Reduced Fat and Reduced Calorie Foods - UK

Published by: Mintel International Group Ltd.

Published: Apr. 1, 2007 - 107 Pages

Table of Contents

Issues in the Market

Main Report Themes

Definition

Market in Brief

RFCS market grows

Healthy eating is here to stay

Changing food concerns

The focus will be snacks

A challenging future

Internal Market Environment

Key Points

Most people are overweight

Figure 1: Incidence of being overweight or obese among men and women, 1994 and 2003

The problem with men

People don’t admit to being overweight

Figure 2: Adults who have felt overweight in the last year, 2004 and 2006

Careful positioning claims needed

RFCS only one part of a healthy diet

Food labelling guiding consumer choice

Scepticism

Read all about it

Broader Market Environment

Key Points

Older, larger consumers - a profitable target

Figure 3: Incidence of being overweight or obese among men and women, by age group, 2003

Market will grow as population ages

More RFCS-consuming C1C2 households

Figure 4: Forecast adult population trends, by socio-economic group, 2002-12

Official advice ambivalent to RFCS

Competitive Context

Key Points

Where do RFCS products compete

The easy option

Figure 5: Market size and growth for RFCS and slimming foods, 2001-06

Healthy versus weight loss

Same price, lower fat

Figure 6: Market size and growth for RFCS and naturally healthy foods, 2001-06

Figure 7: Membership of gym clubs, 2000-05

Strengths and Weaknesses

Strengths

Weaknesses

Market Value and Forecast

Key Points

Figure 9: The UK estimated retail market for processed RFCS foods, 2002-07

A market of size - how it’s been growing

…but now it’s slowing

Segments of the RFCS Market

Figure 10: Estimated value share of RFCS foods, as a percentage of selected total markets, 2006

Forecast

Figure 11: Forecast of the UK retail market for processed RFCS foods, 2007-12

Factors used in the forecast

Segment Performance

Key Points

Biscuits running out of steam?

Figure 12: UK estimated retail sales of RFCS biscuits, by segment, 2002-06

RFCS cakes make gains

Salad accompaniments

Figure 13: UK estimated retail sales of RFCS salad cream, dressings and mayonnaise, by segment, 2002-06

Take-home ice cream

Figure 14: UK estimated retail sales of RFCS ice cream, by segment, 2002-06

Ready meals

Chilled ready meals

Frozen ready meals

Confectionery

Chocolate

Sweets

Mints and Gum

Figure 15: UK estimated retail sales of RFCS confectionery, by segment, 2002-06

Figure 16: UK estimated retail sales of RFCS jams and marmalade, by segment, 2002-06

Figure 17: UK estimated retail sales of RFCS desserts, by segment, 2002-06

Yoghurts

Cheese

Yellow fats - spreads

Figure 18: UK estimated retail sales of RFCS spreads, by segment, 2002-06

Fresh and frozen red meat

Cooking sauces

Soups

Companies and Products

Key Points

Common strategies

Single-category RFCS Products

Figure 19: Major RFCS brands offered within categories, 2007

Müller Dairy UK

Walkers

Multi-category brands

Weight Watchers International

Figure 20: Selected licensees of Weight Watchers brand, 2007

Figure 21: Weight Watcher NPD, by category, 2002-06

Unilever

Cadbury

United Biscuits McVitie’s

Brand Communication and Promotion

Key Points

RFCS yoghurts lose out to functional food

Figure 22: Main monitored media advertising expenditure on yoghurt, Müller and Danone, 2002-06

Hellmann’s shift promotional spend to extra light

Figure 23: Main monitored media advertising expenditure, Hellmann’s, 2002-06

Kraft push light cheeses

Figure 24: Main monitored media advertising expenditure on yoghurt, Kraft, 2002-06

Channels to Market

Key Points

Supermarket domination

Figure 25: Estimated retail distribution of RFCS foods, by sector, 2002-06

Driving force

Tesco

Sainsbury’s

Asda

Morrisons

Waitrose Perfectly Balanced

The Consumer - Usage

Key Points

Reducing market

Spread thin

Figure 26: Categories of reduced fat/sugar/calories/light versions eaten in the last six months, December 2006

The Winners

Future in snacking

Figure 27: Percentage point change in consumption, 2005-06

In the bag

Time for lunch

The sweetest thing

The losers

Ready meals lose ground

Favourites are not safe

Number of categories eaten from

Love ‘em or hate ‘em

Figure 28: Repertoire of low-fat/low-calorie foods consumed in the last six months, December 2006

The Enthusiasts

RFCS avoiders

Make it fun for kids

A daily habit

Not a man thing

Light Users in the majority

The Consumer - How to Lose Weight

Key Points

RFCS versus exercise - a surprising winner

Figure 29: How consumers would go about losing weight, December 2006

A light regime?

