市場調査報告書：低炭水化物ダイエット業界の最新動向

Abstract

UPDATE - The worlds obsession with low carb diets continues but has this dieting trend had its peak or is there still plenty of room for new products in existing and new markets? The original report Obesity, Low Carb Diets and the Atkins Revolution was published in May 2004 and rapidly became our best-selling report as the food and drinks industry clearly recognised the need to at least recognise this dietary revolution, if not invest in it. This up-dated report considers what has happened in the low carb market since the original publication and identifies major, innovative product launches and leading company players. The original industry respondents have been surveyed once again to answer your questions regarding the potential lifespan, interest and existing investment in the low carb diet market. Additional research has been conducted surrounding retailer activity, assessing who or what is driving low carb activity and future potential problems within the market.

Chapter 1 Introduction 24
- Summary 24
- Low-carb diets are rooted in history 24
- Low-carb consumers date back to 1863 24
- Enter, Dr Robert Atkins 25
  - Getting to grips with the science behind the Atkins diet 26
- Exploring other low-carb diets 27
- Obesity -- this centurys massive problem 28
- Why now? The appeal of low-carbohydrate diets 30
- Opportunities for brands image revival 32
- Ignoring the impact of Atkins and low-carbohydrate choice is not an option 32
Chapter 2 Market Dynamics and Drivers:How Have Consumers Become More Obese, Yet More Obsessed with One Diet than Ever? 35
- Summary 35
- Obesity -- a global issue 36
- Defining obesity 37
- The British perspective 37
- Tackling obesity -- the role of government, manufacturers and retailers 39
- Manufacturers 40
  - Cadburys Get Active 40
  - America on the Move 40
- "Fat tax" 41
- Government questioning 42
- Criticism against advertisers in the UK 42
- The future 44
- Portion size and labelling 44
- The portion and value relationship 46
  - Increased calorie consumption -- and more carbohydrates than ever before 46
  - Managing consumer expectations 47
- When did low-carbohydrate diets become popular in the U.S. and why? 47
- Celebrity endorsement 47
- Combating Atkins -- how are foods forbidden on the Atkins Diet protecting their market share? 48
  - Potatoes 48
  - Bakery products 49
  - Fruit juice 50
  - Pasta 50
  - Foods benefiting from the Atkins craze 51
- Case study: How "Im lovin it" is helping McDonalds stay on top 51
- Conclusions 56
Chapter 3 Getting Inside Atkins 59
- Summary 59
- Company profile and history 59
- 2004 and beyond 61
  - The Atkins Lifestyle Food Guide Pyramid ・62
- What is the Atkins diet? 63
  - Stage one -- Induction 63
  - Stage two -- Ongoing weight loss 64
  - Stage three -- Pre-maintenance 64
  - Stage four -- Lifetime maintenance 65
- An innovative company 65
- Product innovation 66
- The U.S. market 66
- Atkins Direct 66
- Atkins delivered to your home 67
- Atkins and partners 68
  - The flip side of co-branded relations 69
- Focus on the UK market 69
  - Manufacturing 70
  - Marketing 71
  - Distribution 71
- Multiple activity and Atkins 72
  - Sainsburys 72
  - Tesco 73
  - Safeway (Morrisons) 73
  - Somerfield 73
  - Waitrose 73
  - Marks and Spencer 74
  - Superdrug 74
  - Holland & Barrett 74
- Atkins products currently available in the UK 75
  - Supplements 75
- Case study: route to market - Atkins Advantage Bar 76
- What the future holds in store for Atkins 77
Chapter 4 Who or What is Driving Growth in the Low-Carbohydrate Sector? 80
- Summary 80
- Regions in low-carbohydrate food growth 80
- Learning from the U.S. -- the state of the market 80
- New product development 81
  - Number of products introduced specifically marketed as low-carb 82
  - Number of products making low-fat, no-fat or reduced-fat claims 82
- Who are carbohydrate-conscious consumers? 83
- Where do they live? 84
- Low-carbohydrate food manufacturers: identifying the main players 85
- Focus on Keto 87
- Focus on Carbolite 89
- UK distribution 90
- Retail activity in the U.S. -- path to growth for low-carbohydrate food and drink 90
- Multiple retailers 91
- The Internet 92
- Vending machines 93
- Foodservice 94
- Manufacturer activity 94
- Case study: Wal-Mart 95
- Case study: How PepsiCo has embraced the low-carbohydrate revolution 96
- Pepsi Edge 96
- Global low-carbohydrate market -- territories for future development? 98
- Australia 98
- Europe 99
  - Germany 99
  - Italy 100
Chapter 5 New Product Development: A
- Lesson in Innovation and Caution 102
- Summary 102
- The depth and pitfalls of the potential low-carbohydrate food sector 103
- The crucial factors of taste and formulation 103
  - Re-packaging/labelling protein-rich products 104
- Snacks 105
  - Chocolate 105
- Savoury snacks 106
  - Doritos Edge 107
- Other savoury snacks 108
  - Meat-based 108
  - Soy-based 109
- Ready meals and prepared foods 110
  - Ambient meals 111
- Home delivery 111
- Functional foods 111
- Sauces and condiments 112
- Pasta 114
- Bread, baked goods and cereals 115
- Case study: Nimble Carbs So Low 117
- Dairy and desserts 119
  - Ice cream 119
- Drinks 121
  - Soft carbonates and still beverages 121
  - Alcoholic beverages 124
- UK case study: Michelob Ultra 125
- Assessing the U.S. market before launching products elsewhere 125
- The UK market 126
- Ingredients 128
- Foodservice 129
- Case study: Benjys 131
Chapter 6 Potential Problems of Low-
- Carbohydrate Development:
- Growth or Extinction? 134
- Summary 134
