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市場調查報告書

體重管理:美國的消費者習慣

Weight Management: U.S. Consumer Mindsets

出版商 Packaged Facts 商品編碼 117012
出版日期 內容資訊 英文 104 Pages
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體重管理:美國的消費者習慣 Weight Management: U.S. Consumer Mindsets
出版日期: 2014年08月28日 內容資訊: 英文 104 Pages
簡介

本報告書為美國的消費者體重管理趨勢和相關主要企業的各種交易之調查分析、美國消費者的體重管理策略、食品、飲料的意識、減重支援產品、課程等使用、零售過程、食品服務的喜好、各種媒體的使用趨勢之彙整、主要相關企業的營銷策略、產品、內容成分的開發等趨勢概要如下。

第1章 實施摘要

第2章 概要

  • 主要分析
  • 市場機會
  • 食品營銷的機會仰賴複雜的購買動機
  • 減重有嘗試新食品的期待
  • 減重適應社群媒體、其他

第3章 體重管理的概要

  • 目前、是誰來進行體重管理呢?
  • 成人的40%以上管理體重
  • 女性想要減重、男性想要維持體重
  • 現在的體重管理背景
  • 人口統計的詳細
  • 減重在40歲左右年齡層的人會開始注重
  • 以減重為目的節食和維持體重的節食不同
  • 體重過重的節食者多為女性、其他

第4章 現在的體重管理

  • 體重管理的動機
  • 健康上的掛念推動用餐意識的關心
  • 身體形象促進減量的計畫
  • 對於減量的動機之男女性差
  • 減重計畫和餵食策略
  • 減重計畫比減量計畫更有利
  • 減量節食比一天3餐的飲食更穩固
  • 體重管理追求成功
  • 食品的購買模式
  • 自然產品通路吸引減重中的食品購買客戶
  • 減量減重中的食品購買客注意健康問題
  • 減量節食追求健康成分
  • 無麩質產品開始引起減量節食者的注意
  • 蛋白質和咖啡因是減量產品成分的首屈、其他

第5章 體重管理的趨勢

  • 體重管理的歷史趨勢
  • 體重管理的減重高於減量計畫
  • 很多男性專注於體重觀察
  • 嬰兒潮世代和年輕男性促進體重管理減重的成長
  • 顯著的體重過剩消費者可能為現在的節食者
  • 食的習慣趨勢
  • 吃零食在節食者中有人氣
  • 減量者比較不會在意卡路里的計算
  • 食品購買趨勢
  • 尋找節食者的差異健康成分
  • 節食者轉向低脂肪/脫脂產品
  • 很多的節食者採用「定期的」食品
  • 體重管理產品的使用趨勢
  • 市場銷售的體重管理產品有下降的趨勢
  • 明顯過重節食者顯著的使用減量產品、其他

第6章 營銷策略

  • 策略的概要
  • 營銷對策、其他

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目錄
Product Code: LA5318887

The upward trend in obesity that has vexed public health officials for decades may have leveled out and the healthy eating movement remains on the upswing. Still, nearly 100 million Americans are watching their diet to lose weight or to maintain their current weight.

Successful weight management remains a tough and never-ending battle for many Americans trying to stay on a traditional diet plan. The majority of overweight Americans find that the very idea of a strict diet poses an obstacle to their weight loss desires. Most agree that they would like to lose weight but assert that they find it too hard to stick to a strict diet plan or eating strategy.

Moreover, dieters trying to stick to their current diet plan or eating strategy face challenges from all sides, especially from the temptation posed by foods they crave but aren't supposed to eat. As a result, a majority of those on a diet plan have been on it for less than nine months.

Against this background, Weight Management: U.S. Consumer Mindsets takes an in-depth look at the transformation that is now underway in the culture of weight management in America. Using data compiled by Packaged Facts National Online Consumer Survey, the report digs deeply into the mindsets of consumers immersed in managing their weight.

The report highlights a wide array of fundamental changes in how Americans view what needs or can be done to lose or maintain weight. One trend highlighted by the report is the growing alignment of weight management efforts with ongoing changes in contemporary American eating habits. Instead of controlling what they eat at mealtimes, today's consumers are much more likely to focus on changing their snacking habits in order to achieve weight loss success, a practical and realistic strategy that reflects the increasing importance of snacking in America today. According to Packaged Facts survey data, only 32% of those following a diet plan or eating strategy try to lose weight by eating in moderation at meals. More than twice as many (66%) say they limit how much they eat when they snack, while 62% set boundaries on how often they snack.

