The U.S. Market for Weight Loss Eating and Product Trends

• Introduction
  
• Report Scope and Objectives
• Product Categories and Market Quantification
• Excluded Products
• Report Methodology
• Overweight America
  
• A National Crisis
• Nearly Two-Thirds of U.S. Adults Are Overweight
• Overweight/Obese Breakouts by Age, Gender, and Race
• Adult Consumer Attitudes About Health, Nutrition, and Dieting
  
• Regular Exercise, Healthy Eating Rare for Americans
• Food and Weight Attitudes Among College Students
• Children, Food, Obesity, and Weight-Loss
  
• The Child Obesity Crisis
• Reasons for Rise in Childhood Overweight/Obesity
• Convenience Part of the Problem…And the Cure?
• Foodservice Trends
  
• Portion Sizes Out of Control
• Restaurants Scale Back Portions …
• … Feel Super-Size Backlash
• New Health and Nutrition Officers at Major Chains
• Subway’s Groundbreaking Weight-Loss Pitch
• Food Ingredients and Engineering
  
• “Bad” Ingredients
• Carbohydrates: A New Enemy?
• Trans-Fats the Villain of the Moment
• Nutritional Genomics the Next Big Thing?
• The Low-Carb Diet Boom in Context
  
• The Low-Carb Revolution
• Leading Plans Give Similar Results
• Top Diets Spawn Commercial Empires
• Market Trends
  
• Retail Sales of Weight-Loss Products Near $4.5 Billion
• Frozen Dinners & Entrees Category Dominates Market
• Figure 1-1: Share of Total U.S. Retail Sales of Weight-Loss Products by Category, 2003 (percent)
• Supermarkets Garner More Than Half of Total Retail Sales
• Convenience Is Foremost Market Driver
• X-Factors
• Competitive Trends
  
• Marketer Rankings by 2001-2003 Sales Gains
• Figure 1-2: Top Marketers in Core Weight-Loss Categories by Dollar Gains in IRI-Tracked Sales, 2003 vs. 2001 (in millions of dollars)
• Marketing & New Product Trends
  
• Selling the Weight-Loss Lifestyle
• Low-Carb Appeal Driving Many Categories
• Consumer Advertising Expenditures Up 11%
• Online Stores a Growing Strategic Component
• The Weight-Loss Product Consumer
  
• 26% of Women and 12% of Men Are Controlling Diet
• 11% Use Stouffer’s Lean Cuisine Frozen Dinners
• Demographics for Food Bar Brands
• 42% of U.S. Households Use Low-Fat Products
• Looking Ahead: Trends and Opportunities
  
• Making Weight-Loss Work
• Convenience Rules
• The Mainstreaming of Weight-Loss Products
• Weight-Loss Plus Natural/Wellness
• Target Marketing and Further Segmenting

Chapter 2: Overweight America

• A National Crisis
• Measuring Weight
• Overweight vs. Obese
• Nearly Two-Thirds of U.S. Adults Are Overweight
• Overweight/Obese Breakouts by Age, Gender, and Race
• The Biology of Obesity
• Fats and Cholesterol
• Sugars and Carbohydrates
• Genetics
• The Psychology of Obesity
• Food Presentation and Overeating
• Obesity: Psychological Cause or Effect?
• The Economics of Obesity
• A National Healthcare and Economic Crisis
• Cost to Employers Is in the Billions
• Food Companies Fear Lawsuits and Heavy Regulation
• State Legislatures Enter the Fray
• The Geography of Obesity
• Government Nutritional Guidelines and Regulations
• The Crumbling Food Guide Pyramid
• Reformulated Pyramid May Take New Shape
• Effects of and Recent Changes to NLEA
• Trans-Fats Targeted as Key Nutritional No-No

