Dieting and Weight Control Foods - UK - November 2010
Report description
* Low fat/calorie foods with added health benefits would appeal to the over 45 year olds who form the core of the weight control foods market. These consumers are more likely to be looking to change their diet to improve their health.
* As men are more likely to agree that they are more interested in taste than calorie/fat content, they would be more interested in weight control foods and promotional campaigns that stress taste and the quality of ingredients used rather than just the low fat/calorie message.
* Young adults (teenagers) are more likely to change their diet to make themselves more attractive indicating an opportunity for diet programmes and weight control foods that target these younger consumers and their specific needs, rather than simply focusing on their traditional audience of older females.
* Just under two thirds of consumers prefer foods that are naturally low in fat/calories which suggests a sizeable opportunity for natural weight loss foods, promoting ingredients and provenance and any additional health benefits rather than just focusing on calorie or fat content.
* The two fifths of consumers who agree that low-fat foods have improved in taste and quality recently would be receptive to cross category promotions that encourage consumption, and introduce low-fat food enthusiasts to new categories.
* A wider range of portion sizes should be of interest to the quarter of consumers that feel that low-fat/calorie and slimming foods are not sufficiently filling, so they end up eating more of them. On pack instructions on how to further bulk-out these dishes could also tap into trends that see consumers customising their own food.
Table of contents
Key themes
Definition
Abbreviations
Market in Brief
Value sales performance
Consumers are preoccupied with their weight
New innovation offers consumers more options
Attitudes towards weight control foods
Internal Market Environment
Key points
Watching their weight
Figure 1: Agreement with 'Most of the time I'm trying to lose weight', 2006-10
Use of slimming clubs
Figure 2: Member of slimming club, 2006-10
Concerns about obesity levels
Figure 3: Body mass index segments, 2007-10
Figure 4: Prevalence of obesity in adults, by gender, 2003 and 2010
Dietary issues
Figure 5: Agreement with lifestyle statements about diet and health, 2006-10
Keeping up with celebrities
Broader Market Environment
Key points
A rising male population
Figure 6: Trends in the age structure of the UK population, by gender, 2005-15
An ageing population offers opportunities for diet foods
Figure 7: Changes in the UK population (‘000s), by age group, 2010-15
C2DEs are at a greater risk of being overweight
Figure 8: Socio-economic profile of the UK population, 2005-15
A cut in government funding for healthy eating initiatives
Competitive Context
Key points
Buying healthy options ranges
Figure 9: Adults who buy food/drink from the healthy option ranges (eg low fat), 2007-10
Growth in health and fitness club memberships slows down
Figure 10: UK health and fitness clubs market size trends, 2005-10
Going under the knife
Strengths and Weaknesses
Strengths
Weaknesses
Market Size and Forecast
Key points
Weight control – piling on the pounds
Figure 16: UK estimated retail market value sales of (selected) reduced calorie foods, 2005-10
Slimming aids jostle for position
Figure 17: UK retail sales of slimming aids, 2005-10
The future of the market
Figure 18: Forecast value sales of (selected) reduced calorie foods, 2005-15
Figure 19: Forecast value sales of slimming aids, 2005-15
Methodology
Segment Performance
Key points
Category performance of low-calorie food/low fat
Figure 20: UK estimated retail market of (selected) reduced calorie foods, by category, 2005-10
Slim-Fast regains sales
Figure 21: UK retail sales of slimming aids, by category, 2005-10
Diet pills not a threat to meal replacements
Companies and Products
Weight Watchers
Slim-Fast
EAS
Adios
Natures Remedies
LighterLife UK
Cambridge Weight Plan
Lipotrim (Howard Foundation Research)
Dietcare (Vitaline Weight Control)
Eurodiet
Brand Communication and Promotion
Key points
New product launches of slimming aids boost advertising spend
Figure 22: Main monitored media advertising expenditure on slimming aids and foods – top ten advertisers, 2007-10*