Food controllers

Diet enthusiasts a minority

Appendix

Consumer Research

ACORN

Advertising data

Abbreviations

Internal market environment - Detail

Figure 33: Incidence of being obese among men and women, by age group, 1994 and 2003

Figure 34: Incidence of being overweight or obese among men and women, by age group, 1994 and 2003

Figure 35: Adults who have felt overweight in the last year, 2004 and 2006

Figure 36: How often diet, 2004 and 2006

Figure 37: Agreement with selected lifestyle statements, 2002-06

Market segments - Detail

Figure 39: Estimated value share of RFCS foods, as a percentage of selected total markets, by sector, 2002-06

Usage of RFCS products - Detailed consumer demographics

Figure 40: Trend data of categories of lower-fat/sugar/calories/light versions eaten in the last six months, 2005 and 2006

Figure 41: Repertoire of low-fat/low-calorie foods consumed in the last six months, by gender, age and socio-economic group, December 2006

Figure 42: Repertoire of low-fat/low-calorie foods consumed in the last six months, by types of low-fat/low-calorie foods that have been consmed in the last six months, December 2006

Figure 43: Categories of lower-fat/sugar/calories/light versions eaten in the last six months, by gender, age, socio-economic group, marital status, lifestage, age of own children, Mintel’s Special Groups, working status, region, ACORN categories, media usage, commercial TV viewing, supermarket used, household size and car ownership, December 2006

Figure 44: Categories of lower-fat/sugar/calories/light versions eaten in the last six months, by gender, age, socio-economic group, marital status, lifestage, age of own children, Mintel’s Special Groups, working status, region, ACORN categories, media usage, commercial TV viewing, supermarket used, household size and car ownership, December 2006

Figure 45: Categories of lower-fat/sugar/calories/light versions eaten in the last six months, by gender, age, socio-economic group, marital status, lifestage, age of own children, Mintel’s Special Groups, working status, region, ACORN categories, media usage, commercial TV viewing, supermarket used, household size and car ownership, December 2006

Figure 46: Categories of lower-fat/sugar/calories/light versions eaten in the last six months, by gender, age, socio-economic group, marital status, lifestage, age of own children, Mintel’s Special Groups, working status, region, ACORN categories, media usage, commercial TV viewing, supermarket used, household size and car ownership, December 2006

Attitudes towards diet, health and RFCS products - Detailed consumer demographics

Figure 48: How consumers would go about losing weight, by gender, age, socio-economic group, marital status, lifestage, age of own children, Mintel’s Special Groups, working status, region, ACORN categories, media usage, commercial TV viewing, supermarket used, household size and car ownership, December 2006

Figure 49: How consumers would go about losing weight, by gender, age, socio-economic group, marital status, lifestage, age of own children, Mintel’s Special Groups, working status, region, ACORN categories, media usage, commercial TV viewing, supermarket used, household size and car ownership, December 2006

Figure 50: Repertoire of low-fat/low-calorie foods consumed in the last six months, by potential methods of losing weight, December 2006

Figure 51: Consumer attitudes regarding buying and use of reduced calorie/far/sugar/light categories, by gender, age, socio-economic group, marital status, lifestage, age of own children, Mintel’s Special Groups, working status, region, ACORN categories, media usage, commercial TV viewing, supermarket used, household size and car ownership, December 2006

Figure 52: Consumer knowledge regarding labelling and nutrition, by gender, age, socio-economic group, marital status, lifestage, age of own children, Mintel’s Special Groups, working status, region, ACORN categories, media usage, commercial TV viewing, supermarket used, household size and car ownership, December 2006

Figure 53: Consumers’ concerns and attitudes towards reduced calorie/fat/sugar light categories, by gender, age, socio-economic group, marital status, lifestage, age of own children, Mintel’s Special Groups, working status, region, ACORN categories, media usage, commercial TV viewing, supermarket used, household size and car ownership, December 2006

Figure 54: Repertoire of low-fat/low-calorie foods consumed in the last six months, by attitudes towards low-fat/low-calorie foods, December 2006

Further analysis - Detailed consumer demographics

Figure 55: Typologies of attitudes towards low-fat/low-calorie foods consumed in the last six months, by gender, age, socio-economic group, marital status, lifestage, presence of children, Mintel’s Special Groups, working status, region, ACORN categories, media usage, commercial TV viewing, supermarket used and household size, December 2006

Figure 56: Consumer typologies, by potential methods of losing weight, December 2006

Figure 57: Consumer typologies, by types of low-fat/low-calorie foods that have been consmerd in the last six months, December 2006

Figure 58: Consumer typologies, by repertoire of types of low-fat/low-calorie foods that have been consumed in the last six months, December 2006

Figure 59: Consumer typologies, by attitudes towards low-fat/low-calorie foods, December 2006

Abstract

RFCS products have enjoyed a period of sustained growth as consumers seek ways of controlling their weight and improving their health. Growth rates are now slowing and the RFCS market faces serious challenges. Changing consumer attitudes towards diet and towards RFCS products mean that such products may play a less significant role in healthful diets as defined by consumers. Their position is being challenged by both functional foods and from an ever wider range of “natural” foods.

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