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Dieting and Weight Control Foods - UK - November 2010

  • Low fat/calorie foods with added health benefits would appeal to the over 45 year olds who form the core of the weight control foods market. These consumers are more likely to be looking to change their diet to improve their health.
  • As men are more likely to agree that they are more interested in taste than calorie/fat content, they would be more interested in weight control foods and promotional campaigns that stress taste and the quality of ingredients used rather than just the low fat/calorie message.
  • Young adults (teenagers) are more likely to change their diet to make themselves more attractive indicating an opportunity for diet programmes and weight control foods that target these younger consumers and their specific needs, rather than simply focusing on their traditional audience of older females.
  • Just under two thirds of consumers prefer foods that are naturally low in fat/calories which suggests a sizeable opportunity for natural weight loss foods, promoting ingredients and provenance and any additional health benefits rather than just focusing on calorie or fat content.
  • The two fifths of consumers who agree that low-fat foods have improved in taste and quality recently would be receptive to cross category promotions that encourage consumption, and introduce low-fat food enthusiasts to new categories.
  • A wider range of portion sizes should be of interest to the quarter of consumers that feel that low-fat/calorie and slimming foods are not sufficiently filling, so they end up eating more of them. On pack instructions on how to further bulk-out these dishes could also tap into trends that see consumers customising their own food.

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Table of contents

  1. Issues in the Market

      • Key themes
        • Definition
          • Abbreviations
          • Future Opportunities

              • Persuasion through reassurance…and fun
                • Engaging the non-dieting male
                • Market in Brief

                  • Value sales performance
                    • Consumers are preoccupied with their weight
                      • New innovation offers consumers more options
                        • Attitudes towards weight control foods
                        • Internal Market Environment

                          • Key points
                            • Watching their weight
                              • Figure 1: Agreement with 'Most of the time I'm trying to lose weight', 2006-10
                            • Use of slimming clubs
                              • Figure 2: Member of slimming club, 2006-10
                            • Concerns about obesity levels
                              • Figure 3: Body mass index segments, 2007-10
                              • Figure 4: Prevalence of obesity in adults, by gender, 2003 and 2010
                            • Dietary issues
                              • Figure 5: Agreement with lifestyle statements about diet and health, 2006-10
                            • Keeping up with celebrities
                            • Broader Market Environment

                              • Key points
                                • A rising male population
                                  • Figure 6: Trends in the age structure of the UK population, by gender, 2005-15
                                • An ageing population offers opportunities for diet foods
                                  • Figure 7: Changes in the UK population (‘000s), by age group, 2010-15
                                • C2DEs are at a greater risk of being overweight
                                  • Figure 8: Socio-economic profile of the UK population, 2005-15
                                • A cut in government funding for healthy eating initiatives
                                • Competitive Context

                                  • Key points
                                    • Buying healthy options ranges
                                      • Figure 9: Adults who buy food/drink from the healthy option ranges (eg low fat), 2007-10
                                    • Growth in health and fitness club memberships slows down
                                      • Figure 10: UK health and fitness clubs market size trends, 2005-10
                                    • Going under the knife
                                    • Strengths and Weaknesses

                                      • Strengths
                                        • Weaknesses
                                        • Who’s Innovating?

                                          • Key points
                                            • An increase in reduced fat options
                                              • Figure 11: Trend in weight control food launches, UK, 2007-10*
                                              • Figure 12: Weight control food launches, % by positioning claim ,UK, 2008-10*
                                            • Prepared meals dominate new product launches
                                              • Figure 13: NPD in weight control foods, % by food category, 2008-10*
                                            • Brands offer consumers more options
                                              • Figure 14: NPD in weight control foods, % by brand, 2008-10*
                                            • Dietary supplements
                                              • Figure 15: NPD in dietary supplements, % by positioning claim, UK, 2008-10*
                                            • Promoting satiety
                                              • Online weight management
                                              • Market Size and Forecast

                                                • Key points
                                                  • Weight control – piling on the pounds
                                                    • Figure 16: UK estimated retail market value sales of (selected) reduced calorie foods, 2005-10
                                                  • Slimming aids jostle for position
                                                    • Figure 17: UK retail sales of slimming aids, 2005-10
                                                  • The future of the market
                                                    • Figure 18: Forecast value sales of (selected) reduced calorie foods, 2005-15
                                                    • Figure 19: Forecast value sales of slimming aids, 2005-15
                                                  • Methodology
                                                  • Segment Performance

                                                    • Key points
                                                      • Category performance of low-calorie food/low fat
                                                        • Figure 20: UK estimated retail market of (selected) reduced calorie foods, by category, 2005-10
                                                      • Slim-Fast regains sales
                                                        • Figure 21: UK retail sales of slimming aids, by category, 2005-10
                                                      • Diet pills not a threat to meal replacements
                                                      • Companies and Products