Weight Watchers maintain above-the-line presence
Figure 23: Main monitored media advertising expenditure for Weight Watchers products, 2007-10*
Figure 24: Main monitored media advertising expenditure for Weight Watchers products, by product category, 2007-10*
A broad use of above-the-line media
Figure 25: Main monitored media advertising expenditure on Weight Watchers, by media, 2007-10*
Increased competition in the weight management category
Figure 26: Main monitored media advertising expenditure on the Jenny Craig weight loss programme, by media, 2009 and 2010*
Channels to Market
Key points
Grocery multiples maintain their dominance
Figure 27: Estimated retail distribution of reduced calorie foods, 2006-10
Grocery retailers develop their own ranges
Figure 28: Grocery retailer own-label low-calorie food ranges, 2010
Chemists lose share to multiple grocers
Figure 29: UK retail sales of slimming aids, by outlet type, by share of value, 2006-10
Internet opens up opportunities for more tailored offering
The Consumer – Dieting Trends
Key points
A third of consumers dieted in last three years
Figure 30: Dieting habits in the last three years, August 2010
Women more likely to be dieting
Figure 31: Dieting habits in the last three years, by gender, age, socio-economic group and presence of children in the household, August 2010
Weight loss prime motivation for changing diet
Figure 32: Motivations for changing diet, August 2010
Self-image dictates desire to change diet
The Consumer – Dieting Habits
Key points
Weight Watchers is the most popular diet
Figure 33: Diets followed or would consider following in the future, August 2010
Rosemary Conley Diet and Slimming World are most considered diets
Exercise is the main route to weight loss
Figure 34: Dieted in the last three years, by ways to lose weight/manage your weight other than diet, August 2010
Using reduced calorie foods and slimming aids to lose weight
Appendix – Advertising Data
Appendix – Internal Market Environment
Figure 38: Trends in personal concerns, 2009 and 2010
Figure 39: Agreement with 'Most of the time I'm trying to lose weight', by demographics, 2010
Figure 40: Body mass index segments, by demographics, 2010
Appendix – Broader Market Environment
Figure 41: GDP, PDI, consumer expenditure and savings, at current prices, 2005-15
Appendix – Market Size and Forecast
Figure 44: New product activity in the food category, by positioning claim, 2008-10*
Figure 45: Dieting habits in the last three years, by demographics, August 2010
Figure 46: Motivations for changing diet, by demographics, August 2010
Figure 47: Motivations for changing diet, by demographics, August 2010
Appendix – Dieting Trends
Figure 48: Dieting habits in the last three years, by demographics, August 2010
Figure 49: Motivations for changing diet, by demographics, August 2010
Figure 50: Motivations for changing diet, by demographics, August 2010
Appendix – Dieting Habits
Figure 51: Diets followed or would consider following in the future – Weight Watchers, by demographics, August 2010
Figure 52: Diets followed or would consider following in the future – Slim-Fast, by demographics, August 2010
Figure 53: Diets followed or would consider following in the future – Atkins Diet, by demographics, August 2010
Figure 54: Diets followed or would consider following in the future – South Beach Diet, by demographics, August 2010
Figure 55: Diets followed or would consider following in the future – The Zone Diet, by demographics, August 2010
Figure 56: Diets followed or would consider following in the future – Slimming World, by demographics, August 2010
Figure 57: Diets followed or would consider following in the future – Rosemary Conley, by demographics, August 2010
Figure 58: Diets followed or would consider following in the future – GI Diet, by demographics, August 2010
Figure 59: Most popular ways to lose weight/manage weight other than dieting, by demographics, August 2010
Figure 60: Most popular ways to lose weight/manage weight other than dieting, by demographics, August 2010
Figure 61: Attitudes towards health and healthy lifestyles, August2010
Related market research by sector
Diet (in Health and well-being)
Related market research by market
United Kingdom (in Europe)
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