Table of Contents

Dieting Trends - Dieting Trends examines dieting and healthy lifestyle trends in Europe and the US. The report quantifies the size of the relevant consumer base as well as the diet food and beverage market, identifying future opportunities for manufacturers

Product Code: dmcm1820

Publication Date: 17-Jan-2005

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Overview

Introduction

In their quest to find a weight-loss plan that can keep off the pounds, consumers continue to shift toward an overall "moderate" lifestyle. Dieting Trends provides a comprehensive analysis of European and US dieting and exercise habits, quantifying the impact of dieting trends on food and drinks products and suggesting ways in which consumer companies can benefit from the shift toward moderation.

Scope

· Current size and details, along with projections for dieting, exercising, and overweight/obese segments in the US and Europe (2003-2008)

· US and Europe 1998-2003 dieting industry, with 2003-2008 forecasts of the diet carbonates, bakery, dairy, confectionery, and spreads categories

· Analysis of shifts in consumption induced by diet and moderate lifestyles, including emerging trends such as the glycemic index and slow carb diet

· Suggestions for effectively targeting the opportunities created by an increase in dieting, moderate activity, and healthy living

Highlights

By 2008, about 170 million Europeans and 154 million US adults will be overweight or obese. As consumers grow larger, they are increasingly recognizing the role of exercise and portion control in weight loss and healthy living. With activity levels on the rise, 70 million US and European consumers are expected to be health club members by 2008

Dieters are moving toward a more moderate lifestyle that is easy to maintain. Many are also relying less on the media for weight loss cues and are making dieting decisions based on self-perceptions and personal relationships. Their shifting consumption patterns will drive a US$17bn increase in spending on diet food and drink products by 2008

Increasing consumer awareness of the role of activity and smaller portion sizes in weight loss and healthier living provide opportunities for innovative manufacturers. To succeed, products must be tailored around key dieting and activity needs and the constraints generated by more hectic lifestyles, personal relationships and self-perceptions

Reasons to Purchase

· Discover the extent of dieting and exercise through hard to find data on the size and prevalence of dieting and activity levels among weight groups

· Understand how social influences and personal relationships affect consumer choices

· Assess the impacts on retail dietetic food and drinks products in financial terms

