The U.S. Market for Weight Loss Eating and Product Trends

 
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Published Jan 1, 2004 | 290 Pages | Pub ID: LA904612

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With a primary emphasis on the low-carb product boom, this Packaged Facts report examines the important shifts occurring in the U.S. market for weight-loss foods and beverages, as product forms like food bars, shakes, and diet candy meld the promise of a smaller waistline and healthier heart with what Americans want most in their food products: convenience/portability and great taste. The report explores the principal hypothesis that America’s “overweight epidemic”—owing primarily by our excessive consumption of sugar and starch—has only just begun to come into the media spotlight, just as the opportunities this represents for food and beverage marketers (including those not traditionally associated with weight loss) are just beginning to be tapped. Sales of diet candy, for example, rose 51% for the 52-week period ending October 5, 2003, with market leader Russell Stover seeing sales rise by 70%. These assessments, as well as market size estimates and forecasts and new product trend analysis, are grounded in a thorough review of up-to-the-minute overweight/obesity, diet/weight-loss, foodservice, food ingredient/development trends, and retail trends—all with the aim of bringing today’s low-carb product explosion into perspective.

Springboarding from an examination of these underlying market drivers, the report quantifies weight-loss foods and beverages across key categories including Meal Replacement Powders & Liquids, Frozen Dinners & Entrees, Food Bars, and Diet Candy, while also reporting on low-carb and other key weight-loss product incursions into myriad other categories, including baked foods, beer, cereal, condiments, meat products, ice cream/frozen desserts, pasta, pizza and salty snacks. The report tracks mass-market sales to the rapidly shifting marketer/brand share level via the most current IRI data available (3rd Q 2003), and documents market size and composition by category and retail outlet; marketing, new product (focusing on the myriad low-carb entries through December 2003) and retail trends; and the role of the Internet. Also provided are competitive profiles of leading marketers like Atkins, Carblite, Carb Solutions (Rexall Sundown), Heinz (Weight Watchers Smart Ones), Kellogg (Special K, Kashi), Nestle (Stouffer's Lean Cuisine), Russell-Stover, and Slim-Fast; demographic profiles of key consumer groups (male vs. female) by product type, based on 2003 Simmons Market Research Bureau data; and “Looking Ahead” marketing trend forecasts and recommendations.

Report Methodology
The information in The U.S. Market for Weight Loss Eating and Product Trends: Putting The Low Carb Diet/Product Boom in Perspective is based on both primary and secondary research. Primary research involved on-site examination of the retail milieu, interviews with marketing, public relations and industry analysts within the weight loss market and consultants to the industry. Secondary research entailed data-gathering from relevant trade, business, and government sources, including company literature. Packaged Facts has derived mass merchandiser sales figures from Information Resources, Inc. (IRI) InfoScan sales-tracking data. Figures provided on national consumer advertising expenditures are based primarily on data (copyright 2002) compiled by CMR/TNS Media Intelligence U.S., the leading provider of strategic advertising and marketing communications intelligence. The analysis of consumer demographics derives from Simmons Market Research Bureau survey data for spring 2003. New product information is gathered via literature research, personal interviews and data compiled by ProductScan, a service of Marketing Intelligence Service Ltd.

The report looks at every segment of the weight loss and low-carb food markets, examining trends for growth and projecting sales of products through 2008. It analyzes consumer demographics and their current and projected impact on sales of weight loss and low-carb foods. It provides up-to-date competitive profiles of marketers of weight loss and low-carb food products - including a look at smaller, up-and-coming companies - and discusses the influence of demographic trends as a driver of retail trends. The report also spotlights new products and current distribution trends, and offers readers trends and marketing opportunities within the food industry.

What You’ll Get in this Report
The U.S. Market for Weight Loss Eating and Product Trends: Putting The Low-Carb Diet/Product Boom in Perspective makes important predictions and recommendations regarding the future of this market, and pinpoints ways current and prospective marketers can capitalize on current trends and spearhead new ones. No other market research report provides both the comprehensive analysis and extensive data that The U.S. Market for Weight Loss Eating and Product Trends offers. The report addresses the following segments:

  • The Market (including market size and composition, and projected market growth)
  • The Marketers (including discussions of specific marketer brand and market shares)
  • Competitive Profiles (of the mainstream food marketers, specialists and up-and-coming niche players, and analyses of the products they market)
  • Retail Strategies
  • The Consumer (who’s buying what, and where)
  • The Products
  • Trends and Opportunities

Plus, you’ll benefit from extensive data, presented in easy-to-read and practical charts, tables and graphs.

