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Published by: Hartman Group
Published: Jul. 19, 2004 - 79 Pages
Price reduced due to age.
Table of Contents
Key Findings
The World of Low-Carb
The Low-Carb Consumer
Attitudes Toward Low-Carb
Barriers to Low-Carb
Dietary Changes on Low-Carb
Information Sources
Longevity of the Low-Carb Diet Among Consumers
Introduction
Chapter II The World of Low-Carb Dieting
Consumer Segmentation
Segment Profiles
Demographics
Chapter II: Key Findings
Chapter III Carbohydrates and Consumer Understandings
Defining “Low-Carb” from a Consumer Perspective
Watching Carbs
What changes are difficult
What changes are easier to implement
Neurolinguistic Summary
Learning about Carbohydrates
Consumer Perceptions of Carbohydrates
Good carb, bad carb
Net carbs, fiber and sweeteners
Chapter III: Key Findings
Chapter IV Variations on Low-Carb Diets and Dieting
Adopting a Low-Carb Diet
Evolution of Low-Carb Diets
Choosing a low-carb diet
Short-term versus long-term low-carb diets
Quitting a low-carb diet
Chapter IV: Key Findings
Chapter V Impact of Low-Carb Diets on Eating and Shopping Behavior
“Demonization” of Foods and Beverages
Low-Carb Food Substitutions
Nutrient and Ingredient Concerns
Low-Carb Diets and Brands
Retail: At Shelf and Channel
Eating Behaviors on a Low-Carb Diet
Chapter V: Key Findings
Chapter VI Information Gathering and Dissemination
Information Sources
Chapter VI: Key Findings
Chapter VII Health and Wellness
Health and Wellness Lifestyle and Low-Carb Dieting
Health Concerns
Obesity and Low-Carb Dieting
Low-Carb Dieting Goals and Effectiveness
Chapter VII: Key Findings
Appendix I. Methodology
Quantitative Methods
Diet Durations
Qualitative Methods
Appendix II. The World Perspective
The Hartman Model
Appendix III. Additional Tables
Tables comparing participants in the low-carb dieting world to non-participants
Attitudes toward health and wellness
How often consumers try to balance the amount of fats, carbohydrates, and proteins eaten in
different situations
Dieting history
Low-carb diet plans followed
Use of high-protein and high-fat foods while on a low-carb diet
Behavior changes made as part of a low-carb diet
Increase/decrease in amounts of foods and beverages consumed under a low-carb diet
Dieting behavior
Reasons for ending a low-carb diet
Useful sources of information to learn about low-carb products and diets
Low-carb products
Concerns when buying low-carb products
Importance of product attributes when purchasing low-carb products
Satisfaction with product attributes of the low-carb products used
Obesity and doctor diagnosed health conditions
Demographics
Tables comparing low-carb dieting segments
Attitudes toward health and wellness
How often consumers try to balance the amount of fats, carbohydrates, and proteins eaten in
different situations
Servings of selected foods eaten in a typical week
Dieting history
Low-carb diet plans followed
Use of high-protein and high-fat foods while on a low-carb diet
Behavior changes made as part of a low-carb diet
Increase/decrease in amounts of foods and beverages consumed under a low-carb diet
Dieting behavior
Reasons for ending a low-carb diet
Useful sources of information to learn about low-carb products and diets
Low-carb products
Concerns when buying low-carb products
Importance of product attributes when purchasing low-carb products
Satisfaction with product attributes of the low-carb products used
Obesity and doctor diagnosed health conditions
Demographics
LIST OF FIGURES AND TABLES
Figure 1 Size of Segments in the World of Low-carb Dieting
Figure 2 Segment-Specific Attitudes toward Low-Carb Products
Figure 3 Balancing Fat, Carbohydrates and Protein on Different Eating Occasions
Figure 4 Percent Who Have Ever Been on a Low-Calorie or Low-Fat Diet
Figure 5 Gender and Low-Carb Dieting
Figure 6 Age and Low-Carb Dieting
Figure 7 Region and Low-Carb Dieting
Figure 8 Percent on a Low-Carb Diet
Figure 9 Foods Favored by Core Low-Carb Consumers
Figure 10 Foods Avoided by Core Low-Carb Consumers
Figure 11 Percent Trying Each of the Top Five Low-Carb Diets
Figure 12. Dropout Rate of Dieters Trying to Lose Weight
Figure 13. Dropout Rate of “Short-Term” Dieters Trying to Lose Weight
Figure 14. Dropout Rate of Low-Carb Diet Plans, Adjusted for the Importance of Reducing Carbs
Figure 15 Top Five Reasons to End a Low-Carb Diet
Figure 16 Foods Most Likely Avoided by Low-Carb Dieters
Figure 17. Purchasing Concerns of Weight Loss Dieters
Figure 18 Importance of Reducing Carbohydrates Relative to other Nutrients in the World of Low-Carb Dieting
Figure 19 Top Concerns when Purchasing Low-Carb Products
Figure 20 Importance - Performance Map of Low-Carb Product Attributes
Figure 21 Percent Who “Always” Try to Balance Fat, Carbohydrates and Protein on Different Eating
Occasions
Figure 22. Changes Made to Dietary Components to Lose Weight
Figure 23. Changes Made to Eating Habits to Lose Weight
Figure 24 Percent Finding Different Information Sources Useful for Learning about Low-Carb Diets and Products
Figure 25. Percent Finding Different Information Sources Useful for Learning about Weight Management .
Figure 26 Wellness Segments and Low-Carb Segments
Figure 27 Selected Concerns of Low-Carb Segments
Figure 28 Selected Health Conditions and Core Low-Carb Consumers
Figure 29 Size of Low-Carb Segments within Different Weight Groups
Figure 30 Percent Of Weight Group That Has Tried a Low-Calorie, Low-Fat or Low-Carb Diet
Table 1 Net Carbs and the Low-Carb Segments
AbstractBased on what the media has been reporting over the last year, the popularity of low-carb dieting is at an all-time high. Yet, our Fall 2003 report, The LowCarb Diet and Today’s Consumer, revealed that very few consumers were intentionally on a strict low-carb diet. To explore this disconnect and truly understand how to effectively communicate with these consumers, we launched this in-depth study: The Vanishing Potato.
What we found is that what it means to “follow” a low-carb diet is very loosely defined by consumers. For a small % of people, “following” means strictly following a pre-defined diet plan (such as Atkins or South Beach) for a short, focused, period of time. For the majority, however, it does not mean following a strict diet, but simply “watching” carb intake in varying degrees.
In fact, we found the percent of people who have created their own low-carb diet exceeds the percent of people who have followed every low-carb plan except the Atkins diet. Furthermore, it is this segment of people who are the most likely to be long-term low-carb dieters.
In addition to these key findings, this report offers thorough research and insights into how consumers:
· Select, adopt, and quit low-carb diets,
· Define, learn and talk about carbohydrates,
· Change what they eat and how they shop as a result of low-carb dieting,
· Gather and disseminate information about carbohydrates and low-carb diets, and
· Incorporate low-carb dieting within a healthy lifestyle.
Methodology: The Hartman Group survey on low-carbs was conducted over the Internet in April of 2004. A sample of 1,329 adults (18 and older) was drawn from The Hartman Group’s online panel of consumers. The qualitative component of the study included over 100 hours of interviews with approximately 40 individuals using a combination of methods including In-Depth Interviews, Social Network Parties, Shop-and-Talk Tours, and Online Focus Groups.
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