- Is there a solution to the global obesity epidemic? 134
- Research highlights 135
- Remembering that U.S. and European consumers are different 137
- UK consumers -- what do they really think of low-carbohydrate diets? 137
- How to encourage more consumers to buy into the low-carbohydrate dieting ethos 138
  - Coping with adverse coverage from a sceptical press 139
  - Earning consumer confidence through product safety 140
- Performance is everything -- the route of NPD in the UK and lessons to be learnt in Europe 140
- Getting the price right 141
Chapter 7 Coping with Competition: How are Rival Slimming Products Coping with the Low-Carbohydrate Diet? 144
- Summary 144
- Slim-Fast and Unilevers "Path to Growth" 144
- Falling sales 145
- Revamping Slim-Fast 145
- Embracing low-carbohydrate in the U.S. 146
- WeightWatchers 147
  - Growth pattern shows slump 147
  - Evolving formats for changing consumers 148
- Tackling and conceding consumers appetite for low-carbohydrate products 148
  - Product innovation 150
Chapter 8 Industry Opinion and Consumer
- Research 152
- Summary 152
- Introduction 152
- What is the level of knowledge within your company about the lowcarbohydrate food sector? 155
- Do you view the low-carbohydrate sector as an opportunity, or a threat? 155
- Does your company already manufacture a product that is marketed or sold as low-carbohydrate? 156
- Do you think low-carbohydrate consumption is a "fad" that will impact the
- food and drinks industry in the short term, or is it here to stay for the longer term? 157
- Which categories do you think have been most influenced by the lowcarbohydrate diet phenomena? 158
- How important is it for UK retailers to accept products marketed as lowcarbohydrate in-store before the market opens up significantly? 161
- How significant are U.S. companies such as Atkins Nutritionals and
- Carbolite in the development of the low-carbohydrate sector in the UK? 161
- Tackling the issue of obesity 162
- How important do you, within the industry, consider the following factors to be in the controversial debate on rising levels of obesity? 163
- How important do you, as a consumer, consider the following factors to be in the controversial debate on rising levels of obesity? 164
  - Nutritionally poor school meals and a lack of traditional mealtime occasions must take part of the blame 165
- Do you think the food industry should be held responsible for the rising levels of obesity in children? 165
- Consumer behaviour -- survey findings 166
  - UK consumers think low-carbohydrate diets could be a short-term fad 166
- Have you been on a diet in the past 12 months? Are you currently on a diet or healthy eating plan? 167
- If you are currently on a diet, please tell us how long you have been on this diet 167
- Which of the following diets have you tried in the past? 167
- Over the last six months, how often have you exercised, on average, per week (20 minutes per session)? 169
- Do you think low-carbohydrate eating is a "fad" that will impact the food and drinks industry in the short term, or is it here to stay for the long term? 169
- Have you purchased any products from the following companies/brands in the past 12 months? 170
Chapter 9 2004 - The Year of the Low Carb
- Diet. What Next for the Industry? 174
- Update to report -- November 2004 174
- General overview 174
- Who or what is driving growth in low-carbohydrate foods? 176
- Medical science 176
  - Glycaemic Index 176
- Further research 177
- Multinational investment and interest 177
- Continuing innovation from smaller companies and the Internet 178
  - Consumer demand 178
- Retailer activity in the UK -- moving forward steadily 178
  - Tesco 178
  - Asda 178
  - Marks and Spencer 179
  - Boots 179
  - Sainsburys 179
  - Morrisons 179
  - Waitrose 179
- Problems with future development 180
- New product development update 181
- Nestl・-- low-carb Rolo and Kit-Kat 182
- Unilever Carb Options -- pastas, sauces, soups and condiments 183
- Xcarb - ready meals 184
- Carbolite and Hazlewood Foods -- sandwich range 185
- Duerrs -- low-carbohydrate jams and spreads 185
  - Kraft 186
- Hovis 187
- Special appendix -- low-carbohydrate alcoholic beverages in the United States 188
- Industry opinion update -- end of 2004 189
- What is the level of knowledge within your company of the low-carbohydrate food sector? 190
- Which categories do you think have been most influenced by the lowcarbohydrate diet phenomenon? 191
- Do you view the low-carbohydrate sector as an opportunity or a threat? 192
- Do you think low-carbohydrate consumption is a "fad" that will impact the
- food and drinks industry in the short term, or is it here to stay for the long term? 192
- Do you think the majority of UK and European food companies are taking low-carbohydrate food opportunities seriously? 193
- How significant at US companies such as Atkins Nutritionals and Carbolite in the development of the low-carbohydrate sector in the UK? 193
- How important is it for UK retailers to accept low-carbohydrate products instore before the market opens up significantly? 194
- Does your company already manufacture a product that is marketed and sold as low-carbohydrate? 195
- How significant for the future potential of the low-carbohydrate market is it that companies such as Unilever and Heinz have launched low-carbohydrate options? 196
- Which of the following do you think will drive further growth in the lowcarbohydrate sector? 196
- Have you ever been on a low-carb diet? 197
Chapter 10 Glossary and Terms 200
- Index 205