Scroll down to see a more detailed outline of the contents of this report.

How You Will Benefit from this Report
If your company is already competing in the weight loss and low-carb food markets, or is considering making the leap, you will find this report invaluable, as it provides a comprehensive package of information and insight not offered in any other single source. You will gain a thorough understanding of the current market for food bar products, as well as projected sales and trends through 2008. Contributing to that understanding will be a complete analysis of sales data from IRI and other published and trade sources, a detailed discussion of the consumer for food bars based on Simmons data.

This report will help:

  • Marketing Managers identify market opportunities and develop targeted promotion plans for weight loss and low-carb foods
  • Research and development professionals stay on top of competitor initiatives and explore demand for products in the weight loss and low-carb food arenas.
  • Advertising agencies working with clients in the food and weight loss industries understand the product buyer to develop messages and images that compel consumers to purchase these products.
  • Business development executives understand the dynamics of the market and identify possible partnerships.
  • Information and research center librarians provide market researchers, brand and product managers and other colleagues with the vital information they need to do their jobs more effectively.

Chapter 1: Executive Summary
  • Introduction
  • Report Scope and Objectives
  • Product Categories and Market Quantification
  • Excluded Products
  • Report Methodology
  • Overweight America
  • A National Crisis
  • Nearly Two-Thirds of U.S. Adults Are Overweight
  • Overweight/Obese Breakouts by Age, Gender, and Race
  • Adult Consumer Attitudes About Health, Nutrition, and Dieting
  • Regular Exercise, Healthy Eating Rare for Americans
  • Food and Weight Attitudes Among College Students
  • Children, Food, Obesity, and Weight-Loss
  • The Child Obesity Crisis
  • Reasons for Rise in Childhood Overweight/Obesity
  • Convenience Part of the Problem…And the Cure?
  • Foodservice Trends
  • Portion Sizes Out of Control
  • Restaurants Scale Back Portions …
  • … Feel Super-Size Backlash
  • New Health and Nutrition Officers at Major Chains
  • Subway’s Groundbreaking Weight-Loss Pitch
  • Food Ingredients and Engineering
  • “Bad” Ingredients
  • Carbohydrates: A New Enemy?
  • Trans-Fats the Villain of the Moment
  • Nutritional Genomics the Next Big Thing?
  • The Low-Carb Diet Boom in Context
  • The Low-Carb Revolution
  • Leading Plans Give Similar Results
  • Top Diets Spawn Commercial Empires
  • Market Trends
  • Retail Sales of Weight-Loss Products Near $4.5 Billion
  • Frozen Dinners & Entrees Category Dominates Market
  • Figure 1-1: Share of Total U.S. Retail Sales of Weight-Loss Products by Category, 2003 (percent)
  • Supermarkets Garner More Than Half of Total Retail Sales
  • Convenience Is Foremost Market Driver
  • X-Factors
  • Competitive Trends
  • Marketer Rankings by 2001-2003 Sales Gains
  • Figure 1-2: Top Marketers in Core Weight-Loss Categories by Dollar Gains in IRI-Tracked Sales, 2003 vs. 2001 (in millions of dollars)
  • Marketing & New Product Trends
  • Selling the Weight-Loss Lifestyle
  • Low-Carb Appeal Driving Many Categories
  • Consumer Advertising Expenditures Up 11%
  • Online Stores a Growing Strategic Component
  • The Weight-Loss Product Consumer
  • 26% of Women and 12% of Men Are Controlling Diet
  • 11% Use Stouffer’s Lean Cuisine Frozen Dinners
  • Demographics for Food Bar Brands
  • 42% of U.S. Households Use Low-Fat Products
  • Looking Ahead: Trends and Opportunities
  • Making Weight-Loss Work
  • Convenience Rules
  • The Mainstreaming of Weight-Loss Products
  • Weight-Loss Plus Natural/Wellness
  • Target Marketing and Further Segmenting