                                                        • Weight Watchers
                                                          • Slim-Fast
                                                            • EAS
                                                              • Adios
                                                                • Natures Remedies
                                                                  • LighterLife UK
                                                                    • Cambridge Weight Plan
                                                                      • Lipotrim (Howard Foundation Research)
                                                                        • Dietcare (Vitaline Weight Control)
                                                                          • Eurodiet
                                                                          • Brand Communication and Promotion

                                                                            • Key points
                                                                              • New product launches of slimming aids boost advertising spend
                                                                                • Figure 22: Main monitored media advertising expenditure on slimming aids and foods – top ten advertisers, 2007-10*
                                                                              • Weight Watchers maintain above-the-line presence
                                                                                • Figure 23: Main monitored media advertising expenditure for Weight Watchers products, 2007-10*
                                                                                • Figure 24: Main monitored media advertising expenditure for Weight Watchers products, by product category, 2007-10*
                                                                              • A broad use of above-the-line media
                                                                                • Figure 25: Main monitored media advertising expenditure on Weight Watchers, by media, 2007-10*
                                                                              • Increased competition in the weight management category
                                                                                • Figure 26: Main monitored media advertising expenditure on the Jenny Craig weight loss programme, by media, 2009 and 2010*
                                                                            • Channels to Market

                                                                              • Key points
                                                                                • Grocery multiples maintain their dominance
                                                                                  • Figure 27: Estimated retail distribution of reduced calorie foods, 2006-10
                                                                                • Grocery retailers develop their own ranges
                                                                                  • Figure 28: Grocery retailer own-label low-calorie food ranges, 2010
                                                                                • Chemists lose share to multiple grocers
                                                                                  • Figure 29: UK retail sales of slimming aids, by outlet type, by share of value, 2006-10
                                                                                • Internet opens up opportunities for more tailored offering
                                                                                • The Consumer – Dieting Trends

                                                                                  • Key points
                                                                                    • A third of consumers dieted in last three years
                                                                                      • Figure 30: Dieting habits in the last three years, August 2010
                                                                                    • Women more likely to be dieting
                                                                                      • Figure 31: Dieting habits in the last three years, by gender, age, socio-economic group and presence of children in the household, August 2010
                                                                                    • Weight loss prime motivation for changing diet
                                                                                        • Figure 32: Motivations for changing diet, August 2010
                                                                                      • Self-image dictates desire to change diet
                                                                                      • The Consumer – Dieting Habits

                                                                                        • Key points
                                                                                          • Weight Watchers is the most popular diet
                                                                                            • Figure 33: Diets followed or would consider following in the future, August 2010
                                                                                          • Rosemary Conley Diet and Slimming World are most considered diets
                                                                                            • Exercise is the main route to weight loss
                                                                                              • Figure 34: Dieted in the last three years, by ways to lose weight/manage your weight other than diet, August 2010
                                                                                            • Using reduced calorie foods and slimming aids to lose weight
                                                                                            • The Consumer – Attitudes towards Dieting

                                                                                              • Key points
                                                                                                • A preference for natural foods
                                                                                                    • Figure 35: Attitudes towards reduced fat/reduced calorie and slimming foods, August 2010
                                                                                                    • Figure 36: Attitudes towards controlling weight and reduced fat/calorie foods, August 2010
                                                                                                  • Consumers can taste the difference
                                                                                                    • Exercising portion control
                                                                                                    • Dieting – Targeting Opportunities

                                                                                                      • Key points
                                                                                                          • Figure 37: Consumer clusters for weight control foods, August 2010
                                                                                                        • No-Dieters (26%)
                                                                                                          • Who are they more likely to be?
                                                                                                            • Attitudes towards weight control foods and dieting
                                                                                                              • Tasty Portions (20%)
                                                                                                                • Who are they more likely to be?
                                                                                                                  • Attitudes towards weight control foods and dieting
                                                                                                                    • Lighter Options (15%)
                                                                                                                      • Who are they more likely to be?
                                                                                                                        • Attitudes towards weight control foods and dieting
                                                                                                                          • Naturals (20%)
                                                                                                                            • Who are they more likely to be?
                                                                                                                              • Attitudes towards weight control foods and dieting
                                                                                                                                • Satisfied Dieters (19%)
                                                                                                                                  • Who are they more likely to be?
                                                                                                                                    • Attitudes towards weight control foods and dieting
                                                                                                                                    • Appendix – Advertising Data

                                                                                                                                      • Appendix – Internal Market Environment

                                                                                                                                          • Figure 38: Trends in personal concerns, 2009 and 2010
                                                                                                                                          • Figure 39: Agreement with 'Most of the time I'm trying to lose weight', by demographics, 2010
                                                                                                                                          • Figure 40: Body mass index segments, by demographics, 2010
                                                                                                                                      • Appendix – Broader Market Environment

                                                                                                                                          • Figure 41: GDP, PDI, consumer expenditure and savings, at current prices, 2005-15
                                                                                                                                      • Appendix – Who’s Innovating?

