Overweight Consumers and the Future of Food and Drinks

Published by: Datamonitor

Published: Dec. 21, 2005 - 78 Pages

Table of Contents

CHAPTER 1 EXECUTIVE SUMMARY

The hot topic

The future decoded

The number of overweight and obese consumers is growing rapidly

The diet food and drink market will continue to grow in value

Consumers will increasingly choose 'lesser evil' products rather than dedicated diet products

Consumers are aware of the health implications of diets, but older consumers are far more likely to act in consequence

Action points

CHAPTER 2 THE FUTURE DECODED

Introduction

Definitions

TREND: The number of overweight and obese consumers is growing

France and Germany have the fastest growing proportion of overweight consumers

The number of overweight consumers in the US will continue to grow fast

The number of overweight Europeans will not grow as fast as in the US

US and UK consumers are most likely to be overweight

In many countries, having a normal BMI is no longer normal

France has the highest proportion of underweight consumers

Germany and the UK have the highest proportion of obese consumers in Europe

Childhood obesity is a growing concern in Europe and the US

Changes in dietary habits are fueling childhood obesity and other diseases

Obesity in childhood increases the likelihood of ill- health in adulthood

Lower levels of exercise contribute to the growth of childhood obesity

TREND: The growth in the value of diet food and drinks will remain healthy

The strongest growth in the diet food and drinks market will be in France and Spain

The US diet food and drinks market will grow faster than in Europe

Swedish and Dutch consumers spend the most on diet food and drinks

French consumers have the fastest growing per head expenditure on diet products

American per head expenditure on diet products will remain on average greater than in Europe

Per head expenditure on diet confectionery will grow the fastest

Per head expenditure on diet dairy products will be the highest

Consumers' expenditure on diet confectionery will grow the fastest

TREND: Low/no fat products account for most NPD despite dieting fads

Most diet food NPD will remain low-fat

Low-fat food products will continue to account for most diet food NPD

The rise in the number of low-carbohydrate food products was short-lived

The diet drinks product trends are changing more significantly

Growth in the number of low-carb drinks is more sustained than in food

Consumers will continue to choose more low-calorie drinks

INSIGHT: There is a wide gap between consumers' attitudes and behaviors regarding dieting

Consumers consider that they can improve their health through their diet

Young Adults and Seniors attach most importance to improving health through diet

Seniors are far more likely to act on their health beliefs

A growing number of consumers base their choices on taste rather than health

Most consumers are inclined to consider health more important than taste...

... however in practice, a higher proportion base their choices on sensory considerations

Over a third of consumers consider low-carbohydrate foods important

Early Midlifers in particular are keen on low-carbohydrate products...

...however almost two-thirds are not prepared to a pay a premium for them

Overweight consumers are aware that they should make specific changes to their diet

Improving physical appearance through diet is far more important to overweight consumers

Overweight consumers feel more strongly that they should exercise more

Overweight consumers are less likely to link alcohol to weight

Overweight consumers are less likely to act on their health beliefs

Overweight consumers are less likely to increase their levels of exercise

Overweight consumers are particularly prone to "yoyo" dieting

Increased healthy eating is a lot more popular than dedicated dieting

INSIGHT: Attitudes and behaviors vary according to BMI

Overweight consumers have specific dietary habits

Overweight consumers tend to eat more takeaway and ready meals

Overweight consumers are the least assiduous restaurant customers

There is little difference between men's and women's attitudes

The small differences between men's and women's attitudes suggest a feminization of society

Men are slightly more likely than women to find health considerations important...

...but they are also less likely to act on their convictions

Men's eating habits have a negative effect on women's diets

INSIGHT: Consumers are opting for portion control to manage their weight

When consumers use portion control they often do not feel adverse effects on satiety

Consumer confusion between portion size and serving size remains

Conclusions

Consumers are moving away from dieting towards healthy eating

CHAPTER 3 ACTION POINTS

Introduction

Help consumers to control portion sizes

Encourage consumers to opt for smaller portion sizes rather than avoiding food and drink

Educate consumers about the difference between a serving size and a portion

Target healthy eating rather than dieting fads to support sustained growth

Promote healthy eating using positive marketing

Target healthy eating concerns among older consumers

Extend trusted health brands

Build relationships with the 'expert community'

Don't neglect dieters in healthy eating focused marketing

The biggest opportunities in GI products will be in bakery products and indulgent foods

Help consumers overcome barriers to weight loss

Encourage consumers to adopt a preventative approach to weight

Regain consumers' trust by avoiding misleading claims

Take responsibility for the health properties of products

Help consumers take responsibility for their diet

Embrace interactive media in a more creative way

Limit advertising unhealthy foods to children

Target weight-loss beverages

Case study: Weight Watchers will target consumers with flavored waters

Encourage consumers to follow simple and easy weight-loss regimes

Recognize that overweight consumers still want satisfaction, not deprivation

Appeal to consumers' self-perceptions through empathetic advertisements

Create characters with whom consumers can identify

Tap into the images with which consumers would like to identify

CHAPTER 4 APPENDIX

Definitions

Supplementary data by category and country

Diet bakery

Diet carbonates

Diet confectionery

Diet dairy

Diet fats and spreads

Research methodology

How to contact experts in your industry

List of Tables

Table 1: Percentage of overweight and obese adult consumers by country, 2004-2009 (% adult population)