Chapter 3: Adult Consumer Attitudes About Health, Nutrition, and Dieting

• Regular Exercise, Healthy Eating Rare for Americans
• Table 3-1: Attitudes About Diet and Exercise: Percentage Who “Agree a Lot” with Selected Statements (U.S. Adults, U.S. Adult Women, and U.S. Adult Men)
• One in Ten U.S. Adults Have “Very Healthy” Diet
• Table 3-2: Attitudes About Health and Nutrition: Percentage Who “Agree a Lot” with Selected Statements (U.S. Adults, U.S. Adult Women, and U.S. Adult Men)
• … But Many Have Little Time for Good Nutrition
• Table 3-3: Eating Patterns: Percentage Who “Agree a Lot” with Selected Statements (U.S. Adults, U.S. Adult Women, and U.S. Adult Men)
• Food and Weight Attitudes Among College Students
• Adolescents’ Weight-Loss Goals and Habits Out of Sync
• Body Image Acceptance On the Increase?
• Food and Weight Attitudes Among Ethnic Groups
• African-American Attitudes
• Hispanic-American Attitudes
• Asian-American Attitudes
• Meals That Heal
• Trimming the Fat
• Up with Health Claim-Making Foods
• Up with Organic
• Bring in the Supplements
• Antiobesity Drugs, Weight-Loss Supplements Popular Solutions

Chapter 4: Children, Food, Obesity, and Weight-Loss

• The Child Obesity Crisis
• Threat for Future Generations
• Reasons for Rise in Childhood Overweight/Obesity
• American Obesity Association Targets Risk Factors, Effects
• Canadian Study Correlates Childhood Obesity with TV-Watching
• Minority and Lower-Income Children at Higher Risk
• Placing the Blame
• Focus on Fast Food
• School Lunches Contribute to Epidemic
• Should Parents Take the Blame?
• Convenience Part of the Problem…And the Cure?
• New Pediatric Obesity Guidelines
• AOA Recommends Five Treatments
• National Restaurant Association Distributes Pamphlet for Youths
• Schools Implementing Plans of Their Own
• The Health Nutrition for America’s Children Act
• ACFN Fights Excessive Restrictions
• Kid-Oriented Diet and Weight-Loss Programs
• Extreme “Quick-Fix” Measures Spreading
• Gastric Surgery for Adolescents
• Pill-Popping Kids
• Food Industry Contemplates New Restrictions…
• …As Well as New Opportunities
• Kids’ Nutraceuticals May Be Big Business

Chapter 5: Foodservice Trends

• Portion Sizes Out of Control
• Restaurants Scale Back Portions
• Restaurants Feel Super-Size Backlash
• KY Senator Pushes Bill to Protect Food Companies
• National Restaurant Association Steps In
• McDonald’s Fends Off Legal Challenges
• “All Our Food Is Healthy,” Says McDonald’s CEO
• Menus Change Despite Claims
• McDonald’s Proclaims “Nothing to Hide” in Australian Outlets
• New Health and Nutrition Officers at Major Chains
• Subway’s Groundbreaking Weight-Loss Pitch
• Internet Helps in PR Damage Control
• Who To Follow: Trends or Consumers?
• New Focus at Casual and Local Restaurant Chains
• Darden Restaurants Tests “Seasons 52” Healthy Restaurant Chain
• Supermarkets Also Play a Part in Healthy Eating

Chapter 6: Food Ingredients and Engineering

• Food Ingredient Trends: “Bad” Ingredients
• Carbohydrates: A New Enemy?
• Trans-Fats the Villain of the Moment
• Frito-Lay Adds “Smart Snack” Label to Baked Chips
• Food Ingredient Trends: “Good” Ingredients
• Olestra
• Z-Trim
• Splenda
• Polyols
• Fiber
• Soy
• Nuts
• Food Engineering Trends
• Healthy Eggs
• Low-Calorie Watermelons
• Cholesterol-Lowering Cheese
• Fat-Busting Oils
• Livestock and Fish
• Nutritional Genomics the Next Big Thing?

