The US Diet Market Outlook To 2008

Content

• Executive Summary
  • The US Diet Market Landscape
  • Drivers and Dynamics of The Diet Market
  • The US Diet Consumer
  • Competitive Analysis of Major Low Carb Brands
  • Medical & Regulatory Environment
  • The Future of Low Carb Dieting and Beyond
  • Low Carb Diet Growth Strategies
• Chapter 1 The US Diet Market Landscape
  • Summary
  • Introduction
  • Key findings
  • Dieting in the United States
  • Overview
  • Ever more homogeneous dietary habits and lifestyles
  • Consumer weight profile
  • Consumer health profile
  • Metabolic syndrome
  • Diabetes
  • The cyclical nature of dieting
  • Popular diets by type
  • Low carb diets
  • Low fat diets
  • Other diets
  • Diet support groups
  • Individual Dieting
  • The weight-loss industry
  • Low carb dieting
  • The original low carb diet
  • The Atkins Advantage
  • Consumer segmentations
  • Consumer dietary habits by type
  • Dedicated low carb lifestylers
  • Flexible low carb lifestylers
  • Consumer perception of the low carb lifestyle
  • Conclusions
• Chapter 2 Drivers and Dynamics of The Diet Market
  • Summary
  • Introduction
  • Key findings
  • Market size
  • Market segments
  • Snacks
  • Soft Drinks
  • Dairy
  • Bakery
  • Confectionery
  • Prepared meals
  • Strengths and weaknesses of the low carb trend
  • The strengths
  • Manufacturer survival
  • Prevalence of flexible dieters
  • Scientific findings do not refute low carb benefits
  • A new alternative
  • and the weaknesses
  • Market saturation
  • Potential lack of scientific support
  • Decrease in efficacy and/or success stories
  • Conclusions
• Chapter 3 The US Diet Consumer
  • Summary
  • Introduction
  • Key findings
  • Consumer profile
  • Segmentation by weight
  • Motivated to get thin
  • Consumer survey
  • Dieting population profile
  • Consumer behavior
  • Willpower diminishes throughout the day
  • Only Low Carb Dieters interested in carbohydrate intake
  • True Low Carb Dieters are few and far between
  • Understanding consumers' food choices
  • Understanding consumers' drink choices
  • Consumer drivers
  • Personal relationships drive consumers' diet choices
  • Taste and price drive the consumer
  • Taste is a barrier for attracting new low carb consumers
  • Conclusions
• Chapter 4 Competitive Analysis of Major Low Carb Brands
  • Summary
  • Introduction
  • Key findings
  • Manufacturer identification
  • Low carb manufacturers
  • Larger companies weigh in on the low carb trend
  • Competition among low carb manufacturers
  • Changing the landscape of the low carb market
  • Major CPGs manufacturers entering the market: a lesson from organics
  • Low carb new product development: diversifying products
  • Low carb as a scapegoat
  • Case Study: Atkins Nutritionals
  • A history of Atkins Nutritionals
  • Atkins food and drink products
  • Partnerships and the pyramid
  • The future for Atkins
  • Case Study: Keto Foods
  • Reformulating favorite foods
  • Research and development are key business areas
  • Future growth
  • Industry survey
  • The low carb market is an opportunity for growth
  • Manufacturers' forecasts for low carb diets
  • Comparison to the low fat trend
  • Future market drivers
  • Endorsements and brand awareness
  • Drivers contributing to product success
  • The low carb marketplace
  • Price premiums are high
  • Price premiums as a barrier to market growth
  • Low carb ingredients and product formulation
  • Marketing a low carb product
  • Conclusions
• Chapter 5 Medical & Regulatory Environment
  • Summary
  • Introduction
  • Key findings
  • The science behind dieting
  • The low fat and low carb theories
  • The low fat theory
  • The low carb theory
  • The low fat and low carb trends
  • The low fat trend
  • The low carb trend
  • The glycemic index
  • Low carbohydrate studies
  • Short-term studies
  • Long term studies
  • Government
  • The Food Guide Pyramid
  • Atkins and the Food Pyramid
  • The FDA and nutrition labels
  • Low Carb Claims and Nutrition Labels
  • Regulating organics
  • Conclusions
• Chapter 6 The Future of Low Carb Dieting and Beyond
  • Summary
  • Introduction
  • Key findings
  • Rapid growth of low carb bakery, snacks and prepared meals
  • The rapid growth of the bakery category
  • Guilt-free snacking
  • Low carb frozen meals will appeal to busy consumers
  • Increased market consolidation
  • Distribution and shelf space
  • Market consolidation
  • The importance of "Buy-in" of Healthful Eaters and healthcare referrals
  • Internalizing the low carb message
  • Medical factors
  • The next "big thing" - five years away
  • Industry and consumer components necessary for significant trends
  • Increased media coverage of low carb weight loss
  • High levels of controversy
  • A charismatic spokesman
  • Development of ingredients and improved product taste
  • A mature food and beverage industry
  • The "coolness" factor
  • The promise of a quick fix
