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Published by: Marketdata Enterprises Inc.
Published: Oct. 1, 2001 - 235 Pages
Table of Contents
Introduction: Study Scope & Methodology
* Explanation of where the information came from: “primary” & “secondary” sources:
methodology, definition of the self-improvement market, scope of the research
Executive Overview of Major Findings
* Highlights of all chapters--Discussion of market nature, major developments of past 2
years, customer demographics
Market Size & Growth, Segments: Table & Discussion of total market size, growth, outlook (1993, 1996, 1998, 2000, 2005 forecasts), estd. $ size of major segments
BY DISTRIBUTION CHANNEL:
Infomercials, Mail order catalogs, motivational speaker seminars, holistic institutes, self-
improvement books & audiocassettes. Status of weight loss and stress mgmt. programs
markets.
* Market size (2000 $ value, share of mkt.), BY 5 MAIN TOPIC AREAS (weight loss, general
motivational/spiritual/self-help, stress mgmt., exercise, business skills/financial)
* Individual Market Segment Outlooks: discussion of mkt. size/growth/characteristics/trends for:
1. infomercials (2000 estim. sales by topic, qtrly. media billings, top shows list), 2. Motivational speakers mkt. (Stephen Covey, Tony Robbins, Deepak Chopra, others), 3. Hispanic
self-improvemt. mkt./speakers, 4. holistic centers/institutes mkt., 5. self-improvement books
mkt. (new age vs. traditional stores), 6. audiotapes mkt., 7. mail order catalogs.
* Status report of the U.S. Weight Loss Industry ($ size 1997-2001F, by 8 mkt. segments,
trends, dieter demographics, what’s hot/cold, major mkt. developments, etc.)
* Status report of the Stress Management Programs/Services Market (2000 $ size, segments,
major trends, results of custom Marketdata mail survey of providers).
Nature and Structure of The Market
* What defines “self-improvement” services & programs, topic areas covered (services
that improve people physically, mentally, spiritually, financially), self-help organizations,
discussions of two major market segments—weight loss & stress management, buyer
demographics - profile of typical self-improvement customer, increased use of alternative
medicine, emergence of the “LOHAS” consumer, results of 2000-2001 new age consumer
surveys.
The Direct Response Market: Infomercials
* Discussion & analysis of infomercials as a sales/advertising medium, reasons for growth in
popularity and doubling since 1996, emerging trends, mkt. size, 2001 status report, media
billings by topic, list of top 34 self-improve. shows in 2000, top 10 in: 1996, 1997, 1998,
analysis of top 100 in 2000, list of top infomercial producers.
* Demographic profile of infomercial buyers from: Simmons, NIMA, Hudson Street Partners,
TV Guide studies (by sex, education, income, profession, region, etc.)
* Industry trends, estim. $ mkt. size 1998, 1999, 2000, by major categories (exercise, diet
plans, business/financial, general motivational)
* List of top infomercial producer companies, address
* List of 20 leading infomercials of past 7 years (producer, $ sales, etc.)
* In-depth descriptions of 23 infomercials (1996-2001) (product/service advertised,
price/ordering details, phone/address, producer), 2001/1999 analysis of “The Infomercial
Index” -- Separate show descriptions for…
2001… * Tony Robbins * Robert Kiyosaki * Focus Factor * Dr. Robert Atkins * Ultimate
Lean Routine * Eat According to Your Blood Type * Hollywood Celebrity Diet
1998-1999… * Carleton Sheets (real estate) * Trash Into Treasure (Tony Hyman) * Escape
Your Shape * Slim Patch (diet plan) * The Fat Trapper (diet plan) * Ab Rocker (exercise)
* Move, Groove & Lose (diet plan - Richard Simmons) * Bowflex (exercise)
1996-1997… * Mega Math Program * Metabolic Trim (diet) * Fitness Flyer (exercise)
* Aerofit Machine (exercise) * Light Your Fire (Ellen Kreidman - relationships)
* Ab Shaper System (exercise) * Ab Roller (exercise) * Passion, Profit & Power
* List of 22 other shows - summary descriptions (weight loss, relationships, speed reading, business/financial
1994 and earlier… * Mega-Memory (Kevin Trudeau) * Dr. Atkins’ “Eat Yourself Thin”,
* Making Love Work (relationships - Barbara DeAngelis)
The Motivational Speakers Market
* Discussion of no. of professional speakers in the US, avg. earnings, estim. income for top 15
for speaking engagements, books, consulting, training, list of top speakers’ bureaus,
* In-depth profiles of celebrities on the national “speakers’ circuit”: descriptions of their
organizations, revenue estimates/actual, type products/services offered, book & cassette sales,
speaking fees, consulting, 2000 estd. revenues, strategies, headquarters address, for...
