美國減肥趨勢

Abstract

This report focuses on diet trends among adults. The report answers the following questions:

• How do respondents assess their current weight and eating habits?
• Which of 19 current diets are they following, which are they adapting to their own needs, which have they abandoned, and which have they not even heard of?
• What are the three most popular diets, and how are many respondents currently following them?
• What motivates respondents to diet?
• How do they feel about their current dieting strategies?
• What are their attitudes towards dieting, at home and in restaurants?
• How are diet food sales doing? What new products are being launched? And what advertising strategies help promote them?

Table of Contents

• Scope and Themes
• What you need to know
• Definition
• Terms
• Data sources
• Consumer survey data
• Abbreviations and terms
• Abbreviations
• Terms
• Executive Summary
• 56% of respondents consider themselves overweight
• Who is dieting
• Self weight assessment and likelihood of being on a diet
• Most respondents diet for general health and wellness
• "All or nothing" food restrictions
• Of 19 popular diets, low fat and heart healthy are the most popular
• "Heart Healthy" Diet is the most popular
• "Low Fat" Diet popular for adaptation
• Calorie Counting
• Diets do not get high points for satisfaction
• Most common diet style is "healthy"
• When eating out, some leeway is allowed
• Using ideas or foods, but not diet plans
• New "diet" product launches
• Who is Overweight?
• Key points
• Personal weight assessment
  • Figure 1: Assessment of current weight, March 2008
• Market Drivers
• Key points
• Overweight and obesity
  • Figure 2: Percentage of population who are overweight or obese, 2000-07
• Health and wellness
• Appearance obsession
• How they are Dieting
• Key points
• Dieting behavior
  • Figure 3: Eating pattern, by gender, March 2008
  • Figure 4: Eating pattern, by age, March 2008
  • Figure 5: Assessment of weight cross-tabulated with eating habits, March 2008
• Why they are Dieting
• Key points
• Wellness tops reasons for limiting food intake
  • Figure 6: Reasons for limiting food intake, by gender, March 2008
  • Figure 7: Reasons for limiting food intake, by age, March 2008
• Income and education influence motivations for limiting food intake.
  • Figure 8: Reasons for limiting food intake, by income, March 2008
  • Figure 9: Reasons for limiting food intake, by education, March 2008
• Self weight assessment and reasons for dieting
  • Figure 10: Cross-tabulation: assessment of current weight and reasons for limiting food intake, March 2008
• The Diet Plans They Follow
• Key points
• Even with so many options, few respondents follow diet plans
• Diet discards
  • Figure 11: Familiarity and experience with diet plans, March 2008
  • Figure 12: Currently using diet plans, 2006 and 2008
• "Heart Healthy" Diet
• Key points
• Highest income respondents most likely to follow diet plan
  • Figure 13: Demographics of "Heart Healthy" dieters, March 2008
• "Low Fat" Diet
• Key points
• Income determines usage
• High interest in "low fat" foods, but also high attrition rate
  • Figure 14: Demographics of "low fat" dieters, March 2008
• Calorie Counting
• Key points
• Only 6% of respondents actively count calories
  • Figure 15: Demographics of calorie counting dieters, March 2008
• Satisfaction with and Interest in Diet Plans
• Key points
• Only half of respondents satisfied with current diets
  • Figure 16: Satisfaction with diet plans (summary of agree completely/agree), by gender, March 2008
  • Figure 17: Satisfaction with diet plans (summary of agree completely/agree), by age, March 2008
  • Figure 18: Satisfaction with diet plans (summary of agree completely/agree), by gender, March 2008
• Interest in new diet trends
  • Figure 19: Interest in specific diet trends (summary of ' very interested' and ' interested' ), by age, March 2008
  • Figure 20: Interest in specific diet trends (summary of ' very interested' and ' interested' ), by race/Hispanic origin, March 2008
• Attitudes towards Dieting
• Key points
• Dieting styles
  • Figure 21: Ways of dieting, by age, March 2008
  • Figure 22: Ways of dieting, by race/Hispanic origin, March 2008
  • Figure 23: Ways of dieting, by presence of children in household, March 2008
• Dieting when eating out
  • Figure 24: Ways of dieting when eating out, by age, March 2008
• Dieting on the menu
  • Figure 25: Nutritional claims on healthy, light or low carb menus, Q4 2007
• Using the Food, Not the Plan
• Key points
• Usage of ideas or foods from specific diets
  • Figure 26: Usage of food or ideas from specific diets cross-tabulated with self-identified weight assessment, March 2008
• Sales of diet foods
  • Figure 27: Sales of specific "diet" foods through FDMx channels, 2002-07
  • Figure 28: Usage of specific diet foods, 2007, and usage of diets or food/ideas from diets, March 2008
• New product launches: weight control food and drink
  • Figure 29: New diet food launches, 2006-08
  • Figure 30: New product launches of branded weight control food and drink, 2006-07
• Weight Watchers
• South Beach
• Slim-Fast
• Advertising and Promotion
• Weight Watchers
  • Figure 31: Weight Watchers Slimming television ad, 2007
  • Figure 32: Weight Watchers Evergreen television ad, 2007
  • Figure 33: Weight Watchers Progresso Soup television ad, 2007
  • Figure 34: Weight Watchers Whitman Chocolates television ad, 2007
• Jenny Craig
  • Figure 35: Jenny Craig television ad, 2007
• Slim-Fast
  • Figure 36: Slim-Fast television ad, 2007
• South Beach
  • Figure 37: South Beach television ad, 2007
• Appendix: Other Useful Consumer Tables
• Eating patterns
  • Figure 47: Eating pattern, by race/Hispanic origin, March 2008
  • Figure 48: Eating pattern, by income, March 2008
• Reasons for limiting the amount or kind of food eaten
  • Figure 49: Reasons for limiting food intake, by race/Hispanic origin, March 2008
• Satisfaction with diet plans
  • Figure 50: Satisfaction with diet plans (summary of agree completely/agree), by gender, March 2008
• Interest in specific diets
  • Figure 51: Interest in specific diet trends (summary of ' very interested' and ' interested' ), by income, March 2008
• Dieting strategies
  • Figure 52: Ways of dieting, by income, March 2008