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Low Fat & Low Sugar Foods Market Assessment 2008
Key Note Publications Ltd, Sep 2008, Pages: 170
The emphasis within the low-fat and low-sugar market has moved away from concentrating on dieting, weight loss and calorie counting and towards general low-fat and low-sugar content foods. The sector has moved towards being regarded as an important part of a healthy lifestyle, and away from the more limiting and contentious area of slimming.
Although such foods are still bought in greater quantities by women than men, with women three times more likely to be watching their weight, this change in emphasis has enabled food manufacturers to address men and women more equally with their offerings.
For many years, the Government has been making recommendations to professionals and to the general public concerning healthy eating in several well-promoted reports, including the recommendation to eat five portions of fruit or vegetables per day. However, it is now stepping up these activities in the light of rapidly growing levels of obesity — 23% of women and 21% of men in the population were reported to be obese in 2002, posing a significant danger to health.
The National Food Survey appears to show that, although the proportion of the nation's population that are overweight and obese is increasing, people in general are eating less fat and carbohydrate and more protein in their diet, and in consequence approaching the levels of 35% fat, 15% protein and 50% carbohydrate recommended by the Department of Health. This anomaly is in part explained by the fact that, as people get older, they need to take increasing exercise (as well as eating healthily) in order to maintain their correct body weight. Lack of exercise is accompanying increasingly sedentary lifestyles.
The total value of the low-fat/low-sugar foods market, based on a detailed look at 15 selected major sectors and consideration of selected smaller segments within those areas, has increased by an estimated 5.3% in 2002, although this figure was lower than the 8.6% estimated growth in 2001. Total main media advertising expenditure, largely in support of brands and with only a small element of expenditure on retailer own label, fell by 21.4% in the year ending 2002. Expenditure peaked in 1999, falling substantially in 2000 but stabilising in 2001. Much of advertising expenditure was on butters, margarines and dairy spreads, and on yoghurts and other chilled pot desserts.
The major sectors in value terms within the low-fat/low-sugar foods market are identified as semi-skimmed, skimmed and soya milks, with over 50% of the market by value; yoghurts and other chilled pot desserts; butter, margarine and dairy spreads; and ready meals.
Many of the major international food manufacturers are involved in the market, particularly Heinz, Unilever Bestfoods, Dairy Crest, Arla Foods Fonterra, McNeil, Kraft, Müller, Danone, Nestlé and McVitie's with brands, and Northern Foods and Hazlewood Foods with own label.
In future, market growth is forecast to be slow, as low-fat and low-sugar variants of many foods have already become mainstream items. However, growth may pick up if the market receives a boost from the launch of a new product, as happened in 1999 and 2000 with McNeil's Benecol and Unilever Bestfoods' Flora pro.activ cholesterol-lowering margarines.
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