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| MAPS : Diet Foods: November 2004 |
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This report covers: diet foods,low fat, low sugar, low carbohydrate,slimming clubs, online slimming clubs, specialist slimming foods, appetite controllers and suppressants, the, EU, US,
Companies covered include: Atkins Nutritional, HJ Heinz, Unilever Bestfoods, ASDA, Marks & Spencer, J,Sainsbury,Tesco, Waitrose,
EXECUTIVE SUMMARY
| Executive Summary |
| Rising obesity levels are among the factors that have contributed to the current high level of interest in slimming and diet foods. The May 2004 publication of the findings of the Health Select Committee (Third Report — Obesity), which drew a strong link between diet and health — has focused attention even more firmly on ways of reducing consumption of potentially `undesirable' dietary elements, such as fat and sugar. |
| Since late 2003, the UK market has been shaken up by the effect of the `Atkins Revolution' — the increasing popularity of the Atkins Diet, which is based on a low-carbohydrate, rather than a low-fat, regime. Many companies have responded by introducing their own low-carbohydrate products. |
| It is currently impossible to quantify the exact size of the low-carbohydrate foods market, mainly because of difficulties in definition — for example, many foods labelled as low carbohydrate could equally be classified as low sugar — but these foods are clearly having an important impact. However, there are signs in the US that the phenomenon is beginning to run out of steam, and it may be that this is likely to happen sooner rather than later in the UK. |
| Despite the popularity of low-carbohydrate weight-loss systems, respondents taking part in Key Note's original research were nearly twice as likely to agree that it is important to cut down on fat as on carbohydrates. |
| Nearly half (48%) said that taking more exercise is a more important factor than eating less when one is trying to lose weight. Around a third (32%), however, maintained that exercise alone was not enough and that eating less was also important. |
| Slimming clubs were endorsed as a good weight-loss method by nearly one in four respondents (23%), while just under one in five (18%) said that products such as slimming meals and drinks could be helpful. |
| The majority of Key Note's respondents (63%) agreed that `it is very important not to be overweight'. |
| Health and appearance seem to have almost equal importance among respondents in terms of reasons for losing weight, at 27% and 25%, respectively, while rather fewer respondents (19%) felt that weighing less would make them happier. |
TABLE OF CONTENTS
| Executive Summary |
| 1. Introduction |
| REPORT FOCUS |
| DEFINITIONS |
| Low Fat |
| Low Sugar |
| Low Carbohydrate |
| 2. Strategic Overview |
| BACKGROUND |
| DEFINING OBESITY |
| OBESITY ON THE INCREASE |
| Table 1: Weight by Sex by Body Mass Index in England (%), 1998-2002 |
| Table 2: Percentage of Adults with Body Mass Index Over 25 by Sex and Age, 1998 and 2002 |
| TRENDS IN EXERCISE |
| Table 3: Trends in Participation in Sports, Games and Physical Activities in Great Britain (% of respondents), 1996 and 2002 |
| SLIMMING CLUBS |
| Online Slimming Clubs |
| TRENDS IN DIETING |
| Low Carbohydrate Versus Low Fat |
| `Yo-Yo' Dieting |
| THE CONSUMER |
| Table 4: Penetration of Slimming by Sex, Age, Social Grade and Region (% of adults), 2004 |
| MARKET FORECASTS |
| Table 5: The Forecast UK Market for Low-Fat and Low-Sugar Products by Value (£m at rsp), Years Ending December 2005-2009 |
| Table 6: The Forecast UK Market for Specialist Slimming Foods by Value (£m at rsp), Years Ending December 2005-2009 |
| 3. Low-Fat, Low-Sugar and Low-Carbohydrate Products |
| BACKGROUND |
| MARKET SIZE |
| Table 7: The Total UK Market for Low-Fat and Low-Sugar Products by Value (£m at rsp), Years Ending December 2000-2004 |
| SEGMENTATION |
| Table 8: The Total UK Market for Low-Fat and Low-Sugar Products by Sector by Value and Market Share (£m at rsp and %), Years Ending December 2003 and 2004 |
| Table 9: The Total UK Market for Low-Fat and Low-Sugar Foods by Subsector by Value (£m at rsp), Years Ending December 2003 and 2004 |
| the consumer |
| Table 10: Penetration of Low-Fat Spreads by Sex, Age, Social Grade and Region (% of adults), 2004 |
| Table 11: Penetration of Artificial Sweeteners by Sex, Age, Social Grade and Region (% of adults), 2004 |
| distribution |
| recent developments |
| Low-Sugar and Low-Fat Products |
| Low-Carbohydrate Products |
