[Report] Obesity, Low Carb Diets & Atkins Revolution Market Research, Trends, Analysis TOC

Chapter 1 Introduction 24
- Summary 24
- Low-carb diets are rooted in history 24
- Low-carb consumers date back to 1863 24
- Enter, Dr Robert Atkins 25
  - Getting to grips with the science behind the Atkins diet 26
- Exploring other low-carb diets 27
- Obesity -- this centurys massive problem 28
- Why now? The appeal of low-carbohydrate diets 30
- Opportunities for brands image revival 32
- Ignoring the impact of Atkins and low-carbohydrate choice is not an option 32
Chapter 2 Market Dynamics and Drivers:How Have Consumers Become More Obese, Yet More Obsessed with One Diet than Ever? 35
- Summary 35
- Obesity -- a global issue 36
- Defining obesity 37
- The British perspective 37
- Tackling obesity -- the role of government, manufacturers and retailers 39
- Manufacturers 40
  - Cadburys Get Active 40
  - America on the Move 40
- "Fat tax" 41
- Government questioning 42
- Criticism against advertisers in the UK 42
- The future 44
- Portion size and labelling 44
- The portion and value relationship 46
  - Increased calorie consumption -- and more carbohydrates than ever before 46
  - Managing consumer expectations 47
- When did low-carbohydrate diets become popular in the U.S. and why? 47
- Celebrity endorsement 47
- Combating Atkins -- how are foods forbidden on the Atkins Diet protecting their market share? 48
  - Potatoes 48
  - Bakery products 49
  - Fruit juice 50
  - Pasta 50
  - Foods benefiting from the Atkins craze 51
- Case study: How "Im lovin it" is helping McDonalds stay on top 51
- Conclusions 56
Chapter 3 Getting Inside Atkins 59
- Summary 59
- Company profile and history 59
- 2004 and beyond 61
  - The Atkins Lifestyle Food Guide Pyramid ・62
- What is the Atkins diet? 63
  - Stage one -- Induction 63
  - Stage two -- Ongoing weight loss 64
  - Stage three -- Pre-maintenance 64
  - Stage four -- Lifetime maintenance 65
- An innovative company 65
- Product innovation 66
- The U.S. market 66
- Atkins Direct 66
- Atkins delivered to your home 67
- Atkins and partners 68
  - The flip side of co-branded relations 69
- Focus on the UK market 69
  - Manufacturing 70
  - Marketing 71
  - Distribution 71
- Multiple activity and Atkins 72
  - Sainsburys 72
  - Tesco 73
  - Safeway (Morrisons) 73
  - Somerfield 73
  - Waitrose 73
  - Marks and Spencer 74
  - Superdrug 74
  - Holland & Barrett 74
- Atkins products currently available in the UK 75
  - Supplements 75
- Case study: route to market - Atkins Advantage Bar 76
- What the future holds in store for Atkins 77
Chapter 4 Who or What is Driving Growth in the Low-Carbohydrate Sector? 80
- Summary 80
- Regions in low-carbohydrate food growth 80
- Learning from the U.S. -- the state of the market 80
- New product development 81
  - Number of products introduced specifically marketed as low-carb 82
  - Number of products making low-fat, no-fat or reduced-fat claims 82
- Who are carbohydrate-conscious consumers? 83
- Where do they live? 84
- Low-carbohydrate food manufacturers: identifying the main players 85
- Focus on Keto 87
- Focus on Carbolite 89
- UK distribution 90
- Retail activity in the U.S. -- path to growth for low-carbohydrate food and drink 90
- Multiple retailers 91
- The Internet 92
- Vending machines 93
- Foodservice 94
- Manufacturer activity 94
- Case study: Wal-Mart 95
- Case study: How PepsiCo has embraced the low-carbohydrate revolution 96
- Pepsi Edge 96
- Global low-carbohydrate market -- territories for future development? 98
- Australia 98
- Europe 99
  - Germany 99
  - Italy 100
Chapter 5 New Product Development: A
- Lesson in Innovation and Caution 102
- Summary 102
- The depth and pitfalls of the potential low-carbohydrate food sector 103
- The crucial factors of taste and formulation 103
  - Re-packaging/labelling protein-rich products 104
- Snacks 105
  - Chocolate 105
- Savoury snacks 106
  - Doritos Edge 107
- Other savoury snacks 108
  - Meat-based 108
  - Soy-based 109
- Ready meals and prepared foods 110
  - Ambient meals 111
- Home delivery 111
- Functional foods 111
- Sauces and condiments 112
- Pasta 114
- Bread, baked goods and cereals 115
- Case study: Nimble Carbs So Low 117
- Dairy and desserts 119
  - Ice cream 119
- Drinks 121
  - Soft carbonates and still beverages 121
  - Alcoholic beverages 124
- UK case study: Michelob Ultra 125
- Assessing the U.S. market before launching products elsewhere 125
- The UK market 126
- Ingredients 128
- Foodservice 129
- Case study: Benjys 131
Chapter 6 Potential Problems of Low-
- Carbohydrate Development:
- Growth or Extinction? 134
- Summary 134
- Is there a solution to the global obesity epidemic? 134
- Research highlights 135
- Remembering that U.S. and European consumers are different 137
- UK consumers -- what do they really think of low-carbohydrate diets? 137
- How to encourage more consumers to buy into the low-carbohydrate dieting ethos 138
