前言
過重與肥胖消費者的增加
- 法國與德國的過重消費者比率成長最快
- 美國與英國消費者最易過重
- 兒童肥胖症的問題在歐美擴大中
減肥食品的市場價值持續強勁成長
- 法國與西班牙成長最佳
- 瑞典與荷蘭支出最大
- 平均每人支出成長最快的是減肥零食類
無關減肥流行，大部分新產品為低脂與無脂產品
- 新產品仍多為低脂產品
- 飲料趨勢變化較顯著
消費者對減肥的意識與行為差距甚大
- 消費者希望透過減肥獲得健康
- 選擇口味重於健康的消費者持續增加
- 1/3 以上的消費者認為低碳水化合物食品重要
- 過重消費者知道需特別改變飲食生活
- 過重消費者並未以健康為考量而行動
意識與行動隨 BMI 而異
- 過重消費者擁有特殊飲食習慣
- 男女意識差距甚微
消費者選擇控制食量以管理體重
- 控制食量的消費者多半感受不到飽足感的害處
結論

第3章行動點

前言
輔助消費者管理食量
- 不限制食品，限制食量
- 教育消費者攝取基準量與食物攝取量的差異
為了持續成長，將焦點集中於健康飲食上而非流行減肥上
- 以積極的行銷推動健康飲食
- 將高齡消費者的健康飲食視為焦點
- 行銷的標的為健康飲食，但不輕視減肥實行者
- 低 GI 值飲食的最大機會為烘焙產品與零食
輔助消費者克服減重障礙
- 輔助消費者採行防止體重增加的策略
避免易遭誤解的宣傳，恢復對消費者的信譽
- 對產品的健康特性負責
瞄準減重飲料
- 實例研究：Weight Watchers 的加味水
輔助消費者實行簡單易做的減肥計畫
認知過重消費者並非感到欠缺，而是想得到滿足
透過可產生共鳴的廣告，訴諸消費者的自我認知
- 創造讓消費者認識的角色
- 利用消費者欲自我識別的形象

第4章　附錄

定義
各類別、各國補充資料
調查方法論
各業界專家聯絡窗口

Obesity is the number one health trend affecting the food and drinks industry in terms of NPD and marketing. The condition is so widespread that as many as 66% of the US adults and almost half of Europeans were overweight in 2004. To effectively target this group players must understand the gap between attitude and behavior in eating patterns, to develop successful products and marketing.

Scope

Unique consumer insight into the gaps between consumers' attitudes to health and diet and their behavior segmented by consumer weight groups.
Market sizes for key diet food and drink categories as well as per head expenditure by country and category.
Comprehensive data on levels of obesity among adults and children and segmentation of the population according to BMI.
Actionable reccomnedations on how to effectively target overweight consumers and a review of best-practice new product development.

Report Highlights

66% of all US adults were overweight or obese in 2004, compared to only 51% of Europeans.

Within the diet foods sector, products containing no fat or reduced levels thereof have accounted for more diet food new product development (NPD) than those making any other 'lesser evil' claims. In 2001, 7.4% of food NPD claimed to contain reduced levels of fat, rising to 10.4% in 2005.

On average, 46.5% of consumers find health more important than taste, with a further 25.7% being of the opposite point of view. However the depth of conviction differs: 13.2% of consumers consider taste to be significantly less important than taste, with no consumers at all claiming to find taste significantly more important.

Reasons to Purchase

Gain unique insight the differences between overweight consumers' attitudes to health and diet and their behaviors.
Learn about best practice NPD spearheading the trend away from dieting towards healthy eating.
Access detailed data on attitudes, behaviors and population distribution by Body Mass Index and expenditure on key diet food and drink categories.

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
  - Definitions
- TREND: The number of overweight and obese consumers is growing
  - France and Germany have the fastest growing proportion of overweight consumers
    - The number of overweight consumers in the US will continue to grow fast
    - The number of overweight Europeans will not grow as fast as in the US
  - US and UK consumers are most likely to be overweight
    - In many countries, having a normal BMI is no longer normal
    - France has the highest proportion of underweight consumers
    - Germany and the UK have the highest proportion of obese consumers in Europe
  - Childhood obesity is a growing concern in Europe and the US
    - Changes in dietary habits are fueling childhood obesity and other diseases
    - Obesity in childhood increases the likelihood of ill- health in adulthood
    - Lower levels of exercise contribute to the growth of childhood obesity
- 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
    - The US diet food and drinks market will grow faster than in Europe
  - Swedish and Dutch consumers spend the most on diet food and drinks
    - French consumers have the fastest growing per head expenditure on diet products
    - American per head expenditure on diet products will remain on average greater than in Europe
  - Per head expenditure on diet confectionery will grow the fastest
    - Per head expenditure on diet dairy products will be the highest
    - Consumers' 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
    - Low-fat food products will continue to account for most diet food NPD
    - The rise in the number of low-carbohydrate food products was short-lived
  - The diet drinks product trends are changing more significantly
    - Growth in the number of low-carb drinks is more sustained than in food
    - Consumers will continue to choose more low-calorie drinks
- INSIGHT: There is a wide gap between consumers' attitudes and behaviors regarding dieting
  - Consumers consider that they can improve their health through their diet
    - Young Adults and Seniors attach most importance to improving health through diet
    - Seniors are far more likely to act on their health beliefs
  - A growing number of consumers base their choices on taste rather than health
    - Most consumers are inclined to consider health more important than taste...
    - ... however in practice, a higher proportion base their choices on sensory considerations
  - Over a third of consumers consider low-carbohydrate foods important
    - Early Midlifers in particular are keen on low-carbohydrate products...
    - ...however almost two-thirds are not prepared to a pay a premium for them
  - Overweight consumers are aware that they should make specific changes to their diet
    - Improving physical appearance through diet is far more important to overweight consumers
    - Overweight consumers feel more strongly that they should exercise more
    - Overweight consumers are less likely to link alcohol to weight
  - Overweight consumers are less likely to act on their health beliefs
    - Overweight consumers are less likely to increase their levels of exercise
    - Overweight consumers are particularly prone to "yoyo" dieting
    - Increased healthy eating is a lot more popular than dedicated dieting
- INSIGHT: Attitudes and behaviors vary according to BMI
  - Overweight consumers have specific dietary habits
    - Overweight consumers tend to eat more takeaway and ready meals
    - Overweight consumers are the least assiduous restaurant customers
  - There is little difference between men's and women's attitudes
    - The small differences between men's and women's attitudes suggest a feminization of society
    - Men are slightly more likely than women to find health considerations important...
    - ...but they are also less likely to act on their convictions
    - Men's eating habits have a negative effect on women's diets
- 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
    - Consumer confusion between portion size and serving size remains
- Conclusions
  - Consumers are moving away from dieting towards healthy eating
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
    - Extend trusted health brands
    - Build relationships with the 'expert community'
  - 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
    - Help consumers take responsibility for their diet
    - Embrace interactive media in a more creative way
    - Limit advertising unhealthy foods to children
- Target weight-loss beverages
  - Case study: Weight Watchers will target consumers with flavored waters
- Encourage consumers to follow simple and easy weight-loss regimes
- Recognize 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
  - Diet bakery
  - Diet carbonates
  - Diet confectionery
  - Diet dairy
  - Diet fats and spreads
- 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

簡介
目錄
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過重消費者與食品業的未來

Overweight Consumers and the Future of Food and Drinks