Table of Contents
Issues in the Market
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- Key themes
- Definition
- Abbreviations
Future Opportunities
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- Persuasion through reassurance…and fun
- Engaging the non-dieting male
Market in Brief
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- Value sales performance
- Consumers are preoccupied with their weight
- New innovation offers consumers more options
- Attitudes towards weight control foods
Internal Market Environment
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- Key points
- Watching their weight
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- Figure 1: Agreement with 'Most of the time I'm trying to lose weight', 2006-10
- Use of slimming clubs
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- Figure 2: Member of slimming club, 2006-10
- Concerns about obesity levels
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- Figure 3: Body mass index segments, 2007-10
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- Figure 4: Prevalence of obesity in adults, by gender, 2003 and 2010
- Dietary issues
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- Figure 5: Agreement with lifestyle statements about diet and health, 2006-10
- Keeping up with celebrities
Broader Market Environment
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- Key points
- A rising male population
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- Figure 6: Trends in the age structure of the UK population, by gender, 2005-15
- An ageing population offers opportunities for diet foods
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- Figure 7: Changes in the UK population (‘000s), by age group, 2010-15
- C2DEs are at a greater risk of being overweight
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- Figure 8: Socio-economic profile of the UK population, 2005-15
- A cut in government funding for healthy eating initiatives
Competitive Context
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- Key points
- Buying healthy options ranges
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- 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
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- Figure 10: UK health and fitness clubs market size trends, 2005-10
- Going under the knife
Strengths and Weaknesses
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- Strengths
- Weaknesses
Who’s Innovating?
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- Key points
- An increase in reduced fat options
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- Figure 11: Trend in weight control food launches, UK, 2007-10*
- Figure 12: Weight control food launches, % by positioning claim ,UK, 2008-10*
- Prepared meals dominate new product launches
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- Figure 13: NPD in weight control foods, % by food category, 2008-10*
- Brands offer consumers more options
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- Figure 14: NPD in weight control foods, % by brand, 2008-10*
- Dietary supplements
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- Figure 15: NPD in dietary supplements, % by positioning claim, UK, 2008-10*
- Promoting satiety
- Online weight management
Market Size and Forecast
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- Key points
- Weight control – piling on the pounds
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- Figure 16: UK estimated retail market value sales of (selected) reduced calorie foods, 2005-10
- Slimming aids jostle for position
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- Figure 17: UK retail sales of slimming aids, 2005-10
- The future of the market
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- Figure 18: Forecast value sales of (selected) reduced calorie foods, 2005-15
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- Figure 19: Forecast value sales of slimming aids, 2005-15
- Methodology
Segment Performance
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- Key points
- Category performance of low-calorie food/low fat
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- Figure 20: UK estimated retail market of (selected) reduced calorie foods, by category, 2005-10
- Slim-Fast regains sales
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- Figure 21: UK retail sales of slimming aids, by category, 2005-10
- Diet pills not a threat to meal replacements
Companies and Products
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- 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
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- Key points
- New product launches of slimming aids boost advertising spend
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- Figure 22: Main monitored media advertising expenditure on slimming aids and foods – top ten advertisers, 2007-10*
- Weight Watchers maintain above-the-line presence
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- 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
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- Figure 25: Main monitored media advertising expenditure on Weight Watchers, by media, 2007-10*
- Increased competition in the weight management category
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- Figure 26: Main monitored media advertising expenditure on the Jenny Craig weight loss programme, by media, 2009 and 2010*
Channels to Market
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- Key points
- Grocery multiples maintain their dominance
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- Figure 27: Estimated retail distribution of reduced calorie foods, 2006-10
- Grocery retailers develop their own ranges
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- Figure 28: Grocery retailer own-label low-calorie food ranges, 2010
- Chemists lose share to multiple grocers
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- 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
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- Key points
- A third of consumers dieted in last three years
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- Figure 30: Dieting habits in the last three years, August 2010
- Women more likely to be dieting
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- 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
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- Figure 32: Motivations for changing diet, August 2010
- Self-image dictates desire to change diet
The Consumer – Dieting Habits
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- Key points
- Weight Watchers is the most popular diet
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- 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
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- 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
The Consumer – Attitudes towards Dieting
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- Key points
- A preference for natural foods
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- Figure 35: Attitudes towards reduced fat/reduced calorie and slimming foods, August 2010
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- Figure 36: Attitudes towards controlling weight and reduced fat/calorie foods, August 2010
- Consumers can taste the difference
- Exercising portion control
Dieting – Targeting Opportunities
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- Key points
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- Figure 37: Consumer clusters for weight control foods, August 2010
- No-Dieters (26%)
- Who are they more likely to be?