Another aspect of today's weight management culture is the increasing tendency of consumers to turn away from formal diet plans imposed by outside authority and to conflate “dieting” with “healthy eating.” With the aid of mobile platforms that enable consumers to monitor their health and track their weight management efforts, DIY dieters increasingly embrace their own private healthy eating and exercise regimes as the path to weight loss success.

Scope of the Report

In general, weight management is divided into two categories of consumer behavior: efforts to lose weight and efforts to maintain weight. Simmons National Consumer Study (NCS) data used in the report specifically define the two categories of consumers involved in weight management activities as follows: “those watching their diet to maintain weight” and “those watching their diet to lose weight.” For the sake of convenience, when referring to these Simmons NCS categories the report uses the terms “those on a weight maintenance diet” or “those on a weight loss diet,” and can also refer to “weight losers” and “weight maintainers.” Weight losers are further categorized as those who are 30 or more pounds overweight (or “significantly” overweight) and those who are not 30 or more pounds overweight.

In referring to Packaged Facts National Online Consumer Survey data the report analyzes those who are taking steps to lose weight (“weight losers”). Weight losers are further divided into those who are on a specific diet plan or eating strategy (or “weight loss dieters”) and those who are not.

Table of Contents

Chapter 1: Executive Summary

  • Scope of the Report
  • Methodology
  • Key Trends Driving Weight Management Today
  • Women Diet to Lose Weight, Men Want to Maintain Weight
  • Obesity Rates Still High but May Have Reached a Plateau
  • Signs of Progress, but Poor Eating Habits Remain
  • Health Concerns Increasingly Drive Weight Management Efforts
  • Dieters Have Begun to Rein in Their Expectations
  • Americans Rethink How to Shed Pounds
  • Weight Management Just Another Way of Saying “Healthy Eating”
  • Looking to the Future
  • Weight Management Means Different Things to Different People
  • Dieters Will Focus on Snacking Habits to Achieve Success
  • More Dieters Will Continue to Embrace “Regular” Food Products
  • Focus on Weight Maintenance Will Have Impact on Food Purchases
  • Natural Channel Will Benefit from Dieters' Shift to Healthy Eating
  • Smaller, Regional Food Marketers Have Distinct Advantage
  • Market for Weight Management Products Likely to Remain Flat
  • Commercial Weight Loss Programs Still Have a Place
  • DIY Weight Management Tools Pose Growing Competitive Threat
  • Market Still Women-Dominated, but Men Are Increasingly Important
  • Weight Maintenance Dieters Are Affluent Consumers
  • Weight Management Today
  • Health Concerns Drive Interest in Watching Diet
  • Body Image Also Drives Efforts to Lose Weight
  • Gender Gap in Motivations to Lose Weight
  • Dieting Boosts Self-Image of Overweight Adults
  • Overweight a Subjective Concept for Many
  • Diet Plans Lead to More Intense Efforts to Lose Weight
  • Weight Loss Dieters More Likely to Stick to Three Meals a Day
  • Between the Idea of Weight Control and the Reality, Falls the Shadow
  • The Very Thought of Dieting Just Too Hard for Most Overweight People
  • Craving for Forbidden Foods Poses Hardest Challenge for Dieters
  • Marketing Strategies
  • Food and Beverage Marketers Heed Call to Remove Calories from Market
  • Nestlé Seeks to Reboot Weight Management Line
  • Green Giant Reaches Out to Diet Cheaters
  • Nutrisystem Targets DIY Dieters
  • Special K Fights “Fat Talk”