List of Figures

Figure 3.1: The Atkins Lifestyle Food Guide Pyramid ・62
Figure 5.2: Doritos Edge 107
Figure 5.3: Nimble 117
Figure 5.4: Yoplait Ultra 121
Figure 5.5: Michelob Ultra 126
Figure 8.6: How well perceived is the low-carbohydrate food sector within the industry? 155
Figure 8.7: Is the low-carbohydrate diet regarded as a threat or an opportunity? 156
Figure 8.8: How many companies are manufacturing products marketed or sold as lowcarbohydrate or are planning to launch products in the future? 157
Figure 8.9: Short-term "fad" or long-term trend: an industry perspective? 158
Figure 8.10: Which categories do you think have been most influenced by the low-carbohydrate diet phenomena now and in thee years time? 160
Figure 8.11: Which categories do you think have been most influenced by the low-carbohydrate diet phenomena now and in thee years time? (Continued) 161
Figure 8.12: How important do you, within the industry, consider the following factors to be in the controversial debate on rising levels of obesity? 163
Figure 8.13: Age ranking in consumer survey 166
Figure 8.14: How long is the typical diet? 167
Figure 8.15: What are the most popular diets? 168
Figure 8.16: Is exercise as important as dieting to consumers? How often do consumers exercise per week? 169
Figure 8.17: Short-term "fad" or long-term trend: a consumer perspective? 170
Figure 9.18: Low carb confectionery 183
Figure 9.19: Duerrs -- low-carbohydrate jams and spreads 186
Figure 9.20: Hovis low carb offering 187

List of Tables

Table 4.1: Number of products introduced specifically marketed as low-carb -% of all NPD 82
Table 4.2: Number of products making low-fat, no-fat or reduced-fat claims 83
Table 8.3: Which categories do you think have been most influenced by the low-carbohydrate diet phenomena now and in thee years time? 159
Table 8.4: How important do you, within the industry, consider the following factors to be in the controversial debate on rising levels of obesity? 163
Table 8.5: How important do you, as a consumer, consider the following factors to be in the controversial debate on rising levels of obesity? 164
Table 8.6: Have you purchased any products from the following companies/brands in the past 12 months? 170
Table 9.7: What is the level of knowledge within your company about the low-carbohydrate food sector? 191
Table 9.8: Which categories do you think have been most influenced by the low carbohydrate diet? 192
Table 9.9: Do you view the low-carbohydrate sector as an opportunity or a threat? 192
Table 9.10: Do you think low-carbohydrate eating is a "fad" that will impact the food and drinks industry in the short-term or is it here to stay for the longer term? 193
Table 9.11: Do you think the majority of UK and European food companies are taking lowcarbohydrate food opportunities seriously? 193
Table 9.12: How significant are U.S. companies such as Atkins Nutritionals and Carbolite in the development of the low-carbohydrate market in the UK? 194
Table 9.13: How important is it for UK retailers to accept low-carbohydrate products in-store before the market opens up significantly? 194
Table 9.14: Does your company already manufacture a product, which is marketed and sold as low-carbohydrate? 195
Table 9.15: How significant for the future potential of the low carb market is it that companies such as Unilever and Heinz have launched carb products? 196
Table 9.16: Which of the following do you think will drive further growth in the low-carbohydrate sector? 197
Table 9.17: Have you ever been on a low-carb diet? 197

低炭水化物ダイエット業界の最新動向

Obesity, Low Carb Diets and the Atkins Revolution Up-date 2004 -The year of the low carb diet. What next for the industry?

Abstract

Table of Contents

List of Figures

List of Tables