No one can deny the impact low-carb dieting has had on the American food marketplace, and on the surface high-carb foods are suffering. This new Packaged Facts reports examines the market for low carb foods and beverages, more than a year into the height of the craze. Recent surveys suggest that people are finding it hard to maintain low-carb diets, while others maintain that low carb is a lifestyle, not a diet. Indeed, just how long will the low-carb revolution last? This report asks whether low-carb has dealt an irreparable blow to pasta, bread and other high-carb foods, or whether these staples of the American diet can revive and thrive in an Atkins-colored world.
Introducing Market Trends
Market Trends is the latest product line from Packaged Facts. These timely, compact reports offer insight and analysis into new product trends, demographic shifts, and consumer behaviors that affect the food, beverage and consumer goods industries.
The information in Market Trends: Low Carbs: Will the Carbs Strike Back? is based on both primary and secondary research. Primary research involved onsite examinations of the retail milieu, interviews with marketing, public relations and industry analysts within the food industry and consultants to the industry. Secondary research entailed data-gathering from relevant trade, business, and government sources, including company literature. The analysis of consumer demographics derives from Simmons Market Research Bureau survey data for fall 2003.
What You’ll Get in this Report
Market Trends: Low Carbs: Will the Carbs Strike Back? offers unique perspective on the lasting effects of low-carb mania. No other market research report provides the analysis and trends coverage that this report offers. Plus, you’ll benefit from extensive data, presented in easy-to-read and practical charts, tables and graphs.
How You Will Benefit from this Report
If your company wants to understand and get ahead of what has been the “big” diet and health trend, you will find this report invaluable, as it provides a comprehensive package of information and insight not offered in any other single source. You will gain a thorough understanding of the factors that influence the development of this market.
This report will help:
- Marketing Managers identify market opportunities and develop targeted promotion plans for new products and ingredients.
- Research and development professionals stay on top of competitor initiatives and explore demand for low carb product introductions.
- Advertising agencies working with clients in the food industry to help understand the product buyer to develop messages and images that compel consumers to purchase these products.
- Business development executives understand the dynamics of the market and identify possible partnerships.
- Information and research center librarians provide market researchers, brand and product managers and other colleagues with the vital information they need to do their jobs more effectively.
Chapter 1: The Carb Climate
The Regulatory Environment
- The Diet Environment
- Cashing In On Low Carb
- What Is a Low-Carb Product?
- Naturally Low-Carb Products vs. Low-Carb Positioning/Formulation
- FDA To Issues Low-Carb Guidelines by Late 2004
- Requests for FDA Action Were Building
- Seeking Scrutiny on Low-Carb Claims
A Nutrition Backlash?
- Some Research Suggests Ill Effects from Sustained Diets
- An Infertility Risk?
- Calories Lost in the Carb Shuffle
A Consumer Backlash?
- Coming Out of the Pantry
- Too Hard to Stay On, Not Effective
- Triple the Product Introductions
- Figure 1-1: New Product Introductions, 2003-2004, Low-Carb, Low-Fat and Low-Sugar
- New Offerings Continue to Emerge
- Showing Up Late Hurts Some Marketers
- Sales Shifts in Select Low/High Carb Foods, June 2003-June 2004
Chapter 2: Low Carb: A Look At Certain Food Segments
- Where the Market Stands
- Certain Products Excelling, Some Are Flagging
- Meat, Dairy and Eggs
- Ahead After One Run
- Table 2-1: Sales of Meat Products, 2002-2003
- More Meat, More Profit
- Cheese, Please
- Table 2-2: U.S. Mass-Market Sales of Cheese Products, 2002-2003
- Sunny-Side Up for Egg Sales
- Table 2-3: U.S. Mass-Market Sales of Egg Products, 2002-2003
- Low-Carb Flattens White Bread
- Low Carb Strikes In-Store Bakeries, as Results Remain Flat
- Bread Marketers Go For the Grain
- Reclaiming the “Moral High Ground”
- Co-Opting The “Enemy”
- Figure 2-1: New Low-Carb Bread Product Introductions, 2003 vs. 2004*
- Artisans Eschew Low-Carb
- Low-Carb Segment Fastest Growing
- Pasta and Potatoes
- Fighting Carbs with Carbonara
- Saving the Spud
- The Low-Carb Potato
- Growth in Low Carb/Healthy Segments
- Table 2-4: IRI-Tracked Sales of Select Low-Carb Snack Foods: 1999-2003
- Table 2-5: Annual Growth in IRI-Tracked Sales of Select Low Carb Snacks: 1999-2003
- Sweet Snacks Lose the Carbs
- A Slim Fast Snack Option
- Fruit Products
- An Uphill Battle
- But The Battle Has Been Joined
- Juice Takes a Hit
- The Orange Strikes Back
- Targeting Meal Replacement
- Advertising to Sway The Carb Watchers
- Low-Cal, Low-Carb, Low-Sugar Juices Answer Diet Challenge
- If You Can’t Beat ‘Em
- Ice Cream
- Many Ice Cream Marketers Going Low-Carb
- Good Humor/Breyers
- Ben & Jerry’s
- Wells’ Dairy
- Table 2-6: U.S. Mainstream Retail Low-Carbohydrate Frozen Desserts: Selected Marketers by Brand
- Carb-Smart the Top Brand
- Table 2-7: Total U.S. Mainstream Retail Sales of Low-Carbohydrate Frozen Desserts: Top-Three Marketers and Brands by Sales, January-March 2004
- Table 2-8: Amount of Carbs in Popular Lite Beer Offerings
Chapter 3: The Consumer
- How Many Are There?