Chapter 2: Insights and Opportunities

  • Topline Insights
  • Weight Management Part of Everyday Life for Millions of Americans
  • Weight Management Efforts Based on Constellation of Health Concerns
  • Table 2-1: Cross-Tabulation of Reasons Why Adults Are Dieting or Watching What They Eat, 2014
  • Emotional Well-Being Also a Key Driver
  • Significantly Overweight Americans Now More Likely to Diet
  • Other Dieters Rein in Their Expectations
  • Americans Rethink How to Shed Pounds
  • Exercise Assigned a Higher Priority
  • Non-Prescription Diet Products Getting Less Attention
  • Technology Partners with DIYers to Upend Weight Management
  • Staying on a Diet Remains Tough for Most
  • Getting Control of Snacking Seen as Key to Weight Loss Success
  • Weight Management Just Another Way of Saying “Healthy Eating”
  • Figure 2-1: Percent Agreeing “My Eating Patterns Are Healthy,” Weight Losers by Participation in Diet Plan vs. All Adults, 2014
  • Any Diet Plan Better than No Diet Plan
  • Marketing Opportunities
  • Opportunities for Food Marketers Depend on Complex Purchasing Motives
  • Table 2-2: Food Product Characteristics Important to Food Shoppers Who Are Dieting or Watching What They Eat by Reason for Dieting, 2014
  • Consumers Worried About Calories Choose Hard and Rough Foods
  • Smaller, Regional Food Marketers Have Distinct Advantage
  • Market Is Women-Dominated, But Men Increasingly Important
  • Weight Maintenance Dieters Are Affluent, Confident Consumers
  • Table 2-3: Percent of Consumers Watching Diet to Lose or Maintain Weight with Household Income of $150,000 or More, 2014 (in thousands)
  • Table 2-4: Measures of Financial Confidence of Consumers Watching Diet to Lose or Maintain Weight, 2014
  • Dieters Primed to Try Out New Food Products
  • Table 2-5: Attitudes Toward Trying New Food Products of Consumers Watching Diet to Lose or Maintain Weight, 2014
  • Dieters Tuned in to Social Media
  • Table 2-6: Impact of Social Sharing Networks on Consumers Watching Diet to Lose or Maintain Weight, 2014

Chapter 3: Overview of Weight Management

  • Who's Managing Their Weight Today: The Topline
  • More than 40% of Adults Are Managing Their Weight
  • Figure 3-1: Number of Consumers Watching Diet to Lose or Maintain Weight, 2014
  • Women Diet to Lose Weight, Men Want to Maintain Weight
  • Figure 3-2: Number of Consumers Watching Diet to Lose Weight by Gender and Race and Hispanic Origin, 2014
  • Table 3-1: Number of Consumers Watching Diet to Lose or Maintain Weight by Key Demographic Segment, 2014
  • The Context of Weight Management Today
  • Obesity Rates Still High but May Have Plateaued
  • Figure 3-3: Percent of Adults 30 or More Pounds Overweight, 2004-2014
  • Stigma Declines but Overweight People Remain Unforgiving about Selves
  • Table 3-2: Attitudes toward Being Overweight, Overweight vs. Not Overweight Adults by Gender, 2014
  • Overweight Women Most Likely to Feel Sting of Discrimination
  • Table 3-3: Perceptions of Discrimination, Overweight vs. Not Overweight Adults by Gender, 2014
  • Lack of Exercise Remains a Prime Culprit
  • Table 3-4: Number and Percent of Men and Women Engaged in Regular Exercise over Past 12 Months, 2004 vs. 2014 (in thousands)
  • Table 3-5: Participation of Overweight Adults in Physical Exercise, 2014
  • Signs of Progress on Healthy Eating Front
  • But Poor Eating Habits Still Hurt
  • Table 3-6: Factors Perceived by Overweight Adults as Contributing Most Significantly to Being Overweight, 2014 (percent)
  • Demographic Details
  • Dieting Starts to Get More Attention as Adults Approach their 40s
  • Figure 3-4: Percent Dieting to Lose and Maintain Weight, 18- to 34-Year-Olds vs. Adults 35 Years Old and Over, 2014
  • Weight Loss Dieters Different from Weight Maintenance Dieters
  • Table 3-7: Demographic Profile of Consumers Watching Diet to Lose or Maintain Weight, 2014 (percent, index)
  • Women Predominant among Significantly Overweight Dieters
  • Table 3-8: Consumers 30 or More Pounds Overweight and Watching Their Diet to Lose Weight, by Age and Gender, 2014 (percent, index)

