Dieting - UK - February 2008

Table of Contents

• Issues in the Market
• Main issues
• Definition
• Abbreviations
• 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
• 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
• 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?
• 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