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Dieting - UK - February 2008

ISSUES IN THE MARKET
Main issues
Definition
Abbreviations
INSIGHTS AND OPPORTUNITIES
Diets without the fuss
Taste not just counting calories
Focusing on muscle groups
MARKET IN BRIEF
A market needing a fresh approach
Health but not diet
But obesity remains a growing problem
Motivations vary with age
Changing strategies
Future prospects
FAST FORWARD TRENDS
Trend 1: Supernanny State
What’s it about?
What’s it mean
What next?
Trend 2: Deseasonalization
What’s it about?
What’s it mean
What next?
Trend 3: Brand Co-operation
What’s it about?
What’s it mean
What next?
 WHAT IS FAST FORWARD TRENDS?
INTERNAL MARKET ENVIRONMENT
Key points
Healthy eating or dieting?
But most people are overweight
Figure 1: Incidence of being overweight or obese among men and women, 1994 and 2003
The old and men are most at risk
Figure 2: Incidence of being overweight or obese among men and women, by age group, 2003
People don’t admit to being overweight
Figure 3: Adults who have felt overweight in the last year, 2004 and 2006
The obese admit it
Consumers actively improving their diet
Figure 4: Agreement with lifestyle statements concerned with diet, 2003-07
Alternative approaches to losing weight
Figure 5: Agreement with selected lifestyle statements concerned with diet, 2003-07
Figure 6: Agreement with other lifestyle statements concerned with diet, 2003-07
Government initiatives multiply
BROADER MARKET ENVIRONMENT
Key points
Age changes favour dieting
Figure 7: UK population by age, 2002-12
More AB households means market growth
Figure 8: UK population by socio-economic group, 2002-12
COMPETITIVE CONTEXT
Key points
Market for diet products in flux
Figure 9: Market size and growth for selected healthful foods, 2002-07
Weight orientated consumers have other options
Figure 10: UK health and fitness clubs market size trends, 2002-12
Figure 11: Frequency of health and beauty treatment usage, January 2007
Figure 12: UK retail value and number of procedures of cosmetic surgery, by sector, 2002-07
STRENGTHS AND WEAKNESSES IN THE MARKET
Strengths
Weaknesses
WHO’S INNOVATING?
Key points
The shift to natural
Figure 13: Claims made for new product introductions, 2003-07
Diet brands continue to innovate
Repositioning diet brands
SELECTED DIET PLANS AND CLUBS
Key points
Five diets exceed seventy five per cent awareness
Figure 14: Awareness of selected diets, November 2007
Weight Watchers
The Atkins Diet
Slim Fast
Kellogg’s Special K Diet
Slimming World
Cabbage Soup Diet
F-Plan Diet
GI Diet
Rosemary Conley Diet
Carol Vorderman Detox Diet
Grapefruit Diet
Cambridge Diet
Other diets
Blood Type Diet
South Beach Diet
Lighter Life
Abs Diet
The Zone Diet
Maple Syrup Diet
Jesus Diet
Waterfall Diet
Volumetrics Diet
The Paleo Diet
Sugar Busters
Sonoma Diet
Ornish Diet
RETAILER ACTIVITIES
Key points
Grocery multiples dominate distribution
Figure 15: Retailer healthy foods sub-brands, 2008
Retailers shift emphasis to healthy eating
BRAND COMMUNICATION AND PROMOTION
Key points
Diet manufacturers increase adspend
Figure 16: Selected manufacturer promotional spend on diet brands, 2003-07
Retailer shift promotion to healthy eating
Figure 17: Selected retailer promotional expenditure on diet brands, 2003-07
PERCEPTIONS OF WEIGHT
Key points
Older consumers more likely to admit being overweight
Figure 18: Body weight perception, December 2007
Social class divides overweight
WEIGHT LOSS METHODS
Key points
Exercise the most popular weight loss method
Figure 19: Dieting methods, December 2007
Diet clubs appeal to C1 and female consumers
The young favour exercise and low calorie diets
The most overweight open to the widest range of weight loss methods
Exercise versus diet
Slightly overweight blame snacking and chocolate
Weight Watchers the most popular
Figure 20: Most popular diets, December 2007
MOTIVATIONS FOR DIETING
Key points
Main motives for dieting
Figure 21: Dieting motivations, December 2007
The old diet for health
The young want to look good
Middle years just want to fit their clothes
Christmas and holidays are the seasonal peaks
Improved energy inspires the most overweight
Missed opportunities from the gym sector?
