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Diet Trends - US - May 2010

The recession has thrown the weight loss category into flux, causing consumers to change their behaviors and seek out alternatives to accomplish their weight loss goals. Understanding these new dynamics is essential for success. This report explores a number of factors that are shaping consumers’ attitudes, including:

  • Reasons for (and for not) dieting
  • The types of diet foods, as well as products and services most likely to resonate with consumers
  • Consumer perceptions of diets and diet food, and how this shapes their approach to dieting
  • Specific product suggestions, such as multifunctional devices that help consumers track and plan meals; services, like diet programs based on a reward system; and other opportunities that might appeal to those dieting

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Table of contents

  1. Scope and Themes

    • What you need to know
      • Definition
        • Data sources
          • Sales data
            • Consumer survey data
              • Advertising creative
                • Abbreviations and terms
                  • Abbreviations
                    • Terms
                    • Executive Summary

                      • A snapshot of obesity America
                        • Causes of obesity
                          • Category snapshot
                            • Insights and opportunities
                              • Reasons for dieting
                                • Diet foods and health management products consumers want
                                  • Glass half empty or half full: Mixed opinions towards diets
                                    • Other struggles with diet
                                      • Hispanics and blacks want more products
                                      • Insights and Opportunities

                                        • Seven trends you can use
                                          • Fiber fights fat
                                            • Hungry for bits and bytes…
                                                • Figure 1: Interest in weight loss/diet trends, by gender, February 2010
                                              • …and other simple ways to lose weight
                                                • Diet boot camp
                                                • Inspire Insights

                                                    • Rethinking Business, Capitalism and Consumerism
                                                      • What it’s about
                                                        • A desire to lose weight is not enough
                                                          • A little help from my friends
                                                            • Implications
                                                              • Smart Shopping Gets Smarter
                                                                • What it’s about
                                                                  • Super-size me
                                                                    • The price is right
                                                                      • Implications
                                                                      • Sales of Weight Management Products

                                                                        • Key points
                                                                          • Recession leads to shift in diet habits
                                                                            • Figure 2: Total FDMx sales of weight control nutritionals—liquid/powder, at current prices, 2004-09
                                                                          • Summary of leading manufacturer sales
                                                                            • Figure 3: FDMx sales of key brands of weight management products in the U.S., 2009-10
                                                                            • Figure 4: Key brands of weight management products, by manufacturer, 2010
                                                                          • Successful brands
                                                                          • Competitive Context

                                                                            • It’s okay to be overweight
                                                                              • A barrage of bad press
                                                                                  • Figure 5: Opinions and attitudes about diets, by gender, February 2010
                                                                              • Market Drivers

                                                                                • Key points
                                                                                  • Obesity in America
                                                                                    • Figure 6: Age-adjusted overweight/obesity rates among adults aged 20+, 1988-2006
                                                                                    • Figure 7: Age-adjusted overweight/obesity rates among adults aged 20+, by gender, 1988-2006
                                                                                  • Obesity and minorities
                                                                                      • Figure 8: Age-adjusted overweight/obesity rates among adults aged 20+, by race/Hispanic origin and gender, 1988-2006
                                                                                    • Obesity and age
                                                                                      • Figure 9: Age-adjusted overweight/obesity rates among adults aged 20+, by age, 2003-06
                                                                                    • Causes of obesity
                                                                                      • Uncle Sam is counting calories
                                                                                      • Innovation and Innovators

                                                                                        • Overview
                                                                                          • Snack bars
                                                                                            • Shakes and drinks
                                                                                              • Teas
                                                                                                • Restaurants
                                                                                                • Brands and the Advertising Landscape

                                                                                                  • Overview of the brand landscape
                                                                                                    • Figure 10: Adspend, by select diet plans, 2007 and 2008
                                                                                                  • Overview of brand analysis
                                                                                                    • Stars shine at Jenny Craig
                                                                                                        • Figure 11: Jenny Craig, television ad, 2010
                                                                                                        • Figure 12: Brand analysis of Jenny Craig
                                                                                                      • Weight Watchers is in transition
                                                                                                        • Figure 13: Weight watchers, television ad, 2010
                                                                                                        • Figure 14: Brand analysis of Weight Watchers
                                                                                                      • Nutrisystem goes after men and older Americans
                                                                                                        • Figure 15: Nutrisystem, television ad, 2010
                                                                                                        • Figure 16: Brand analysis of Nutrisystem
                                                                                                    • Eating Habits