Table 2: Number of overweight and obese adult consumers by country, 2004-2009 (millions)

Table 3: Number of adult consumers by BMI by country, 2004 (millions)

Table 4: BMI distribution by country, 2004 (% adult population)

Table 5: Number of overweight and obese children (5-9 years old) by country, 1999-2009 (millions)

Table 6: Overall diet market value by country, Europe and US, 1999-2009 (US$ m)

Table 7: Per head expenditure on diet products by country, Europe and US, 1999-2009 (US$/head)

Table 8: Per head expenditure on diet products by category, Europe, 1999-2009 (US$/head)

Table 9: Per head expenditure on diet products by category, US, 1999-2009 (US$/head)

Table 10: Diet products' proportion of overall food NPD by product claim, 2001-2005, Europe and US (%)

Table 11: Diet products' proportion of overall drinks NPD by product claim, Europe and US, 2001-2005 (%)

Table 12: Consumer survey: "How important to you is improving your health through your diet?"

Table 13: Consumer survey: "Please rate the extent to which you have taken active steps to improve your health through diet this year"

Table 14: Consumer survey: "To what extent do you agree or disagree that taste is more important than health when choosing food and drinks?"

Table 15: Consumer survey: "How much more or less have you chosen the best-tasting rather than the healthiest versions of food and drinks over the past year?"

Table 16: Consumer survey: "How important to you are low carbohydrate food and drinks?"

Table 17: Consumer survey: "How much extra would you be prepared to pay for low carbohydrate food and drinks?"

Table 18: Consumer survey: "To what extent do you agree with the following statements?" (% respondents) Europe and US

Table 19: Consumer survey: "How much more or less than previously have you done the following over the past 12 months?" (% respondents) Europe and US

Table 20: Consumer survey: "How often do you do the following?" segmented by BMI (% respondents), Europe & US

Table 21: Consumer survey: "How important to you is improving your health through your diet?" (answers by gender)

Table 22: Consumer survey: "How important to you are low carbohydrate food and drinks?" (answers by gender)

Table 23: Consumer survey: "Please rate the extent to which you have taken active steps to improve your health through diet this year" (answers by gender)

Table 24: Consumer survey: "To what extent do you agree or disagree that taste is more important than health when choosing food and drinks?" (answers by gender)

Table 25: Importance of marketing that reflects consumers' personal situation, by country (% respondents) 2004, Europe and US

Table 26: Percentage of consumers who often see themselves in characters used by advertisers, by country, (% respondents) 2004, Europe and US

Table 27: Definitions

Table 28: Diet bakery market value by country, 1999-2009 (US$ m)

Table 29: Diet carbonates market value by country, 1999-2009 (US$ m)

Table 30: Diet confectionery market value by country, 1999-2009 (US$ m)

Table 31: Diet dairy market value by country, 1999-2009 (US$ m)

Table 32: Diet fats and spreads market value by country, 1999-2009 (US$ m)

List of Figures

Figure 1: The proportion of overweight and obese adults is highest in the US and the UK

Figure 2: The Netherlands have the fastest growing number of overweight and obese children in Europe

Figure 3: France and Spain have the fastest growing diet product markets

Figure 4: Swedish consumers spend more on diet food and drink than any others

Figure 5: European and American consumers spend more per head on diet dairy products than on any other category

Figure 6: The growth in low-carb food product launches was largely a fad

Figure 7: NPD in diet drinks is dominated by low-calorie drinks, but low-carb products are catching up

Figure 8: The older consumers are, the more likely they are to act on their beliefs regarding the effect of diet on their health

Figure 9: Early Midlifers are more influenced in their choices by taste than other age groups

Figure 10: Many consumers think that low-carb products are important, but don't wish to pay a premium for them

Figure 11: Overweight consumers are more conscious than others that improving their diet could lead to improved health and appearance

Figure 12: Overweight consumers are less likely to act on their beliefs about improving their diet, health and appearance

Figure 13: Overweight consumers tend to eat ready-meals and takeaways more often than others

Figure 14: Men are slightly more likely than women to actively try and improve their health through diet

Figure 15: An innovative example of helping consumers to make more informed decisions when eating out

Figure 16: Manufacturers should target weight-loss soft drinks

Figure 17: The Primaliv yoghurt range in Sweden uses images to demonstrate energy levels going up and down

Abstract

• Unique consumer insight into the gaps between consumers' attitudes to health and diet and their behavior segmented by consumer weight groups.
• Market sizes for key diet food and drink categories as well as per head expenditure by country and category.
• Comprehensive data on levels of obesity among adults and children and segmentation of the population according to BMI.
• Actionable recommendations on how to effectively target overweight consumers and a review of best-practice new product development.

• Gain unique insight the differences between overweight consumers' attitudes to health and diet and their behaviours.
• Learn about best practice NPD spearheading the trend away from dieting towards healthy eating.
• Access detailed data on attitudes, behaviours and population distribution by Body Mass Index and expenditure on key diet food and drink categories.

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