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| KEY NOTE Market Assessment : Slimming Market : August 2002 |
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EXECUTIVE SUMMARY
| Over the last 20 years, the number of obese adults in England has trebled. The National Audit Office (NAO) estimates that one in five men and one in four women could be obese by 2005 if effective action is not taken. Initiatives to encourage weight loss have included Food First — a 3-year programme launched in June 2002 by the British Dietetic Association (BDA) — which aims to increase awareness of the benefits of a balanced and varied diet in achieving and maintaining a healthy weight. |
| It is generally agreed that it is unhealthy to be obese, but the topic of weight loss is a controversial one in many respects; slimming products and the slimming market in general have been subject to much criticism. For example, there has been concern about an over-emphasis on weight loss leading to eating disorders among young women; launches of new specialised slimming products (such as appetite suppressants) are often speedily followed by tales of unwanted side effects; and there have been numerous complaints to the Advertising Standards Authority (ASA) about the claims made, and marketing methods used, by some manufacturers. |
| Nonetheless, the UK market for slimming products (including low-fat and reduced-fat products, low-sugar and reduced-sugar products, and other slimming products, such as meal replacements and appetite suppressants) has shown good growth over the past 5 years. There has been a growing tendency for products — which have been marketed on a 'slimming' platform in the past — to change their positioning to reflect the fact that many people are now more interested in general health and fitness than in counting calories. There has also been a good deal of activity in the retail sector, with many major retailers introducing new low-fat, healthy-eating brands, or revamping their existing ones, with an emphasis on taste, health and freshness rather than on weight-loss benefits. |
| The original research commissioned by Key Note for this report showed that, although women are more likely than men to complain that there is too much pressure on them to be slim nowadays, men and women are equally likely to assert that women should not worry if they are slightly overweight. Women are more likely than men to endorse slimming clubs, and slimming meals and drinks, as a way to lose weight, but there is no difference in the number of men and women who agree that exercise is a vital component of any weight-loss programme. Women are almost three times as likely as men to currently be on a diet, and more women than men acknowledge that their life would be better in some way if they did lose weight. Among male respondents, better health is the most-mentioned reason for wanting to do so. |
| The future direction of the market for slimming products will almost certainly be towards a general 'healthy-eating' positioning, with an emphasis on taste and quality combined with lower fat and sugar content, rather than the more faddish, quick weight-loss end of the spectrum. |
TABLE OF CONTENTS
| Executive Summary 1 |
| 1. Introduction 7 |
| DEFINITIONS 7 |
| 2. Strategic Overview 8 |
| DEMOGRAPHIC BACKGROUND 8 |
| An Expanding Population 8 |
| Measuring Obesity 8 |
| Table 1: Percentage of Adults With BMI Exceeding 25 in the UK by Gender by Age, 1993-1999 9 |
| Table 2: Body Mass Category by Gender by Age (%), 1999 10 |
| Figure 1: Body Mass Category by Gender by Age (%), 1999 11 |
| Population Trends 11 |
| ENCOURAGING WEIGHT LOSS 12 |
| CONTROVERSIAL ISSUES IN THE SLIMMING MARKET 12 |
| Weight and Body Image 13 |
| Reductil 14 |
| Fenfluramine 14 |
| ADVERTISING AND MARKETING 14 |
| Complaints and Controversies 15 |
| THE CONSUMER 17 |
| Table 3: Penetration of Slimmers by Sex and Age (% of adults), 2000 and 2001 17 |
| Table 4: Consumption of Low-Fat/Low-Sugar Variants of Foods (% of respondents), 2001 18 |
| Table 5: Summary of Attitudes Towards Slimming and Losing Weight (% of respondents), 2002 20 |
| Slimmers and Non-Slimmers 22 |
| Table 6: Demographic Profiles of Slimmers and Those Who Have Never Been on a Diet (% of respondents), 2002 23 |
| Table 7: Demographic Profiles of Male and Female Slimmers (% of respondents), 2002 25 |
| MARKET SIZE 27 |
| Table 8: The UK Slimming Market by Value (£m at rsp), 1997-2001 28 |
| Figure 2: The UK Slimming Market by Value (£m at rsp), 1997-2001 28 |
| RETAILER INITIATIVES 29 |
| Boots the Chemist 29 |
| Iceland 29 |
| Marks & Spencer 29 |
| Safeway 29 |
| Sainsbury's 29 |
| Tesco 30 |
| Waitrose 30 |
| 3. Reduced-Fat, Low-Fat and Fat-Free Products 31 |