Chapter 7: The Low-Carb Diet Boom in Context

• The Early Years: Developing a Diet Culture
• Weight Watchers
• The Pritikin Diet
• The Scarsdale Diet
• The Ornish Diet
• Jenny Craig
• Slim-Fast
• The New Breed: Radical Nutrition
• The Low-Carb Revolution
• Raw Foods Diets
• Macrobiotic Diets
• The Eat Right For Your Type Plan
• The Shape Up! Plan
• Celebrity Endorsements
• The Low-Carb Diet Premise
• Early Approaches to Low Carb
• Harvey Banting’s Letter on Corpulence
• The Eskimo Diet
• The Stone Age Diet
• The Modern Science of Low-Carb
• Atkins: The Low-Carb Lifestyle
• Is It Safe?
• What About Ketosis?
• The Zone Diet
• The South Beach Diet
• Favorite Comfort Foods All High-Carb
• Leading Plans Give Similar Results
• Top Diets Spawn Commercial Empires
• Runners-Up in the Low-Carb Race
• The Carbohydrate Addict’s Diet
• The Diet Cure
• The Fat Flush Plan
• The Go Diet
• The Insulin Control Diet
• The Insulin Resistance Diet
• The Life Without Bread Diet
• The Neanderthin Diet
• The Protein Power Diet
• The Sugar Busters Diet
• Internet a Key Support Component of Most Diet Plans and Products
• FDA-Mandated Changes to Nutrition Labeling
• The New “Net Carb”
• Comprehending the Glycemic Index
• Sugar Alcohols: Only in Moderation

Chapter 8: Market Trends

• Market Size and Composition
  
• Retail Sales of Weight-Loss Products Near $4.5 Billion
• Table 8-1: U.S. Retail Sales of Weight-Loss Products, 1999-2003 (in millions of dollars)
• 2003 Mass-Market Sales Making Double-Digit Progress
• Table 8-2: IRI-Tracked Sales of Core Weight-Loss Products, 1999-2003 (in millions of dollars)
• Mass-Market Sales of Frozen Dinners/Entrees Chart Good, Steady Gains
• Figure 8-1: Sales Growth Rates for U.S. Mass-Market Weight-Loss Foods and Beverages: By Category, 1999-2003 (percent)
• Table 8-3: IRI-Tracked Sales of Weight-Loss Frozen Dinners & Entrees, 1999-2003 (in millions of dollars)
• Mass-Market Food Bar Sales Post Highest Growth Rates
• Table 8-4: IRI-Tracked Sales of Weight-Loss Food Bars, 1999-2003 (in millions of dollars)
• Mass-Market Sales of Meal Replacement Liquids/Powders Slip
• Table 8-5: IRI-Tracked Sales of Weight-Loss Meal Replacement Liquids & Powders, 1999-2003 (in millions of dollars)
• Mass-Market Sales of Diet Candy on the Ups
• Table 8-6: IRI-Tracked Sales of Diet Candy, 1999-2003 (in millions of dollars)
• Frozen Dinners & Entrees Category Dominates Market
• Figure 8-2: Share of Total U.S. Retail Sales of Weight-Loss Products by Category, 2003 (percent)
• Food Bars and Diet Candy Gaining Market Share
• Table 8-7: Share of U.S. Mass-Market Sales of Weight-Loss Products by Category, 1999 vs. 2003 (percent)
• Supermarkets Garner More Than Half of Total Retail Sales
• Figure 8-3: Share of U.S. Weight-Loss Product Sales by Retailer Type, 2003 (percent)
• Figure 8-4: Share of U.S. Mass-Market Sales of Weight-Loss Products by Retailer Type, 2003 (percent)
• Figure 8-5: Projected U.S. Retail Sales of Weight-Loss Foods and Beverages, 2003-2008 (in millions of dollars)
• Market Growth Factors and Forecasts
  
