ダイエット産業

Overview

Introduction

Future scenarios for consumer attitudes to dieting

FUTURE DECODED

This chapter examines the Body Mass Index distribution of the European population, discusses the problems caused by this, sizes the diet market and offers a summary of relevant legislation. In addition, the drivers and inhibitors behind consumers' dieting behavior are detailed.

• The European diet industry had a value of - 93 billion in 2002.
• Almost a quarter of Europeans will be overweight or obese by 2007.
• The proportion of dieters achieving permanent weight loss is appallingly low at around 1%.

ACTION POINTS

Take control of the dissemination of nutritional information - The diet industry needs to take control of educating and informing dieters, thereby resulting in a higher success rate for dieters, renewed consumer confidence, which in turn will encourage more potential dieters to take up effective dietary habits. The main message needs to move away from a focus on dieting, and towards one on general healthy eating.

Take advantage of legislation restricting diet supplements and pills - In recent years, dieters frustrated by their lack of success with traditional numbers have turned to diet supplements and pills, often advertised with the aid of claims of miraculous effects. However, several European countries have enacted legislation placing stringent regulations on such advertising. At a European level, an upcoming directive will soon require all herbal supplements and medicines to be subjected to tests as mainstream pharmaceuticals are. This will for a few years reduce the variety of pills and supplements available. This legal climate affords the diet food and drinks industry a valuable opportunity.

Convert 5% of sporadic dieters to permanent dieters by 2007 - If current trends endure, the diet industry will grow from a value of - 101.1 billion by 2007 within the EU. However, if by better educating consumers and regaining their trust, the diet industry can convert just 5% of sporadic dieters to be permanent dieters, the market's value will reach - 107.7 billion by 2007, simply by virtue of the fact that this last group of dieters has a far greater per capita expenditure.

TABLE OF CONTENTS

CHAPTER 1 EXECUTIVE SUMMARY

• Hot topic
• The future decoded
• Action points

CHAPTER 2 THE FUTURE DECODED

• Introduction
• The overweight and obese population
• The Body-mass Index
• Body-mass index distribution by gender
• Childhood overweight and obesity
• Eating disorders
• Trends in dieting
• The dieting population
• Types of diet
• Reasons for dieting
• Reasons for abandoning diets
• Market sizes
• The overall diet market
• Regulatory overview
• European governments want to stem the rise of obesity
• Advertising standards
• The EU Directive on herbal medicinal products
• Threat of litigation
• Conclusions

CHAPTER 3 ACTION POINTS

• Regain the trust of consumers
• Consumer attitudes to the diet industry
• Take control of the dissemination of nutritional information
• Consumers are bombarded with confusing information
• The diet industry must educate consumers
• Take advantage of legislation restricting diet supplements
• Future scenario
• Dynamics of the dieting population model

CHAPTER 4 APPENDIX

• Definitions
• Research methodology
• Relevant links
• How to contact experts in your industry

LIST OF TABLES

• Table 1: BMI distribution 1998 (%)
• Table 2: BMI distribution amongst males (1998)
• Table 3: BMI distribution amongst females (1998)
• Table 4: BMI distribution 2007 (%)
• Table 5: BMI distribution amongst males (2007)
• Table 6: BMI distribution amongst females (2007)
• Table 7: Percentage of overweight and obese children
• Table 8: Number of overweight and obese children
• Table 9: Prevalence of main eating disorders in Europe (2002)
• Table 10: Population affected by main eating disorders in Europe (2002)
• Table 11: Dieting habits by gender and age group
• Table 12: Diet type popularity by gender
• Table 13: Main reason for dieting by gender and age group
• Table 14: Dieters'main reasons for abandoning diets
• Table 15: Overall diet market by country
• Table 16: Overall diet market by segment
• Table 17: Overall diet food and drinks market
• Table 18: The diet confectionery market
• Table 19: The diet bakery market
• Table 20: The low fat dairy products market
• Table 21: The low fat fats and spreads market
• Table 22: The low-fat meat market
• Table 23: The diet carbonated drinks market
• Table 24: Weight-loss products and supplements market
• Table 25: Summary of the dieting market (2002)
• Table 26: Comparison of future scenarios (2007)

LIST OF FIGURES

• Figure 1: Overweight or obese population 1998 (%)
• Figure 2: Overweight or obese population 2007 (%)
• Figure 3: Comparison of BMI distribution in 1998 and 2007
• Figure 4: Percentage of overweight and obese children
• Figure 5: Dieting habits by gender and age group
• Figure 6: Diet type popularity by gender
• Figure 7: Main reason for dieting amongst women by age group
• Figure 8: Main reason for dieting amongst men by age group
• Figure 9: Dieters'main reasons for abandoning diets
• Figure 10: Survey responses to questions on attitudes to the diet industry
• Figure 11: A barrage of confusing information from the printed media
• Figure 12: Sainsbury's campaign to educate children about healthy eating
• Figure 13: Poster from the OFT's campaign against misleading advertising
• Figure 14: Dynamics of the dieting population 2002 (millions)
• Figure 15: Dynamics of the dieting population 2007 (millions)