  - Coping with adverse coverage from a sceptical press 139
  - Earning consumer confidence through product safety 140
- Performance is everything -- the route of NPD in the UK and lessons to be learnt in Europe 140
- Getting the price right 141
Chapter 7 Coping with Competition: How are Rival Slimming Products Coping with the Low-Carbohydrate Diet? 144
- Summary 144
- Slim-Fast and Unilevers "Path to Growth" 144
- Falling sales 145
- Revamping Slim-Fast 145
- Embracing low-carbohydrate in the U.S. 146
- WeightWatchers 147
  - Growth pattern shows slump 147
  - Evolving formats for changing consumers 148
- Tackling and conceding consumers appetite for low-carbohydrate products 148
  - Product innovation 150
Chapter 8 Industry Opinion and Consumer
- Research 152
- Summary 152
- Introduction 152
- What is the level of knowledge within your company about the lowcarbohydrate food sector? 155
- Do you view the low-carbohydrate sector as an opportunity, or a threat? 155
- Does your company already manufacture a product that is marketed or sold as low-carbohydrate? 156
- 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? 157
- Which categories do you think have been most influenced by the lowcarbohydrate diet phenomena? 158
- How important is it for UK retailers to accept products marketed as lowcarbohydrate in-store before the market opens up significantly? 161
- How significant are U.S. companies such as Atkins Nutritionals and
- Carbolite in the development of the low-carbohydrate sector in the UK? 161
- Tackling the issue of obesity 162
- How important do you, within the industry, consider the following factors to be in the controversial debate on rising levels of obesity? 163
- How important do you, as a consumer, consider the following factors to be in the controversial debate on rising levels of obesity? 164
  - Nutritionally poor school meals and a lack of traditional mealtime occasions must take part of the blame 165
- Do you think the food industry should be held responsible for the rising levels of obesity in children? 165
- Consumer behaviour -- survey findings 166
  - UK consumers think low-carbohydrate diets could be a short-term fad 166
- Have you been on a diet in the past 12 months? Are you currently on a diet or healthy eating plan? 167
- If you are currently on a diet, please tell us how long you have been on this diet 167
- Which of the following diets have you tried in the past? 167
- Over the last six months, how often have you exercised, on average, per week (20 minutes per session)? 169
- 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? 169
- Have you purchased any products from the following companies/brands in the past 12 months? 170
Chapter 9 2004 - The Year of the Low Carb
- Diet. What Next for the Industry? 174
- Update to report -- November 2004 174
- General overview 174
- Who or what is driving growth in low-carbohydrate foods? 176
- Medical science 176
  - Glycaemic Index 176
- Further research 177
- Multinational investment and interest 177
- Continuing innovation from smaller companies and the Internet 178
  - Consumer demand 178
- Retailer activity in the UK -- moving forward steadily 178
  - Tesco 178
  - Asda 178
  - Marks and Spencer 179
  - Boots 179
  - Sainsburys 179
  - Morrisons 179
  - Waitrose 179
- Problems with future development 180
- New product development update 181
- Nestl・-- low-carb Rolo and Kit-Kat 182
- Unilever Carb Options -- pastas, sauces, soups and condiments 183
- Xcarb - ready meals 184
- Carbolite and Hazlewood Foods -- sandwich range 185
- Duerrs -- low-carbohydrate jams and spreads 185
  - Kraft 186
- Hovis 187
- Special appendix -- low-carbohydrate alcoholic beverages in the United States 188
- Industry opinion update -- end of 2004 189
- What is the level of knowledge within your company of the low-carbohydrate food sector? 190
- Which categories do you think have been most influenced by the lowcarbohydrate diet phenomenon? 191
- Do you view the low-carbohydrate sector as an opportunity or a threat? 192
- 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 long term? 192
- Do you think the majority of UK and European food companies are taking low-carbohydrate food opportunities seriously? 193
- How significant at US companies such as Atkins Nutritionals and Carbolite in the development of the low-carbohydrate sector in the UK? 193
- How important is it for UK retailers to accept low-carbohydrate products instore before the market opens up significantly? 194
- Does your company already manufacture a product that is marketed and sold as low-carbohydrate? 195
- How significant for the future potential of the low-carbohydrate market is it that companies such as Unilever and Heinz have launched low-carbohydrate options? 196
- Which of the following do you think will drive further growth in the lowcarbohydrate sector? 196
- Have you ever been on a low-carb diet? 197
Chapter 10 Glossary and Terms 200
- Index 205

