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Obesity, Low-Carb Diets and the Atkins™ Revolution: Healthy profits from big issues in food and drinksPublished by: Business Insights Published: May. 1, 2004 - 168 Pages Table of ContentsExecutive Summary Introduction Market dynamics and drivers: how have consumers become more obese, yet more obsessed with one diet than ever? Getting inside Atkins Who or what is driving growth in low-carbohydrate foods? New product development: a lesson in innovation and caution Potential problems of low-carbohydrate development: growth or extinction? Coping with competition: how are rival slimming foods coping with the low-carbohydrate diet? Industry opinion and consumer research Chapter 1 Introduction Summary Low-carb diets are rooted in history Low-carb consumers date back to 1863 Enter, Dr Robert Atkins Getting to grips with the ‘science’ behind the Atkins diet Exploring other low-carb diets Obesity - this century’s massive problem Why now? The appeal of low-carbohydrate diets Opportunities for brands’ image revival Ignoring the impact of Atkins and low-carbohydrate choice is not an option Chapter 2 Market Dynamics and Drivers: How Have Consumers Become More Obese, Yet More Obsessed with One Diet than Ever? Summary Obesity - a global issue Defining obesity The British perspective Tackling obesity - the role of government, manufacturers and retailers Manufacturers Cadbury’s Get Active America on the Move “Fat tax” Government questioning Criticism against advertisers in the UK The future Portion size and labelling The portion and value relationship Increased calorie consumption - and more carbohydrates than ever before Managing consumer expectations When did low-carbohydrate diets become popular in the U.S. and why? Celebrity endorsement Combating Atkins - how are foods forbidden on the Atkins Diet protecting their market share? Potatoes Bakery products Fruit juice Pasta Foods benefiting from the Atkins craze Case study: How “I’m lovin’ it” is helping McDonalds stay on top Conclusions Chapter 3 Getting Inside Atkins Summary Company profile and history 2004 and beyond The Atkins Lifestyle Food Guide Pyramid ™ What is the Atkins diet? Stage one - Induction Stage two - Ongoing weight loss Stage three - Pre-maintenance Stage four - Lifetime maintenance An innovative company Product innovation The U.S. market Atkins Direct Atkins delivered to your home Atkins and partners The flip side of co-branded relations Focus on the UK market Manufacturing Marketing Distribution Multiple activity and Atkins Sainsbury's Tesco Safeway (Morrisons) Somerfield Waitrose Marks and Spencer Superdrug Holland & Barrett Atkins products currently available in the UK Supplements Case study: route to market - Atkins Advantage Bar What the future holds in store for Atkins Who or What is Driving Growth in the Low-Carbohydrate Sector? Summary Regions in low-carbohydrate food growth Learning from the U.S. - the state of the market New product development Number of products introduced specifically marketed as low-carb Number of products making low-fat, no-fat or reduced-fat claims Who are carbohydrate-conscious consumers? Where do they live? Low-carbohydrate food manufacturers: identifying the main players Focus on Keto Focus on Carbolite UK distribution Retail activity in the U.S. - path to growth for low-carbohydrate food and drink Multiple retailers The Internet Vending machines Manufacturer activity Case study: Wal-Mart Case study: How PepsiCo has embraced the low-carbohydrate revolution Pepsi Edge Global low-carbohydrate market - territories for future development? Australia Europe Germany Italy Chapter 5 New Product Development: A Lesson in Innovation and Caution Summary The depth and pitfalls of the potential low-carbohydrate food sector The crucial factors of taste and formulation Re-packaging/labelling protein-rich products Snacks Chocolate Savoury snacks Doritos Edge Other savoury snacks Meat-based Soy-based Ready meals and prepared foods Ambient meals Home delivery Functional foods Sauces and condiments Pasta Bread, baked goods and cereals Case study: Nimble Carbs So Low Dairy and desserts Ice cream Drinks Soft carbonates and still beverages Alcoholic beverages UK case study: Michelob Ultra Assessing the U.S. market before launching products elsewhere The UK market Ingredients Foodservice Case study: Benjy’s Chapter 6 Potential Problems of Low- Carbohydrate Development: Growth or Extinction? Summary Is there a solution to the global obesity epidemic? Research highlights Remembering that U.S. and European consumers are different UK consumers - what do they really think of low-carbohydrate diets? How to encourage more consumers to buy into the low-carbohydrate dieting ethos Coping with adverse coverage from a sceptical press Earning consumer confidence through product safety Performance is everything - the route of NPD in the UK and lessons to be learnt in Europe Getting the price right Chapter 7 Coping with Competition: How are Rival Slimming Products Coping with the Low- Carbohydrate Diet? Summary Slim-Fast and Unilever’s “Path to Growth” Falling sales Revamping Slim-Fast Embracing low-carbohydrate in the U.S. WeightWatchers Growth pattern shows slump Evolving formats for changing consumers Tackling and conceding consumers’ appetite for low-carbohydrate products Product innovation Chapter 8 Industry Opinion and Consumer Research Summary Introduction What is the level of knowledge within your company about the low- carbohydrate food sector? Do you view the low-carbohydrate sector as an opportunity, or a threat? Does your company already manufacture a product that is marketed or sold as low-carbohydrate? Do you think low-carbohydrate consumption is a “fad” that will impact the food and drinks industry in the short term, or is it here to stay for the longer term? Which categories do you think have been most influenced by the low- carbohydrate diet phenomena? How important is it for UK retailers to accept products marketed as low- carbohydrate in-store before the market opens up significantly? How significant are U.S. companies such as Atkins Nutritionals and Carbolite in the development of the low-carbohydrate sector in the UK? Tackling the issue of obesity How important do you, within the industry, consider the following factors to be in the controversial debate on rising levels of obesity? How important do you, as a consumer, consider the following factors to be in the controversial debate on rising levels of obesity? Nutritionally poor school meals and a lack of traditional mealtime occasions must take part of the blame Do you think the food industry should be held responsible for the rising levels of obesity in children? Consumer behaviour - survey findings UK consumers think low-carbohydrate diets could be a short-term fad Have you been on a diet in the past 12 months? Are you currently on a diet or healthy eating plan? If you are currently on a diet, please tell us how long you have been on this diet Which of the following diets have you tried in the past? Over the last six months, how often have you exercised, on average, per week (20 minutes per session)? Do you think low-carbohydrate eating is a “fad” that will impact the food and drinks industry in the short term, or is it here to stay for the long term? Have you purchased any products from the following companies/brands in the past 12 months? Chapter 9 Index AbstractThe Atkins™ revolution has spread throughout the US, is currently hitting the UK and is about to hit European shores. Ignoring the Atkins™ revolution and other low-carb diets is no longer an option. Obesity, Low-Carb Diets and the Atkins™ Revolution: Healthy profits from big issues in food and drinks quantifies the profit opportunities and threats associated with specific market segments of the low-carbohydrate food and beverage sector. The report analyses the obesity, low-carb diets and Atkins™ revolution, enabling you to adapt your product’s ingredients, labelling and marketing strategy to maximise sales in this new marketplace. The report contains primary research from an industry opinion survey of over 4000 senior executives in the global food and drink industry as well as a UK consumer study of 159 UK consumers conducted exclusively by Business Insights.Get Full Details About This Report >> |
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