* Jack Canfield & Mark Victor Hansen
* Deepak Chopra
* Franklin Covey Co. (Stephen Covey & Franklin Quest Co.)
* Anthony Robbins - Robbins Research International
* Peter Lowe Intl.
* Marianne Williamson
* Zig Ziglar - Ziglar Training Systems
The Hispanic Self-Improvement Market
* Summary/nature/characteristics of the market: difference between Latino and Anglo
motivational speakers, obstacles to funding of ventures, lack of product
* Major Hispanic distribution channels and media.
* Demographics: no. and origin of U.S. Hispanics, by country, age (2000).
* In-depth profiles of the top Hispanic motivational speakers and their companies (no. of
speeches given, fees, areas of focus, books written, estd. revenues, address, website, more):
- Samuel betances
- Julio Melara
- Jimmy Cabrera
- Carlos Conejo
- Dr. Joachim Deposada
- Pegine Echevarria
- Consuelo Castillo Kickbush
- Rosita Marcano-Lopex
- Fred Soto
* Table: Estd. revenue of top 9 Hispanic speakers for 2000
* Analysis of the Hispanic self-improve. books mkt., annual Latino Book & Family Festival.
* Market size: estd. size of Hispanic SI mkt. (books, cassettes, speaking fees. (table)
Holistic Institutes & Public Seminar Training Organizations
(Self-improvement workshops, seminars, courses, retreats, training organizations)
* Discussion of overall market status, recent closures/mergers, and 16 U.S. centers’ philosophies, course offerings and avg. prices, enrollments, growth since 1960s, nonprofit/for-profit status, specializations, estd. 2000 revenues/budgets, workshop topics in demand
* Address List of top 16 centers in the U.S., directors’ names.
* Descriptive profiles and background, sample courses, no. attendees, for leading facilities:
(Omega Institute, Interface, Esalen Institute, New York Open Center, Oasis Center, Naropa,
Option Institute), also: Gail Blanke Lifedesigns Workshops (formerly AVON)
* Dale Carnegie & Associates - profile
* Toastmasters International - profile
* Evelyn Wood Reading Dynamics - profile.
Self-Improvement Books and New Age Bookstores
* Status of book buying in 2000, $ sales by major category (Publishers Weekly annual report),
list of top selling self-improve. books (units sold, $ sales, for diet, genl. motivation, other),
* Summary of “new age” bookstores mkt.: chains vs. independents, how many in the nation,
products sold, growth, customers, specialties. estd. sales, share of sales by major topics
* Marketdata and Simba Information estimates of 2000 sales of self-improve. books.
* List of top self-improve. books sold in 1995, 1993, no. of copies/mkt. $ value, by author
* Discussion/analysis of the diet books market, buyer demographics, what makes a bestseller,
2000 mkt. value, list of best-selling diet books since mid-1980s.
* Discussion/analysis of the stress management books, booklets, newsletter market: major
publishers, $ mkt. potential, no. of titles published annually (1980-1996), sample list of
1996 stress mgmt. book titles.
The Self-Improvement Audiocassettes Market
* Market status and potential (1993, 1999, 2001 forecasts), reasons for recent strong growth,
buyer demographics, popularity rank for 14 topics, where tapes are purchased, segments,
total audiobook sales vs. share for SI tapes, major competitors.
* Leading publishers address list (address, phone, key titles published): Harper Audio, Simon &
Schuster, New Star, Nightingale-Conant, Random House, TIME Warner, etc.)
* Company profile: Nightingale-Conant Corp.
* Research studies - do subliminal audiotapes really work?
