• Diets and the Internet
  
• Scope and Methodology
• While Lacking Hard Numbers, Clearly in Growth Mode
• Meager Beginnings Lead to Explosion of Sites
• A Threat to Other Dieting Players
• Synergies with Diet Food Goods
• Market Composition
  
• Different Types of Online Dieting Sites
• Low Barriers to Market Entry
• Variety of Weight-loss Costs
• Table 1-4 Sample Costs at Variety of Dieting Organizations
• Ease of Use
• Factors to Market Growth
  
• Recent Studies Suggest Online Dieting More Effective
• Corporate Wellness Programs Look For Help Online
• Health-Critical Dieters: The Ideal Market for Online Services
• Figure 1-3 New Cases of Diabetes Diagnosed in the United States, 1997-2002
• Nutrigenics: A Field of Study With Possiblities
• Potential of Internet Market Channels for Diet Foods
• Low Carb, South Beach and Other Popular Diet “Systems”
• Yet, Has Low-Carb Run Its Course?
• Opportunity for Reach Overweight Youth Online

Chapter 2 The Numbers

• A $40 Billion Overall Weight Loss Business
• Weight-Loss Frozen Dinners & Entrees Category Dominates Retail
• Market
• Figure 2-1 Percentage Category Share of Total U.S. Retail Sales of Weight-Loss Products, 2003
• Supermarkets Garner More Than Half of Total Retail Sales
• Marketer Rankings by 2001-2003 Sales Gains
• Figure 2-2 Top Marketers in Core Weight-Loss Categories by Dollar Gains in IRI-Tracked Sales, 2003 vs. 2001 (in millions of dollars)
• Cross-over Online Dieting Players Bank on Similar Market Trends
• Future Growth Rate
• Table 2-3 Projected Growth of the Online Dieting Market, 2004-2013
• Figure 2-3 Projected Growth of the Online Dieting Market, 2004-2013

Chapter 3 The Marketers

• Overview
• Traditional Versus Online
• Online Shakeout Inevitable
• Typical Online Dieting Features
• Do Any Diets Really Work?
• E-Diets Results
• Online Dieting Marketer Profiles
  
• Profile: EDiets.com
• Figure 3-1 Prices and Trading Volume of EDiets.com Stock
• 2000-2004
• Table 2-3 Growth of E-Diets.com 2000-2004
• eDiet Website Offerings
• Table 3-2 Jenny Craig Alternative Diet Plan Typical Weekly Menu on eDiets.com’s
• Profile: WeightWatchers.com
• Table 3-4 Weight Watchers Sales and Profits, 2000-2003 (in million $)
• Low-Carb Craze Slows Growth
• Partnering with Health Organizations, Restaurants
• Online Membership Viewed As A Different “Self-Help” Market
• Three Kinds of Online Services
• Two Kinds of Diet Plans
• Profile: SouthBeachDiet.com
• Partnership with Laura’s Lean Beef
• Too Complicated?
• Profile: JennyCraig.com
• Profile: ChangeOne.com
• Changing One Habit a Week
• Profile: DietWatch.com
• Profile: Food Marketer Sites
• Profile: Nonprofits
• Profiles: Smaller Players
• www.diet4uonline.com
• www.foodcount.com
• www.ishape.com
• www.lifeclinic.com
• www.a-personaldietitian.com
• www.fitday.com
• www.dietsite.com/dt/index.asp
• www.freetrainers.com
• www.dietbites.com
• www.startyourdiet.com
• www.ez-weightloss.com/ez-weightloss
• www.dietforum.com/plan.htm
• health.discovery.com/centers/weightloss/weightloss
• www.diet-i.com
• www.dietsguide.com
• www.sparkpeople.com

Chapter 4 The Consumer

• Simmons Analysis
• Overweight Meets the Internet
• Looking for Health and Help on the Internet
• Figure 4-1 Percentage Internet Activity of Individuals Age 3 +, 2001
• The Food Industry: Rolling with the Changes
• The Weight Loss Challenge for Consumers
• Table 4-1 Demographic Characteristics of Consumers who Consider their Diets Very Healthy
• Table 4-2 Demographic Characteristics of Consumers who Say They Will Try Any New Diet
• The Niche for Online Dieting Services: Women
• Table 4-3 Demographic Characteristics of Consumers who Say They Work at Eating a Well-Balanced Diet
• Figure 4-2 Computer and Internet Users by Age Distribution (3 to 80), 1997 and 2001
• Table 4-4 Demographic Characteristics of Consumers who Say They Try to Eat Healthier Foods These Days
• Table 4-5 Demographic Characteristics of Consumers who Say They are Currently Dieting
• Table 4-6 Demographic Characteristics of Consumers who Say that Most of the Time They are Trying to Lose Weight by Dieting
• Table 4-7 Demographic Characteristics of Consumers who Say They Count Calories in the Food They Eat
• The Overweight and Wired Young
• The Income Divide: Weight and Internet Access
• Figure 4-3 Annual Growth Internet Use by Family Income, December 1998 to September 2001
• Table 4-8 Demographic Characteristics of Consumers who Say that the First Place They Look for Information is the Internet
• Table 4-9 Demographic Characteristics of Consumers Who Get Their Health Information from the Internet
• Table 4-10 Demographic Characteristics of Consumers Who Had Used Online Medical or Other Information Services within 30 Days Prior to Survey
• The Role of Ethnicity in the Online Dieting Market
• Table 4-11 Demographic Characteristics of Consumers who Say the Internet Increased Their Desire to Learn/Search: Asians are significantly more likely to Agree