| INTRODUCTION 31 |
| TYPES OF PRODUCT 31 |
| Cakes and Biscuits 31 |
| Dairy Products 31 |
| Table 9: Per Capita Consumption of Selected Standard and Reduced-Fat Dairy Products by Volume (g/ml per week), 1988 and 1998-2000 32 |
| Figure 3: Per Capita Consumption of Selected Standard and Reduced-Fat Dairy Products by Volume (g/ml per week), 1988 and 1998-2000 33 |
| Meat Products and Meat Substitutes 34 |
| Ready Meals 34 |
| Salty Snacks 35 |
| Sauces and Dressings 35 |
| LABELLING 35 |
| RECENT DEVELOPMENTS 35 |
| New Products and Ranges 36 |
| Relaunches 36 |
| Controversies 37 |
| THE CONSUMER 37 |
| Table 10: Frequency of Buying Diet and Low-Fat Products (% of respondents), 2001 38 |
| MARKET SIZE 38 |
| Table 11: The UK Market for Reduced-Fat, Low-Fat and Fat-Free Foods by Value and Market Share (£m at rsp and %), 2001 39 |
| Figure 4: The UK Market for Reduced-Fat, Low-Fat and Fat-Free Foods by Value and Market Share (£m at rsp and %), 2001 40 |
| 4. Low-Sugar, Reduced-Sugar and Sugar-Free Products 41 |
| INTRODUCTION 41 |
| TYPES OF PRODUCT 41 |
| Artificial Sweeteners 41 |
| Cakes, Biscuits and Cereals 41 |
| Confectionery 41 |
| Soft Drinks 42 |
| Table 12: Per Capita Consumption of Low-Calorie and Standard Soft Drinks by Volume (ml per week), 1988 and 1998-2000 43 |
| Figure 5: Per Capita Consumption of Low-Calorie and Standard Soft Drinks by Volume (ml per week), 1988 and 1998-2000 43 |
| LABELLING 44 |
| RECENT DEVELOPMENTS 44 |
| THE CONSUMER 44 |
| Table 13: Penetration of Artificial Sweeteners by Gender and Age Group (% of adults), 2001 45 |
| MARKET SIZE 46 |
| Table 14: The UK Market for Low-Sugar, Reduced-Sugar and Sugar-Free Products by Value and Market Share (£m at rsp and %), 2001 46 |
| Figure 6: The UK Market for Low-Sugar, Reduced-Sugar and Sugar-Free Products by Value and Market Share (£m at rsp and %), 2001 47 |
| 5. Other Slimming Products and Methods 48 |
| INTRODUCTION 48 |
| TYPES OF PRODUCT AND METHOD 48 |
| Meal Replacements 48 |
| Appetite Controllers and Suppressants 48 |
| Physical Slimming Methods 49 |
| Slimming Clubs 50 |
| RECENT DEVELOPMENTS 50 |
| MARKET SIZE 51 |
| 6. An International Perspective 52 |
| THE US 52 |
| 7. PEST Analysis 54 |
| POLITICAL FACTORS 54 |
| ECONOMIC FACTORS 54 |
| SOCIAL FACTORS 54 |
| TECHNOLOGICAL FACTORS 54 |
| 8. Consumer Dynamics 55 |
| NOP RESEARCH 55 |
| Table 15: Summary of Attitudes Towards Slimming and Losing Weight (% of respondents), 2001 55 |
| attitudes towards women and weight 58 |
| Table 16: Attitudes Towards Women and Weight by Sex (% of respondents), 2002 59 |
| ATTITUDES TOWARDS WEIGHT AND THE MEDIA 60 |
| Table 17: Attitudes Towards Weight and the Media by Sex (% of respondents), 2002 61 |
| ATTITUDES TO WEIGHT-LOSS METHODS 62 |
| Table 18: Attitudes Towards Weight-Loss Methods by Sex (% of respondents), 2002 63 |
| ATTITUDES TOWARDS EXERCISE AND WEIGHT LOSS 65 |
| Table 19: Attitudes Towards Exercise and Weight Loss by Sex (% of respondents), 2002 66 |
| ATTITUDES TOWARDS SPECIFIC DIETS 67 |
| Table 20: Attitudes Towards Specific Diets by Sex (% of respondents), 2002 68 |
| ATTITUDES TOWARDS OWN WEIGHT 69 |
| Table 21: Attitudes Towards Own Weight, Health and Appearance by Sex (% of respondents), 2002 70 |
| Table 22: Attitudes Towards Own Weight and Happiness by Sex (% of respondents), 2002 72 |
| SLIMMING HISTORY 74 |
| Table 23: Recent Slimming History by Sex (% of respondents), 2002 75 |
| Table 24: Other Slimming History by Sex (% of respondents), 2002 77 |
| POST-DIET WEIGHT GAIN 78 |
| Table 25: Post-Diet Weight Gain by Sex (% of respondents), 2002 79 |
| 9. Supplier Profiles 81 |
| INTRODUCTION 81 |
| H.J. HEINZ COMPANY LTD 81 |
| Table 26: Financial Results for HJ Heinz Company Ltd (£000), Years Ending 25th April 1998, 24th April 1999 and 29th April 2000 81 |
| NORTHERN FOODS PLC 82 |
| Table 27: Financial Results for Northern Foods PLC (£000), Years Ending 31st March 1999-2001 82 |
| UNILEVER BESTFOODS UK LTD 82 |
| Table 28: Financial Results for Unilever Bestfoods UK Ltd (£000), Years Ending 31st December 1998-2000 83 |
| UNIQ PLC 83 |
| Table 31: Financial Results for Uniq PLC (£000), Years Ending 31st March 2000 and 2001 84 |
| 10. The Future 85 |
| DEMOGRAPHY 85 |
| MARKET FORECAST 86 |
| Table 30: The Forecast UK Slimming Market by Value (£m at rsp), 2002-2006 87 |
| Figure 7: The Forecast UK Slimming Market by Value (£m at rsp), 2002-2006 87 |
| 11. Further Sources 88 |
| Associations 88 |
| Publications 88 |
| General Sources 89 |
| Bonnier Information Sources 90 |
| Government Publications 90 |
| Other Sources 91 |
Text © 2002 Key Note
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Last updated by Amanda Porteous 2002