ATTITUDES TOWARDS DIETS
Key points
Four out of ten don’t think diets work
Figure 22: Attitudes towards diets, December 2007
Struggling to stick to diets
Older and wiser?
Hard to follow, confusing and possibly harmful
But still watching what we eat
DIETING TARGETING OPPORTUNITIES
Key points
Apathetic (37% of respondents)
Balanced Dieters (16% of respondents)
Exercise Focused (22% of respondents)
Slimming Addicts (12% of respondents)
Diet Regulators (13% of respondents)
APPENDIX – INTERNAL MARKET ENVIRONMENT
Figure 23: Agreement with selected lifestyle statements on dietary attitudes, 2003-07
Figure 24: Agreement with selected general lifestyle statements, 2003-07
Figure 25: Agreement with selected lifestyle statements on eating habits, 2003-07
Figure 26: Agreement with selected lifestyle statements on dietary habits, 2003-07
Figure 27: Adults who have felt over weight in the last year, 2004-07
Figure 28: Frequency of dieting, 2004-07
APPENDIX: PERCEPTIONS OF WEIGHT
Figure 29: Body weight perception, December 2007
Body weight perception – detailed demographics
Figure 30: Body weight perception, by detailed demographics, December 2007
APPENDIX: METHODS OF WEIGHT LOSS
Figure 31: Dieting methods, December 2007
Dieting methods – detailed demographics
Figure 32: Most popular dieting methods, by detailed demographics, December 2007
Figure 33: Next most popular dieting methods, by detailed demographics, December 2007
Dieting methods, by body weight perception
Figure 34: Dieting methods, by body weight perception, December 2007
Diet plans
Figure 35: Diet plans, December 2007
APPENDIX: MOTIVATIONS FOR DIETING
Figure 36: Dieting motivations, December 2007
Dieting motivations – detailed demographics
Figure 37: Most populat dieting motivations, by detailed demographics, December 2007
Figure 38: Next most populat dieting motivations, by detailed demographics, December 2007
Dieting motivations, by body weight perception
Figure 39: Dieting motivations, by body weight perception, December 2007
Dieting motivations, by dieting methods
Figure 40: Most popular dieting motivations, by dieting methods, December 2007
Figure 41: Next most popular dieting motivations, by dieting methods, December 2007
APPENDIX: ATTITUDES TOWARDS DIETING
Figure 42: Attitudes towards diets, December 2007
Attitudes towards diets – detailed demographics
Figure 43: Most popular attitudes towards diets, by detailed demographics, December 2007
Figure 44: Next most popular attitudes towards diets, by detailed demographics, December 2007
Attitudes towards diets, by weight perception
Figure 45: Attitudes towards diets, by weight perception, December 2007
Attitudes towards diets, by dieting methods
Figure 46: Most popular attitudes towards diets, by dieting methods, December 2007
Figure 47: Next most popular attitudes towards diets, by dieting methods, December 2007
Attitudes towards diets, by dieting motivations
Figure 48: Most popular attitudes towards diets, by dieting motivations, December 2007
Figure 49: Next most popular attitudes towards diets, by dieting motivations, December 2007
APPENDIX – DIETING TARGET GROUPS
Dieting target groups – detailed demographics
Figure 50: Dieting target groups, by detailed demographics, December 2007
Dieting target groups, by body weight perception
Figure 51: Dieting target groups, by body weight perception, December 2007
Dieting target groups, by weight loss methods
Figure 52: Dieting target groups, by weight loss methods, December 2007
Dieting target groups, by dieting motivations
Figure 53: Dieting target groups, by dieting motivations, December 2007
Dieting target groups, by attitudes towards dieting
Figure 54: Dieting target groups, by attitudes towards dieting, December 2007
Dieting target groups, by diets heard of but not tried and diets tried but no longer following
Figure 55: Dieting target groups, by diets heard of but not tried and diets tried but no longer following, December 2007

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