Executive Summary
The population of the UK suffers from one of the most serious weight problems in Europe. As a result of this, the potential market for slimming foods is vast. This Key Note report looks at reduced-fat, reduced-sugar and/or reduced-calorie foods rather than considering foods that are naturally low in calories. In 1999, the market was valued at £5.38bn. Reduced-fat products formed the largest sector.
A recent Target Group Index (TGI) survey by BMRB International found that 28.5% of respondents were trying to slim. In addition to those wanting to lose weight, many consumers are aware of the link between diet and health. These consumers are adopting reduced-fat and reduced-sugar diets as part of a healthier regime. The market for reduced-calorie foods, likewise, has the potential to appeal to those opting for a healthy alternative, which detracts from sales of standard products. It can also tempt slimmers with products they may previously have considered out of bounds.
Some confusion arises from the labelling of food. For example, a product may be justifiably described as reduced fat but is not necessarily low in fat or calories. Research undertaken by J Sainsbury PLC and Marks and Spencer PLC found that consumers wanted easily identifiable and clearly labelled products. These companies have responded with the launch of their own-brand ranges of healthier foods, which have proved highly successful. The confusion over food labelling is accompanied by conflicting advice as to the most effective way to achieve permanent weight loss. Very-low-calorie diets are now considered medically inadvisable and artificial sweeteners have been the subject of adverse publicity. In addition, a new diet from the US is advocating abandonment of a low-fat regime in favour of a high-protein/high-fat diet supplemented by essential fatty acids and minerals.
Certainly, considerable product innovation of late has improved the quality of reduced-calorie variants. In line with the food market as a whole, the choice has been extended into more adventurous tastes, including meeting the demand for ethnic dishes. In addition, ranges (for example, Weight Watchers, Count on Us and Be Good to Yourself) emphasise that dieting need not be boring or have an element of punishment and self-denial.
By 2005, 24% of women and 18% of men will be clinically obese. This is the sobering prediction from National Statistics and does not include the many more who are merely overweight, or consider themselves to be so.
Key Note estimates the value of the slimming foods market to be £5.58bn in 2000, rising to £6.42bn by 2004.
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