Overweight Consumers and the Future of Food and Drinks

Content

• Chapter 1 Executive Summary
  • The hot topic
  • The future decoded
  • The number of overweight and obese consumers is growing rapidly
  • The diet food and drink market will continue to grow in value
  • Consumers will increasingly choose 'lesser evil' products rather than dedicated diet products
  • Consumers are aware of the health implications of diets, but older consumers are far more likely to act in consequence
  • Action points
• Chapter 2 The Future Decoded
  • Introduction
  • TREND: The number of overweight and obese consumers is growing
  • France and Germany have the fastest growing proportion of overweight consumers
  • US and UK consumers are most likely to be overweight
  • Childhood obesity is a growing concern in Europe and the US
  • TREND: The growth in the value of diet food and drinks will remain healthy
  • The strongest growth in the diet food and drinks market will be in France and Spain
  • Swedish and Dutch consumers spend the most on diet food and drinks
  • Per head expenditure on diet confectionery will grow the fastest
  • TREND: Low/no fat products account for most NPD despite dieting fads
  • Most diet food NPD will remain low-fat
  • The diet drinks product trends are changing more significantly
  • INSIGHT: There is a wide gap between consumers' attitudes and behaviors regarding dieting
  • Consumers consider that they can improve their health through their diet
  • A growing number of consumers base their choices on taste rather than health
  • Over a third of consumers consider low-carbohydrate foods important
  • Overweight consumers are aware that they should make specific changes to their diet
  • Overweight consumers are less likely to act on their health beliefs
  • INSIGHT: Attitudes and behaviors vary according to BMI
  • Overweight consumers have specific dietary habits
  • There is little difference between men's and women's attitudes
  • INSIGHT: Consumers are opting for portion control to manage their weight
  • When consumers use portion control they often do not feel adverse effects on satiety
  • Conclusions
• Chapter 3 Action Points
  • Introduction
  • Help consumers to control portion sizes
  • Encourage consumers to opt for smaller portion sizes rather than avoiding food and drink
  • Educate consumers about the difference between a serving size and a portion
  • Target healthy eating rather than dieting fads to support sustained growth
  • Promote healthy eating using positive marketing
  • Target healthy eating concerns among older consumers
  • Don't neglect dieters in healthy eating focused marketing
  • The biggest opportunities in GI products will be in bakery products and indulgent foods
  • Help consumers overcome barriers to weight loss
  • Encourage consumers to adopt a preventative approach to weight
  • Regain consumers' trust by avoiding misleading claims
  • Take responsibility for the health properties of products
  • Target weight-loss beverages
  • Case study: Weight Watchers will target consumers with flavored waters
  • Encourage consumers to follow simple and easy weight-loss regimes
  • Recognise that overweight consumers still want satisfaction, not deprivation
  • Appeal to consumers' self-perceptions through empathetic advertisements
  • Create characters with whom consumers can identify
  • Tap into the images with which consumers would like to identify
• Chapter 4 Appendix
  • Definitions
  • Supplementary data by category and country
  • Research methodology
  • How to contact experts in your industry
• List of Tables
  • Table 1: Percentage of overweight and obese adult consumers by country, 2004-2009 (% adult population)
  • Table 2: Number of overweight and obese adult consumers by country, 2004-2009 (millions)
  • Table 3: Number of adult consumers by BMI by country, 2004 (millions)
  • Table 4: BMI distribution by country, 2004 (% adult population)
  • Table 5: Number of overweight and obese children (5-9 years old) by country, 1999-2009 (millions)
  • Table 6: Overall diet market value by country, Europe and US, 1999-2009 (US$m)
  • Table 7: Per head expenditure on diet products by country, Europe and US, 1999-2009 (US$/head)
  • Table 8: Per head expenditure on diet products by category, Europe, 1999-2009 (US$/head)
  • Table 9: Per head expenditure on diet products by category, US, 1999-2009 (US$/head)
  • Table 10: Diet products' proportion of overall food NPD by product claim, 2001-2005, Europe and US (%)
  • Table 11: Diet products' proportion of overall drinks NPD by product claim, Europe and US, 2001-2005 (%)
  • Table 12: Consumer survey: "How important to you is improving your health through your diet?"
  • Table 13: Consumer survey: "Please rate the extent to which you have taken active steps to improve your health through diet this year"
  • Table 14: Consumer survey: "To what extent do you agree or disagree that taste is more important than health when choosing food and drinks?"
  • Table 15: Consumer survey: "How much more or less have you chosen the best-tasting rather than the healthiest versions of food and drinks over the past year?"
  • Table 16: Consumer survey: "How important to you are low carbohydrate food and drinks?"
  • Table 17: Consumer survey: "How much extra would you be prepared to pay for low carbohydrate food and drinks?"
  • Table 18: Consumer survey: "To what extent do you agree with the following statements?" (% respondents) Europe and US
  • Table 19: Consumer survey: "How much more or less than previously have you done the following over the past 12 months?" (% respondents) Europe and US
  • Table 20: Consumer survey: "How often do you do the following?" segmented by BMI (% respondents), Europe & US
  • Table 21: Consumer survey: "How important to you is improving your health through your diet?" (answers by gender)
  • Table 22: Consumer survey: "How important to you are low carbohydrate food and drinks?" (answers by gender)
  • Table 23: Consumer survey: "Please rate the extent to which you have taken active steps to improve your health through diet this year" (answers by gender)
  • Table 24: Consumer survey: "To what extent do you agree or disagree that taste is more important than health when choosing food and drinks?" (answers by gender)
  • Table 25: Importance of marketing that reflects consumers' personal situation, by country (% respondents) 2004, Europe and US
  • Table 26: Percentage of consumers who often see themselves in characters used by advertisers, by country, (% respondents) 2004, Europe and US
  • Table 27: Definitions
  • Table 28: Diet bakery market value by country, 1999-2009 (US$m)
  • Table 29: Diet carbonates market value by country, 1999-2009 (US$m)
  • Table 30: Diet confectionery market value by country, 1999-2009 (US$m)
  • Table 31: Diet dairy market value by country, 1999-2009 (US$m)
  • Table 32: Diet fats and spreads market value by country, 1999-2009 (US$m)
• List of Figures
  • Figure 1: The proportion of overweight and obese adults is highest in the US and the UK
  • Figure 2: The Netherlands have the fastest growing number of overweight and obese children in Europe
  • Figure 3: France and Spain have the fastest growing diet product markets
  • Figure 4: Swedish consumers spend more on diet food and drink than any others
  • Figure 5: European and American consumers spend more per head on diet dairy products than on any other category
  • Figure 6: The growth in low-carb food product launches was largely a fad
  • Figure 7: NPD in diet drinks is dominated by low-calorie drinks, but low-carb products are catching up
  • Figure 8: The older consumers are, the more likely they are to act on their beliefs regarding the effect of diet on their health
  • Figure 9: Early Midlifers are more influenced in their choices by taste than other age groups
  • Figure 10: Many consumers think that low-carb products are important, but don't wish to pay a premium for them
  • Figure 11: Overweight consumers are more conscious than others that improving their diet could lead to improved health and appearance
  • Figure 12: Overweight consumers are less likely to act on their beliefs about improving their diet, health and appearance
  • Figure 13: Overweight consumers tend to eat ready-meals and takeaways more often than others
  • Figure 14: Men are slightly more likely than women to actively try and improve their health through diet
  • Figure 15: An innovative example of helping consumers to make more informed decisions when eating out
  • Figure 16: Manufacturers should target weight-loss soft drinks
  • Figure 17: The Primaliv yoghurt range in Sweden uses images to demonstrate energy levels going up and down