- Why Are People Doing It?
- Table 3-1: Top-10 Nutrition Facts Panel Items of Importance For Carb-Watches
- Where People Are Doing It?
- Peaking or Plateauing?
- Table 3-2: Have You or Any Member of the Household Ever Been on a Low-carbohydrate Diet?
- Resistance Among Hispanic Consumers
- And Not A World-Wide Phenomenon, Either
- Moderation Is Key
- Table 3-3: Low-Carb Dieting By Frequency
- Table 3-4: Nutritional Characteristics Influencing Food Purchases
- Table 3-5: Regarding Your Health, Which of the Following Are You Watching?
- Not So Fast
- The Diet Has Ended, But the Carb Counting Lingers On
- Table 3-7: When You Buy Groceries at Your Favorite Supermarket, How Satisfied Are You with the Selection of the Following Healthy Food?
- Simmons Findings
- Table 3-8: Demographic Characteristics Favoring Use of Nutritional Liquid/Powder
- Figure 3-1: Consumer Use of Nutritional Liquid/Powder, by Age
- Figure 3-2: Consumer Use of Nutritional Liquid/Powder, by Gender
- Figure 3-3: Consumer Use of Nutritional Liquid/Powder, by Income
- Figure 3-4: Use of Nutritional Liquid/Powder, by Education
- Figure 3-5: Brand Distribution of Consumers Favoring Liquid/Powder
- Use of Energy/Diet Snacks & Bars
- Table 3-9: Demographic Characteristics Favoring Use of Energy/Diet Snacks & Bars
- Figure 3-6: Consumer Use of Energy/Diet Snacks & Bars, by Age
- Figure 3-7: Consumer Use of Energy/Diet Snacks & Bars, by Gender
- Figure 3-8: Consumer Use of Energy/Diet Snacks & Bars, By Education Level
- Figure 3-9: Consumer Use of Energy/Diet Snacks & Bars, by Income
- Figure 3-10: Brand Distribution Among Consumers Favoring Energy/Diet Snacks & Bars
- Table 3-10: Usage Rates for Selected Energy Bar Products: Overall and by Gender, 2003
Chapter 4: Impact on the Food-Selling Landscape
- Low-Carb Redefines Food Retailing
- Product Placement, Product Development
- The Low-Carb Store
- Premium Prices Helps Bottom Line
- Low-Carb Vending
- Online Stores—Spreading the Low-Carb Trend
Foodservice Trends: Low-Carb Hits the Menu
- Reducing Carbs, Reducing Dining Out
- Fast-Casual Establishment Offer Low-Carb Options
- Quick-Service Restaurants Cut the Carbs
- Table 4-1: Low-Carb Restaurant Fare
- Some Key Issues with Low-Carb Eating Out
Chapter 5: The Future of Low-Carb
- But Will It Continue?
- A Hot Button Issue
- Even Marketers Are Striking Back, Sort Of
- Some CEOs Predict An Unraveling; Others More Bullish
- Investment Firms Advice Slow Going
- Are Calories the Next Diet Frontier?
- Healthful Foods Will Prevail