- Attitudes towards weight control foods and dieting
- Tasty Portions (20%)
- Who are they more likely to be?
- Attitudes towards weight control foods and dieting
- Lighter Options (15%)
- Who are they more likely to be?
- Attitudes towards weight control foods and dieting
- Naturals (20%)
- Who are they more likely to be?
- Attitudes towards weight control foods and dieting
- Satisfied Dieters (19%)
- Who are they more likely to be?
- Attitudes towards weight control foods and dieting
Appendix – Advertising Data
Appendix – Internal Market Environment
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- 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
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- Figure 40: Body mass index segments, by demographics, 2010
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Appendix – Broader Market Environment
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- Figure 41: GDP, PDI, consumer expenditure and savings, at current prices, 2005-15
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Appendix – Who’s Innovating?
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- Figure 42: Trend in top product claims for weight control food launches, UK, 2008-10*
- Figure 43: NPD in weight control foods, own-label vs. branded, 2008-10*
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Appendix – Market Size and Forecast
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- 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
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- Figure 46: Motivations for changing diet, by demographics, August 2010
- Figure 47: Motivations for changing diet, by demographics, August 2010
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Appendix – Dieting Trends
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- Figure 48: Dieting habits in the last three years, by demographics, August 2010
- Figure 49: Motivations for changing diet, by demographics, August 2010
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- Figure 50: Motivations for changing diet, by demographics, August 2010
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Appendix – Dieting Habits
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- 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
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- 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
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- 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
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- 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
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- 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
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- Figure 61: Attitudes towards health and healthy lifestyles, August2010
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Appendix – Attitudes towards Dieting
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- Figure 62: Agreement with ‘I am more interested in taste than calorie/fat content’, by demographics, August 2010
- Figure 63: Agreement with ‘Low-fat foods are not as healthy as they seem', by demographics, August 2010
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- Figure 64: Agreement with 'I am more likely to buy foods labelled as light than low calorie', by demographics, August 2010
- Figure 65: Agreement with 'Low-fat foods have more additives/preservatives than regular food', by demographics, August 2010
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- Figure 66: Agreement with ‘I prefer food that is naturally low in fat/calories’, by demographics, August 2010
- Figure 67: Agreement with ‘I am concerned about the safety of some of the sweeteners they use’, by demographics, August 2010
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- Figure 68: Agreement with ‘Low-fat food has improved in taste and quality recently', by demographics, August 2010
- Figure 69: Agreement with 'I buy low-fat food to stay in shape', by demographics, August 2010
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- Figure 70: Agreement with ‘I’d rather just eat smaller portions of full-fat/full calorie food’, by demographics, August 2010
- Figure 71: Agreement with 'They are not very filling so I end up eating more of them', by demographics, August 2010
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- Figure 72: Agreement with 'Taste is more important than healthiness’, by demographics, August 2010
- Figure 73: Agreement with ‘Smaller package sizes of my favourite foods would help me lose weight’, by demographics, August 2010
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- Figure 74: Agreement with 'Smaller pack sizes are often more expensive per unit ', by demographics, August 2010
- Figure 75: Agreement with 'I avoid reduced fat foods as they are often high in sugar', by demographics, August 2010
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- Figure 76: Agreement with 'Calorie content is more of an issue than fat content', by demographics, August 2010
- Figure 77: Agreement with 'I’d rather eat foods that are naturally low in fat', by demographics, August 2010
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- Figure 78: Agreement with 'Reduced calorie foods often contain synthetic ingredients', by demographics, August 2010
- Figure 79: Agreement with 'Reduced calorie foods are an important part of my diet', by demographics, August 2010
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Appendix – Dieting – Targeting Opportunities
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- Figure 80: Consumer clusters for weight control foods, by demographics, August 2010
- Figure 81: Dieted in the last three years, by target groups, August 2010
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- Figure 82: Ways to lose weight/manage your weight other than diet, by target groups, August 2010
- Figure 83: Attitudes towards reduced fat/reduced calorie foods and slimming foods, by target groups, August 2010
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- Figure 84: Attitudes towards controlling weight and reduced fat/calorie foods in general, by target groups, August 2010
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