  • Scientific logic that makes sense to the layman
• Chapter 7 Low Carb Diet Growth Strategies
  • Summary
  • Introduction
  • Key findings
  • Improve the taste, competitiveness and appeal
  • Product formulation and taste
  • Reducing price premiums
  • Target evening eating occasions
  • Brand building and preparation for strategic alliances and acquisitions
  • Small, niche low carb companies
  • Large CPG manufacturers
  • Education through marketing partnerships
  • Create wider appeal through marketing campaigns
  • Partner with healthcare professionals
  • Develop community outreach programs
  • Conclusions
• List of Figures
  • Figure 3.1: US population by BMI category, by gender, %, 2002-2007
  • Figure 3.2: Ranked meal occasion by ease of diet adherence, by consumer group, % (where 1 = easiest and 6 = hardest)
  • Figure 3.3: Consumption changes made when attempting weight loss/maintenance, by consumer group, % respondents who answered "always"
  • Figure 3.4: Consumption changes when attempting to lose/maintain weight, by food category, % respondents
  • Figure 3.5: Consumption changes when attempting to lose/maintain weight, by drinks category, % respondents
  • Figure 4.6: Low carb beer and malternative entrants, 2004
  • Figure 4.7: "Mid-carb" soda entrants, 2004
  • Figure 4.8: Reduced-carb orange juices, by brand, 2004
  • Figure 4.9: Atkins food product examples, 2004
  • Figure 4.10: Atkins-certified co-venture examples, 2004
  • Figure 4.11: Keto food product examples, 2004
  • Figure 4.12: Industry perception of low carb trend, by importance, % respondents
  • Figure 4.13: Manufacturer opinion of low fat and low carb consumers and purchases now and in five years, % respondents
  • Figure 4.14: Industry perceptions of low carb consumer drivers, by importance, % respondents
  • Figure 5.15: Glycemic index certification symbol
  • Figure 5.16: Proposed changes to nutrition labels, 2004
  • Figure 6.17: Market size, by category, $bn, 2003-2008
  • Figure 6.18: USDA Food Guide Pyramid, 2003
  • Figure 6.19: Atkins Food Guide Pyramid, 2004
  • Figure 6.20: Consumer groups and product attributes, by degrees of "coolness"
• List of Tables
  • Table 1.1: Prevalence of overweight and obesity, 2002-2007
  • Table 1.2: Prevalence of diabetes, by type, (million), 2003-2009
  • Table 1.3: Risk factors associated with being overweight and obese
  • Table 1.4: Breakdown of the weight-loss industry, by category
  • Table 1.5: Consumer segmentation, by dieting/lifestyle type
  • Table 1.6: Consumer perception of the low carb diet, by "agree completely" and "agree somewhat," by consumer group (% respondents)
  • Table 2.7: U.S. low carb food and beverage market value, by category, ($m), 1998-2008
  • Table 2.8: Growth of low carb snacks market, ($m), 1998-2008
  • Table 2.9: Low carb product introductions, snacks category
  • Table 2.10: Growth of low carb soft drinks market, ($m), 1998-2008
  • Table 2.11: Growth of low carb dairy market, ($m), 1998-2008
  • Table 2.12: Low carb product introductions, dairy category
  • Table 2.13: Growth of low carb bakery market, ($m), 1998-2008
  • Table 2.14: Low carb product introductions, bakery category
  • Table 2.15: Growth of low carb confectionery market, ($m), 1998-2008
  • Table 2.16: Low carb product introductions, confectionery category
  • Table 2.17: Growth of low carb prepared meals market, ($m), 1998-2008
  • Table 2.18: Low carb product introductions, prepared meals category
  • Table 3.19: Main reason for dieting, by gender, % respondents
  • Table 3.20: Consumer groups, by age, % respondents
  • Table 3.21: Consumption changes made when attempting weight loss/maintenance, by consumer group, % respondents who answered "always"
  • Table 3.22: Consumption changes when attempting to lose/maintain weight, by food category, % respondents
  • Table 3.23: Consumption changes when attempting to lose/maintain weight, by drinks category, %respondents
  • Table 3.24: Ranked influencing factors in dieting choice, by consumer group, (where 1 = strongest and 8 = weakest)
  • Table 3.25: Ranked purchasing priorities, by consumer group (where 1 = strongest and 10 =weakest)
  • Table 4.26: Low carb companies and respective product categories, 2003
  • Table 4.27: Multinational companies and respective new low carb product introductions, through June 2004
  • Table 4.28: New product introductions, #, 1999-2003
  • Table 4.29: Manufacturer opinion of low fat and low carb consumers and purchases now and in five years, % respondents
  • Table 4.30: Industry perceptions of low carb consumer drivers, by importance, % respondents
  • Table 4.31: Ranking of manufacturer vs. consumer preferences
  • Table 4.32: Low carb price premium examples, 2004
  • Table 4.33: Sweetener substitute glossary
  • Table 5.34: Average reduction in weight and heart disease, and dropout rate, by specific diet, %
  • Table 5.35: Pounds lost, by time on diet, low carb vs. conventional dieting, 2003
  • Table 5.36: FDA guidelines