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Dieting Trends - UK - November 2011

“Despite the concerns of political commentators about David Cameron’s encroaching ‘nanny state’ politics, there is reason to believe that consumers might require more guidance with regards to healthy eating.”

– Alex Beckett, Senior Food Analyst

Some questions answered in the report include:

  • What impact is the UK’s obesity problem having on the diet food market?
  • How can manufacturers drive sales by addressing consumer confusion about which foods can help them manage their weight?
  • How can manufacturers entice more over-65s to the diet and weight control foods market?
  • What can other manufacturers learn from Weight Watchers’ ProPoints system?

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Table of contents

  1. Introduction

      • Definition
      • Executive Summary

          • The market
            • Figure 1: UK retail value sales of selected diet and weight control foods, by sector, 2011 (est)
          • Forecast
            • Figure 2: UK retail value sales of selected diet and weight control foods, 2006-16
          • Market factors
            • A slight increase in the share of consumers who are continually trying to lose weight
              • NPD levels dwindle
                • Competition is fierce
                  • Figure 3: UK health and fitness clubs, membership totals, 2006-16
                • The consumer
                  • Usage levels of diet food and drink decline
                    • Figure 4: Agreement with the statements ‘I use diet food and drink products’, and ‘I always look for the light/diet versions of food and drink’, 2007-11
                  • Majority of dieters lack understanding about what to eat or avoid to lose weight
                    • Figure 5: Types of foods chosen when looking for healthy food, August 2011
                  • Lack of flavour could be a deterrent
                    • Figure 6: Attitudes towards light and low-fat foods, August 2011
                  • What we think
                  • Issues in the Market

                      • What impact is the UK’s obesity problem having on the diet food market?
                        • How can manufacturers drive sales by addressing consumer confusion about which foods can help them manage their weight?
                          • How can manufacturers entice more over-65s to the diet and weight control foods market?
                            • What can other manufacturers learn from Weight Watchers’ ProPoints system?
                            • Future Opportunities

                                • Trend: Snack Society
                                  • Trend: Sense of the Intense
                                  • Internal Market Environment

                                    • Key points
                                      • Nearly a third of consumers are continually trying to lose weight
                                        • Figure 7: Agreement with the statement 'Most of the time I'm trying to lose weight', 2007-11
                                      • 25-34-year-olds are the most concerned about weight
                                        • Figure 8: Agreement with the statement with 'Most of the time I'm trying to lose weight', by age and socio-economic group, 2011
                                      • Obesity levels continue to rise
                                        • Figure 9: Trends in body mass index segments, 2007-11
                                        • Figure 10: Consumers categorised as obese and overweight, by gender and age, 2011
                                        • Figure 11: Body mass index segments, by socio-economic group, 2011
                                      • Under-35s keenest to live a healthy lifestyle but over-55s most likely to know how to do so
                                        • Figure 12: Agreement with the statements ‘I know what I should and shouldn't do to keep healthy’ and ‘I'm always striving for a healthier lifestyle’, by age, March 2011
                                    • Broader Market Environment

                                      • Key points
                                        • Government encourages healthier living
                                          • Older population set for growth
                                            • Figure 13: Projected trends in population growth, by age, 2011-16
                                            • Figure 14: Projected age structure of the UK population in 2016
                                          • Consumer confidence remains weak
                                            • Figure 15: Monthly consumer confidence index, January 2007-August 2011
                                        • Competitive Context

                                          • Key points
                                            • Three in four consumers are physically active
                                              • Figure 16: Level of sport participation, 2009 and 2010
                                            • Membership of fitness clubs rises slowly
                                              • Figure 17: UK health and fitness clubs, membership totals, 2006-16
                                            • Slimming club membership stays flat
                                              • Figure 18: Members of slimming clubs, 2007-11
                                            • Weight loss surgery soars
                                              • Figure 19: Finished admission episodes with a primary or secondary diagnosis of obesity, by gender, 2009-10
                                            • Fad diets can kerb demand for diet and weight control foods
                                              • The Atkins Diet
                                                • Cabbage Soup Diet
                                                • Strengths and Weaknesses

                                                  • Strengths
                                                    • Weaknesses
                                                    • Who’s Innovating?

