Dieting Trends - UK - November 2013

INTRODUCTION
Definition
Excluded
Abbreviations
EXECUTIVE SUMMARY
The market
Figure 1: UK retail value sales for selected diet and weight control foods, 2008-18
Figure 2: UK retail value sales of selected diet and weight control foods, by sector, 2013 (est)
Market factors
The nation’s waistlines continue to expand
Government action relies on voluntary schemes
New uniform nutritional labels start to roll out
Companies, brands and innovation
An uptick in NPD activity in 2012 and 2013
Figure 3: Total share of diet food products in all new food product launches, Jan 2009 - Sept 2013
Adspend slows for diet and weight control foods
Figure 4: Topline advertising expenditure by identified key players in the diet and weight control food market*, 2009-13
The consumer
Dieting is commonplace in the UK
Figure 5: Attitudes towards weight loss, September 2013
Exercise is the most popular route to managing weight
Figure 6: Actions taken to manage weight, September 2013
The five-a-day message has gained widespread acceptance
Figure 7: Types of products considered to be healthy, September 2013
Treats are seen as part of a balanced diet
Figure 8: Attitudes towards dieting and healthy eating, September 2013
Concerns over the healthiness of diet food
Figure 9: Attitudes towards diet foods, September 2013
What we think
ISSUES IN THE MARKET
Can diet brands use clearer comparisons to standard alternatives to win consumers’ trust?
Can natural sweeteners help brands to overcome concerns over the ingredients in diet food?
What impact is the new consistent nutrition labelling scheme for food and drink products likely to have on the diet food market?
How can diet food brands heighten their appeal among the younger and older generation?
TREND APPLICATION
Trend: Man in the Mirror
Trend: Secret Secret
Mintel Futures: Access Anything, Anywhere
MARKET DRIVERS
Key points
Obesity levels have soared over the past five years but look to be stabilising
Figure 10: Finished Admission Episodes with a primary diagnosis of obesity in England, by gender, 2000/01-2011/12
The responsibility deal update
New uniform nutritional labels start to roll out
Women tend to watch what they eat closely more so than men
Figure 11: Habits related to health, November 2012
Growth in key age groups could boost the market
Figure 12: Trends in the age structure of the UK population, 2008-18
Fad diets look to be returning to their former popularity
Weight loss surgery declines in the UK
STRENGTHS AND WEAKNESSES
Strengths
Weaknesses
WHO’S INNOVATING?
Key points
Definition
Diet food NPD sees revival
Figure 13: Total share of diet food products in all new food product launches, Jan 2009 - Sept 2013
Figure 14: Share of slimming, low/no/reduced calorie and low/no/reduced fat claims in all new food product launches, Jan 2009 - Sept 2013
Ready meals see most active NPD
Figure 15: Share of new diet product launches in the UK food market, by sub-category, Jan 2009 - Sept 2013
…followed by spoonable yogurt and soup
Own-label continues NPD growth into 2013
Figure 16: New diet product launches in the UK food market, own-label vs branded, Jan 2009 - Sept 2013
Weight Watchers and Morrisons account for nearly 20% of NPD
Figure 17: Share of top 15 brands in new diet product launches within the UK food market, Jan 2009 - Sept 2013
New packaging attracts growing activity
Figure 18: Launches in the diet food market, by launch type, Jan 2009- Sept 2013
MARKET SIZE AND FORECAST
Key points
Sluggish value growth follows a dip in 2012
Figure 19: UK retail value sales for selected diet and weight control foods, 2008-18
The future of the market
Figure 20: UK retail value sales for selected diet and weight control foods, 2008-18
Factors used in the forecast
SEGMENT PERFORMANCE
Key points
Biscuits account for a third of the market
Figure 21: UK retail value sales of selected diet and weight control foods, by sector, 2013 (est)
Figure 22: UK retail value sales of selected diet and weight control foods, by sector, 2008-13
Strong growth in low-fat yogurt in 2013
Sales continue to slump in the diet ready meals market
Stevia brands fail to boost the artificial sweeteners sector
The decline in slimming aids halts in 2013
Figure 23: Total retail value sales of slimming aids*, 2008-13
COMPANIES AND PRODUCTS
Figure 24: Profiled companies and their brands within the dieting/healthy eating market
Weight Watchers
Company overview
Diet plan
Product range
Innovation
Advertising and promotion
Slim-Fast
Diet plan
Product range
Recent activity
Kellogg’s
Diet plan
Product range and innovation
Advertising and promotion
Adios
Diet plan
Product range
Natures Remedies
Product range
Tesco
Sainsbury’s
Asda
Morrisons
M&S
BRAND COMMUNICATION AND PROMOTION
Key points
Adspend slows for diet and weight control foods
Figure 25: Topline advertising expenditure by identified key players in the diet and weight control food market*, 2009-13
Kellogg’s cuts adspend…
Figure 26: Main monitored media advertising expenditure in the diet and weight control food market*, by leading advertiser in 2012, 2009-13
Figure 27: main monitored media advertising expenditure in the diet and weight control food market*, by leading identified brands in 2012, 2009-13
Special K focuses on online visibility in 2012
…with heavy TV investment in 2013
… for Müller to take the lead in adspend
Weight Watchers also reduced its adspend
Flavour is a key theme in marketing
TV advertising dominates but press increases share too
Figure 28: Advertising expenditure by identified key players in the diet and weight control food market*, by media type, 2012
CONSUMER – ATTITUDES TOWARDS WEIGHT LOSS
Key points
Dieting is commonplace in the UK
Figure 29: Attitudes towards weight loss, September 2013
Figure 30: Consumers who have tried to lose weight or try to maintain their current weight in the last 12 months, by gender, age and socio-economic group, September 2013