                                                                                                      • Key points
                                                                                                        • Gender makes no difference in eating habits
                                                                                                          • Figure 17: Eating pattern, by gender, February 2010
                                                                                                        • Older and less likely to eat whatever they want
                                                                                                          • Figure 18: Eating pattern, by age, February 2010
                                                                                                        • Affluent and limiting what they eat
                                                                                                          • Figure 19: Eating pattern, by household income, February 2010
                                                                                                      • Reasons for Dieting

                                                                                                        • Key points
                                                                                                          • Wellness and weight for women
                                                                                                            • Figure 20: Reasons for dieting, by gender, February 2010
                                                                                                          • Health concerns drive dieting in over-55s
                                                                                                            • Figure 21: Reasons for dieting, by age, February 2010
                                                                                                        • Interest in Diet/Weight Loss Foods and Trends

                                                                                                          • Key points
                                                                                                            • Women interested in heart-healthy, low-fat options
                                                                                                              • Figure 22: Interest in food/diet trends, by gender, February 2010
                                                                                                            • Boomers aged 55-64 interested in numerous foods/diets
                                                                                                              • Figure 23: Interest in food/diet trends, by age, February 2010
                                                                                                          • Interest in Diet/Weight Loss Products

                                                                                                            • Key points
                                                                                                              • Women interested in many products
                                                                                                                • Figure 24: Interest in weight loss/diet trends, by gender, February 2010
                                                                                                              • Younger consumers interested in many solutions
                                                                                                                • Figure 25: Interest in weight loss/diet trends, by age, February 2010
                                                                                                              • Single and on the hunt online
                                                                                                                • Figure 26: Interest in weight loss/diet trends, by marital status, February 2010
                                                                                                              • Parents want to lose weight quickly
                                                                                                                • Figure 27: Interest in weight loss/diet trends, by presence of children under 18 in household, February 2010
                                                                                                            • Dieting Struggles

                                                                                                              • Key points
                                                                                                                • Self-esteem underlies weight issues
                                                                                                                    • Figure 28: Opinions and attitudes about diets, by gender, February 2010
                                                                                                                  • A sense of resignation with age
                                                                                                                    • Figure 29: Opinions and attitudes about diets, by age, February 2010
                                                                                                                  • Conflicted and with kids
                                                                                                                    • Figure 30: Opinions and attitudes about diets, by presence of children under 18 in household, February 2010
                                                                                                                • Other Struggles with Dieting

                                                                                                                  • Key points
                                                                                                                    • Challenges for women: It’s boring, expensive, and a hassle
                                                                                                                      • Figure 31: Diet struggles and challenges, by gender, February 2010
                                                                                                                    • Presence of multiple children correlates with obstacles
                                                                                                                      • Figure 32: Diet struggles and challenges, by children under 18 in household, February 2010
                                                                                                                    • Younger dieters feel left out and bored
                                                                                                                      • Figure 33: Diet struggles and challenges, by age, February 2010
                                                                                                                  • Race and Hispanic Origin

                                                                                                                    • Key point
                                                                                                                      • Hispanics dieting for many reasons
                                                                                                                        • Figure 34: Reasons for dieting, by race/Hispanic origin, February 2010
                                                                                                                      • Blacks interested in foods/diets
                                                                                                                        • Figure 35: Interest in food/diet trends, by race/Hispanic origin, February 2010
                                                                                                                      • Blacks and Hispanics interested in many products
                                                                                                                        • Figure 36: Interest in weight loss/diet trends, by race/Hispanic origin, February 2010
                                                                                                                      • Hispanic and facing hurdles
                                                                                                                        • Figure 37: Opinions and attitudes about diets, by race/Hispanic origin, February 2010
                                                                                                                    • Cluster Analysis

