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Published by: Marketdata Enterprises Inc.
Published: Jan. 7, 2007 - 96 Pages
Table of Contents
Introduction: Study Scope &
Methodology
Nature & Structure of The Market
* Why The Demand?
* How Diet Food Home Delivery Services Operate: fresh vs. frozen, daily vs. weekly delivery
* How Diet Food Delivery Companies Are Formed, why some fail, start-up costs
* Number of Companies Offering The Service
* Pricing - How Much Does Diet Food Home Delivery Cost?
Table: Avg. monthly plan costs for 21 companies
* Distribution & Franchising: Local vs. Regional vs. National Reach: which
Companies franchise, cost to buy
* Delivery Capability - Areas Served, by company
Profitability & Operating Expense Analysis
* Medifast & NutriSystem 9 months 2006/2005 financial data, income, expenses by
type, profit margins
* UFOC franchise data for Seattle Sutton’s Healthy Eating
* Dinewise financials, 9 months 2006 vs. 2005.
Customer Demographics
* Demographics of The Typical Dieter Overall
* What’s The Potential Market? - discussion of BestDietForMe.com visitors online dieter demographics, percent that want information about diet food delivery services, who want diet company food, and who prefer a home-based diet program
(7 quarters of data: 2005-2006)
Tables
* Dieters on a diet for 4+ weeks in 2005-2006: all adults, age 18+ - for 80+ metro
areas
* Dieters on a diet for 4+ weeks in 2005-2006: females, age 18+ - for 80+ metro
areas
* Dieters on a diet for 4+ weeks in 2005-2006: males, age 18+ - for 80+ metro
areas
* No. of dieters on a diet 4+ weeks in 2005-2006: all adults, females, males, by
average household income - for 80+ metro areas
* No. and percent of population on a diet (rates of dieting’ for 4+ weeks in 2005-
2006: all adults, by age, income class, household type (yuppies, empty nesters,
blue vs. white collar)
* Number of dieting attempts per year (1989-2000)
* Customer demographics for Jenny Craig, NutriSystem, other diet food delivery
firm interviewed
Market Size & Growth
* Various methods used to estimate market size: individual competitor sales vs.
number of potential customers and avg. value per customer
* 2007 Estimate: discussion of forecasted revenues/expected growth in 2007
* 2010 Forecast: discussion of macro factors affecting demand, level of advertising,
Market maturation, diet food delivery concept’s position in product life cycle,
the economy, possible new competitors
Competitor Profiles
* 2006 Company Market Share Estimates
In-depth company descriptions, history, how the programs work, pricing, financials (when available for public companies), results of Marketdata phone interviews with management, company headquarters address/phone/website/key contact persons, distribution/franchising information, etc., for the following competitors:
* Nutrisystem
* Jenny Direct (Jenny Craig Intl.)
* Atkins At Home (Pure Foods)
* Medifast
* Diet To Go
* Diet To Your Door
* eDiets Express
* Sunfare
* Diet Delivery/TSG Group (Canadian firm)
* HMR At Home (Health Management Resources)
* Seattle Sutton’s Healthy Eating
* 3 Hour Diet At Home
* Dinewise
* Fresh Dining
* My New Form
* Nutrition In Motion (Canadian firm)
* Nutrifit
* In The Zone Delivery
* Zone Chefs
* The Slimdown
Marketing & Advertising Methods
* Analysis of most common advertising/marketing methods used by diet food
delivery firms
Table
* December Alexa website traffic rankings of company websites.
Reference Directory
* Directory of weight loss market studies, consultants, trade journals and
associations
AbstractThis groundbreaking new Marketdata study examines the rapidly growing $800 million diet food home delivery or “home meal replacement” market in the U.S. This is a niche segment of the overall weight loss market appealing to the most affluent dieters, that has grown rapidly and attracted new competitors. NutriSystem and its heavy advertising, coupled with demand from convenience seeking, time-pressed moms, executives, working couples, the elderly and others, have fueled this growth.
Several dozen companies compete, and the number is growing. Some ship food nationwide while others provide fresh daily delivery to local markets such as New York City and Los Angeles.
The study includes an analysis of: nature/structure of the market, key demand factors, pricing, distribution & franchising, how companies are formed and operate, profitability/expense ratios, customer demographics (national, city), market size (2005, 2006, 2010 forecast), management outlooks and opinions of market growth and the competition.
21 Competitor Profiles provided for: NutriSystem, Jenny Direct, Medifast, Diet To Go, Diet To Your Door, Atkins At Home, eDiets Express, Zone Chefs, Sunfare, Seattle Sutton’s Healthy Eating and many more (address, detailed program descriptions, prices, market outlooks, financials when available).
Research for the study was based on primary research involving custom Marketdata telephone surveys of company management.
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