The Mail Order Catalog Market
* Catalog Publishers Selling Self-Improvement Products (books, tapes, CDs, multi-media packages, devices)
* Market structure/nature, major trends & developments of past 2 yrs., list of 6 leading
competitors, estim. mkt. size for 1998, 2000, 2005F.
* Detailed descriptions, buyer trends, profiles and specializations, sample programs/prices for:
ARE Bookstore, Learning Strategies, Gateways Fulfillment, Tools For Wellness, Alpha-sonics.
Status Report of The U.S. Weight Loss
* Summary/status of the industry as of early 2001, recent trends, what’s hot/cold, , results of
latest survey of Calorie Control Council-use of low fat foods/drinks,
* Discussion of major industry trends, dieter demographics (how Americans diet, various survey
findings), new IRS rules, advertising trends, fraud/scam diets.
* Reasons why America is growing fatter.
Table: Marketdata estimates of the 8 major segments of the diet industry, $ values (1998-
2001F) - (diet soft drinks, artificial sweeteners, health clubs, commercial programs, medical
programs, low-cal foods, retail meal replacements and diet pills, diet books, etc.)
Tables: Revenues of commercial diet centers (2000, 2001F), market share of top 8 chains
* Detailed status reports for: Weight Watchers, Diet Workshop, Jenny Craig, Nutri/System,
Physicians Weight Loss, Metabolife Intl., Herbalife.
* Medically supervised weight loss programs: no. and type of by: hospital, physicians in
private offices, dietitians, estim. no. of Americans using, costs, (total medical programs $
value for 1998, 2000), emergence of prescription medications mkt. (reasons for demise),
fasting programs, major vendors, enrollments, etc.
* Obesity drug sales, by brand, 2000, no. of prescriptions written: 1995-2000.
* Outlook for meal replacements and appetite suppressants (1999-2000 sales, by brand)
* Low-calorie “diet” food mkt. (nature, brands, sales)
* Diet soft drinks mkt. (sales for 2000)
* Mail order & multi-level diet programs: $ value 1999-2001 (Herbalife, others).
Status Report of The Stress Management Market
* Summary: societal stress levels rising, the major types of stress disorders, list of types of
professionals and organizations providing stress mgmt. services, emerging trends, treatment
methods, mkt. structure & characteristics, current outlook by American Institute of Stress,
results of 7th Annual Labor Day Survey.
* Discussion/analysis of major provider groups: (no. of practitioners, mkt. potential, prices)
- Biofeedback therapists and centers
- Massage therapists & retail clinics
- Worksite-based programs
- Hospital-based programs
- Health club-based programs
- Programs offered via seminars and workshops
* The mail order & retail products mkt. (books, biofeedback cards, videos, infomercials)
* The market for stress mgmt. books & audiocassettes
* List (name/address/phone) of leading organizations & competitors in stress mgmt.
* Total $ value of market in 2000, by type provider group - Marketdata estimates
* Results of Marketdata custom July 1996 mail survey of stress mgmt. providers: stress-
related disorders treated most often, treatment methods used, type providers offering
services most often in the community, avg. caseload/patients, avg. cost of treatment,
most crucial issues facing providers, methods used to advertise.
Reference Directory of Market Information Sources
* (Names, addresses, phone, key contacts at relevant trade groups, journals, periodicals in the field)
AbstractThis report by Marketdata examines the vast and booming market for motivational "self-improvement" (SI) products, programs, or services that improve one physically, mentally, financially or spiritually. Discusses the market for SI: books, CDs, audiocassettes, infomercials, videos, multi-media packages, seminars, workshops, holistic institutes and retreats, covering: weight loss, exercise, quitting smoking, memory and business/sales skills improvement, improving relationships, gaining financial independence, stress management, and more. Study analyses: market segments/structure, $ size/growth 1993-2005F, profiles of top motivational speakers (Tony Robbins, Deepak Chopra, Peter Lowe, others), complete demographic profile of infomercial buyers (top infomercial shows from 1994-2000), mail order catalogs, 2001 status report of the weight loss mkt., and much more. Contains new chapter covering the Hispanic self-improvement market and leading gurus there.
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