Chapter 2: Overweight America

  • A National Crisis
  • Measuring Weight
  • Overweight vs. Obese
  • Nearly Two-Thirds of U.S. Adults Are Overweight
  • Overweight/Obese Breakouts by Age, Gender, and Race
  • The Biology of Obesity
  • Fats and Cholesterol
  • Sugars and Carbohydrates
  • Genetics
  • The Psychology of Obesity
  • Food Presentation and Overeating
  • Obesity: Psychological Cause or Effect?
  • The Economics of Obesity
  • A National Healthcare and Economic Crisis
  • Cost to Employers Is in the Billions
  • Food Companies Fear Lawsuits and Heavy Regulation
  • State Legislatures Enter the Fray
  • The Geography of Obesity
  • Government Nutritional Guidelines and Regulations
  • The Crumbling Food Guide Pyramid
  • Reformulated Pyramid May Take New Shape
  • Effects of and Recent Changes to NLEA
  • Trans-Fats Targeted as Key Nutritional No-No

Chapter 3: Adult Consumer Attitudes About Health, Nutrition, and Dieting

  • Regular Exercise, Healthy Eating Rare for Americans
  • Table 3-1: Attitudes About Diet and Exercise: Percentage Who “Agree a Lot” with Selected Statements (U.S. Adults, U.S. Adult Women, and U.S. Adult Men)
  • One in Ten U.S. Adults Have “Very Healthy” Diet
  • Table 3-2: Attitudes About Health and Nutrition: Percentage Who “Agree a Lot” with Selected Statements (U.S. Adults, U.S. Adult Women, and U.S. Adult Men)
  • … But Many Have Little Time for Good Nutrition
  • Table 3-3: Eating Patterns: Percentage Who “Agree a Lot” with Selected Statements (U.S. Adults, U.S. Adult Women, and U.S. Adult Men)
  • Food and Weight Attitudes Among College Students
  • Adolescents’ Weight-Loss Goals and Habits Out of Sync
  • Body Image Acceptance On the Increase?
  • Food and Weight Attitudes Among Ethnic Groups
  • African-American Attitudes
  • Hispanic-American Attitudes
  • Asian-American Attitudes
  • Meals That Heal
  • Trimming the Fat
  • Up with Health Claim-Making Foods
  • Up with Organic
  • Bring in the Supplements
  • Antiobesity Drugs, Weight-Loss Supplements Popular Solutions

Chapter 4: Children, Food, Obesity, and Weight-Loss

  • The Child Obesity Crisis
  • Threat for Future Generations
  • Reasons for Rise in Childhood Overweight/Obesity
  • American Obesity Association Targets Risk Factors, Effects
  • Canadian Study Correlates Childhood Obesity with TV-Watching
  • Minority and Lower-Income Children at Higher Risk
  • Placing the Blame
  • Focus on Fast Food
  • School Lunches Contribute to Epidemic
  • Should Parents Take the Blame?
  • Convenience Part of the Problem…And the Cure?
  • New Pediatric Obesity Guidelines
  • AOA Recommends Five Treatments
  • National Restaurant Association Distributes Pamphlet for Youths
  • Schools Implementing Plans of Their Own
  • The Health Nutrition for America’s Children Act
  • ACFN Fights Excessive Restrictions
  • Kid-Oriented Diet and Weight-Loss Programs
  • Extreme “Quick-Fix” Measures Spreading
  • Gastric Surgery for Adolescents
  • Pill-Popping Kids
  • Food Industry Contemplates New Restrictions…
  • …As Well as New Opportunities
  • Kids’ Nutraceuticals May Be Big Business

Chapter 5: Foodservice Trends

  • Portion Sizes Out of Control
  • Restaurants Scale Back Portions
  • Restaurants Feel Super-Size Backlash
  • KY Senator Pushes Bill to Protect Food Companies
  • National Restaurant Association Steps In
  • McDonald’s Fends Off Legal Challenges
  • “All Our Food Is Healthy,” Says McDonald’s CEO
  • Menus Change Despite Claims
  • McDonald’s Proclaims “Nothing to Hide” in Australian Outlets
  • New Health and Nutrition Officers at Major Chains
  • Subway’s Groundbreaking Weight-Loss Pitch
  • Internet Helps in PR Damage Control
  • Who To Follow: Trends or Consumers?
  • New Focus at Casual and Local Restaurant Chains
  • Darden Restaurants Tests “Seasons 52” Healthy Restaurant Chain
  • Supermarkets Also Play a Part in Healthy Eating

