Countries covered: Global
Price reduced due to age.
Based on what the media has been reporting over the last year, the popularity of low-carb dieting is at an all-time high. Yet, our Fall 2003 report, The LowCarb Diet and Today’s Consumer, revealed that very few consumers were intentionally on a strict low-carb diet. To explore this disconnect and truly understand how to effectively communicate with these consumers, we launched this in-depth study: The Vanishing Potato.
What we found is that what it means to “follow” a low-carb diet is very loosely defined by consumers. For a small % of people, “following” means strictly following a pre-defined diet plan (such as Atkins or South Beach) for a short, focused, period of time. For the majority, however, it does not mean following a strict diet, but simply “watching” carb intake in varying degrees.
In fact, we found the percent of people who have created their own low-carb diet exceeds the percent of people who have followed every low-carb plan except the Atkins diet. Furthermore, it is this segment of people who are the most likely to be long-term low-carb dieters.
In addition to these key findings, this report offers thorough research and insights into how consumers:
· Select, adopt, and quit low-carb diets,
· Define, learn and talk about carbohydrates,
· Change what they eat and how they shop as a result of low-carb dieting,
· Gather and disseminate information about carbohydrates and low-carb diets, and
· Incorporate low-carb dieting within a healthy lifestyle.
Methodology: The Hartman Group survey on low-carbs was conducted over the Internet in April of 2004. A sample of 1,329 adults (18 and older) was drawn from The Hartman Group’s online panel of consumers. The qualitative component of the study included over 100 hours of interviews with approximately 40 individuals using a combination of methods including In-Depth Interviews, Social Network Parties, Shop-and-Talk Tours, and Online Focus Groups.
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