                                                                                                                                          • Figure 42: Trend in top product claims for weight control food launches, UK, 2008-10*
                                                                                                                                          • Figure 43: NPD in weight control foods, own-label vs. branded, 2008-10*
                                                                                                                                      • Appendix – Market Size and Forecast

                                                                                                                                          • Figure 44: New product activity in the food category, by positioning claim, 2008-10*
                                                                                                                                          • Figure 45: Dieting habits in the last three years, by demographics, August 2010
                                                                                                                                          • Figure 46: Motivations for changing diet, by demographics, August 2010
                                                                                                                                          • Figure 47: Motivations for changing diet, by demographics, August 2010
                                                                                                                                      • Appendix – Dieting Trends

                                                                                                                                          • Figure 48: Dieting habits in the last three years, by demographics, August 2010
                                                                                                                                          • Figure 49: Motivations for changing diet, by demographics, August 2010
                                                                                                                                          • Figure 50: Motivations for changing diet, by demographics, August 2010
                                                                                                                                      • Appendix – Dieting Habits

                                                                                                                                          • Figure 51: Diets followed or would consider following in the future – Weight Watchers, by demographics, August 2010
                                                                                                                                          • Figure 52: Diets followed or would consider following in the future – Slim-Fast, by demographics, August 2010
                                                                                                                                          • Figure 53: Diets followed or would consider following in the future – Atkins Diet, by demographics, August 2010
                                                                                                                                          • Figure 54: Diets followed or would consider following in the future – South Beach Diet, by demographics, August 2010
                                                                                                                                          • Figure 55: Diets followed or would consider following in the future – The Zone Diet, by demographics, August 2010
                                                                                                                                          • Figure 56: Diets followed or would consider following in the future – Slimming World, by demographics, August 2010
                                                                                                                                          • Figure 57: Diets followed or would consider following in the future – Rosemary Conley, by demographics, August 2010
                                                                                                                                          • Figure 58: Diets followed or would consider following in the future – GI Diet, by demographics, August 2010
                                                                                                                                          • Figure 59: Most popular ways to lose weight/manage weight other than dieting, by demographics, August 2010
                                                                                                                                          • Figure 60: Most popular ways to lose weight/manage weight other than dieting, by demographics, August 2010
                                                                                                                                          • Figure 61: Attitudes towards health and healthy lifestyles, August2010
                                                                                                                                      • Appendix – Attitudes towards Dieting

                                                                                                                                          • Figure 62: Agreement with ‘I am more interested in taste than calorie/fat content’, by demographics, August 2010
                                                                                                                                          • Figure 63: Agreement with ‘Low-fat foods are not as healthy as they seem', by demographics, August 2010
                                                                                                                                          • Figure 64: Agreement with 'I am more likely to buy foods labelled as light than low calorie', by demographics, August 2010
                                                                                                                                          • Figure 65: Agreement with 'Low-fat foods have more additives/preservatives than regular food', by demographics, August 2010
                                                                                                                                          • Figure 66: Agreement with ‘I prefer food that is naturally low in fat/calories’, by demographics, August 2010
                                                                                                                                          • Figure 67: Agreement with ‘I am concerned about the safety of some of the sweeteners they use’, by demographics, August 2010
                                                                                                                                          • Figure 68: Agreement with ‘Low-fat food has improved in taste and quality recently', by demographics, August 2010
                                                                                                                                          • Figure 69: Agreement with 'I buy low-fat food to stay in shape', by demographics, August 2010
                                                                                                                                          • Figure 70: Agreement with ‘I’d rather just eat smaller portions of full-fat/full calorie food’, by demographics, August 2010
                                                                                                                                          • Figure 71: Agreement with 'They are not very filling so I end up eating more of them', by demographics, August 2010
                                                                                                                                          • Figure 72: Agreement with 'Taste is more important than healthiness’, by demographics, August 2010
                                                                                                                                          • Figure 73: Agreement with ‘Smaller package sizes of my favourite foods would help me lose weight’, by demographics, August 2010
                                                                                                                                          • Figure 74: Agreement with 'Smaller pack sizes are often more expensive per unit ', by demographics, August 2010
                                                                                                                                          • Figure 75: Agreement with 'I avoid reduced fat foods as they are often high in sugar', by demographics, August 2010
                                                                                                                                          • Figure 76: Agreement with 'Calorie content is more of an issue than fat content', by demographics, August 2010
                                                                                                                                          • Figure 77: Agreement with 'I’d rather eat foods that are naturally low in fat', by demographics, August 2010
                                                                                                                                          • Figure 78: Agreement with 'Reduced calorie foods often contain synthetic ingredients', by demographics, August 2010
                                                                                                                                          • Figure 79: Agreement with 'Reduced calorie foods are an important part of my diet', by demographics, August 2010
                                                                                                                                      • Appendix – Dieting – Targeting Opportunities