Chapter 6: Food Ingredients and Engineering

  • Food Ingredient Trends: “Bad” Ingredients
  • Carbohydrates: A New Enemy?
  • Trans-Fats the Villain of the Moment
  • Frito-Lay Adds “Smart Snack” Label to Baked Chips
  • Food Ingredient Trends: “Good” Ingredients
  • Olestra
  • Z-Trim
  • Splenda
  • Polyols
  • Fiber
  • Soy
  • Nuts
  • Food Engineering Trends
  • Healthy Eggs
  • Low-Calorie Watermelons
  • Cholesterol-Lowering Cheese
  • Fat-Busting Oils
  • Livestock and Fish
  • Nutritional Genomics the Next Big Thing?

Chapter 7: The Low-Carb Diet Boom in Context

  • The Early Years: Developing a Diet Culture
  • Weight Watchers
  • The Pritikin Diet
  • The Scarsdale Diet
  • The Ornish Diet
  • Jenny Craig
  • Slim-Fast
  • The New Breed: Radical Nutrition
  • The Low-Carb Revolution
  • Raw Foods Diets
  • Macrobiotic Diets
  • The Eat Right For Your Type Plan
  • The Shape Up! Plan
  • Celebrity Endorsements
  • The Low-Carb Diet Premise
  • Early Approaches to Low Carb
  • Harvey Banting’s Letter on Corpulence
  • The Eskimo Diet
  • The Stone Age Diet
  • The Modern Science of Low-Carb
  • Atkins: The Low-Carb Lifestyle
  • Is It Safe?
  • What About Ketosis?
  • The Zone Diet
  • The South Beach Diet
  • Favorite Comfort Foods All High-Carb
  • Leading Plans Give Similar Results
  • Top Diets Spawn Commercial Empires
  • Runners-Up in the Low-Carb Race
  • The Carbohydrate Addict’s Diet
  • The Diet Cure
  • The Fat Flush Plan
  • The Go Diet
  • The Insulin Control Diet
  • The Insulin Resistance Diet
  • The Life Without Bread Diet
  • The Neanderthin Diet
  • The Protein Power Diet
  • The Sugar Busters Diet
  • Internet a Key Support Component of Most Diet Plans and Products
  • FDA-Mandated Changes to Nutrition Labeling
  • The New “Net Carb”
  • Comprehending the Glycemic Index
  • Sugar Alcohols: Only in Moderation