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CHAPTER 1 EXECUTIVE SUMMARY	3
Hot topic	3
The future decoded	3
The overweight and obesity epidemic	3
An analysis of shifting consumer behaviors for weight loss and dieting	4
Trends in dieting and weight loss	4
The consumer groups influencing the dieting, weight loss and healthy lifestyle markets	5
Action points	6
CHAPTER 2 THE FUTURE DECODED	13
Introduction	13
The overweight and obesity epidemic	13
Rates of overweight and obesity in Europe will reach 53% by 2008	13
Obesity is most prevalent in the US, UK and Germany	15
Larger portion sizes are partly to blame for overweight and obesity	17
Overweight and obese adults are not getting enough exercise	19
Overweight and obesity among children is on a rapid rise	21
Culture is a factor in determining overweight and obesity	21
Children are not moving enough	22
Consumers' perceptions of the "ideal" body type are shifting	24
Larger consumers are changing the "ideal" body type to reflect reality	24
Self-perceptions skew BMI measurements	26
Parents do not recognize weight problems in their own children	26
Lack of awareness among seniors can affect self-measurements	27
An analysis of shifting consumer behaviors for weight loss and dieting	28
The cyclical nature of dieting	29
Dieters are turning to groups and social networks for support	29
Organized dieting support groups are popular methods of weight loss	30
Consumers make dieting decisions based on social groups and personal cues	30
Trends in dieting and weight loss	31
Dietetic market size	31
Dietetic bakery market	33
Dietetic carbonate market	35
Dietetic confectionery market	37
Dietetic dairy market	39
Dietetic fats and spreads market	41
The importance of dieting	42
Individuals make dieting decisions for different reasons	43
The low fat diet set the stage for future dieting and weight trends	44
The low carb diet is the latest fad	45
Emerging trends in dieting	46
The glycemic index	47
The 'slow carb' diet	49
Volumetrics	51
Bariatric surgery	51
The consumer groups influencing the dieting and healthy lifestyle markets	53
Health and dieting population profile	53
Healthy, Moderate Lifestylers make balanced choices all year-round	54
Weight Loss Dieters make more drastic choices in the short-term	55
Exercise will become an integral part of weight loss and maintenance over the next five years as health club memberships continue to increase	56
Moderate exercise will be the key to appealing to consumers as Healthy Lifestylers and Weight Loss Dieters look to "get moving"	60
Conclusions	62
Successful innovations must take into account consumers' shifting attitudes about weight and the ideal body type	62
Exercise occasions are the key: focusing on getting consumers moving will be crucial	63
Healthy, Moderate Lifestylers and Weight Loss Dieters possess important differences	64
CHAPTER 3 ACTION POINTS	65
Introduction	65
Appeal to consumers' self-perceptions through empathetic advertisements	65
Create characters with which consumers can identify	66
Tap into the images with which consumers would like to identify	68
Target all consumer groups through unconventional marketing techniques	68
Consumers rely on personal relationships when making dieting and purchasing decisions	68
Integrate viral and word-of-mouth efforts into marketing strategies	69
Strategically seed products within target market segments	70
Use the credibility of experts and news sources	71
Take advantage of the moderation trend by bundling smaller portion sizes with a healthy "get moving" theme	71
Get consumers moving in small ways to improve brand image	72
Smaller portion sizes will help consumers on their quest to moderation	76
Address individual dieting needs without a "one-size-fits-all" approach	79
Targeting Healthy, Moderate Lifestylers	80
Targeting Weight Loss Dieters	81
The success of current dieting trends provides a window into the future	82
CHAPTER 4 APPENDIX	85
Measuring the Body Mass Index	85
Definition	85
Weight classification	85
Definitions	86
Research methodology	86
References	87
News sources	87
Academic research	89
New product research	89
How to contact experts in your industry	90
List of Tables
Table 1: Overweight or obese population by country, (% adults) 2003-2008	14
Table 2: Overweight or obese population by country, (millions adults) 2003-2008	14
Table 3: BMI distribution, by country, (% adults) 2003	16
Table 4: BMI distribution, by country, (millions adults) 2003	16
Table 5: Consumers participating in moderate exercise, by weight self-assessment, US and EU (% respondents) 2004	20
Table 6: Consumers participating in vigorous exercise, by weight self-assessment, US and EU (% respondents) 2004	20
Table 7: Percentage of overweight and obese EU and US children (5-9 year olds), by country, 1998-2008	21
Table 8: Millions of overweight and obese EU and US children (5-9 year olds), by country, 1998-2008	22
Table 9: Tools used in deciding whether to start a weight loss diet, US and Europe (% respondents), 2004	31
Table 10: Overall diet market by country, (US$m) 1998-2008	32
Table 11: EU diet market by segment, (US$m) 1998-2008	32
Table 12: US diet market by segment, (US$m) 1998-2008	33
Table 13: Diet bakery market by country, (US$m) 1998-2008	33
Table 14: Diet product introductions, bakery category, by country	35
Table 15: Diet carbonates market by country, (US$m) 1998-2008	35
Table 16: Diet product introductions, carbonate category, by country	36
Table 17: Diet confectionery market by country, (US$m) 1998-2008	37
Table 18: Diet product introductions, confectionery category, by country	38
Table 19: Diet dairy market by country, (US$m) 1998-2008	39
Table 20: Diet product introductions, dairy category, by country	40
Table 21: Diet fats and spreads market by country, (US$m) 1998-2008	41
Table 22: Diet product introductions, fats and spreads category, by country	42
Table 23: Adult population on a diet , US vs. EU (% adults), 2004	43
Table 24: Adult population on a diet, US vs. EU (m adults), 2004	43
Table 25: US adults on a weight loss diet, by BMI, 2002	44
Table 26: Health club membership, by country, (% population aged 6+) 2002-2008	57
Table 27: Health club membership, by country, (millions, aged 6+) 2002-2008	57
Table 28: Growth in dedicated US health club memberships, (m) 1997-2003	59
Table 29: US health club membership, by age, (% and m adults), 1987-2003	59
Table 30: US health club membership, by gender, (% adults) 1987-2003	60
Table 31: Weekly incidence of vigorous physical activity, by EU country, (% respondents) 2002	61
Table 32: Weekly incidence of moderate physical activity, by EU country, (% respondents) 2002	62
Table 33: Weekly incidence of moderate walking for more than 10 minutes, by EU country, (% respondents) 2002	62
Table 34: Importance of marketing that reflects consumers' personal situation, by country (% respondents) 2004	66
Table 35: Percentage of consumers who often see themselves in characters used by advertisers, by country, (% respondents) 2004	67
Table 36: Time spent sitting each day, EU adults (% respondents) 2002	73
Table 37: Perceived importance of improving health through dietary choices, by country, (% respondents) 2004	79
Table 38: Percentage of EU new product introductions making dietetic claims, by claims, 2002-2004	83
Table 39: Percentage of US new product introductions making dietetic claims, 2002-2004	83
Table 40: Diet category definitions	86
List of Figures
Figure 1: BMI distribution, by country, by gender, (millions adults) 2003	17
Figure 2: Dove "As Tested On Real Curves" campaign, Germany, 2004	26
Figure 3: Incidence of bariatric surgery in the US, 1992-2004	52
Figure 4: Realistic images of body size vs. "ideal" body type, as portrayed in advertising in the UK, 2004	63
Figure 5: Kraft Foods' Nabisco-brand 100 Calorie Packs	78
Figure 6: Creating packaging to appeal to Healthy, Moderate Lifestylers - the Hi-Lo frozen dinner	81
Figure 7: Creating packaging to appeal to Weight Loss Dieters - Slim Slammers' slimming dairy drink	82

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