Executive Summary
- Introduction
- Market dynamics and drivers: how have consumers become more obese, yet
more obsessed with one diet than ever?
- Getting inside Atkins
- Who or what is driving growth in low-carbohydrate foods?
- New product development: a lesson in innovation and caution
- Potential problems of low-carbohydrate development: growth or extinction?
- Coping with competition: how are rival slimming foods coping with the
low-carbohydrate diet?
- Industry opinion and consumer research
Chapter 1 Introduction
- Summary
- Low-carb diets are rooted in history
- Low-carb consumers date back to 1863
- Enter, Dr Robert Atkins
- Getting to grips with the 'science' behind the Atkins diet
- Exploring other low-carb diets
- Obesity ? this century' s massive problem
- Why now? The appeal of low-carbohydrate diets
- Opportunities for brands' image revival
- Ignoring the impact of Atkins and low-carbohydrate choice is not an option
Chapter 2 Market Dynamics and Drivers:
- How Have Consumers Become
- More Obese, Yet More Obsessed with One Diet than Ever?
- Summary
- Obesity - a global issue
- Defining obesity
- The British perspective
- Tackling obesity - the role of government, manufacturers and retailers
- Manufacturers
- Cadbury' s Get Active
- America on the Move
- "Fat tax"
- Government questioning
- Criticism against advertisers in the UK
- The future
- Portion size and labelling
- The portion and value relationship
- Increased calorie consumption - and more carbohydrates than ever before
- Managing consumer expectations
- When did low-carbohydrate diets become popular in the U.S. and why?
- Celebrity endorsement
- Combating Atkins - how are foods forbidden on the Atkins Diet protecting
their market share?
- Potatoes
- Bakery products
- Fruit juice
- Pasta
- Foods benefiting from the Atkins craze
- Case study: How "I' m lovin' it" is helping
McDonalds stay on top
- Conclusions
Chapter 3 Getting Inside Atkins
- Summary
- Company profile and history
- 2004 and beyond
- The Atkins Lifestyle Food Guide Pyramid ?
- What is the Atkins diet?
- Stage one - Induction
- Stage two - Ongoing weight loss
- Stage three - Pre-maintenance
- Stage four - Lifetime maintenance
- An innovative company
- Product innovation
- The U.S. market
- Atkins Direct
- Atkins delivered to your home
- Atkins and partners
- The flip side of co-branded relations
- Focus on the UK market
- Manufacturing
- Marketing
- Distribution
- Multiple activity and Atkins
- Sainsbury's
- Tesco
- Safeway (Morrisons)
- Somerfield
- Waitrose
- Marks and Spencer
- Superdrug
- Holland & Barrett
- Atkins products currently available in the UK
- Supplements
- Case study: route to market - Atkins Advantage Bar
- What the future holds in store for Atkins
Chapter 4 Who or What is Driving Growth in the Low-Carbohydrate Sector?
- Summary
- Regions in low-carbohydrate food growth
- Learning from the U.S. - the state of the market
- New product development
- Number of products introduced specifically marketed as low-carb
- Number of products making low-fat, no-fat or reduced-fat claims
- Who are carbohydrate-conscious consumers?
- Where do they live?
- Low-carbohydrate food manufacturers: identifying the main players
- Focus on Keto
- Focus on Carbolite
- UK distribution
- Retail activity in the U.S. - path to growth for low-carbohydrate food and
drink
- Multiple retailers
- The Internet
- Vending machines
- Foodservice
- Manufacturer activity
- Case study: Wal-Mart
- Case study: How PepsiCo has embraced the low-carbohydrate revolution
- Pepsi Edge
- Global low-carbohydrate market - territories for future development-
- Australia
- Europe
- Germany
- Italy
Chapter 5 New Product Development: A
- Lesson in Innovation and Caution
- Summary
- The depth and pitfalls of the potential low-carbohydrate food sector
- The crucial factors of taste and formulation
- Re-packaging/labelling protein-rich products
- Snacks
- Chocolate
- Savoury snacks
- Doritos Edge
- Other savoury snacks
- Meat-based
- Soy-based
- Ready meals and prepared foods
- Ambient meals
- Home delivery
- Functional foods
- Sauces and condiments
- Pasta
- Bread, baked goods and cereals
- Case study: Nimble Carbs So Low
- Dairy and desserts
- Ice cream
- Drinks
- Soft carbonates and still beverages
- Alcoholic beverages
- UK case study: Michelob Ultra
- Assessing the U.S. market before launching products elsewhere
- The UK market
- Ingredients
- Foodservice
- Case study: Benjy' s
Chapter 6 Potential Problems of Low-Carbohydrate Development:
- Growth or Extinction-
- Summary
- Is there a solution to the global obesity epidemic?
