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Diet Watchers 2003

Datamonitor
November 12, 2003
77 Pages - SKU: DFMN946302

Abstract Table of Contents Search inside this report Related Reports

Introduction
As the overweight and obese population of the US and Europe grows, ever-greater numbers of people turn to dieting and the industry that surrounds it. However, the diet industry is threatened by consumers' loss of confidence in their claims regarding the effectiveness of various diets. The diet industry needs to regain dieters' trust if it is to continue to thrive.

Scope
Key data and detailed analysis of 8 leading country markets: US, France, Germany, Italy, The Netherlands, Spain, Sweden, UK

Qualitative and quantitative examination of the drivers and inhibitors to dieting, attitudes towards the surrounding industry, and health concerns

Specific action points detail strategies to regain the trust of consumers, which will ultimately increase the overall value of the diet market

Category coverage includes bakery, confectionery, dairy, and soft drinks, with market data for the respective diet segments from 1998-2002, 2003-2007

Report Highlights
In 2002, 64% of the US population and 46% of the European Union's population were obese. By 2007, this figure is expected to reach 68% and 48%, respectively. Of these, only about 1%-5% will achieve permanent weight loss.

Seventy-four percent of dieters believe that the effectiveness claims of various diets and products are misleading or false. This leads to lower expectations and low confidence in their ability to lose weight permanently, and more importantly, a distrust of the food and diet industry. Regaining this trust is vital.

Converting 5% of sporadic dieters to permanent dieters, by taking control of the provision of nutritional information, could mean a five-year CAGR in the US diet market of 5.5%, and a European diet market CAGR of 5.9%, compared to 3.2% and 3.5% respectively, if it grew according to current trends.

Reasons to Purchase
Find out what factors and attitudes determine consumers' dieting behavior

Understand how best to fulfill consumers’ unmet dieting needs

Learn how to get consumers to purchase diet-specific products when not specifically dieting, raising brand profile and loyalty

TABLE OF CONTENTS
CHAPTER 1 EXECUTIVE SUMMARY 3
Hot topic 3
The future decoded 3
Action points 4
CHAPTER 2 THE FUTURE DECODED 12
Introduction 12
The overweight and obese population 13
Body Mass Index distribution by geography and demographic 13
Childhood obesity 22
Eating disorders 24
Additional health implications of obesity 28
Trends in dieting 30
The dieting population 30
Types of diet 32
Reasons for dieting 35
Reasons for abandoning diets 38
Market sizes 41
The overall diet market 41
Diet confectionery market 43
Low fat bakery market 44
Low fat dairy market 44
Low fat fats and spreads market 45
Diet carbonates market 45
Regulatory overview 46
Conclusions 48
CHAPTER 3 ACTION POINTS 49
Seize new opportunities emerging from dieting and ?health-oriented? fads 49
Take control of the dissemination of nutritional information 53
Lost consumer trust 53
Educating consumers 60
Segment and target the dieting population by lifestyle and need states 62
Future scenario ? convert 5% of sporadic dieters 65
CHAPTER 4 APPENDIX 71
Additional data 71
Definitions 76
Research methodology 76
How to contact experts in your industry 77

LIST OF TABLES

Table 1: BMI distribution, by country, (% adults) 2002 16
Table 2: BMI distribution, by country, (millions adults) 2002 17
Table 3: Overweight or obese population by country, (% adults) 2002-2007 19
Table 4: Morbidity of obesity in youth 23
Table 5: Prevalence of main eating disorders in Europe, (%) 2002 26
Table 6: Risk factors associated with being overweight and obese 28
Table 7: Prevalence of the main co-morbidities within the obesity population,
(%) 2001 29
Table 8: Dieting habits by gender, (% respondents) 31
Table 9: Diet type popularity, EU vs. US, (% respondents) 34
Table 10: Main reason for dieting by gender, EU vs. US, (% respondents) 35
Table 11: Dieters? main reasons for abandoning diets, by gender, (%
respondents) 40
Table 12: Overall diet market by country, (US$m) 1998-2007 41
Table 13: European diet market by segment, (US$m) 1998-2007 42
Table 14: US diet market by segment, (US$m) 1998-2007 42
Table 15: The diet confectionery market, (US$m) 1998-2007 43
Table 16: The diet/low-fat bakery market, (US$m) 1998-2007 44
Table 17: The low fat dairy market, (US$m) 1998-2007 44
Table 18: The low fat fats and spreads market, (US$m) 1998-2007 45
Table 19: The diet carbonates market, (US$m) 1998-2007 45
Table 20: Dieting market, per capita expenditure ($), number (#m), market value
($m), split by dieting frequency, EU vs. US, 2002 67
Table 21: Scenario 1 ? Dieting market, per capita expenditure ($), number (#m), market value ($m), split by dieting frequency, EU vs. US, 2007 68
Table 22: Scenario 2 ? Dieting market, per capita expenditure ($), number (#m),
market value ($m), split by dieting frequency, EU vs. US, 2007 69
Table 23: Diet food and beverage market size, by region, by scenario, ($m)
2002-2007 70
Table 24: Male BMI distribution, by country, (% adults) 2002 71
Table 25: Male BMI distribution, by country, (adults million) 2002 71
Table 26: Female BMI distribution, by country, (% adults) 2002 72
Table 27: Female BMI distribution, by country, (million adults) 2002 72
Table 28: BMI distribution, by country, (% adults) 2007 73
Table 29: BMI distribution, by country, (millions adults) 2007 73
Table 30: Male BMI distribution, by country, (% adults) 2007 74
Table 31: Male BMI distribution, by country, (adults million) 2007 74
Table 32: Female BMI distribution, by country, (% adults) 2007 75
Table 33: Female BMI distribution, by country, (adults million) 2007 75
Table 34: Population affected by main eating disorders in Europe, (?000s) 2002 76

LIST OF FIGURES

Figure 1: BMI distribution, by country, (% adults) 2002 15
Figure 2: BMI distribution, by country, by gender, (% adults) 2002 18
Figure 3: Overweight or obese population by country, (% adults) 2002-2007 19
Figure 4: BMI distribution, by country, by gender, (% adults) 2007 20
Figure 5: US obesity, by age group, (% population) 1998-2001 21
Figure 6: Weight status and weight-related attitudes and behaviors among
adolescent girls and boys, (%) 2000 27
Figure 7: Dieting habits by gender, (% respondents) 31
Figure 8: Diet type popularity, EU vs. US, by diet type, (% respondents) 33
Figure 9: Main reason for dieting by gender, EU vs. US, (% respondents) 36
Figure 10: US weight control practices by BMI group, (% population) 2000 37
Figure 11: US fruit and vegetable intake, servings per day, by BMI group, (%
population) 2000 38
Figure 12: Dieters? main reasons for abandoning diets, by gender, (%
respondents) 39
Figure 13: Consumer reaction to obesity hype, by level of lifestyle restructure efforts
Figure 14: Manufacturer opinion of drivers of the rise in childhood obesity 55
Figure 15: A barrage of confusing information from the printed media 57
Figure 16: Prevalence of US advertising claims, (%) 2001 58
Figure 17: Consumer attitudes toward the diet industry, (% respondents) 59
Figure 18: Sainsbury?s campaign to educate children about healthy eating 60

Diet Watchers 2003

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