List of Figures

Figure 3.1: The Atkins Lifestyle Food Guide Pyramid ・62
Figure 5.2: Doritos Edge 107
Figure 5.3: Nimble 117
Figure 5.4: Yoplait Ultra 121
Figure 5.5: Michelob Ultra 126
Figure 8.6: How well perceived is the low-carbohydrate food sector within the industry? 155
Figure 8.7: Is the low-carbohydrate diet regarded as a threat or an opportunity? 156
Figure 8.8: How many companies are manufacturing products marketed or sold as lowcarbohydrate or are planning to launch products in the future? 157
Figure 8.9: Short-term "fad" or long-term trend: an industry perspective? 158
Figure 8.10: Which categories do you think have been most influenced by the low-carbohydrate diet phenomena now and in thee years time? 160
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) 161
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? 163
Figure 8.13: Age ranking in consumer survey 166
Figure 8.14: How long is the typical diet? 167
Figure 8.15: What are the most popular diets? 168
Figure 8.16: Is exercise as important as dieting to consumers? How often do consumers exercise per week? 169
Figure 8.17: Short-term "fad" or long-term trend: a consumer perspective? 170
Figure 9.18: Low carb confectionery 183
Figure 9.19: Duerrs -- low-carbohydrate jams and spreads 186
Figure 9.20: Hovis low carb offering 187

List of Tables

Table 4.1: Number of products introduced specifically marketed as low-carb -% of all NPD 82
Table 4.2: Number of products making low-fat, no-fat or reduced-fat claims 83
Table 8.3: Which categories do you think have been most influenced by the low-carbohydrate diet phenomena now and in thee years time? 159
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? 163
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? 164
Table 8.6: Have you purchased any products from the following companies/brands in the past 12 months? 170
Table 9.7: What is the level of knowledge within your company about the low-carbohydrate food sector? 191
Table 9.8: Which categories do you think have been most influenced by the low carbohydrate diet? 192
Table 9.9: Do you view the low-carbohydrate sector as an opportunity or a threat? 192
Table 9.10: 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 longer term? 193
Table 9.11: Do you think the majority of UK and European food companies are taking lowcarbohydrate food opportunities seriously? 193
Table 9.12: How significant are U.S. companies such as Atkins Nutritionals and Carbolite in the development of the low-carbohydrate market in the UK? 194
Table 9.13: How important is it for UK retailers to accept low-carbohydrate products in-store before the market opens up significantly? 194
Table 9.14: Does your company already manufacture a product, which is marketed and sold as low-carbohydrate? 195
Table 9.15: How significant for the future potential of the low carb market is it that companies such as Unilever and Heinz have launched carb products? 196
Table 9.16: Which of the following do you think will drive further growth in the low-carbohydrate sector? 197
Table 9.17: Have you ever been on a low-carb diet? 197

Obesity, Low Carb Diets and the Atkins Revolution Up-date 2004 -The year of the low carb diet. What next for the industry?

Table of Contents

List of Figures

List of Tables