                                                      • Key points
                                                        • Definition
                                                          • Low/no/reduced calorie food launches decline
                                                            • Figure 20: Share of new product launches with low/no/reduced calorie claims or weight control claims in the UK food market, 2008-11
                                                            • Figure 21: Share of new product launches with low/no/reduced fat or sugar claims in the UK food market, 2008-11
                                                          • Artificial sweeteners lead the way in L/N/R calorie NPD
                                                            • Figure 22: New product launches with low/no/reduced calorie claims in the UK food market, by sub-category, 2008-11
                                                          • Stevia set to enter the UK market
                                                            • Decline in ready meals leads to drop in weight control NPD
                                                              • Figure 23: New product launches with weight control claims in the UK food market, by sub-category, 2008-11
                                                            • Declines all round for brands and own-label in L/N/R calorie NPD
                                                              • Figure 24: Share of top ten brands in new product launches with low/no/reduced calorie in the UK food market, 2010 and 2011
                                                            • Weight Watchers weight control NPD falls in 2011
                                                              • Figure 25: Share of top ten brands in new product launches with weight control claims in the UK food market, 2010 and 2011
                                                            • Recipe reformulations
                                                            • Market Size and Forecast

                                                              • Key points
                                                                • Sales growth stumbles in 2011
                                                                  • Figure 26: Value sales for selected diet and weight control foods, 2006-16
                                                                • The future of the market
                                                                  • Diet and weight control food market forecast
                                                                    • Figure 27: UK retail value sales of selected diet and weight control foods, 2006-16
                                                                  • Forecast methodology
                                                                  • Segment Performance

                                                                    • Key points
                                                                      • Figure 28: UK retail value sales of selected diet and weight control foods, by sector, 2011 (est)
                                                                      • Figure 29: Sales value growth of selected diet and weight control foods, by sector, 2010-11
                                                                    • Biscuits
                                                                      • Figure 30: UK retail value sales of selected diet and weight control foods, by sector, 2007-11
                                                                    • Yogurt
                                                                      • Chilled and frozen meals
                                                                        • Bread
                                                                          • Sales of slimming aids dip in 2011
                                                                            • Figure 31: Total retail value sales of slimming aids*, 2006-11
                                                                        • Companies and Products

                                                                            • Adios
                                                                              • Slim-Fast
                                                                                • Weight Watchers
                                                                                  • Kellogg’s (Special K)
                                                                                    • Retailer activity
                                                                                      • Tesco
                                                                                        • Sainsbury’s
                                                                                          • Asda
                                                                                            • Morrisons
                                                                                              • Marks & Spencer
                                                                                              • Brand Communication and Promotion

                                                                                                • Key points
                                                                                                  • Low-fat adverts dominate
                                                                                                    • Figure 32: Food advertisements with 'Low fat' or 'Reduced fat' in description, 2006-11
                                                                                                  • Major food brands flag up low-fat recipes
                                                                                                    • Weight Watchers
                                                                                                      • Kellogg’s (Special K)
                                                                                                        • Mars bar
                                                                                                          • McCain Rustic Oven Chips
                                                                                                            • Müller Mini Rice Strawberry
                                                                                                            • Channels to Market

                                                                                                              • Key point
                                                                                                                • Figure 33: Estimated retail distribution of selected diet and weight control foods, 2008-11
                                                                                                              • Slimming aids
                                                                                                              • Consumer – Dieting Habits

                                                                                                                • Key points
                                                                                                                    • Figure 34: Trends in frequency of dieting, 2007-11
                                                                                                                  • Diets are geared towards those with families
                                                                                                                    • Figure 35: Frequency of dieting, by lifestage, 2011
                                                                                                                • Consumer – Usage of Diet Foods and Slimming Products

                                                                                                                  • Key points
                                                                                                                    • Usage of diet foods shows a downward trend between 2007 and 2011
                                                                                                                      • Figure 36: Agreement with the statements ‘I use diet food and drink products’, and ‘I always look for the light/diet versions of food and drink’, 2007-11
                                                                                                                    • Diet food usage wanes after the mid-thirties
                                                                                                                      • Figure 37: Agreement with the statement ‘I use diet food and drink products’, by age, 2011
                                                                                                                    • Men vs Women
                                                                                                                      • Age groups
                                                                                                                        • Socio-economic groups
                                                                                                                          • Figure 38: Agreement with the statement ‘I use diet food and drink products’, by socio-economic group, 2011
                                                                                                                        • Slimming products
                                                                                                                          • Figure 39: Usage of slimming products, 2011
                                                                                                                      • Consumer – Attitudes towards Weight Loss