                                                                                                                        • Social Eaters
                                                                                                                          • Who they are
                                                                                                                            • Opportunity
                                                                                                                              • Convenients
                                                                                                                                • Who they are
                                                                                                                                  • Opportunity
                                                                                                                                    • Nostalgics
                                                                                                                                      • Who they are
                                                                                                                                        • Opportunity
                                                                                                                                          • Cluster characteristics
                                                                                                                                            • Figure 38: Diet trend clusters, February 2010
                                                                                                                                            • Figure 39: Interest in food/diet trends, by diet trend clusters, February 2010
                                                                                                                                            • Figure 40: Interest in weight loss/diet trends, by diet trend clusters, February 2010
                                                                                                                                            • Figure 41: Diet struggles and challenges, by diet trend clusters, February 2010
                                                                                                                                            • Figure 42: Opinions and attitudes about diets, by diet trend clusters, February 2010
                                                                                                                                          • Cluster demographics
                                                                                                                                            • Figure 43: Diet trend clusters, by gender, February 2010
                                                                                                                                            • Figure 44: Diet trend clusters, by age, February 2010
                                                                                                                                            • Figure 45: Diet trend clusters, by household income, February 2010
                                                                                                                                            • Figure 46: Diet trend clusters, by race, February 2010
                                                                                                                                          • Cluster methodology
                                                                                                                                          • Custom Consumer Groups

                                                                                                                                            • General wellness and weight loss for females aged 18-34
                                                                                                                                                • Figure 47: Reasons for dieting, by gender and age, February 2010
                                                                                                                                              • Younger females seek better taste, variety
                                                                                                                                                  • Figure 48: Diet struggles and challenges, by gender and age, February 2010
                                                                                                                                                • Older females diet for health reasons
                                                                                                                                                    • Figure 49: Interest in food/diet trends, by gender and age, February 2010
                                                                                                                                                  • Younger consumers harbor negative perceptions about diets
                                                                                                                                                      • Figure 50: Opinions and attitudes about diets, by gender and age, February 2010
                                                                                                                                                  • Appendix: Other Useful Consumer Tables

                                                                                                                                                    • Eating habits and challenges by marital status
                                                                                                                                                      • Figure 51: Eating pattern, by marital status, February 2010
                                                                                                                                                      • Figure 52: Diet struggles and challenges, by marital status, February 2010
                                                                                                                                                    • Higher education correlates with food limitations and interest in food/diet trends
                                                                                                                                                      • Figure 53: Reasons for dieting, by education, February 2010
                                                                                                                                                      • Figure 54: Interest in food/diet trends, by education, February 2010
                                                                                                                                                    • The impact of household income on product interest and attitudes towards diets
                                                                                                                                                      • Figure 55: Interest in weight loss/diet trends, by household income, February 2010
                                                                                                                                                      • Figure 56: Opinions and attitudes about diets, by household income, February 2010
                                                                                                                                                    • Diet challenges of upper-income respondents
                                                                                                                                                        • Figure 57: Diet struggles and challenges, by household income, February 2010
                                                                                                                                                      • Urbanites more health-focused
                                                                                                                                                        • Figure 58: Interest in food/diet trends, by area, February 2010
                                                                                                                                                        • Figure 59: Interest in weight loss/diet trends, by area, February 2010
                                                                                                                                                    • Appendix: Trade Associations

                                                                                                                                                      Companies Covered

                                                                                                                                                      • Abbott Laboratories
                                                                                                                                                      • American Obesity Association
                                                                                                                                                      • Atkins Nutritionals, Inc.
                                                                                                                                                      • Coca-Cola Company (The) (USA)
                                                                                                                                                      • Dunkin' Brands
                                                                                                                                                      • Facebook, Inc.
                                                                                                                                                      • Federal Trade Commission
                                                                                                                                                      • Food and Drug Administration
                                                                                                                                                      • General Mills Inc
                                                                                                                                                      • Greenfield Online
                                                                                                                                                      • Grocery Manufacturers Association (GMA)
                                                                                                                                                      • Kellogg Company
                                                                                                                                                      • KFC Corporation
                                                                                                                                                      • Kraft Foods Inc. (U.S.A.)
                                                                                                                                                      • LA Weight Loss Centers
                                                                                                                                                      • Nestlé USA
                                                                                                                                                      • Pepsi-Cola North America
                                                                                                                                                      • Social Security Administration
                                                                                                                                                      • Taco Bell Corp.
                                                                                                                                                      • Twitter, Inc.
                                                                                                                                                      • U.S. Bureau of Labor Statistics
                                                                                                                                                      • U.S. Department of Agriculture
                                                                                                                                                      • Unilever USA
                                                                                                                                                      • Walmart Stores (USA)
                                                                                                                                                      • Weight Watchers International Inc.

                                                                                                                                                      Diet Trends - US - May 2010

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