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Diet Trends - US - October 2015

"Consumers are somewhat skeptical about diet products, and instead of purchasing traditional diet-specific products they are turning to a well-balanced diet and products that support it."

This report looks at the following issues:

  • Traditional diet product use is declining; adults turning to well-rounded diet
  • Dieters restricting calories for weight loss; limit use of diet products
  • Older adults are less inclined to seek out diet information

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Table of contents

  1. Overview

    • What you need to know
      • Definition
      • Executive Summary

        • The issues
          • Traditional diet product use is declining; adults turning to well-rounded diet
            • Figure 1: Agreement that well-rounded diet is better than diet products, by current diet status, July 2015
          • Dieters restricting calories for weight loss; limit use of diet products
            • Figure 2: Methods and tools currently used for dieting, July 2015
          • Older adults are less inclined to seek out diet information
            • Figure 3: Select current sources of diet information, by age, July 2015
          • The opportunities
            • Wholesome and high-protein weight management products proving successful
              • Figure 4: Claims that signify diet appropriate, July 2015
            • Consumers seek long term solution diet programs
              • Figure 5: Diet plan requirements, any rank, July 2015
            • Hispanic consumers are focused on dieting; have modest weight-loss goals
              • Figure 6: Current diet status, by race and Hispanic origin, July 2015
            • What it means
            • The Market – What You Need to Know

              • High obesity rates indicate need for help with weight loss
                • Focus on wholesome nutrition has implications for diet market
                  • Exercising for weight management could prevent dieting
                  • Market Factors

                    • High obesity rates indicate solid need for weight management assistance
                      • Most adults believe it’s better to eat well than use diet products
                        • Figure 7: Agreement that well-rounded diet is better than diet products, current diet status, July 2015
                      • Exercise is highly regarded as a means to a healthy weight
                        • Figure 8: Agreement that exercise is more important than dieting, current diet status, July 2015
                    • Key Players – What You Need to Know

                      • Nutritional brands succeed with high-protein and wholesome offerings
                        • Traditional diet products continue to struggle
                          • Weight-control products target ailments and customized convenience
                            • The future of smart technology will motivate and guide weight loss
                            • What’s Working?

                              • Supplement beverages focused on high protein experience growth
                                • Figure 9: MULO sales of leading powder/liquids nutritional supplement brands, rolling 52 weeks 2014 and 2015
                                • Figure 10: SlimFast – It's Your Thing! – :15 TV Commercial, May 8, 2015
                              • Natural and wholesome frozen meal brands experiencing growth
                                • Figure 11: Behavior toward food and beverage ingredient claims, May 2015
                                • Figure 12: MULO sales of select natural frozen meal brands, rolling 52 weeks 2014 and 2015
                              • Bars experience growth, chiefly wholesome and high-protein offerings
                                • Figure 13: MULO sales of select brands of nutritional health bars, rolling 52 weeks 2014 and 2015
                            • What’s Struggling?

                              • Weight-loss tablet sales continue to struggle
                                • Figure 14: MULO sales of weight-control tablets, by leading companies, rolling 52-weeks 2014 and 2015
                              • Sales of “diet” frozen meals decline; emphasizing fresh to rebound
                                • Figure 15: MULO sales of select traditional frozen meal brands, rolling 52 weeks 2014 and 2015
                                • Figure 16: Attitudes toward frozen meals, Spring 2010-15
                            • What’s Next?

                              • Diet products targeting specific health ailments in addition to weight loss
                                • Club subscriptions and home delivery keep healthy foods on hand
                                  • The Internet of Things will motivate and guide weight management goals
                                  • The Consumer – What You Need to Know

                                    • About half of adults are currently dieting
                                      • Current dieters have lofty weight-loss goals
                                        • Adults agree eating a well-rounded diet is better than diet products
                                          • Friends and family are top sources for diet information
                                            • Half of adult dieters are restricting calories to manage their weight
                                              • Diet plans need to build long-term habits at a good value
                                                • Foods with free-from claims signify diet appropriateness
                                                • Current Dieting Status

                                                  • About half of adults are actively managing their weight by dieting
                                                      • Figure 17: Current diet status, July 2015
                                                    • Women are more likely than men to diet to lose weight
                                                      • Figure 18: Current diet status, by gender and age, July 2015
                                                    • BMI influences consumers’ dieting behavior
                                                      • Figure 19: Current diet status, by BMI, July 2015
                                                    • The majority of Hispanic adults are managing their weight through diet
                                                      • Figure 20: Current diet status, by race and Hispanic origin, July 2015
                                                  • Body Weight Goals