• Why Atkins Is Different: The Logic Behind Low-Carb
• Convenience Is Foremost Market Driver
• Low-Carb Consciousness at the Federal Level
• Growing Weight-Loss Food and Beverage Competition, from Snapple a Day to KFC
• Low-Carb vs. Low-Fat, Low-Sugar
• Opportunities for All
• Weight-Loss Foods and Beverages vs. Dietary Supplements: Nothing to Fear
• X-Factors
• Sales to Nearly Double by 2008
• Table 8-8: Projected U.S. Retail Sales of Weight-Loss Foods and Beverages, 2003-2008 (in millions of dollars)
• Food Bars and Diet Candy to Pace Market Growth
• Table 8-9: Projected U.S. Retail Sales of Weight-Loss Products by Category, 2003-2008 (in millions of dollars)

Chapter 9: Competitive Trends

• Marketer and Brand Share and Sales Trends
  
• Methodology for Estimates
• Marketer Rankings by 2001-2003 Sales Gains
• Table 9-1: Top Marketers in Core Weight-Loss Categories by Dollar Gains in IRI-Tracked Sales, 2003 vs. 2001 (in millions of dollars)
• Figure 9-1: Top Marketers in Core Weight-Loss Categories by Dollar Gains in IRI-Tracked Sales, 2003 vs. 2001 (in millions of dollars)
• Table 9-2: Top Brands in Core Weight-Loss Categories by Dollar Gains in IRI-Tracked Sales, 2003 vs. 2001 (in millions of dollars)
• Figure 9-2: Market Share Shifts Among Top Marketers of Weight-Loss Frozen Dinners/Entrees, 2003 vs. 1999 (percentage points)
• Nestlé Coming on Strong in Frozen Dinners/Entrees
• Table 9-3: Top Marketers of Weight-Loss Frozen Dinners/Entrees by IRI-Tracked Shares, 1999-2003 (percent)
• Table 9-4: Top Weight-Loss Frozen Dinner/Entree Marketers by Dollar Gains in IRI-Tracked Sales, 2003 vs. 2001 (in millions of dollars)
• Table 9-5: Top Weight-Loss Frozen Dinner/Entree Brands by Dollar Gains in IRI-Tracked Sales, 2003 vs. 2001 (in millions of dollars)
• Table 9-6: Top Marketers of Weight-Loss Frozen Dinners/Entrees by IRI-Tracked Sales, 2002-2003 (in millions of dollars)
• Figure 9-3: Market Share Shifts Among Top Marketers of Weight-Loss Food Bars, 2003 vs. 1999 (percentage points)
• Slim-Fast Down 59 Points in Food Bar Market Share
• Table 9-7: Top Marketers of Weight-Loss Food Bars by IRI-Tracked Shares, 1999-2003 (percent)
• Table 9-8: Top Weight-Loss Food Bar Marketers by Dollar Gains in IRI-Tracked Sales, 2003 vs. 2001 (in millions of dollars)
• Table 9-9: Top Weight-Loss Food Bar Brands by Dollar Gains in IRI-Tracked Sales, 2003 vs. 2001 (in millions of dollars)
• Table 9-10: Top Marketers of Weight-Loss Food Bars by IRI-Tracked Sales, 2002-2003 (in millions of dollars)
• Figure 9-4: Market Share Shifts Among Top Marketers of Meal Replacement Liquids/Powders, 2003 vs. 1999 (percentage points)
• Slim-Fast Still Far Ahead in Weight-Loss Liquids/Powders (But Atkins the One to Watch)
• Table 9-11: Top Marketers of Meal Replacement Liquids/Powders by IRI-Tracked Shares, 1999-2003 (percent)
• Table 9-12: Top Meal Replacement Liquid/Powder Marketers by Dollar Gains in IRI-Tracked Sales, 2003 vs. 2001 (in millions of dollars)
• Table 9-13: Top Meal Replacement Liquid/Powder Brands by Dollar Gains in IRI-Tracked Sales, 2003 vs. 2001 (in millions of dollars)
• Table 9-14: Top Marketers of Meal Replacement Liquids/Powders by IRI-Tracked Sales, 2002-2003 (in millions of dollars)
• Figure 9-5: Market Share Shifts Among Top Marketers of Diet Candy, 2003 vs. 1999 (percentage points)
• Russell Stover at 37% of Diet Candy Sales
• Table 9-15: Top Marketers of Diet Candy by IRI-Tracked Shares, 1999-2003 (percent)
• Table 9-16: Top Diet Candy Marketers by Dollar Gains in IRI-Tracked Sales, 2003 vs. 2001 (in millions of dollars)
• Table 9-17: Top Diet Candy Brands by Dollar Gains in IRI-Tracked Sales, 2003 vs. 2001 (in millions of dollars)
• Table 9-18: Top Marketers of Diet Candy by IRI-Tracked Sales, 2002-2003 (in millions of dollars)
• Competitive Profile: Atkins Nutritionals, Inc.
  