- Research highlights
- Remembering that U.S. and European consumers are different
- UK consumers - what do they really think of low-carbohydrate diets?
- How to encourage more consumers to buy into the low-carbohydrate dieting
ethos
- Coping with adverse coverage from a sceptical press
- Earning consumer confidence through product safety
- Performance is everything - the route of NPD in the UK and lessons to be
learnt in Europe
- Getting the price right
Chapter 7 Coping with Competition: How are Rival Slimming Products
- Coping with the Low-Carbohydrate Diet?
- Summary
- Slim-Fast and Unilever' s "Path to Growth"
- Falling sales
- Revamping Slim-Fast
- Embracing low-carbohydrate in the U.S.
- WeightWatchers
- Growth pattern shows slump
- Evolving formats for changing consumers
- Tackling and conceding consumers' appetite for low-carbohydrate
products
- Product innovation
Chapter 8 Industry Opinion and Consumer
- Research
- Summary
- Introduction
- What is the level of knowledge within your company about the
lowcarbohydrate food sector?
- Do you view the low-carbohydrate sector as an opportunity, or a threat?
- Does your company already manufacture a product that is marketed or sold
as low-carbohydrate?
- Do you think low-carbohydrate consumption is a "fad" that
will impact the food and drinks industry in the short term, or is it here to
stay for the longer term?
- Which categories do you think have been most influenced by the
lowcarbohydrate diet phenomena?
- How important is it for UK retailers to accept products marketed as
lowcarbohydrate in-store before the market opens up significantly?
- How significant are U.S. companies such as Atkins Nutritionals and
Carbolite in the development of the low-carbohydrate sector in the UK?
- Tackling the issue of obesity
- How important do you, within the industry, consider the following factors
to be in the controversial debate on rising levels of obesity?
- How important do you, as a consumer, consider the following factors to be
in the controversial debate on rising levels of obesity?
- Nutritionally poor school meals and a lack of traditional mealtime
occasions must take part of the blame
- Do you think the food industry should be held responsible for the rising
levels of obesity in children?
- Consumer behaviour - survey findings
- UK consumers think low-carbohydrate diets could be a short-fad
- Have you been on a diet in the past 12 months- Are you currently on a diet
or healthy eating plan?
- If you are currently on a diet, please tell us how long you have been on
this diet
- Which of the following diets have you tried in the past?
- Over the last six months, how often have you exercised, on average, per
week (20 minutes per session)?
- Do you think low-carbohydrate eating is a "fad" that will
impact the food and drinks industry in the short term, or is it here to stay
for the long term?
- Have you purchased any products from the following companies/brands in the
past 12 months?
Chapter 9 Glossary and Terms
- Index
List of Figures
- Figure 3.1: The Atkins Lifestyle Food Guide Pyramid -
- Figure 5.2: Doritos Edge
- Figure 5.3: Nimble
- Figure 5.4: Yoplait Ultra
- Figure 5.5: Michelob Ultra
- Figure 8.6: How well perceived is the low-carbohydrate food sector within
the industry?
- Figure 8.7: Is the low-carbohydrate diet regarded as a threat or an
opportunity?
- Figure 8.8: How many companies are manufacturing products marketed or sold
as lowcarbohydrate or are planning to launch products in the future?
- Figure 8.9: Short-term "fad" or long-term trend: an
industry perspective?
- Figure 8.10: Which categories do you think have been most influenced by
the low-carbohydrate diet phenomena now and in thee years' time?
- Figure 8.11: Which categories do you think have been most influenced by
the low-carbohydrate
- diet phenomena now and in thee years' time? (Continued)
- Figure 8.12: How important do you, within the industry, consider the
following factors to be in the
- controversial debate on rising levels of obesity?
- Figure 8.13: Age ranking in consumer survey
- Figure 8.14: How long is the typical diet?
- Figure 8.15: What are the most popular diets?
- Figure 8.16: Is exercise as important as dieting to consumers? How often
do consumers exercise per week?
- Figure 8.17: Short-term "fad" or long-term trend: a
consumer perspective-
List of Tables
- Table 4.1: Number of products introduced specifically marketed as low-carb
-% of all NPD
- Table 4.2: Number of products making low-fat, no-fat or reduced-fat claims
- Table 8.3: Which categories do you think have been most influenced by the
low-carbohydrate
- diet phenomena now and in thee years' time?
- Table 8.4: How important do you, within the industry, consider the
following factors to be in the
- controversial debate on rising levels of obesity?
- Table 8.5: How important do you, as a consumer, consider the following
factors to be in the
- controversial debate on rising levels of obesity?
- Table 8.6: Have you purchased any products from the following
companies/brands in the past
- months?
|
Related Report
|
View Cart