                                                    • Adults currently dieting to lose weight have lofty goals
                                                        • Figure 21: Body weight goals, July 2015
                                                      • Weight-loss goals increase with BMI levels
                                                        • Figure 22: Body weight goals, by BMI, July 2015
                                                      • Size of city adults reside in impacts their weight-loss goals
                                                        • Figure 23: Body weight goals, by area, July 2015
                                                      • Non-White adults have larger weight-loss goals
                                                        • Figure 24: Body weight goals, by race and Hispanic origin, July 2015
                                                    • Attitudes toward Dieting

                                                      • Adults agree eating a well-rounded diet is better than diet products
                                                        • Figure 25: Attitudes toward diets, July 2015
                                                        • Figure 26: Agreement it’s better to eat well-rounded diet than use diet products, July 2015
                                                      • Dieting is worth the effort to achieve ideal weight
                                                        • Figure 27: Agreement achieving ideal weight is worth the dieting effort, by weight-loss goals, July 2015
                                                      • Temptations and discipline are barriers to successful dieting
                                                          • Figure 28: Agreement with dieting barriers and temptations, by gender and BMI, July 2015
                                                        • Concerns, importance of exercise overshadow diet products
                                                          • Figure 29: Agreement with dieting concerns and importance of exercise, by age and gender, July 2015
                                                        • Time and costs are stronger barriers for Hispanic adults
                                                          • Figure 30: Agreement with planning, expenses and conflicting diet information, by Hispanic origin, July 2015
                                                      • Sources of Diet Information

                                                        • Friends and family are top sources for diet information
                                                            • Figure 31: Sources of diet information, July 2015
                                                            • Figure 32: Correspondence analysis of sources of diet information, July 2015
                                                          • Older adults are less likely to be seeking diet information
                                                            • Figure 33: Select current sources of diet information, by age, July 2015
                                                          • Healthy weight adults seek more diet information than obese adults
                                                            • Figure 34: Select current sources of diet information, by BMI, July 2015
                                                          • Hispanic adults are currently seeking out diet information
                                                            • Figure 35: Select current sources of diet information, by Hispanic origin, July 2015
                                                        • Diet Types and Tools Used

                                                          • Half of adult dieters are restricting calories to manage their weight
                                                            • Figure 36: Methods and tools currently used for dieting, July 2015
                                                          • Nutrition-based and high-protein diets are appealing
                                                            • Figure 37: Usage of nutrition-based diets, meal replacement products, and high-protein diets, July 2015
                                                            • Figure 38: Currently doing or interested in trying select diets or products, by age and gender, July 2015
                                                          • Diet communities and diet pills are least appealing
                                                            • Figure 39: Usage of diet communities, non-prescription diet pills, and group competition, July 2015
                                                          • Black dieters are engaging less in diet plans and tools
                                                            • Figure 40: Select methods and tools currently used for dieting, by race, July 2015
                                                        • Diet Plan Requirements

                                                          • Dieters seek diet plans to build long-term habits
                                                              • Figure 41: Diet plan requirements, any rank, July 2015
                                                            • Diet plan program requirements vary based on weight-loss goals
                                                              • Figure 42: Diet plan requirements, any rank, by body weight goals, July 2015
                                                            • Race and Hispanic origin has minimal impact on diet plan requirements
                                                              • Figure 43: Diet plan requirements, any rank, by Hispanic origin and race, July 2015
                                                          • Diet Appropriate Claims

                                                            • Foods with free-from claims signify diet appropriateness
                                                                • Figure 44: Claims that signify diet appropriate, July 2015
                                                              • More than one third of dieters acknowledge diet endorsement claims
                                                                • Figure 45: Endorsement signifies diet appropriateness, by gender and age, July 2015
                                                              • Diet appropriateness of some claims vary by ethnicity and race
                                                                • Figure 46: Endorsement signifies diet appropriateness, by race and Hispanic origin, July 2015
                                                            • Appendix – Data Sources and Abbreviations

                                                              • Data sources
                                                                • Sales data
                                                                  • Consumer survey data
                                                                    • Consumer qualitative research
                                                                      • Abbreviations and terms
                                                                        • Abbreviations
                                                                          • Terms
                                                                          • Appendix – Key Players

                                                                              • Figure 47: Attitudes toward frozen meals, Spring 2010-15
                                                                          • Appendix – The Consumer

                                                                              • Figure 48: Weight Watchers use among women, by age, October 2014-June 2015
                                                                            • Correspondence analysis methodology

                                                                            Companies Covered

                                                                            • Walmart Stores (USA)

                                                                            Diet Trends - US - October 2015

                                                                            £3,277.28 (Excl.Tax)