Abstract
This report looks at how delivering weight loss solutions through RFCS (Reduced fat, reduced calorie and sugar) foods is being impacted by a wider definition of what constitutes a healthy diet. The report also assesses how other weight loss aids - including meal replacements, appetite suppressants and VLCDs (very-low-calorie diets) - have fared as the UK' s obesity problem intensifies.
Mintel' s market for weight control products includes selected RFCS (reduced fat/calorie/sugar) products along with slimming aids ie meal replacements, appetite suppressants/controllers and VLCDs (very low calorie diets).
The definition of a “diet” has shifted as consumers shun dieting for more healthy eating regimes. In addition, Mintel research reveals that the number of adults who claim to often or sometimes diet is falling.
Key report themes:
- How will RFCS products offer growth potential for major brands and grocery own labels?
- How wider trends in the food and drinks market is driving NPD in RCFS.
- Greater choice is fuelling consumer interest in appetite suppressants and controllers.
- How guidance on obesity is affecting weight control foods eg NICE guidelines
- Evaluation of key brands and products that are leading the industry.
- How the different socio-economic groups are responding to the dietary concerns and the impact of the food they consume.
Table of Contents
- Issues in the Market
- Key themes
- Definition
- Abbreviations
- Market in Brief
- Sales trends
- Market drivers
- Buyer profile
- Distribution
- The future of the market
- Internal Market Environment
- Key points
- Adults trying to lose weight
- Figure 1: Adults who are trying to lose weight, 2003-07
- Obesity levels a major concern
- Figure 2: Body mass index segments, 2006 and 2007
- Men -- the future problem
- Figure 3: Prevalence of obesity in adults, by gender, 2003 and 2010
- The fat backlash
- Lifestyle statements
- Figure 4: Agreement with selected lifestyle statements, 2003, 2005 and
2007
- Preoccupation with food increases
- Health rather than weight control
- Gender -- a different approach
- Age is a major factor
- Broader Market Environment
- Key points
- An ageing population
- Figure 5: The female population by age group, 2003, 2008 and 2013
- Figure 6: The male population by age group, 2003, 2008 and 2013
- Looking to the C1s for industry growth
- Figure 7: UK population, by socio-economic group, 2003-13
- Government guidelines and NICE guidance
- Competitive Context
- Key points
- Lifestyle choices
- Diet for health -- not weight loss
- Figure 8: Membership of slimming club, 2003-07
- Reading your way to thinness
- A surgical approach to body reshaping
- Tone up or slim down
- Magic away the excess fat
- Cosmetics with slimming attributes
- A future for combination beauty/slimming foods?
- Strengths and Weaknesses in the Market
- Strengths
- Weaknesses
- Market Size and Forecast
- Key points
- Dietary changes slow growth
- Figure 9: UK estimated retail market of (selected) processed RFCS foods,
2003-08
- Slimming aids see sales growth
- Figure 10: UK retail sales of slimming aids, 2003-08
- The future of the market
- Healthy but slower growth
- Figure 11: Forecast of the UK retail market of (selected) processed RFCS
foods, 2003-13
- Ageing population to promote further growth
- Changing attitudes towards healthy eating
- What next for slimming aids?
- Strong growth predicted
- Figure 12: Forecast of UK retail sales of slimming aids, at current
prices, 2003-13
- Figure 13: Forecast of UK retail sales of slimming aids, at 2008 prices,
2003-13
- Segment Performance
- Key points
- Retail sales of selected RFCS foods
- Figure 14: UK estimated retail sales of selected RFCS foods, by segment,
2004-08
- RFCS foods -- mixed fortunes
- Improved choice of healthy biscuits
- Line extensions in non-sweet biscuits
- Sugar-free confectionery now standard
- Jams, marmalade and spreads
- Salads getting the dressing down
- Consumers seek indulgent desserts
- Healthier ice-creams appeal to consumers
- NPD in low fat ready meals
- Crisps reformulated to reduce fat levels
- Yogurts with added claims
- Meal replacements fading away
- Figure 15: UK retail sales of meal replacements, 2003-08
- Appetite suppressants expand sales base
- Figure 16: UK retail sales of appetite suppressants/controllers*, 2003-08
- VCLDs benefit from new entrants and NICE support
- Figure 17: UK consumer sales of VLCDs, 2003-08
- Companies and Products
- Key points
- Figure 18: Major RFCS and slimming brands offered within categories, 2008
- RFCS
- Weight Watchers International
- Figure 19: Selected Weight Watchers licensees, 2008
- Figure 20: Major Weight Watchers launches, 2006/07
- Premier Foods
- Arla Foods
- Dairy Crest
- Danone
- Kraft
- Müller
- Unilever
- United Biscuits
- Walkers
- Other
- Meal replacements
- Unilever
- Other
- Appetite controllers/suppressants
- DDD Group
- Nature' s Remedies Ltd
- Other
- Very-low calorie diets
- Obesity Lifeline Ltd (trading as LighterLife)
- Cambridge Nutritional Foods Ltd
- Howard Foundation Research Ltd (HFR)
- Vitaline Weight Control Ltd
- Eurodiet
- Supermarket own label
- Figure 21: Retailer own brands in RFCS foods, 2008
- Other own label initiatives
- Brand Communication and Promotion
- Key points
- Rise in advertising on slimming aids
- Figure 22: Main monitored media advertising expenditure on slimming aids
and foods, 2004-08
- Advertising -- low priority
- Figure 23: Main monitored media advertising expenditure on major meal
replacement, appetite suppressants/controllers and vlcd campaigns, 2004-08
- Strong focus on dairy markets
- Figure 24: Main monitored media advertising expenditure on major rfcs
campaigns, 2004-08
- Weight Watchers watching carefully
- Figure 25: Main monitored media advertising expenditure on weight
watcher brand, 2004-08
- Figure 26: Share of spend on weight watchers brand by media, 2004-08*
- Channels to Market
- Key points
- Supermarket domination
- Figure 27: Estimated retail distribution of RFCS foods, by sector,
2004-08
- Multiples have lower profile
- Figure 28: UK retail sales of meal replacements and appetite
controllers/suppressants, by outlet type, 2004-08
- More medical referrals
- Other channels increase in importance
- The Consumer -- Ways to Lose Weight
- Key points
- How to lose weight
- Figure 32: Things consumers would do if they wanted to lose weight, July
2008
- Exercise -- a delusion?