Chapter 4: Weight Management Today

  • Motivations for Weight Management
  • Health Concerns Drive Interest in Watching Diet
  • Table 4-1: Reasons Why Adults Are Dieting or Watching What They Eat, 2014 (percent)
  • Body Image Also Drives Efforts to Lose Weight
  • Table 4-2: Factors Very Important in Motivating Weight Losers, 2014 (percent)
  • Gender Gap in Motivations to Lose Weight
  • Table 4-3: Factors Very Important in Motivating Weight Losers by Gender, 2014 (percent)
  • Dieting Boosts Self-Image of Overweight Adults
  • Table 4-4: Attitudes of Overweight Adults toward Being Overweight by Participation in a Weight Loss Diet, 2014 (percent)
  • Overweight a Subjective Concept for Many
  • Table 4-5: Criteria Overweight Adults Use to Determine Whether They Are Overweight, 2014 (percent)
  • Diet Plans and Eating Strategies
  • Weight Losers Aim to Cut Back on Their Snacks
  • Table 4-6: Strategies of Weight Losers, 2014 (percent)
  • Diet Plans Lead to More Intense Efforts to Lose Weight
  • Table 4-7: Strategies of Weight Losers on Diet Plan vs. Weight Losers Not on Diet Plan, 2014 (percent)
  • Weight Loss Dieters More Likely to Stick to Three Meals a Day
  • Table 4-8: Mealtime/Snacking Patterns of Weight Losers, 2014(percent)
  • Healthy Snacks Preferred by Those Trying to Maintain Weight
  • Table 4-9: Snacking Patterns of Adults Watching Diet to Lose Weight by Degree of Overweight vs. Consumers Watching Diet to Maintain Weight, 2014 (percent, index)
  • Those Overweight by 30+ Pounds More Ridden by Guilt
  • Table 4-10: Attitudes toward Eating of Consumers Watching Diet to Lose Weight by Degree of Overweight vs. Consumers Watching Diet to Maintain Weight, 2014 (percent, index)
  • The Quest for Success in Weight Management
  • Between the Idea of Weight Control and the Reality, Falls the Shadow
  • The Very Thought of Dieting Just Too Hard for Most Overweight People
  • Figure 4-1: Percent of Overweight Adults Who Would Like to Lose Weight but Find It Too Hard to Stick to a Strict Diet or Eating Plan, 2014
  • Craving for Forbidden Foods Poses Hardest Challenge for Dieters
  • Table 4-11: Main Difficulties in Sticking to Current Dieting Plan or Eating Strategy, 2014 (percent)
  • Traditional Diets Subject to Rampant Cheating
  • Some Dieters Giving Up Faster, Some Sticking With It Longer
  • Table 4-12: Length of Time on Current Diet, 2014 (percent)
  • Food Shopping Patterns
  • Natural Channel Attracts Dieting Food Shoppers
  • Figure 4-2: Percent Agreeing “I Am Making More of an Effort to Buy Food Products with Natural or Organic Ingredients,” Food Shoppers on Weight Loss Diet vs. All Food Shoppers, 2104
  • Table 4-13: Where Consumers Shopped for Groceries in Last Three Months, Weight Losers by Participation in Diet Plan vs. All Food Shoppers, 2014 (percent)
  • Health Issues on the Minds of Food Shoppers on a Weight Loss Diet
  • Table 4-14: Food Buying Patterns, Weight Losers by Participation in Diet Plan vs. All Adults, 2014 (percent, index)
  • Weight Maintainers Most Likely to Take Organic and Natural Path
  • Table 4-15: Food Shopping Patterns of Consumers Watching Diet to Lose or Maintain Weight by Degree of Overweight, 2014 (percent, index)
  • Weight Loss Dieters Look for Healthy Ingredients
  • Table 4-16: Product Characteristics That Are Very Important When Food Shopping, 2014 (percent, index)
  • Weight Losers and Weight Maintainers on Different Tracks
  • Table 4-17: Types of Food Bought When Watching Diet to Lose or Maintain Weight, 2014 (percent, index)
  • Gluten-Free Products Get Attention from Weight Loss Dieters
  • Figure 4-3: Percent Buying or Using Gluten-Free Products in Last Three Months, Weight Losers by Participation in Diet Plan vs. All Adults, 2014
  • Table 4-18: Reasons for Buying or Using Gluten-Free Products,
  • Weight Losers vs. All Adults, 2014 (percent)
  • Protein and Caffeine Top List of Weight Loss Product Ingredients
  • Table 4-19: Selected Ingredients in Products or Supplements Purchased for Weight Loss by Those Taking Steps to Lose Weight, 2014 (percent)
  • Weight Loss Dieters Distrust Food Marketers and Manufacturers
  • Table 4-20: Attitudes of Weight Losers Toward Food Marketers, 2014 (percent, index)