Chapter 8: Market Trends

  • Market Size and Composition
  • Retail Sales of Weight-Loss Products Near $4.5 Billion
  • Table 8-1: U.S. Retail Sales of Weight-Loss Products, 1999-2003 (in millions of dollars)
  • 2003 Mass-Market Sales Making Double-Digit Progress
  • Table 8-2: IRI-Tracked Sales of Core Weight-Loss Products, 1999-2003 (in millions of dollars)
  • Mass-Market Sales of Frozen Dinners/Entrees Chart Good, Steady Gains
  • Figure 8-1: Sales Growth Rates for U.S. Mass-Market Weight-Loss Foods and Beverages: By Category, 1999-2003 (percent)
  • Table 8-3: IRI-Tracked Sales of Weight-Loss Frozen Dinners & Entrees, 1999-2003 (in millions of dollars)
  • Mass-Market Food Bar Sales Post Highest Growth Rates
  • Table 8-4: IRI-Tracked Sales of Weight-Loss Food Bars, 1999-2003 (in millions of dollars)
  • Mass-Market Sales of Meal Replacement Liquids/Powders Slip
  • Table 8-5: IRI-Tracked Sales of Weight-Loss Meal Replacement Liquids & Powders, 1999-2003 (in millions of dollars)
  • Mass-Market Sales of Diet Candy on the Ups
  • Table 8-6: IRI-Tracked Sales of Diet Candy, 1999-2003 (in millions of dollars)
  • Frozen Dinners & Entrees Category Dominates Market
  • Figure 8-2: Share of Total U.S. Retail Sales of Weight-Loss Products by Category, 2003 (percent)
  • Food Bars and Diet Candy Gaining Market Share
  • Table 8-7: Share of U.S. Mass-Market Sales of Weight-Loss Products by Category, 1999 vs. 2003 (percent)
  • Supermarkets Garner More Than Half of Total Retail Sales
  • Figure 8-3: Share of U.S. Weight-Loss Product Sales by Retailer Type, 2003 (percent)
  • Figure 8-4: Share of U.S. Mass-Market Sales of Weight-Loss Products by Retailer Type, 2003 (percent)
  • Figure 8-5: Projected U.S. Retail Sales of Weight-Loss Foods and Beverages, 2003-2008 (in millions of dollars)
  • Market Growth Factors and Forecasts
  • Why Atkins Is Different: The Logic Behind Low-Carb
  • Convenience Is Foremost Market Driver
  • Low-Carb Consciousness at the Federal Level
  • Growing Weight-Loss Food and Beverage Competition, from Snapple a Day to KFC
  • Low-Carb vs. Low-Fat, Low-Sugar
  • Opportunities for All
  • Weight-Loss Foods and Beverages vs. Dietary Supplements: Nothing to Fear
  • X-Factors
  • Sales to Nearly Double by 2008
  • Table 8-8: Projected U.S. Retail Sales of Weight-Loss Foods and Beverages, 2003-2008 (in millions of dollars)
  • Food Bars and Diet Candy to Pace Market Growth
  • Table 8-9: Projected U.S. Retail Sales of Weight-Loss Products by Category, 2003-2008 (in millions of dollars)

