Dieting Trends - UK - November 2013
“Clear like-for-like comparisons between diet products and their non-diet alternatives should allow brands to show consumers that there are genuine and tangible differences in the calorie/fat/sugar content, and highlight where these owe to healthier recipes rather than simply smaller portions.”
– Emma Clifford, Senior Food Analyst
Some questions answered in this report include:
- Can diet brands use clearer comparisons to standard alternatives to win consumers’ trust?
- Can natural sweeteners help brands to overcome concerns over the ingredients in diet food?
- What impact is the new consistent nutrition labelling scheme for food and drink products likely to have on the diet food market?
- How can diet food brands heighten their appeal among the younger and older generation?
Consumers have many weapons in their armoury when it comes to managing their weight, and they prefer to exercise more, reduce portion sizes and cut back on certain types of food (eg those with a high content of fat/sugar/carbs) than to eat more diet products. This owes to a number of negative perceptions which plague the market. These include concerns over the ingredients/sweeteners that go into diet products, distrust that diet brands provide nutritious food, doubts over significant differences in calories between these and the standard alternatives and the perception of small serving sizes.
As such there is a strong demand for greater transparency, and six in 10 adults would like to see clearer nutritional information that shows the differences between diet foods and their non-diet equivalents. This is something the government’s uniform front-of-pack labelling system could help to address.
Amid concerns about artificial ingredients, there is significant interest in seeing more products using natural sweeteners (eg stevia) to replace sugar, indicating opportunities for brands.
This report looks at consumers’ attitudes and behaviours related to dieting primarily for weight management, mainly with the use of weight control foods. Mintel's definition of weight control foods includes products designed specifically to help the consumer lose weight and food products that have a reduced fat, calorie or sugar content compared with standard products.
Reduced calorie foods are food products where calorie levels have been reduced, compared to the standard variant of the product, typically labelled as ‘light’ or ‘diet’.
Meal replacements are defined as any meal replacement products designed for weight control. This includes meal complements, designed to accompany slimming programmes acting as snack replacements or to accompany a meal.
Meal replacements for weight control are not intended as the sole source of nutrition. They are subject to compositional standards defined in European legislation and must contain the legislated balance of protein, fat, essential fatty acids, vitamins and minerals designed to meet the total nutritional needs of one meal.
Appetite controllers/suppressants are designed to suppress the natural appetite so that the dieter eats less than usual. They are available as tablets, capsules, lozenges and drinks. Some contain glucose and are claimed to work by raising the blood sugar level, temporarily reducing the appetite. Others contain bulk-forming agents, such as bran, sterculia or methylcellulose and are taken with a drink before food to give the stomach a feeling of fullness. They are not a substitute for food; they are intended to be used as part of a calorie-controlled diet.
Very low-calorie diets (VLCDs) are commercially prepared formulae of 800 calories or less that replace all usual food intake. They contain all the nutrients, minerals and vitamins needed to replace normal meals for up to four weeks at a time. They are usually in the form of powdered drinks, soups, pre-mixed drinks and meal bars. VLCDs are generally considered safe when used by dieters with a Body Mass Index (BMI) greater than 25.
Take a look inside a sample report
Mintel’s consumer reports deliver insight and expert analysis into key consumer trends and behaviour in your marketplace, in addition to an overview of the market data and key brands. Mintel’s consumer reports provide you with easily digestible information to guide your future innovation and move your business forward.Download now
What you get
This market report provides in-depth analysis and insight supported by a range of data. At the same time, introductory and top-level content is provided to give you an overview of the issues covered.
Mintel provides a range of market information, frequently through the category level, including market size and forecasting, complete with market drivers that illustrate the forces that shape a category or market.
Mintel's proprietary consumer research provides our analysts with the attitudinal and behavioral data used to provide valuable insight to topical issues.
Mintel provides overviews of the top brands and manufacturers, and uses consumer research to explore attitudes and reactions to brands, as well as insight into what will resonate with consumers.
Market reports provide appendices of data to support the research and insight produced. Our tables of data are easily manipulated and downloadable to support your research needs and covers factors from consumer attitudes to market forecasts.
* This is a sample representation of the report layout and does not reflect the research included in this report.
Why buy from us?
Our reports will provide you with market data, consumer research and competitive intelligence to succeed in your market.
Buy now and you'll have instant access to the information you need to make the right decisions.
Find out what's next in the markets that matter to you: where opportunities lie and what challenges you will face.
A business Superbrand, Mintel is a source you can trust. We have been defining and refining the Market Intelligence mix since 1972.