                                                                                                                        • Key points
                                                                                                                          • Only six in ten recent dieters know what/what not to eat to lose weight
                                                                                                                              • Figure 40: Attitudes towards weight loss, August 2011
                                                                                                                            • Knowledge of weight loss food rises from 45-54-year-olds and slides with falling socio-economic status
                                                                                                                              • Figure 41: Agreement with statement ‘I know what I should and shouldn’t eat to lose weight’, by age and socio-economic group, August 2011
                                                                                                                            • Age group issues
                                                                                                                              • Socio-economic groups
                                                                                                                                  • Figure 42: Agreement with statement ‘I’d like to lose weight but I don’t know how’, by socio-economic group, August 2011
                                                                                                                                • Half of consumers control weight by eating carefully
                                                                                                                                  • Figure 43: Agreement with statement ‘Most of the time I eat carefully to help control my weight’, by age, August 2011
                                                                                                                                • Daily calorie intake is a mystery to majority of consumers
                                                                                                                                  • Figure 44: Agreement with statement ‘I know how many calories a day I should consume’, by age, August 2011
                                                                                                                              • Consumer – Action Taken to Manage Weight

                                                                                                                                • Key points
                                                                                                                                  • Only a third would switch to diet foods when trying to lose weight
                                                                                                                                    • Figure 45: Most popular action taken to manage weight, August 2011
                                                                                                                                  • Over-65 users are most likely to have cut back on fatty and sugary foods
                                                                                                                                    • Figure 46: Actions taken to manage weight, by age, August 2011
                                                                                                                                    • Figure 47: Actions taken to manage weight, by socio-economic group, August 2011
                                                                                                                                • Consumer – Choice of Health Claims

                                                                                                                                  • Key points
                                                                                                                                    • Low fat has the most resonance as healthy
                                                                                                                                      • Figure 48: Types of foods chosen when looking for healthy food, August 2011
                                                                                                                                    • ‘Light’ and ‘diet’ claims have less significance
                                                                                                                                      • Figure 49: Agreement with the statement ‘I choose foods labelled ‘light’ or ‘diet’ when looking for healthy food’, by age, August 2011
                                                                                                                                  • Consumer – Attitudes towards Light and Low-fat Foods

                                                                                                                                    • Key points
                                                                                                                                      • Half of consumers overlook calories for flavour
                                                                                                                                        • Figure 50: Attitudes towards light and low-fat foods, August 2011
                                                                                                                                      • ‘Light’ foods are also too light on substance for one in four
                                                                                                                                        • Figure 51: Agreement with the statement ‘They leave me feeling hungry, so I eat more’, by age, August 2011
                                                                                                                                      • Younger consumers are the most likely age group to look for more variety
                                                                                                                                        • Figure 52: Agreement with the statement ‘There isn’t enough choice’, by age, August 2011
                                                                                                                                      • Only 15% of adults think light and low-fat foods are not for men
                                                                                                                                        • Figure 53: Agreement with the statement ‘they are not for men’, by age, August 2011
                                                                                                                                      • A fifth have reduced spending on light foods to save money
                                                                                                                                        • Less than a fifth (18%) agree that light and low-fat foods are only for dieters
                                                                                                                                          • Figure 54: Agreement with the statement ‘They are only for dieters’, by gender, August 2011
                                                                                                                                      • Target Groups

                                                                                                                                        • Key points
                                                                                                                                          • Five target groups
                                                                                                                                            • Figure 55: Target groups, August 2011
                                                                                                                                          • Calorie Counters (22%)
                                                                                                                                            • Diet Food Dodgers (19%)
                                                                                                                                              • Contenteds (16%)
                                                                                                                                                • Yo Yo Dieters (9%)
                                                                                                                                                  • Undecideds (33%)
                                                                                                                                                  • Appendix – Internal Market Environment

                                                                                                                                                      • Figure 56: Trends in agreement with the statement 'Most of the time I'm trying to lose weight', 2007-11
                                                                                                                                                      • Figure 57: Agreement with the statement 'Most of the time I'm trying to lose weight', by demographics, 2011
                                                                                                                                                      • Figure 58: Trends in body mass index segments, 2007-11
                                                                                                                                                      • Figure 59: Body mass index segments, by demographics, 2011
                                                                                                                                                      • Figure 60: Healthy lifestyle trends, by demographics, March 2011
                                                                                                                                                  • Appendix – Broader Market Environment

                                                                                                                                                      • Figure 61: Trends in the age structure of the UK population, 2006-16
                                                                                                                                                  • Appendix – Competitive Context

                                                                                                                                                      • Figure 62: Level of sport participation, 2009 and 2010
                                                                                                                                                      • Figure 63: UK health and fitness clubs market size trends, 2006-11
                                                                                                                                                      • Figure 64: Member of slimming club, by demographics, 2011
                                                                                                                                                      • Figure 65: Trends in member of slimming club, 2007-11
                                                                                                                                                  • Appendix – Market Size and Forecast