Chapter 9: Competitive Trends

  • Marketer and Brand Share and Sales Trends
  • Methodology for Estimates
  • Marketer Rankings by 2001-2003 Sales Gains
  • Table 9-1: Top Marketers in Core Weight-Loss Categories by Dollar Gains in IRI-Tracked Sales, 2003 vs. 2001 (in millions of dollars)
  • Figure 9-1: Top Marketers in Core Weight-Loss Categories by Dollar Gains in IRI-Tracked Sales, 2003 vs. 2001 (in millions of dollars)
  • Table 9-2: Top Brands in Core Weight-Loss Categories by Dollar Gains in IRI-Tracked Sales, 2003 vs. 2001 (in millions of dollars)
  • Figure 9-2: Market Share Shifts Among Top Marketers of Weight-Loss Frozen Dinners/Entrees, 2003 vs. 1999 (percentage points)
  • Nestlé Coming on Strong in Frozen Dinners/Entrees
  • Table 9-3: Top Marketers of Weight-Loss Frozen Dinners/Entrees by IRI-Tracked Shares, 1999-2003 (percent)
  • Table 9-4: Top Weight-Loss Frozen Dinner/Entree Marketers by Dollar Gains in IRI-Tracked Sales, 2003 vs. 2001 (in millions of dollars)
  • Table 9-5: Top Weight-Loss Frozen Dinner/Entree Brands by Dollar Gains in IRI-Tracked Sales, 2003 vs. 2001 (in millions of dollars)
  • Table 9-6: Top Marketers of Weight-Loss Frozen Dinners/Entrees by IRI-Tracked Sales, 2002-2003 (in millions of dollars)
  • Figure 9-3: Market Share Shifts Among Top Marketers of Weight-Loss Food Bars, 2003 vs. 1999 (percentage points)
  • Slim-Fast Down 59 Points in Food Bar Market Share
  • Table 9-7: Top Marketers of Weight-Loss Food Bars by IRI-Tracked Shares, 1999-2003 (percent)
  • Table 9-8: Top Weight-Loss Food Bar Marketers by Dollar Gains in IRI-Tracked Sales, 2003 vs. 2001 (in millions of dollars)
  • Table 9-9: Top Weight-Loss Food Bar Brands by Dollar Gains in IRI-Tracked Sales, 2003 vs. 2001 (in millions of dollars)
  • Table 9-10: Top Marketers of Weight-Loss Food Bars by IRI-Tracked Sales, 2002-2003 (in millions of dollars)
  • Figure 9-4: Market Share Shifts Among Top Marketers of Meal Replacement Liquids/Powders, 2003 vs. 1999 (percentage points)
  • Slim-Fast Still Far Ahead in Weight-Loss Liquids/Powders (But Atkins the One to Watch)
  • Table 9-11: Top Marketers of Meal Replacement Liquids/Powders by IRI-Tracked Shares, 1999-2003 (percent)
  • Table 9-12: Top Meal Replacement Liquid/Powder Marketers by Dollar Gains in IRI-Tracked Sales, 2003 vs. 2001 (in millions of dollars)
  • Table 9-13: Top Meal Replacement Liquid/Powder Brands by Dollar Gains in IRI-Tracked Sales, 2003 vs. 2001 (in millions of dollars)
  • Table 9-14: Top Marketers of Meal Replacement Liquids/Powders by IRI-Tracked Sales, 2002-2003 (in millions of dollars)
  • Figure 9-5: Market Share Shifts Among Top Marketers of Diet Candy, 2003 vs. 1999 (percentage points)
  • Russell Stover at 37% of Diet Candy Sales
  • Table 9-15: Top Marketers of Diet Candy by IRI-Tracked Shares, 1999-2003 (percent)
  • Table 9-16: Top Diet Candy Marketers by Dollar Gains in IRI-Tracked Sales, 2003 vs. 2001 (in millions of dollars)
  • Table 9-17: Top Diet Candy Brands by Dollar Gains in IRI-Tracked Sales, 2003 vs. 2001 (in millions of dollars)
  • Table 9-18: Top Marketers of Diet Candy by IRI-Tracked Sales, 2002-2003 (in millions of dollars)
  • Competitive Profile: Atkins Nutritionals, Inc.
  • Company Overview
  • Keeping “Atkins” Synonymous with Low-Carb
  • Atkins’ Achilles Heel
  • Driving the Message Home
  • Competitive Profile: Carb Solutions (Rexall Sundown, Inc.)
  • Company Overview
  • “Low-Carb That Fits Into Life”
  • New Products Ride the Indulgence Wave
  • Beefed Up Advertising and Big-Scale Sampling
  • Competitive Profile: Carbolite Foods, Inc.
  • Company Overview
  • A New Brand Name
  • A New Sweetener
  • Competitive Profile: H.J. Heinz Company
  • (Weight Watchers Smart Ones)
  • Company Overview
  • A Pretty Smart Showing for Smart Ones
  • Going Low-Carb
  • Competitive Profile: Kellogg Co. (Special K and Kashi GoLean)
  • Company Overview
  • Special K and Kashi GoLean Are Main Weight-Loss Entries
  • Special K Diet Promotion Limited to Women
  • A Healthier Pitch for Kashi GoLean
  • Going Low-Carb
  • Competitive Profile: Nestlé (Stouffer’s Lean Cuisine)
  • Company Overview
  • Increasing Dominance in Weight-Loss Frozen Dinners & Entrees
  • Staying Relevant
  • Opportunities for Brand Expansion into Weight-Loss
  • Competitive Profile: Russell Stover Candies, Inc.
  • Company Overview
  • A Widening Lead in Diet Candy
  • New Low-Carb Line a Big Hit
  • Good Returns from Sugar-Free
  • A New Online Storefront
  • Competitive Profile: Slim-Fast Foods Co. (Unilever)
  • Company Overview
  • Heavy Losses in Key Weight-Loss Categories
  • New Products and Easy Options
  • Going Low-Carb—Not?