                                                                                                                                          • Figure 80: Consumer clusters for weight control foods, by demographics, August 2010
                                                                                                                                          • Figure 81: Dieted in the last three years, by target groups, August 2010
                                                                                                                                          • Figure 82: Ways to lose weight/manage your weight other than diet, by target groups, August 2010
                                                                                                                                          • Figure 83: Attitudes towards reduced fat/reduced calorie foods and slimming foods, by target groups, August 2010
                                                                                                                                          • Figure 84: Attitudes towards controlling weight and reduced fat/calorie foods in general, by target groups, August 2010

                                                                                                                                      Companies Covered

                                                                                                                                      • Abbott Laboratories
                                                                                                                                      • Aldi Stores Ltd (UK & Ireland)
                                                                                                                                      • Alliance Boots
                                                                                                                                      • Alliance Boots UK Retail
                                                                                                                                      • Amazon.co.uk
                                                                                                                                      • Asda Group Ltd
                                                                                                                                      • Atkins Nutritionals, Inc.
                                                                                                                                      • Bank of England
                                                                                                                                      • Bio-synergy
                                                                                                                                      • British Sky Broadcasting Group plc (BSkyB)
                                                                                                                                      • Chefaro
                                                                                                                                      • Co-operative Group
                                                                                                                                      • Complan Foods Limited UK
                                                                                                                                      • Dairy Crest Group plc
                                                                                                                                      • Danone UK Ltd
                                                                                                                                      • DDD Group Ltd
                                                                                                                                      • Department of Health
                                                                                                                                      • EAS, Inc.
                                                                                                                                      • European Food Safety Authority
                                                                                                                                      • Experimental and Applied Sciences, Inc.
                                                                                                                                      • Food Standards Agency
                                                                                                                                      • Freeview
                                                                                                                                      • GlaxoSmithKline Plc
                                                                                                                                      • Government Actuary's Department (GAD)
                                                                                                                                      • Heart 106.2
                                                                                                                                      • HJ Heinz Company UK
                                                                                                                                      • Holland & Barrett Retail Ltd
                                                                                                                                      • Howard Foundation Research Ltd
                                                                                                                                      • J. Sainsbury
                                                                                                                                      • Jenny Craig Inc.
                                                                                                                                      • Kantar Media
                                                                                                                                      • Kellogg Company of GB Limited
                                                                                                                                      • L Rowland & Co (Retail) Ltd
                                                                                                                                      • Lidl (UK)
                                                                                                                                      • Lloyds Retail Chemists Ltd
                                                                                                                                      • Marks & Spencer
                                                                                                                                      • mmO2 plc
                                                                                                                                      • Natures Remedies Ltd
                                                                                                                                      • Nestlé UK Ltd
                                                                                                                                      • Netto Foodstores Ltd
                                                                                                                                      • Nintendo UK Entertainment Ltd
                                                                                                                                      • Orange plc (UK)
                                                                                                                                      • Outdoor Advertising Association of Great Britain
                                                                                                                                      • Pepsi-Cola UK
                                                                                                                                      • Rosemary Conley
                                                                                                                                      • Ryvita Company Ltd (The)
                                                                                                                                      • Slim Fast Foods Ltd
                                                                                                                                      • Somerfield
                                                                                                                                      • Superdrug Stores Plc
                                                                                                                                      • T-Mobile (UK) Ltd
                                                                                                                                      • Tesco Plc
                                                                                                                                      • Unilever Bestfoods UK Ltd
                                                                                                                                      • Virgin Media Ltd
                                                                                                                                      • Virgin Mobile
                                                                                                                                      • Vodafone Group Plc (UK)
                                                                                                                                      • Waitrose
                                                                                                                                      • Warburtons
                                                                                                                                      • Weight Watchers Ltd. (UK)
                                                                                                                                      • Wm Morrison Supermarkets

                                                                                                                                      Dieting and Weight Control Foods - UK - November 2010

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