• Triple the Product Introductions
• Figure 1-1: New Product Introductions, 2003-2004, Low-Carb, Low-Fat and Low-Sugar
• New Offerings Continue to Emerge
• Showing Up Late Hurts Some Marketers
• Sales Shifts in Select Low/High Carb Foods, June 2003-June 2004

Chapter 2: Low Carb: A Look At Certain Food Segments

• Where the Market Stands
• Certain Products Excelling, Some Are Flagging
• Meat, Dairy and Eggs
  
  • Ahead After One Run
  • Table 2-1: Sales of Meat Products, 2002-2003
  • More Meat, More Profit
  • Cheese, Please
  • Table 2-2: U.S. Mass-Market Sales of Cheese Products, 2002-2003
  • Sunny-Side Up for Egg Sales
  • Table 2-3: U.S. Mass-Market Sales of Egg Products, 2002-2003
  
  
• Bread
  
  • Low-Carb Flattens White Bread
  • Low Carb Strikes In-Store Bakeries, as Results Remain Flat
  • Bread Marketers Go For the Grain
  • Reclaiming the “Moral High Ground”
  • Co-Opting The “Enemy”
  • Figure 2-1: New Low-Carb Bread Product Introductions, 2003 vs. 2004*
  • Artisans Eschew Low-Carb
  
  
• Candy
  
  • Low-Carb Segment Fastest Growing
  
  
• Pasta and Potatoes
  
  • Fighting Carbs with Carbonara
  • Saving the Spud
  • The Low-Carb Potato
  
  
• Snacks
  
  • Growth in Low Carb/Healthy Segments
  • Table 2-4: IRI-Tracked Sales of Select Low-Carb Snack Foods: 1999-2003
  • Table 2-5: Annual Growth in IRI-Tracked Sales of Select Low Carb Snacks: 1999-2003
  • Sweet Snacks Lose the Carbs
  • A Slim Fast Snack Option
  
  
• Fruit Products
  
  • An Uphill Battle
  • But The Battle Has Been Joined
  • Juice Takes a Hit
  • The Orange Strikes Back
  • Targeting Meal Replacement
  • Advertising to Sway The Carb Watchers
  • Low-Cal, Low-Carb, Low-Sugar Juices Answer Diet Challenge
  • If You Can’t Beat ‘Em
  
  
• Ice Cream
  
  • Many Ice Cream Marketers Going Low-Carb
    • BlueBell
    • Dreyers
    • Hood
    • Good Humor/Breyers
    • Ben & Jerry’s
    • Wells’ Dairy
    
    
  • Table 2-6: U.S. Mainstream Retail Low-Carbohydrate Frozen Desserts: Selected Marketers by Brand
  • Carb-Smart the Top Brand
  • Table 2-7: Total U.S. Mainstream Retail Sales of Low-Carbohydrate Frozen Desserts: Top-Three Marketers and Brands by Sales, January-March 2004
  
  
• Beer
  
  • Table 2-8: Amount of Carbs in Popular Lite Beer Offerings

Chapter 3: The Consumer

• How Many Are There?
• Why Are People Doing It?
• Table 3-1: Top-10 Nutrition Facts Panel Items of Importance For Carb-Watches
• Where People Are Doing It?
• Peaking or Plateauing?
• Table 3-2: Have You or Any Member of the Household Ever Been on a Low-carbohydrate Diet?
• Resistance Among Hispanic Consumers
• And Not A World-Wide Phenomenon, Either
• Moderation Is Key
• Table 3-3: Low-Carb Dieting By Frequency
• Table 3-4: Nutritional Characteristics Influencing Food Purchases
• Table 3-5: Regarding Your Health, Which of the Following Are You Watching?
• Not So Fast
• The Diet Has Ended, But the Carb Counting Lingers On
• Table 3-7: When You Buy Groceries at Your Favorite Supermarket, How Satisfied Are You with the Selection of the Following Healthy Food?
• Simmons Findings
• Table 3-8: Demographic Characteristics Favoring Use of Nutritional Liquid/Powder
• Figure 3-1: Consumer Use of Nutritional Liquid/Powder, by Age
• Figure 3-2: Consumer Use of Nutritional Liquid/Powder, by Gender
• Figure 3-3: Consumer Use of Nutritional Liquid/Powder, by Income
• Figure 3-4: Use of Nutritional Liquid/Powder, by Education
• Figure 3-5: Brand Distribution of Consumers Favoring Liquid/Powder
• Use of Energy/Diet Snacks & Bars
• Table 3-9: Demographic Characteristics Favoring Use of Energy/Diet Snacks & Bars
• Figure 3-6: Consumer Use of Energy/Diet Snacks & Bars, by Age
• Figure 3-7: Consumer Use of Energy/Diet Snacks & Bars, by Gender
• Figure 3-8: Consumer Use of Energy/Diet Snacks & Bars, By Education Level
• Figure 3-9: Consumer Use of Energy/Diet Snacks & Bars, by Income
• Figure 3-10: Brand Distribution Among Consumers Favoring Energy/Diet Snacks & Bars
• Table 3-10: Usage Rates for Selected Energy Bar Products: Overall and by Gender, 2003

Chapter 4: Impact on the Food-Selling Landscape
63

• Low-Carb Redefines Food Retailing
• Product Placement, Product Development
• The Low-Carb Store
• Premium Prices Helps Bottom Line
• Low-Carb Vending
• Online Stores—Spreading the Low-Carb Trend