• Company Overview
• Keeping “Atkins” Synonymous with Low-Carb
• Atkins’ Achilles Heel
• Driving the Message Home
• Competitive Profile: Carb Solutions (Rexall Sundown, Inc.)
  
• Company Overview
• “Low-Carb That Fits Into Life”
• New Products Ride the Indulgence Wave
• Beefed Up Advertising and Big-Scale Sampling
• Competitive Profile: Carbolite Foods, Inc.
  
• Company Overview
• A New Brand Name
• A New Sweetener
• Competitive Profile: H.J. Heinz Company
  
• (Weight Watchers Smart Ones)
  
• Company Overview
• A Pretty Smart Showing for Smart Ones
• Going Low-Carb
• Competitive Profile: Kellogg Co. (Special K and Kashi GoLean)
  
• Company Overview
• Special K and Kashi GoLean Are Main Weight-Loss Entries
• Special K Diet Promotion Limited to Women
• A Healthier Pitch for Kashi GoLean
• Going Low-Carb
• Competitive Profile: Nestlé (Stouffer’s Lean Cuisine)
  
• Company Overview
• Increasing Dominance in Weight-Loss Frozen Dinners & Entrees
• Staying Relevant
• Opportunities for Brand Expansion into Weight-Loss
• Competitive Profile: Russell Stover Candies, Inc.
  
• Company Overview
• A Widening Lead in Diet Candy
• New Low-Carb Line a Big Hit
• Good Returns from Sugar-Free
• A New Online Storefront
• Competitive Profile: Slim-Fast Foods Co. (Unilever)
  
• Company Overview
• Heavy Losses in Key Weight-Loss Categories
• New Products and Easy Options
• Going Low-Carb—Not?