Chapter 10: Marketing & New Product Trends

  • Selling the Weight-Loss Lifestyle
  • Table 10-1: Number of New Food and Beverage Product Introductions by Health-Oriented Package Tag, 2000-August 2003 (number and percent)
  • Low-Carb Appeal Driving Many Categories
  • Table 10-2: Popular Low-Carbohydrate Categories Ranked by Change in Annual Dollar Sales (in millions of dollars)
  • Baked Goods and Cereal
  • Industry Up in Arms
  • Low-Carb Baked Goods in Big Demand
  • Acquiring the Taste
  • Beer: Low-Carb Becoming a Major Sell
  • Candy: Russell Stover Leading the Way
  • NCA Seeking to Debunk Myths About Sugar-Based Candy
  • Condiments: Losing the “Hidden” Carbs
  • Frozen Dinners and Pizza: Action in Both Low-Carb and Low-Fat
  • Ice Cream and Dairy: The Low-Carb Influx
  • “Light” Ice Cream Sales May Be Warming Up
  • Meats and Meat Snacks: Riding the Low-Carb Wave
  • Capitalizing on Low-Carb
  • Dried Meat Snacks Going Mainstream
  • Meal Replacement Bars and Shakes: From Indulgence to Soy
  • Pasta: Industry Up in Arms
  • Salty Snacks: Room for More
  • Low-Carb, But High Cost
  • Convenience a Key Appeal
  • Snacks in General Getting Healthier
  • Consumer Advertising Expenditures Up 11%
  • Slim-Fast and Nestlé Are Biggest Advertisers
  • Figure 10-1: Marketer Shares of National Consumer Advertising Expenditures for Weight-Loss Foods and Beverages, 2002 (percent)
  • Advertising Positioning Reflects Broader Appeals
  • Low-Carb Also Booming at the Retail Level
  • Online Stores a Growing Strategic Component
  • Table 10-3: Marketers and Brands of Weight-Loss Baked Goods, Cereal, and Baking Mixes and Key New Product Introductions, 2002-2003
  • Table 10-4: Marketers and Brands of Low-Carb Beer and Key New Product Introductions, 2002-2003
  • Table 10-5: Marketers and Brands of Weight-Loss Candy and Confectionery and Key New Product Introductions, 2002-2003
  • Table 10-6: Marketers and Brands of Weight-Loss Frozen Dinners, Entrees, and Pizza, and Key New Product Introductions, 2002-2003
  • Table 10-7: Marketers and Brands of Weight-Loss Ice Cream, Dairy Products, and Frozen Desserts, and Key New Product Introductions, 2002-2003
  • Table 10-8: Marketers and Brands of Weight-Loss Meal Replacement Bars and Shakes and Key New Product Introductions, 2002-2003
  • Table 10-9: Marketers and Brands of Weight-Loss Pasta and Key New Product Introductions, 2002-2003
  • Table 10-10: Marketers and Brands of Weight-Loss Salty Snacks and Key New Product Introductions, 2002-2003
  • Table 10-11: Marketers and Brands of Other Weight-Loss Foods and Beverages and Key New Product Introductions, 2002-2003