- Healthy eating -- the way forward for most
- Cutting down on fat and sugar
- Surgery -- last resort
- Dress that salad
- Figure 33: Low calorie/lower fat/reduced sugar foods eaten in the last
six months, July 2008
- RFCS dairy products vary in popularity
- Potential for growth in RFCS posh nosh
- Frozen v chilled ready meals
- Demographic profiling reveals all
- Repertoire of slimming/RFCS foods eaten
- Figure 34: Number of slimming/lower calorie foods eaten in the last six
months, July 2008
- Majority eat RFCS food
- Yummy but pricey
- Figure 35: Attitudes to slimming foods and low calorie (reduced
fat/reduced calorie) foods, July 2008
- Healthy eating debate
- Communication, communication, communication
- Reaching out to the sceptics
- Appendix
- Advertising data
- Appendix -- Internal Market Environment
- Figure 38: Agreement with selected lifestyle statements, by demographic
sub-group, 2007
- Figure 39: Adults who are trying to lose weight, by demographics, 2003-07
- Figure 40: Body mass index segments, by demographics, 2006 and 2007
- Appendix: Segment Performance
- Other categories
- Cheese
- Fresh and frozen meat:
- Soups
- Appendix -- The Consumer: Ways to Lose Weight: Detailed Demographics
- Figure 46: Things consumers would do if they wanted to lose weight, by
gender, age, socio-economic group, standard region, employment status, daily
newspapers read, age(s) of own children (including step-children), daily
internet usage and supermarket usage, July 2008
- Figure 47: Things consumers would do if they wanted to lose weight, by
gender, age, socio-economic group, standard region, employment status, daily
newspapers read, age(s) of own children (including step-children), daily
internet usage and supermarket usage, July 2008
- Figure 48: Things consumers would do if they wanted to lose weight, by
gender, age, socio-economic group, standard region, employment status, daily
newspapers read, age(s) of own children (including step-children), daily
internet usage and supermarket usage, July 2008
- Figure 49: Things consumers would do if they wanted to lose weight, by
gender, age, socio-economic group, standard region, employment status, daily
newspapers read, age(s) of own children (including step-children), daily
internet usage and supermarket usage, July 2008
- Figure 50: Low calorie/lower fat/reduced sugar foods eaten in the last
six months, by gender, age, socio-economic group, standard region,
employment status, daily newspapers read, age(s) of own children (including
step-children), daily internet usage and supermarket usage, July 2008
- Figure 51: Low calorie/lower fat/reduced sugar foods eaten in the last
six months, by gender, age, socio-economic group, standard region,
employment status, daily newspapers read, age(s) of own children (including
step-children), daily internet usage and supermarket usage, July 2008
- Figure 52: Low calorie/lower fat/reduced sugar foods eaten in the last
six months, by gender, age, socio-economic group, standard region,
employment status, daily newspapers read, age(s) of own children (including
step-children), daily internet usage and supermarket usage, July 2008
- Figure 53: Low calorie/lower fat/reduced sugar foods eaten in the last
six months, by gender, age, socio-economic group, standard region,
employment status, daily newspapers read, age(s) of own children (including
step-children), daily internet usage and supermarket usage, July 2008
- Figure 54: Number of slimming/lower calorie foods eaten in the last six
months, demographics by gender, age, socio-economic group, standard region,
employment status, daily newspapers read, age(s) of own children (including
step-children), daily internet usage and supermarket usage, July 2008
- Figure 55: Number of slimming/lower calorie foods eaten in the last six
months, by types eaten (column %)
- Figure 56: Number of slimming/lower calorie foods eaten in the last six
months, by attitudes to food and diet in general, July 2008
- Figure 57: Attitudes to slimming foods and low calorie (reduced
fat/reduced calorie) foods, by gender, age, socio-economic group, standard
region, employment status, daily newspapers read, age(s) of own children
(including step-children), daily internet usage and supermarket usage, July
2008
- Figure 58: Attitudes to slimming foods and low calorie (reduced
fat/reduced calorie) foods, by gender, age, socio-economic group, standard
region, employment status, daily newspapers read, age(s) of own children
(including step-children), daily internet usage and supermarket usage, July
2008
- Figure 59: Attitudes to slimming foods and low calorie (reduced
fat/reduced calorie) foods, by gender, age, socio-economic group, standard
region, employment status, daily newspapers read, age(s) of own children
(including step-children), daily internet usage and supermarket usage, July
2008
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