Table of Contents
- CHAPTER 1 EXECUTIVE SUMMARY
- The hot topic
- The future decoded
- The number of overweight and obese consumers is growing rapidly
- The diet food and drink market will continue to grow in value
- Consumers will increasingly choose 'lesser evil' products rather than
dedicated diet products
- Consumers are aware of the health implications of diets, but older
consumers are far more likely to act in consequence
- Action points
- CHAPTER 2 THE FUTURE DECODED
- Introduction
- TREND: The number of overweight and obese consumers is growing
- France and Germany have the fastest growing proportion of overweight
consumers
- The number of overweight consumers in the US will continue to grow
fast
- The number of overweight Europeans will not grow as fast as in the US
- US and UK consumers are most likely to be overweight
- In many countries, having a normal BMI is no longer normal
- France has the highest proportion of underweight consumers
- Germany and the UK have the highest proportion of obese consumers in
Europe
- Childhood obesity is a growing concern in Europe and the US
- Changes in dietary habits are fueling childhood obesity and other
diseases
- Obesity in childhood increases the likelihood of ill- health in
adulthood
- Lower levels of exercise contribute to the growth of childhood
obesity
- TREND: The growth in the value of diet food and drinks will remain
healthy
- The strongest growth in the diet food and drinks market will be in
France and Spain
- The US diet food and drinks market will grow faster than in Europe
- Swedish and Dutch consumers spend the most on diet food and drinks
- French consumers have the fastest growing per head expenditure on
diet products
- American per head expenditure on diet products will remain on
average greater than in Europe
- Per head expenditure on diet confectionery will grow the fastest
- Per head expenditure on diet dairy products will be the highest
- Consumers' expenditure on diet confectionery will grow the fastest
- TREND: Low/no fat products account for most NPD despite dieting fads
- Most diet food NPD will remain low-fat
- Low-fat food products will continue to account for most diet food NPD
- The rise in the number of low-carbohydrate food products was
short-lived
- The diet drinks product trends are changing more significantly
- Growth in the number of low-carb drinks is more sustained than in
food
- Consumers will continue to choose more low-calorie drinks
- INSIGHT: There is a wide gap between consumers' attitudes and behaviors
regarding dieting
- Consumers consider that they can improve their health through their
diet
- Young Adults and Seniors attach most importance to improving health
through diet
- Seniors are far more likely to act on their health beliefs
- A growing number of consumers base their choices on taste rather than
health
- Most consumers are inclined to consider health more important than
taste...
- ... however in practice, a higher proportion base their choices on
sensory considerations
- Over a third of consumers consider low-carbohydrate foods important
- Early Midlifers in particular are keen on low-carbohydrate
products...
- ...however almost two-thirds are not prepared to a pay a premium for
them
- Overweight consumers are aware that they should make specific changes
to their diet
- Improving physical appearance through diet is far more important to
overweight consumers
- Overweight consumers feel more strongly that they should exercise
more
- Overweight consumers are less likely to link alcohol to weight
- Overweight consumers are less likely to act on their health beliefs
- Overweight consumers are less likely to increase their levels of
exercise
- Overweight consumers are particularly prone to "yoyo" dieting
- Increased healthy eating is a lot more popular than dedicated dieting
- INSIGHT: Attitudes and behaviors vary according to BMI
- Overweight consumers have specific dietary habits
- Overweight consumers tend to eat more takeaway and ready meals
- Overweight consumers are the least assiduous restaurant customers
- There is little difference between men's and women's attitudes
- The small differences between men's and women's attitudes suggest a
feminization of society
- Men are slightly more likely than women to find health
considerations important...
