satisfied with current diets
Figure 16: Satisfaction with diet plans (summary of agree completely/agree), by gender, March 2008
Figure 17: Satisfaction with diet plans (summary of agree completely/agree), by age, March 2008
Figure 18: Satisfaction with diet plans (summary of agree completely/agree), by gender, March 2008
Interest in new diet trends
Figure 19: Interest in specific diet trends (summary of ‘very interested’ and ‘interested’), by age, March 2008
Figure 20: Interest in specific diet trends (summary of ‘very interested’ and ‘interested’), by race/Hispanic origin, March 2008
ATTITUDES TOWARDS DIETING
Key points
Dieting styles
Figure 21: Ways of dieting, by age, March 2008
Figure 22: Ways of dieting, by race/Hispanic origin, March 2008
Figure 23: Ways of dieting, by presence of children in household, March 2008
Dieting when eating out
Figure 24: Ways of dieting when eating out, by age, March 2008
Dieting on the menu
Figure 25: Nutritional claims on healthy, light or low carb menus, Q4 2007
USING THE FOOD, NOT THE PLAN
Key points
Usage of ideas or foods from specific diets
Figure 26: Usage of food or ideas from specific diets cross-tabulated with self-identified weight assessment, March 2008
Sales of diet foods
Figure 27: Sales of specific “diet” foods through FDMx channels, 2002-07
Figure 28: Usage of specific diet foods, 2007, and usage of diets or food/ideas from diets, March 2008
New product launches: weight control food and drink
Figure 29: New diet food launches, 2006-08
Figure 30: New product launches of branded weight control food and drink, 2006-07
Weight Watchers
South Beach
Slim-Fast
ADVERTISING AND PROMOTION
Weight Watchers
Figure 31: Weight Watchers Slimming television ad, 2007
Figure 32: Weight Watchers Evergreen television ad, 2007
Figure 33: Weight Watchers Progresso Soup television ad, 2007
Figure 34: Weight Watchers Whitman Chocolates television ad, 2007
Jenny Craig
Figure 35: Jenny Craig television ad, 2007
Slim-Fast
Figure 36: Slim-Fast television ad, 2007
South Beach
Figure 37: South Beach television ad, 2007
CLUSTER ANALYSIS—DIET PLAN SEARCHERS, WELLNESS DIETERS, PROSPECTIVE DIETERS
Insight
Cluster characteristics
Figure 38: Self weight assessment, by clusters, march 2008
Figure 39: Attitudes towards dieting, by clusters, march 2008
Cluster demographics
Figure 40: Diet trends clusters, by gender, march 2008
Figure 41: Diet trends clusters, by age, march 2008
Figure 42: Diet trends clusters, by income, march 2008
Figure 43: Diet trends clusters, by race/Hispanic origin, March 2008
Methodology
CUSTOM CONSUMER GROUPS—MOMS KEY TO DIET MARKET
Key points
Moms are different
Figure 44: Reasons for limiting food intake, moms, March 2008
Satisfaction with diets is lower among moms
Figure 45: Satisfaction with diet plans (summary of agree completely/agree), Moms, March 2008
Importance of a balanced diet
Figure 46: Ways of dieting, Moms, March 2008
APPENDIX: OTHER USEFUL CONSUMER TABLES
Eating patterns
Figure 47: Eating pattern, by race/Hispanic origin, March 2008
Figure 48: Eating pattern, by income, March 2008
Reasons for limiting the amount or kind of food eaten
Figure 49: Reasons for limiting food intake, by race/Hispanic origin, March 2008
Satisfaction with diet plans
Figure 50: Satisfaction with diet plans (summary of agree completely/agree), by gender, March 2008
Interest in specific diets
Figure 51: Interest in specific diet trends (summary of ‘very interested’ and ‘interested’), by income, March 2008
Dieting strategies
Figure 52: Ways of dieting, by income, March 2008