Chapter 10: Marketing & New Product Trends

• Selling the Weight-Loss Lifestyle
• Table 10-1: Number of New Food and Beverage Product Introductions by Health-Oriented Package Tag, 2000-August 2003 (number and percent)
• Low-Carb Appeal Driving Many Categories
• Table 10-2: Popular Low-Carbohydrate Categories Ranked by Change in Annual Dollar Sales (in millions of dollars)
• Baked Goods and Cereal
• Industry Up in Arms
• Low-Carb Baked Goods in Big Demand
• Acquiring the Taste
• Beer: Low-Carb Becoming a Major Sell
• Candy: Russell Stover Leading the Way
• NCA Seeking to Debunk Myths About Sugar-Based Candy
• Condiments: Losing the “Hidden” Carbs
• Frozen Dinners and Pizza: Action in Both Low-Carb and Low-Fat
• Ice Cream and Dairy: The Low-Carb Influx
• “Light” Ice Cream Sales May Be Warming Up
• Meats and Meat Snacks: Riding the Low-Carb Wave
• Capitalizing on Low-Carb
• Dried Meat Snacks Going Mainstream
• Meal Replacement Bars and Shakes: From Indulgence to Soy
• Pasta: Industry Up in Arms
• Salty Snacks: Room for More
• Low-Carb, But High Cost
• Convenience a Key Appeal
• Snacks in General Getting Healthier
• Consumer Advertising Expenditures Up 11%
• Slim-Fast and Nestlé Are Biggest Advertisers
• Figure 10-1: Marketer Shares of National Consumer Advertising Expenditures for Weight-Loss Foods and Beverages, 2002 (percent)
• Advertising Positioning Reflects Broader Appeals
• Low-Carb Also Booming at the Retail Level
• Online Stores a Growing Strategic Component
• Table 10-3: Marketers and Brands of Weight-Loss Baked Goods, Cereal, and Baking Mixes and Key New Product Introductions, 2002-2003
• Table 10-4: Marketers and Brands of Low-Carb Beer and Key New Product Introductions, 2002-2003
• Table 10-5: Marketers and Brands of Weight-Loss Candy and Confectionery and Key New Product Introductions, 2002-2003
• Table 10-6: Marketers and Brands of Weight-Loss Frozen Dinners, Entrees, and Pizza, and Key New Product Introductions, 2002-2003
• Table 10-7: Marketers and Brands of Weight-Loss Ice Cream, Dairy Products, and Frozen Desserts, and Key New Product Introductions, 2002-2003
• Table 10-8: Marketers and Brands of Weight-Loss Meal Replacement Bars and Shakes and Key New Product Introductions, 2002-2003
• Table 10-9: Marketers and Brands of Weight-Loss Pasta and Key New Product Introductions, 2002-2003
• Table 10-10: Marketers and Brands of Weight-Loss Salty Snacks and Key New Product Introductions, 2002-2003
• Table 10-11: Marketers and Brands of Other Weight-Loss Foods and Beverages and Key New Product Introductions, 2002-2003

Chapter 11: The Weight-Loss Product Consumer

• Consumer Overview
  
• The Simmons Survey System
• 9% of Adults Are Obese
• Rich and Thin
• 26% of Women and 12% of Men Are Controlling Diet
• Blacks Are Twice as Willing to Try New Diets
• Table 11-1: Demographic Indicators: Female Obesity, 2003 (U.S. adult females)
• Table 11-2: Demographic Indicators: Male Obesity, 2003 (U.S. adult males)
• Table 11-3: Percentage Rates for Selected Diet-Related Activities and Attitudes: Overall and By Gender, 2003 (U.S. adults)
• Table 11-4: Adult Populations for Selected Diet-Related Activities and Attitudes: Overall and By Gender, 2003 (in millions)
• Table 11-5: Indices for Selected Diet-Related Activities and Attitudes: By Gender, 2003 (U.S. adults)
• Table 11-6: Indices for Selected Diet-Related Activities and Attitudes: By Region, 2003 (U.S. adults)
• Table 11-7: Indices for Selected Diet-Related Activities and Attitudes: By Race/Ethnicity, 2003 (U.S. adults)
• Table 11-8: Indices for Selected Diet-Related Activities and Attitudes: By Household Size, 2003 (U.S. adults)
• Table 11-9a: Indices for Selected Diet-Related Activities and Attitudes: By Adult Age Bracket, 2003 (U.S. adults)
• Table 11-9b: Indices for Selected Diet-Related Activities and Attitudes: By Adult Age Bracket, 2003 (U.S. adults)
• Table 11-10a: Indices for Selected Diet-Related Activities and Attitudes: By Household Income Bracket (in Thousands), 2003 (U.S. adults)
• Table 11-10b: Indices for Selected Diet-Related Activities and Attitudes: By Household Income Bracket (in Thousands), 2003 (U.S. adults)
• Table 11-11: Demographic Indicators: Women Who Are Controlling Diet, 2003 (U.S. adult females)
• Table 11-12: Demographic Indicators: Men Who Are Controlling Diet, 2003 (U.S. adult males)
• Consumer Focus: Frozen Weight-Loss Meal Products
  