- ...but they are also less likely to act on their convictions
- Men's eating habits have a negative effect on women's diets
- INSIGHT: Consumers are opting for portion control to manage their weight
- When consumers use portion control they often do not feel adverse
effects on satiety
- Consumer confusion between portion size and serving size remains
- Conclusions
- Consumers are moving away from dieting towards healthy eating
- CHAPTER 3 ACTION POINTS
- Introduction
- Help consumers to control portion sizes
- Encourage consumers to opt for smaller portion sizes rather than
avoiding food and drink
- Educate consumers about the difference between a serving size and a
portion
- Target healthy eating rather than dieting fads to support sustained
growth
- Promote healthy eating using positive marketing
- Target healthy eating concerns among older consumers
- Extend trusted health brands
- Build relationships with the 'expert community'
- Don't neglect dieters in healthy eating focused marketing
- The biggest opportunities in GI products will be in bakery products
and indulgent foods
- Help consumers overcome barriers to weight loss
- Encourage consumers to adopt a preventative approach to weight
- Regain consumers' trust by avoiding misleading claims
- Take responsibility for the health properties of products
- Help consumers take responsibility for their diet
- Embrace interactive media in a more creative way
- Limit advertising unhealthy foods to children
- Target weight-loss beverages
- Case study: Weight Watchers will target consumers with flavored waters
- Encourage consumers to follow simple and easy weight-loss regimes
- Recognize that overweight consumers still want satisfaction, not
deprivation
- Appeal to consumers' self-perceptions through empathetic advertisements
- Create characters with whom consumers can identify
- Tap into the images with which consumers would like to identify
- CHAPTER 4 APPENDIX
- Definitions
- Supplementary data by category and country
- Diet bakery
- Diet carbonates
- Diet confectionery
- Diet dairy
- Diet fats and spreads
- Research methodology
- How to contact experts in your industry
- List of Tables
- Table 1: Percentage of overweight and obese adult consumers by
country, 2004-2009 (% adult population)
- Table 2: Number of overweight and obese adult consumers by country,
2004-2009 (millions)
- Table 3: Number of adult consumers by BMI by country, 2004 (millions)
- Table 4: BMI distribution by country, 2004 (% adult population)
- Table 5: Number of overweight and obese children (5-9 years old) by
country, 1999-2009 (millions)
- Table 6: Overall diet market value by country, Europe and US,
1999-2009 (US$ m)
- Table 7: Per head expenditure on diet products by country, Europe and
US, 1999-2009 (US$/head)
- Table 8: Per head expenditure on diet products by category, Europe,
1999-2009 (US$/head)
- Table 9: Per head expenditure on diet products by category, US,
1999-2009 (US$/head)
- Table 10: Diet products' proportion of overall food NPD by product
claim, 2001-2005, Europe and US (%)
- Table 11: Diet products' proportion of overall drinks NPD by product
claim, Europe and US, 2001-2005 (%)
- Table 12: Consumer survey: "How important to you is improving your
health through your diet?"
- Table 13: Consumer survey: "Please rate the extent to which you have
taken active steps to improve your health through diet this year"
- Table 14: Consumer survey: "To what extent do you agree or disagree
that taste is more important than health when choosing food and drinks?"
- Table 15: Consumer survey: "How much more or less have you chosen the
best-tasting rather than the healthiest versions of food and drinks over
the past year?"
- Table 16: Consumer survey: "How important to you are low carbohydrate
food and drinks?"
- Table 17: Consumer survey: "How much extra would you be prepared to
pay for low carbohydrate food and drinks?"
- Table 18: Consumer survey: "To what extent do you agree with the
following statements?" (% respondents) Europe and US
- Table 19: Consumer survey: "How much more or less than previously have
you done the following over the past 12 months?" (% respondents) Europe
and US
- Table 20: Consumer survey: "How often do you do the following?"
segmented by BMI (% respondents), Europe & US
- Table 21: Consumer survey: "How important to you is improving your
health through your diet?" (answers by gender)
- Table 22: Consumer survey: "How important to you are low carbohydrate
food and drinks?" (answers by gender)
- Table 23: Consumer survey: "Please rate the extent to which you have
taken active steps to improve your health through diet this year" (answers
by gender)
- Table 24: Consumer survey: "To what extent do you agree or disagree
that taste is more important than health when choosing food and drinks?"
(answers by gender)
- Table 25: Importance of marketing that reflects consumers' personal
situation, by country (% respondents) 2004, Europe and US
- Table 26: Percentage of consumers who often see themselves in
characters used by advertisers, by country, (% respondents) 2004, Europe
and US
- Table 27: Definitions
- Table 28: Diet bakery market value by country, 1999-2009 (US$ m)
- Table 29: Diet carbonates market value by country, 1999-2009 (US$ m)
- Table 30: Diet confectionery market value by country, 1999-2009 (US$ m)
- Table 31: Diet dairy market value by country, 1999-2009 (US$ m)
- Table 32: Diet fats and spreads market value by country, 1999-2009
(US$ m)
- List of Figures
- Figure 1: The proportion of overweight and obese adults is highest in
the US and the UK
- Figure 2: The Netherlands have the fastest growing number of
overweight and obese children in Europe
- Figure 3: France and Spain have the fastest growing diet product
markets
- Figure 4: Swedish consumers spend more on diet food and drink than any
others
- Figure 5: European and American consumers spend more per head on diet
dairy products than on any other category
- Figure 6: The growth in low-carb food product launches was largely a
fad
- Figure 7: NPD in diet drinks is dominated by low-calorie drinks, but
low-carb products are catching up
- Figure 8: The older consumers are, the more likely they are to act on
their beliefs regarding the effect of diet on their health
- Figure 9: Early Midlifers are more influenced in their choices by
taste than other age groups
- Figure 10: Many consumers think that low-carb products are important,
but don't wish to pay a premium for them
- Figure 11: Overweight consumers are more conscious than others that
improving their diet could lead to improved health and appearance
- Figure 12: Overweight consumers are less likely to act on their
beliefs about improving their diet, health and appearance
- Figure 13: Overweight consumers tend to eat ready-meals and takeaways
more often than others
- Figure 14: Men are slightly more likely than women to actively try and
improve their health through diet
- Figure 15: An innovative example of helping consumers to make more
informed decisions when eating out
- Figure 16: Manufacturers should target weight-loss soft drinks
- Figure 17: The Primaliv yoghurt range in Sweden uses images to
demonstrate energy levels going up and down
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