                                                                                                                                                      • Figure 66: UK retail value sales for selected diet and weight control foods, 2006-16
                                                                                                                                                      • Figure 67: Best- and worst-case forecasts for selected diet and weight control foods, 2009-16
                                                                                                                                                  • Appendix – Segment Performance

                                                                                                                                                      • Figure 68: UK retail value sales of selected diet and weight control foods, by sector, 2007-11
                                                                                                                                                  • Appendix – Consumer – Dieting Habits

                                                                                                                                                      • Figure 69: Trends in frequency of dieting, 2007-11
                                                                                                                                                      • Figure 70: Frequency of dieting, by demographics, 2011
                                                                                                                                                  • Appendix – Consumer – Usage of Diet Foods and Slimming Products

                                                                                                                                                      • Figure 71: Trends in agreement on statements about fitness/health, 2007-11
                                                                                                                                                      • Figure 72: Trends in agreement on statements about fitness/health, 2007-11
                                                                                                                                                      • Figure 73: Usage of slimming products, by demographics, 2011
                                                                                                                                                      • Figure 74: Healthy lifestyle trends, by demographics, March 2011
                                                                                                                                                  • Appendix – Consumer – Attitudes towards Weight Loss

                                                                                                                                                      • Figure 75: Attitudes towards weight loss, by demographics, August 2011
                                                                                                                                                  • Appendix – Consumer – Action Taken to Manage Weight

                                                                                                                                                      • Figure 76: Action taken to manage weight, by demographics, August 2011
                                                                                                                                                      • Figure 77: Action taken to manage weight, by demographics, August 2011
                                                                                                                                                  • Appendix – Consumer – Choice of Health Claims

                                                                                                                                                      • Figure 78: Types of foods chosen when looking for healthy food, by demographics, August 2011
                                                                                                                                                  • Appendix – Consumer – Attitudes towards Light and Low-Fat Foods

                                                                                                                                                      • Figure 79: Agreement with the statement ‘I have cut back on these to save money’, by demographics, August 2011
                                                                                                                                                      • Figure 80: Agreement with the statement ‘They are a big part of my normal diet’, by demographics, August 2011
                                                                                                                                                      • Figure 81: Agreement with the statement ‘They provide a guilt-free treat’, by demographics, August 2011
                                                                                                                                                      • Figure 82: Agreement with the statement ‘There isn’t enough choice’, by demographics, August 2011
                                                                                                                                                      • Figure 83: Agreement with the statement ‘They are artificial’, by demographics, August 2011
                                                                                                                                                      • Figure 84: Agreement with the statement ‘They are bland’, by demographics, August 2011
                                                                                                                                                      • Figure 85: Agreement with the statement ‘They leave me feeling hungry, so I eat more’, by demographics, August 2011
                                                                                                                                                      • Figure 86: Agreement with the statement ‘They are not for men’, by demographics, August 2011
                                                                                                                                                      • Figure 87: Agreement with the statement ‘They are only for dieters’, by demographics, August 2011
                                                                                                                                                      • Figure 88: Agreement with the statement ‘Taste is more important to me than calories in food’, by demographics, August 2011
                                                                                                                                                      • Figure 89: Agreement with the statement ‘They are a small part of my normal diet’, by demographics, August 2011
                                                                                                                                                  • Appendix – Target Groups

                                                                                                                                                      • Figure 90: Target groups, by demographics, August 2011
                                                                                                                                                      • Figure 91: Attitudes towards light and low-fat foods, by target groups, August 2011
                                                                                                                                                      • Figure 92: Trying to manage weight in the past year, by target groups, August 2011
                                                                                                                                                      • Figure 93: Attitudes towards weight loss, by target groups, August 2011

                                                                                                                                                  Companies Covered

                                                                                                                                                  • Aimia Foods
                                                                                                                                                  • Alliance Boots
                                                                                                                                                  • Asda Group Ltd
                                                                                                                                                  • HJ Heinz Company UK
                                                                                                                                                  • Holland & Barrett Retail Ltd
                                                                                                                                                  • J. Sainsbury
                                                                                                                                                  • Ted Baker
                                                                                                                                                  • Tesco Plc
                                                                                                                                                  • Unilever Bestfoods UK Ltd
                                                                                                                                                  • Weight Watchers Ltd. (UK)
                                                                                                                                                  • Wm Morrison Supermarkets

                                                                                                                                                  Dieting Trends - UK - November 2011

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