• 11% Use Stouffer’s Lean Cuisine
• Age a Prime Differentiation Among Brands
• Table 11-13: Household Usage Rates for Selected Frozen Meal Product Classifications: Overall and by Gender, 2003 (U.S. households)
• Table 11-14: Demographic Characteristics Favoring Use of Frozen Complete Dinners by Brand: Stouffer’s Lean Cuisine, 2003 (U.S. households)
• Table 11-15: Demographic Characteristics Favoring Use of Frozen Complete Dinners by Brand: Healthy Choice, 2003 (U.S. households)
• Table 11-16: Demographic Characteristics Favoring Use of Frozen Complete Dinners by Brand: Weight Watchers Smart Ones, 2003 (U.S. households)
• Table 11-17: Demographic Characteristics Favoring Use of Frozen Main Courses by Brand: Weight Watchers Smart Ones, 2003 (U.S. households)
• Table 11-18: Demographic Characteristics Favoring Use of Frozen Main Courses by Brand: Stouffer’s Lean Cuisine, 2003 (U.S. households)
• Consumer Focus: Shelf-Stable Weight-Loss &
  
• Low-Carb Products
  
• Demographics for Food Bar Brands
• Demographics for Meal Replacement Liquids and Powders
• Table 11-19: Usage Rates for Selected Shelf-Stable Weight-Loss Product Classifications: Overall and by Gender, 2003 (U.S. adults)
• Table 11-20: Demographic Characteristics Favoring Use of Energy/Diet Food Bars, 2003 (U.S. adults)
• Table 11-21: Demographic Characteristics Favoring Use of Energy/Diet Food Bars by Brand: Slim-Fast, 2003 (U.S. adults)
• Table 11-22: Demographic Characteristics Favoring Use of Energy/Diet Food Bars by Brand: Carb Solutions, 2003 (U.S. adults)
• Table 11-23: Demographic Characteristics Favoring Use of Energy/Diet Food Bars by Brand: EAS Advant Edge, 2003 (U.S. adults)
• Table 11-24: Demographic Characteristics Favoring Use of Meal Replacement Liquids & Powders, 2003 (U.S. adults)
• Table 11-25: Demographic Characteristics Favoring Use of Meal Replacement Liquids & Powders by Brand: Slim-Fast, 2003 (U.S. adults)
• Table 11-26: Demographic Characteristics Favoring Use of Meal Replacement Liquids & Powders by Brand: Ultra Slim-Fast, 2003 (U.S. adults)
• Table 11-27: Demographic Characteristics Favoring Use of Meal Replacement Liquids & Powders by Brand: Carb Solutions, 2003 (U.S. adults)
• Consumer Focus: Low-Fat Products
  
• 42% Use Low-Fat Products
• 53% Plan to Increase Consumption of Low-Fat Foods
• Upscale Skew for Low-Fat Products
• Distinct Demographics for Low-Fat Candy
• Table 11-28: Household Usage Rates for Selected Low-Fat Product Classifications: Overall and by Gender, 2003 (U.S. households)
• Table 11-29: Demographic Characteristics Favoring Use of Low-Fat Products, 2003 (U.S. households)
• Table 11-30: Demographic Characteristics Favoring Use of Low-Fat Products by Type: Candy, 2003 (U.S. households)

Chapter 12: Looking Ahead

• Trends and Opportunities
  
• Making Weight-Loss Work
• Convenience Rules
• The Mainstreaming of Weight-Loss Products
• Megabranding Just Begun
• Opportunities in Beverages
• Opportunities in Meat and Cheese
• Weight-Loss Plus Natural/Wellness
• Plus Gourmet
• Target Marketing and Further Segmenting
• Leveraging (and Licensing) Famous Names
• Foodservice an Open Field
• Appendix: Addresses of Selected Marketers