英国におけるダイエットの市場

Abstract

Never before have consumers been so conscious of the impact of diet on their health and so exposed to information extolling the virtues of following a balanced and healthy lifestyle. This has resulted in the rapid expansion of the healthy eating market. However, this market remains ill-defined incorporating everything from superfoods and organic products through to more conventional low-fat, calorie- or sugar- products and meal replacements.

In a market driven by health and weight concerns, diet plans and products should be thriving. In reality, the market for slimming products is in decline and growth in the reduced fat, calorie or sugar (RFCS) product market has slowed to virtually nil. This report explores the reasons for this apparent anomaly based on extensive consumer research and a review of the activities of manufacturers and retailers involved in the market.

The report considers what role diet plans and products play in the future in a market environment that places increasing emphasis on the importance of a balanced diet and the role of exercise in achieving a healthy lifestyle.

Main issues:

• Are fad diets a thing of the past or are consumers still looking for a quick fix to weight loss?
• What are consumer' s motivations for dieting? And how do they tend to approach it?
• How, if at all, are brands repositioning themselves to fit in with consumer' s current attitudes towards dieting and balanced diets?

Table of Contents

• Issues in the Market
• Main issues
• Definition
• Abbreviations
• Market in Brief
• A market needing a fresh approach
• Health but not diet
• But obesity remains a growing problem
• Motivations vary with age
• Changing strategies
• Future prospects
• Internal Market Environment
• Key points
• Healthy eating or dieting?
• But most people are overweight
  • Figure 1: Incidence of being overweight or obese among men and women, 1994 and 2003
• The old and men are most at risk
  • Figure 2: Incidence of being overweight or obese among men and women, by age group, 2003
• People don' t admit to being overweight
  • Figure 3: Adults who have felt overweight in the last year, 2004 and 2006
• The obese admit it
• Consumers actively improving their diet
  • Figure 4: Agreement with lifestyle statements concerned with diet, 2003-07
• Alternative approaches to losing weight
  • Figure 5: Agreement with selected lifestyle statements concerned with diet, 2003-07
  • Figure 6: Agreement with other lifestyle statements concerned with diet, 2003-07
• Government initiatives multiply
• Broader Market Environment
• Key points
• Age changes favour dieting
  • Figure 7: UK population by age, 2002-12
• More AB households means market growth
  • Figure 8: UK population by socio-economic group, 2002-12
• Competitive Context
• Key points
• Market for diet products in flux
  • Figure 9: Market size and growth for selected healthful foods, 2002-07
• Weight orientated consumers have other options
  • Figure 10: UK health and fitness clubs market size trends, 2002-12
  • Figure 11: Frequency of health and beauty treatment usage, January 2007
  • Figure 12: UK retail value and number of procedures of cosmetic surgery, by sector, 2002-07
• Strengths and Weaknesses in the Market
• Strengths
• Weaknesses
• Selected Diet Plans and Clubs
• Key points
• Five diets exceed seventy five per cent awareness
  • Figure 14: Awareness of selected diets, November 2007
• Weight Watchers
• The Atkins Diet
• Slim Fast
• Kellogg' s Special K Diet
• Slimming World
• Cabbage Soup Diet
• F-Plan Diet
• GI Diet
• Rosemary Conley Diet
• Carol Vorderman Detox Diet
• Grapefruit Diet
• Cambridge Diet
• Other diets
• Blood Type Diet
• South Beach Diet
• Lighter Life
• Abs Diet
• The Zone Diet
• Maple Syrup Diet
• Jesus Diet
• Waterfall Diet
• Volumetrics Diet
• The Paleo Diet
• Sugar Busters
• Sonoma Diet
• Ornish Diet
• Retailer Activities
• Key points
• Grocery multiples dominate distribution
  • Figure 15: Retailer healthy foods sub-brands, 2008
• Retailers shift emphasis to healthy eating
• Brand Communication and Promotion
• Key points
• Diet manufacturers increase adspend
  • Figure 16: Selected manufacturer promotional spend on diet brands, 2003-07
• Retailer shift promotion to healthy eating
  • Figure 17: Selected retailer promotional expenditure on diet brands, 2003-07
• Perceptions of Weight
• Key points
• Older consumers more likely to admit being overweight
  • Figure 18: Body weight perception, December 2007