| marketing and advertising |
| Table 12: Main Media Advertising Expenditure for Selected Low-Fat and Low-Sugar Products (£000), Years Ending June 2003 and 2004 |
| 4. Specialist Slimming Foods |
| background |
| meal replacements |
| appetite controllers and suppressants |
| market size |
| Table 13: The Total UK Market for Specialist Slimming Foods by Value (£m at rsp), Years Ending December 2000-2004 |
| distribution |
| the consumer |
| Table 14: Attitudes Towards Slimming Meals and Drinks by Sex and Age (% of respondents), 2004 |
| recent developments |
| marketing and advertising |
| 5. An International Perspective |
| THE EU |
| THE US |
| 6. PEST Analysis |
| political factors |
| economic factors |
| social factors |
| Table 15: Obesity Among Adults by Sex and Socio-Economic Group (%), 2001 |
| technological factors |
| 7. Consumer Dynamics |
| OVERVIEW |
| Table 16: Summary of Attitudes Towards Slimming and Losing Weight (% of respondents), 2004 |
| the importance of losing weight |
| It Is Very Important Not To Be Overweight (S1) |
| People Should Not Worry If They Are A Bit Overweight (S2) |
| Table 17: The Importance of Losing Weight (% of respondents), 2004 |
| WEIGHT-LOSS METHODS |
| It Is Important To Cut Down On Fat If You Want To Lose Weight (S3)/It Is Important To Cut Down On Carbohydrates If You Want To Lose Weight (S4) |
| Table 18: Attitudes Towards Cutting Down on Fat/Carbohydrates (% of respondents), 2004 |
| It Is Good To Join A Slimming Club When You Are Trying To Lose Weight (S5) |
| Products Such As Slimming Meals And Drinks Can Be Very Helpful When You Are Trying To Lose Weight (S6) |
| Table 19: Attitudes Towards Slimming Meals/Drinks, and Towards Slimming Clubs (% of respondents), 2004 |
| Taking Exercise Is More Important Than Eating Less If You Want To Lose Weight (S7) |
| You Can't Lose Weight Just By Taking More Exercise — You Have To Eat Less (S8) |
| Table 20: Attitudes Towards Exercise and Weight Loss (% of respondents), 2004 |
| If You Go On A Diet You Usually Put On Weight Again More Quickly Once You Have Stopped (S9) |
| Table 21: Attitudes Towards Post-Diet Weight Gain (% of respondents), 2004 |
| ATTITUDES TOWARDS OWN WEIGHT |
| I Would Probably Be Healthier If I Weighed Less Than I Do Now (S10)/I Would Probably Look Better If I Weighed Less Than I Do Now (S11) |
| Table 22: Attitudes Towards Health, Looks and Weight (% of respondents), 2004 |
| I Would Probably Be Happier If I Weighed Less Than I Do Now (S12) |
| Table 23: Attitudes Towards Happiness and Weight (% of respondents), 2004 |
| dieting history |
| I Am Currently On A Diet/Trying To Lose Weight (S13) |
| I Am Not Currently On A Diet/Trying To Lose Weight, But I Have Been In The Last Year (S14) |
| Table 24: Current and Recent Dieters (% of respondents), 2004 |
| I Have Not Been On A Diet/Trying To Lose Weight In The Last Year, But I Have Done So Before That (S14) |
| I Have Never Been On A Diet/Tried To Lose Weight (S15) |
| Table 25: Previous and Non-Dieters (% of respondents), 2004 |
| 8. Company Profiles |
| OVERVIEW |
| ATKINS NUTRITIONALS INC |
| Corporate Strategy |
| Profitability |
| Recent and Future Developments |
| carbolite foods inc |
| Corporate Strategy |
| Profitability |
| Recent and Future Developments |
| Hj heinz company ltd |
| Corporate Strategy |
| Profitability |
| Table 26: Financial Results for Heinz Europe Ltd (£m), Years Ending 28th April 2001, 27th April 2002 and 30th April 2003 |
| Recent and Future Developments |
| UNILEVER BESTFOODS (UK) LTD |
| Corporate Strategy |
| Profitability |
| Table 27: Financial Results for Unilever Bestfoods (UK) Ltd (£000), Years Ending 31st December 2001-2003 |
| Recent and Future Developments |
| Retailer activity |
| ASDA Group Ltd |
| Marks & Spencer PLC |
| J Sainsbury PLC |
| Tesco PLC |
| Waitrose Ltd |
| 9. The Future |
| population trends |
| Table 28: Projected UK Population by Age Group (000 and years), Mid-Years 2002-2031 |
| Table 29: Proportion of Overweight Children and Adolescents Aged 2-19 (%), 1995-2000 |
| the future of low-carbohydrate products |
| PERSONALISED DIETS |
| forecasts |
| Table 30: The Forecast UK Market for Low-Fat and Low-Sugar Products by Value (£m at rsp), Years Ending December 2005-2009 |
| Table 31: The Forecast UK Market for Specialist Slimming Foods by Value (£m at rsp), Years Ending December 2005-2009 |
| 10. Further Sources |
| Associations |
| General Sources |
| Government Publications |
| Bonnier Information Sources |
Text © 2004 Key Note
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Last updated by Amanda Porteous November 2004