Chapter 11: The Weight-Loss Product Consumer

  • Consumer Overview
  • The Simmons Survey System
  • 9% of Adults Are Obese
  • Rich and Thin
  • 26% of Women and 12% of Men Are Controlling Diet
  • Blacks Are Twice as Willing to Try New Diets
  • Table 11-1: Demographic Indicators: Female Obesity, 2003 (U.S. adult females)
  • Table 11-2: Demographic Indicators: Male Obesity, 2003 (U.S. adult males)
  • Table 11-3: Percentage Rates for Selected Diet-Related Activities and Attitudes: Overall and By Gender, 2003 (U.S. adults)
  • Table 11-4: Adult Populations for Selected Diet-Related Activities and Attitudes: Overall and By Gender, 2003 (in millions)
  • Table 11-5: Indices for Selected Diet-Related Activities and Attitudes: By Gender, 2003 (U.S. adults)
  • Table 11-6: Indices for Selected Diet-Related Activities and Attitudes: By Region, 2003 (U.S. adults)
  • Table 11-7: Indices for Selected Diet-Related Activities and Attitudes: By Race/Ethnicity, 2003 (U.S. adults)
  • Table 11-8: Indices for Selected Diet-Related Activities and Attitudes: By Household Size, 2003 (U.S. adults)
  • Table 11-9a: Indices for Selected Diet-Related Activities and Attitudes: By Adult Age Bracket, 2003 (U.S. adults)
  • Table 11-9b: Indices for Selected Diet-Related Activities and Attitudes: By Adult Age Bracket, 2003 (U.S. adults)
  • Table 11-10a: Indices for Selected Diet-Related Activities and Attitudes: By Household Income Bracket (in Thousands), 2003 (U.S. adults)
  • Table 11-10b: Indices for Selected Diet-Related Activities and Attitudes: By Household Income Bracket (in Thousands), 2003 (U.S. adults)
  • Table 11-11: Demographic Indicators: Women Who Are Controlling Diet, 2003 (U.S. adult females)
  • Table 11-12: Demographic Indicators: Men Who Are Controlling Diet, 2003 (U.S. adult males)
  • Consumer Focus: Frozen Weight-Loss Meal Products
  • 11% Use Stouffer’s Lean Cuisine
  • Age a Prime Differentiation Among Brands
  • Table 11-13: Household Usage Rates for Selected Frozen Meal Product Classifications: Overall and by Gender, 2003 (U.S. households)
  • Table 11-14: Demographic Characteristics Favoring Use of Frozen Complete Dinners by Brand: Stouffer’s Lean Cuisine, 2003 (U.S. households)
  • Table 11-15: Demographic Characteristics Favoring Use of Frozen Complete Dinners by Brand: Healthy Choice, 2003 (U.S. households)
  • Table 11-16: Demographic Characteristics Favoring Use of Frozen Complete Dinners by Brand: Weight Watchers Smart Ones, 2003 (U.S. households)
  • Table 11-17: Demographic Characteristics Favoring Use of Frozen Main Courses by Brand: Weight Watchers Smart Ones, 2003 (U.S. households)
  • Table 11-18: Demographic Characteristics Favoring Use of Frozen Main Courses by Brand: Stouffer’s Lean Cuisine, 2003 (U.S. households)
  • Consumer Focus: Shelf-Stable Weight-Loss &
  • Low-Carb Products
  • Demographics for Food Bar Brands
  • Demographics for Meal Replacement Liquids and Powders
  • Table 11-19: Usage Rates for Selected Shelf-Stable Weight-Loss Product Classifications: Overall and by Gender, 2003 (U.S. adults)
  • Table 11-20: Demographic Characteristics Favoring Use of Energy/Diet Food Bars, 2003 (U.S. adults)
  • Table 11-21: Demographic Characteristics Favoring Use of Energy/Diet Food Bars by Brand: Slim-Fast, 2003 (U.S. adults)
  • Table 11-22: Demographic Characteristics Favoring Use of Energy/Diet Food Bars by Brand: Carb Solutions, 2003 (U.S. adults)
  • Table 11-23: Demographic Characteristics Favoring Use of Energy/Diet Food Bars by Brand: EAS Advant Edge, 2003 (U.S. adults)
  • Table 11-24: Demographic Characteristics Favoring Use of Meal Replacement Liquids & Powders, 2003 (U.S. adults)
  • Table 11-25: Demographic Characteristics Favoring Use of Meal Replacement Liquids & Powders by Brand: Slim-Fast, 2003 (U.S. adults)
  • Table 11-26: Demographic Characteristics Favoring Use of Meal Replacement Liquids & Powders by Brand: Ultra Slim-Fast, 2003 (U.S. adults)
  • Table 11-27: Demographic Characteristics Favoring Use of Meal Replacement Liquids & Powders by Brand: Carb Solutions, 2003 (U.S. adults)
  • Consumer Focus: Low-Fat Products
  • 42% Use Low-Fat Products
  • 53% Plan to Increase Consumption of Low-Fat Foods
  • Upscale Skew for Low-Fat Products
  • Distinct Demographics for Low-Fat Candy
  • Table 11-28: Household Usage Rates for Selected Low-Fat Product Classifications: Overall and by Gender, 2003 (U.S. households)
  • Table 11-29: Demographic Characteristics Favoring Use of Low-Fat Products, 2003 (U.S. households)
  • Table 11-30: Demographic Characteristics Favoring Use of Low-Fat Products by Type: Candy, 2003 (U.S. households)

Chapter 12: Looking Ahead

  • Trends and Opportunities
  • Making Weight-Loss Work
  • Convenience Rules
  • The Mainstreaming of Weight-Loss Products
  • Megabranding Just Begun
  • Opportunities in Beverages
  • Opportunities in Meat and Cheese
  • Weight-Loss Plus Natural/Wellness
  • Plus Gourmet
  • Target Marketing and Further Segmenting
  • Leveraging (and Licensing) Famous Names
  • Foodservice an Open Field
  • Appendix: Addresses of Selected Marketers

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