• Social class divides overweight
• Weight Loss Methods
• Key points
• Exercise the most popular weight loss method
  • Figure 19: Dieting methods, December 2007
• Diet clubs appeal to C1 and female consumers
• The young favour exercise and low calorie diets
• The most overweight open to the widest range of weight loss methods
• Exercise versus diet
• Slightly overweight blame snacking and chocolate
• Weight Watchers the most popular
  • Figure 20: Most popular diets, December 2007
• Motivations for Dieting
• Key points
• Main motives for dieting
  • Figure 21: Dieting motivations, December 2007
• The old diet for health
• The young want to look good
• Middle years just want to fit their clothes
• Christmas and holidays are the seasonal peaks
• Improved energy inspires the most overweight
• Missed opportunities from the gym sector?
• Appendix -- Internal Market Environment
  • Figure 23: Agreement with selected lifestyle statements on dietary attitudes, 2003-07
  • Figure 24: Agreement with selected general lifestyle statements, 2003-07
  • Figure 25: Agreement with selected lifestyle statements on eating habits, 2003-07
  • Figure 26: Agreement with selected lifestyle statements on dietary habits, 2003-07
  • Figure 27: Adults who have felt over weight in the last year, 2004-07
  • Figure 28: Frequency of dieting, 2004-07
• Appendix: Perceptions of Weight
  • Figure 29: Body weight perception, December 2007
• Body weight perception -- detailed demographics
  • Figure 30: Body weight perception, by detailed demographics, December 2007
• Appendix: Methods of Weight Loss
  • Figure 31: Dieting methods, December 2007
• Dieting methods -- detailed demographics
  • Figure 32: Most popular dieting methods, by detailed demographics, December 2007
  • Figure 33: Next most popular dieting methods, by detailed demographics, December 2007
• Dieting methods, by body weight perception
  • Figure 34: Dieting methods, by body weight perception, December 2007
• Diet plans
  • Figure 35: Diet plans, December 2007
• Appendix: Motivations for Dieting
  • Figure 36: Dieting motivations, December 2007
• Dieting motivations -- detailed demographics
  • Figure 37: Most populat dieting motivations, by detailed demographics, December 2007
  • Figure 38: Next most populat dieting motivations, by detailed demographics, December 2007
• Dieting motivations, by body weight perception
  • Figure 39: Dieting motivations, by body weight perception, December 2007
• Dieting motivations, by dieting methods
  • Figure 40: Most popular dieting motivations, by dieting methods, December 2007
  • Figure 41: Next most popular dieting motivations, by dieting methods, December 2007
• Appendix: Attitudes Towards Dieting
  • Figure 42: Attitudes towards diets, December 2007
• Attitudes towards diets -- detailed demographics
  • Figure 43: Most popular attitudes towards diets, by detailed demographics, December 2007
  • Figure 44: Next most popular attitudes towards diets, by detailed demographics, December 2007
• Attitudes towards diets, by weight perception
  • Figure 45: Attitudes towards diets, by weight perception, December 2007
• Attitudes towards diets, by dieting methods
  • Figure 46: Most popular attitudes towards diets, by dieting methods, December 2007
  • Figure 47: Next most popular attitudes towards diets, by dieting methods, December 2007
• Attitudes towards diets, by dieting motivations
  • Figure 48: Most popular attitudes towards diets, by dieting motivations, December 2007
  • Figure 49: Next most popular attitudes towards diets, by dieting motivations, December 2007
• Appendix -- Dieting Target Groups
• Dieting target groups -- detailed demographics
  • Figure 50: Dieting target groups, by detailed demographics, December 2007
• Dieting target groups, by body weight perception
  • Figure 51: Dieting target groups, by body weight perception, December 2007
• Dieting target groups, by weight loss methods
  • Figure 52: Dieting target groups, by weight loss methods, December 2007
• Dieting target groups, by dieting motivations
  • Figure 53: Dieting target groups, by dieting motivations, December 2007
• Dieting target groups, by attitudes towards dieting
  • Figure 54: Dieting target groups, by attitudes towards dieting, December 2007
• Dieting target groups, by diets heard of but not tried and diets tried but no longer following
  • Figure 55: Dieting target groups, by diets heard of but not tried and diets tried but no longer following, December