Chapter 5: Weight Management Trends

  • Historical Trends in Weight Management
  • Weight Maintenance Diets Outpace Weight Loss Efforts
  • Table 5-1: Growth in Number of Consumers Watching Diet to Lose or Maintain Weight, 2009 vs. 2014 (in thousands)
  • More Men Get Serious About Watching Their Weight
  • Table 5-2: Growth in Number of Consumers Watching Diet to Lose or Maintain Weight by Gender, 2009 vs. 2014 (in thousands)
  • Boomers and Younger Men Drive Growth in Weight Maintenance Diets
  • Table 5-3: Change in Number of Consumers Watching Diet to Lose or Maintain Weight by Gender and Age Group, 2009 vs. 2014 (in thousands)
  • Significantly Overweight Consumers Now More Likely to Diet
  • Table 5-4: Number and Percent of Consumers 30 or More Pounds Overweight Watching Their Diet to Lose Weight, 2009 vs. 2014 (in thousands)
  • Table 5-5: Number and Percent of Consumers Watching Their Diet to Lose Weight by Degree of Overweight, 2009 vs. 2014 (in thousands)
  • Trends in Eating Habits
  • Snacking Now More Popular Among Dieters
  • Table 5-6: Eating Habits of Consumers Watching Their Diet to Lose or Maintain Weight, 2009 vs. 2014 (percent)
  • Weight Losers Less Focused on Counting Calories
  • Table 5-7: Calorie Counting by Consumers Watching Their Diet to Lose or Maintain Weight, 2009 vs. 2014 (percent)
  • Weight Maintenance Dieters Feel More Guilty When Eating Fattening Foods
  • Table 5-8: Food Guilt by Consumers Watching Their Diet to Lose or Maintain Weight, 2009 vs. 2014 (percent)
  • Food Purchasing Trends
  • Dieters Look for Different Healthy Ingredients
  • Table 5-9: Types of Food Bought When Watching Diet to Lose or Maintain Weight, 2004 vs. 2014 (percent)
  • Dieters Turn Away from Low-Fat/Fat-Free Products
  • Table 5-10: Use of Low-Fat/Fat-Free Products by Consumers Watching Diet to Lose or Maintain Weight, 2009 vs. 2014 (percent)
  • More Dieters Embrace “Regular” Food Products
  • Table 5-11: Use of Selected Low-Fat/Fat-Free, Reduced Calorie and Regular Food Products by Households of Dieters, 2009 vs. 2014 (percent)
  • Trends in Use of Weight Management Products
  • Non-Prescription Weight Management Products on Downward Trend
  • Table 5-12: Percent of Those Watching Diet to Lose Weight Using Non-Prescription Products, 2009 vs. 2014 (in thousands)
  • Table 5-13: IRI-Tracked Sales of Non-Prescription Weight Control Products by Dollar and Volume Growth and Type, 52 Weeks Ending July 13, 2014
  • Significantly Overweight Dieters More Likely to Use Weight Loss Products
  • Table 5-14: Type of Non-Prescription Diet Products Bought by Consumers Watching Diet to Lose or Maintain Weight, 2014

Chapter 6: Marketing Strategies

  • Strategic Overview
  • Food and Beverage Marketers Heed Call to Remove Calories from Market
  • Marketers Profit from Consumer Drive for Lower Calorie Eating
  • Nestlé Seeks to Reboot Weight Management Line
  • Marketing Approaches
  • Green Giant Reaches Out to Diet Cheaters
  • Illustration 6-1: Green Giant's “Giant Difference” Campaign
  • Nutrisystem Targets DIY Dieters
  • Illustration 6-2: Nutrisytem's NuMi Digital Weight Loss System
  • Special K Fights “Fat Talk”
  • Illustration 6-3: Special K's “Shhhhut Down Fat Talk” Campaign
  • Chobani's Marketing Message Stirs Controversy
  • Illustration 6-4: Chobani Simply 100 Greek Yogurt
  • Jenny Craig Welcomes Back Kirstie Alley
  • Illustration 6-5: Jenny Craig's “Coming Home” Campaign
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