CONSUMER – ACTIONS TAKEN TO MANAGE WEIGHT
Key points
Exercise is the most popular route to managing weight
Figure 31: Actions taken to manage weight, September 2013
Women are most inclined to cut back on unhealthy foods
Figure 32: Selected actions taken to manage weight, by gender, September 2013
Only a quarter eat more diet foods
Under-25s are more likely to skips meals and eat more protein
Figure 33: Consumers who skip meals and who eat more high protein food to manage weight, by gender and age group, September 2013
Dieting schemes hold niche appeal
Figure 34: Dieting schemes used in the last 12 months, September 2013
Figure 35: Selected dieting schemes used in the last 12 months, by age, September 2013
Figure 36: Most popular diets followed in the last 12 months, September 2013
CONSUMER – TYPES OF PRODUCTS CONSIDERED TO BE HEALTHY
Key points
The five-a-day message has gained widespread acceptance
Figure 37: Types of products considered to be healthy, September 2013
Over-55s place most importance on fat, sugar and fibre content
Figure 38: Selected types of products considered to be healthy, by age, September 2013
One in five look for ‘light’ or ‘diet’ products
CONSUMER – ATTITUDES TOWARDS DIETING AND HEALTHY EATING
Key points
Treats are seen as part of a balanced diet
Figure 39: Attitudes towards dieting and healthy eating, September 2013
Figure 40: agreement with the statement “eating all different types of food in moderation is the best way to stay healthy” and “I occasionally like to treat myself to foods I know are bad for me”, by age, September 2013
Three in 10 are perpetual dieters
Time, expense and eating out are barriers for under-35s
Figure 41: Agreement with the statements “I find it hard to eat healthily when dining out”, “I find it too expensive to eat healthily” and “busy lifestyles make it difficult to stick to a diet”, by gender and age group, September 2013
Three in 10 see consistent labelling as helpful
CONSUMER – ATTITUDES TOWARDS DIET FOODS
Key points
Concerns over the healthiness of diet food
Figure 42: Attitudes towards diet foods, September 2013
Clearer information could help to relieve doubts
Figure 43: Selected attitudes towards diet foods, September 2013
APPENDIX – MARKET SIZE AND FORECAST
Figure 44: Best- and worst-case forecasts for selected diet and weight control foods, 2013-18
APPENDIX – BRAND COMMUNICATION AND PROMOTION
Figure 45: Share of main monitored media advertising expenditure in the diet and weight control food market*, by leading identified brands in 2012, 2009-13
APPENDIX – CONSUMER – ATTITUDES TOWARDS WEIGHT LOSS
Figure 46: Attitudes towards weight loss, September 2013
Figure 47: Attitudes towards weight loss, by demographics, September 2013
APPENDIX – CONSUMER – ACTIONS TAKEN TO MANAGE WEIGHT
Figure 48: Actions taken to manage weight, September 2013
Figure 49: Dieting schemes used in the last 12 months, September 2013
Figure 50: Popular diets tired in the last 12 months, September 2013
Figure 51: Most popular actions taken to manage weight, by demographics, September 2013
Figure 52: Next most popular actions taken to manage weight, by demographics, September 2013
Figure 53: Other actions taken to manage weight, by demographics, September 2013
Figure 54: Most popular dieting schemes used in the last 12 months, by demographics, September 2013
APPENDIX – CONSUMER – TYPES OF PRODUCTS CONSIDERED TO BE HEALTHY
Figure 55: Types of products considered to be healthy, September 2013
Figure 56: Most popular types of products considered to be healthy, by demographics, September 2013
Figure 57: Next most popular types of products considered to be healthy, by demographics, September 2013
Figure 58: Other types of products considered to be healthy, by demographics, September 2013
APPENDIX – CONSUMER – ATTITUDES TOWARDS DIETING AND HEALTHY EATING
Figure 59: Attitudes towards dieting and healthy eating, September 2013
Figure 60: Most popular attitudes towards dieting and healthy eating, by demographics, September 2013
Figure 61: Next most popular attitudes towards dieting and healthy eating, by demographics, September 2013
Figure 62: Other attitudes towards dieting and healthy eating, by demographics, September 2013
APPENDIX – CONSUMER – ATTITUDES TOWARDS DIET FOODS
Figure 63: Attitudes towards diet foods, September 2013
Figure 64: Agreement with the statement ‘Diet foods are no better for you than standard food products’, by demographics, September 2013
Figure 65: Agreement with the statement ‘I trust diet brands to make nutritious foods’, by demographics, September 2013
Figure 66: Agreement with the statement ‘Diet food serving sizes are often too small’, by demographics, September 2013
Figure 67: Agreement with the statement ‘Diet foods taste just as good as non-diet foods’, by demographics, September 2013
Figure 68: Agreement with the statement ‘Often diet foods are not much lower in calories than their standard alternatives’, by demographics, September 2013
Figure 69: Agreement with the statement ‘I would like to see clearer nutritional information to show differences between diet foods and their standard alternatives’, by demographics, September 2013
Figure 70: Agreement with the statement ‘I am wary of the ingredients/sweeteners that go into diet food products’, by demographics, September 2013
Figure 71: Agreement with the statement ‘I would like to see a wider variety of 'diet' options in sweet treats’, by demographics, September 2013
Figure 72: Agreement with the statement ‘I would like to see more products using natural sweeteners to replace sugar’, by demographics, September 2013
Figure 73: Agreement with the statement ‘I would be embarrassed to be seen eating diet branded food’, by demographics, September 2013
Figure 74: Agreement with the statement ‘I prefer naturally low-fat foods to reduced fat products’, by demographics, September 2013