Dieting trends

Published by: Datamonitor

Published: Jan. 17, 2005 - 90 Pages

Table of Contents

• Hot topic
  
• The future decoded
  
• Action points

CHAPTER 2 THE FUTURE DECODED

• Introduction
  
• The overweight and obesity epidemic
  
• Rates of overweight and obesity in Europe will reach 53% by 2008
  
• Overweight and obesity among children is on a rapid rise
  
• Consumers’ perceptions of the “ideal” body type are shifting
  
• An analysis of shifting consumer behaviors for weight loss and dieting
  
• The cyclical nature of dieting
  
• Dieters are turning to groups and social networks for support
  
• Trends in dieting and weight loss
  
• Dietetic market size
  
• The importance of dieting
  
• Emerging trends in dieting
  
• The consumer groups influencing the dieting and healthy lifestyle markets
  
• Health and dieting population profile
  
• Exercise will become an integral part of weight loss and maintenance over the next five years as health club memberships continue to increase
  
• Moderate exercise will be the key to appealing to consumers as Healthy Lifestylers and Weight Loss Dieters look to “get moving”
  
• Conclusions
  
• Successful innovations must take into account consumers’ shifting attitudes about weight and the ideal body type
  
• Exercise occasions are the key: focusing on getting consumers moving will be crucial
  
• Healthy, Moderate Lifestylers and Weight Loss Dieters possess important differences

CHAPTER 3 ACTION POINTS

• Introduction
  
• Appeal to consumers’ self-perceptions through empathetic advertisements
  
• Create characters with which consumers can identify
  
• Tap into the images with which consumers would like to identify
  
• Target all consumer groups through unconventional marketing techniques
  
• Consumers rely on personal relationships when making dieting and purchasing decisions
  
• Integrate viral and word-of-mouth efforts into marketing strategies
  
• Strategically seed products within target market segments
  
• Use the credibility of experts and news sources
  
• Take advantage of the moderation trend by bundling smaller portion sizes with a healthy “get moving” theme
  
• Get consumers moving in small ways to improve brand image
  
• Smaller portion sizes will help consumers on their quest to moderation
  
• Address individual dieting needs without a “one-size-fits-all” approach
  
• Targeting Healthy, Moderate Lifestylers
  
• Targeting Weight Loss Dieters
  
• The success of current dieting trends provides a window into the future

CHAPTER 4 APPENDIX

• Measuring the Body Mass Index
  
• Definitions
  
• Research methodology
  
• References
  
• News sources
  
• Academic research
  
• New product research
  
• How to contact experts in your industry

LIST OF TABLES

• Table 1: Overweight or obese population by country, (% adults) 2003-2008
  
• Table 2: Overweight or obese population by country, (millions adults) 2003-2008
  
• Table 3: BMI distribution, by country, (% adults) 2003
  
• Table 4: BMI distribution, by country, (millions adults) 2003
  
• Table 5: Consumers participating in moderate exercise, by weight self-assessment, US and EU (% respondents) 2004
  
• Table 6: Consumers participating in vigorous exercise, by weight self-assessment, US and EU (% respondents) 2004
  
• Table 7: Percentage of overweight and obese EU and US children (5-9 year olds), by country, 1998-2008
  
• Table 8: Millions of overweight and obese EU and US children (5-9 year olds), by country, 1998-2008
  
• Table 9: Tools used in deciding whether to start a weight loss diet, US and Europe (% respondents), 2004
  
• Table 10: Overall diet market by country, (US$m) 1998-2008
  
• Table 11: EU diet market by segment, (US$m) 1998-2008
  
• Table 12: US diet market by segment, (US$m) 1998-2008
  
• Table 13: Diet bakery market by country, (US$m) 1998-2008
  
• Table 14: Diet product introductions, bakery category, by country
  
• Table 15: Diet carbonates market by country, (US$m) 1998-2008
  
• Table 16: Diet product introductions, carbonate category, by country
  
• Table 17: Diet confectionery market by country, (US$m) 1998-2008
  
• Table 18: Diet product introductions, confectionery category, by country
  
• Table 19: Diet dairy market by country, (US$m) 1998-2008
  
• Table 20: Diet product introductions, dairy category, by country
  
• Table 21: Diet fats and spreads market by country, (US$m) 1998-2008
  
• Table 22: Diet product introductions, fats and spreads category, by country
  
• Table 23: Adult population on a diet , US vs. EU (% adults), 2004
  
• Table 24: Adult population on a diet, US vs. EU (m adults), 2004
  
• Table 25: US adults on a weight loss diet, by BMI, 2002
  
• Table 26: Health club membership, by country, (% population aged 6+) 2002-2008
  
• Table 27: Health club membership, by country, (millions, aged 6+) 2002-2008
  
• Table 28: Growth in dedicated US health club memberships, (m) 1997-2003
  
• Table 29: US health club membership, by age, (% and m adults), 1987-2003
  
• Table 30: US health club membership, by gender, (% adults) 1987-2003
  
• Table 31: Weekly incidence of vigorous physical activity, by EU country, (% respondents) 2002
  
• Table 32: Weekly incidence of moderate physical activity, by EU country, (% respondents) 2002
  
• Table 33: Weekly incidence of moderate walking for more than 10 minutes, by EU country, (% respondents) 2002
  
• Table 34: Importance of marketing that reflects consumers’ personal situation, by country (% respondents) 2004
  
• Table 35: Percentage of consumers who often see themselves in characters used by advertisers, by country, (% respondents) 2004
  
• Table 36: Time spent sitting each day, EU adults (% respondents) 2002
  
• Table 37: Perceived importance of improving health through dietary choices, by country, (% respondents) 2004
  
• Table 38: Percentage of EU new product introductions making dietetic claims, by claims, 2002-2004
  
• Table 39: Percentage of US new product introductions making dietetic claims, 2002-2004
  
• Table 40: Diet category definitions

LIST OF FIGURES

• Figure 1: BMI distribution, by country, by gender, (millions adults) 2003
  
• Figure 2: Dove “As Tested On Real Curves” campaign, Germany, 2004
  
• Figure 3: Incidence of bariatric surgery in the US, 1992-2004
  
• Figure 4: Realistic images of body size vs. “ideal” body type, as portrayed in advertising in the UK, 2004
  
• Figure 5: Kraft Foods’ Nabisco-brand 100 Calorie Packs
  
• Figure 6: Creating packaging to appeal to Healthy, Moderate Lifestylers - the Hi-Lo frozen dinner
  
• Figure 7: Creating packaging to appeal to Weight Loss Dieters - Slim Slammers’ slimming dairy drink

Abstract

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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