Diet Foods Market Assessment 2007
Key Note Publications Ltd, March 2007, Pages: 222
The diet foods market as covered in this Market Assessment report encompasses several distinct sectors. These have followed different growth paths. The old established low-calorie foods and drinks sector declined during the short-term rise in popularity of low-carbohydrate foods and drinks; however, both sectors have now been overshadowed by the growing interest in foods or drinks with low-Glycaemic-Index (GI) ratings, and by continued market growth in the wide variety of low-fat and reduced-sugar products on offer. The low-fat and reduced-sugar foods and drinks sector dominates the diet foods market as defined in this report.
Unilever's market-leading range of Slim.Fast low-calorie foods and drinks has been affected by the growth, and subsequent decline, of Atkins Nutritionals' and other suppliers' low-carbohydrate foods and drinks during 2004 and early 2005. Unilever is now continuing to support Slim.Fast, but — like Nestlé, Heinz, Atkins and others — is reducing its range of and support for low-carbohydrate products.
The very sizeable low-fat and reduced-sugar foods and drinks sector has become an area of major interest to manufacturers, and one of significant new product development (NPD). In part, this has been the result of government-led pressure for the UK population — particularly children — to consume less saturated fat, sugar and salt in their diets, in an attempt to halt the rapid increase in the numbers of overweight and obese persons.
Low-fat or reduced-sugar variants are now available within virtually all the sectors of the food and drink market, with total sales estimated to have grown by 3.8% in value in 2006 — the same annual growth rate as in 2005. However, the low-fat and reduced-sugar foods and drinks sector is forecast to increase at a slowing growth rate over the next 5 years (to 2011).
Sales of semi-skimmed and skimmed milks (excluding soya milk) account for half of the low-fat and reduced-sugar foods and drinks sector, in value terms. Other dairy products apart from milk represent nearly a quarter of the total value of the low-fat and reduced-sugar sector. This is principally attributable to low-fat yoghurts and chilled desserts, and to cheeses.
The bakery products segment holds a 10.6% value share of the total low-fat and reduced-sugar foods and drinks sector. This share is growing, and is principally accounted for by low-fat potato crisps and other bagged savoury snacks — a significant growth area within this being rice- and corn-based products. A 5.3% share of the total low-fat and reduced-sugar sector is held by low-fat ready meals, although this proportion is falling. A slowly rising share of around 4% is held by low-fat and low-calorie sauces and soups, mainly through salad accompaniments (i.e. salad creams, mayonnaise and dressings).
The balance of the low-fat and reduced-sugar foods and drinks sector is accounted for by a range of products including soya milk, canned beans and pasta, cereal bars, jams and marmalades, and chocolate or malted hot beverages. Retailers' own-label products have taken advantage of the trend towards `healthier' diets, with sub-brands such as Healthy Living (Tesco), Be Good to Yourself (Sainsbury's) and Count on Us (Marks & Spencer).
Low-fat and reduced-sugar foods and drinks are manufactured by all the major food producers, with particularly strong brands (and some own-label items) made by Arla, Associated British Foods (AB Foods), Dairy Crest, Heinz, Kraft, Müller, Nestlé, Premier Foods, Quaker, Streamline Foods, Unilever and United Biscuits.
Main media advertising expenditure on all products covered in this report rose by 39.9% in the 12 months to September 2005, but fell by 18.5% in the year to September 2006.
1. Introduction
BACKGROUND AND DEFINITIONS
2. Strategic Overview
MARKET DYNAMICS AND SEGMENTATION
Levels of Overweightness and Obesity
Table 1: Trends in Body Mass Index by Sex (% of adults), 1994, 1996, 1998, 2000, 2002, 2004 and 2005
Figure 1: Body Mass Index by Sex (% of adults), 2005
Table 2: Body Mass Index by Sex and Age (% of adults), 2005
The Body's Dietary Requirements
The `Balance of Good Health'
Table 3: `Balance of Good Health' Guide
The Body's Need for Energy
Table 4: Average Daily Energy Intakes, Excluding Alcohol (kilocalories, kilojoules and grams per person per day), 1974, 1993, 1998 and 2004/2005
Table 5: Estimated Average Requirements for Energy by Age Group by Sex (kcal per day)
Guideline and Actual Energy Intakes
Table 6: Recommended Intake of Fats, Protein and Carbohydrate for Energy Needs (% of food and drink energy, excluding alcohol)
Table 7: Actual Intake of Fats, Protein and Carbohydrate (% of food and drink energy, excluding alcohol), 1993, 1998 and 2004/2005
Sources of Energy in the British Diet
Table 8: Sources of Energy in the Diet of British Adults (% contribution to average daily intake)
Fats
Table 9: Major Food Sources of Saturated and Unsaturated Fatty Acids
Proteins
Table 10: Protein Content of Selected Foods (grams per 100 grams of food)
Carbohydrates
Table 11: Carbohydrate Content of Selected Foods (grams per 100 grams of food)
Nutritional Requirements by Age Group
Children
Teenagers
Adults
Table 12: Total Average Energy Intake per Person by Food Type, Excluding Alcohol (kilocalories), 2003/2004 and 2004/2005
Trends in Consumption of Selected Foods
Table 13: Consumption of Selected Foods (grams/millilitres per person per week), 1974, 1993, 1998, 2003/2004 and 2004/2005
Regular Participation in Sport and Leisure Activities
Table 14: Regular Participation in Sport and Leisure Activities in the Past 12 Months (% of adults), 2006
Trends in Numbers of Working Women
Table 15: The UK Working Population by Sex (million), 1971, 1975, 1980, 1985, 1990, 1995, 2000 and 2005
Table 16: The UK Working Population — Full- and Part-Time Workers by Sex (million), 1985 and 2005
Market Size
Table 17: The Total Market for Diet Foods and Drinks by Sector by Value at Current Prices (£m at rsp), 2004/2005 and 2005/2006
DISTRIBUTION
COMPETITIVE STRUCTURE
ADVERTISING
THE CONSUMER
Membership of Slimming Clubs
Table 18: Membership of Slimming Clubs by Sex (% of adults), 2000-2005
Persons Trying to Slim
Table 19: People Trying to Slim by Sex and Age (% of adults), 2006
Visits to Leisure Centres, Health Clubs and Gymnasia
Table 20: Frequency of Visits to Leisure Centres in the Previous 12 Months by Sex and Age (% of adults), 2006
Table 21: Frequency of Visits to Health Clubs in the Previous 12 Months by Sex and Age (% of adults), 2006
Table 22: Frequency of Visits to Gymnasia in the Previous 12 Months by Sex and Age (% of adults), 2006
MARKET FORECASTS
Table 23: The Forecast Total Market for Diet Foods and Drinks by Sector by Value at Current Prices (£m at rsp), 2007-2011
3. Market Analysis
BACKGROUND
Diets and Diet Foods
The Glycaemic Index
Table 24: Glycaemic Index Ratings for Selected Foods
Other Diet Plans
Low-Fat and Reduced-Sugar Foods and Drinks
Low-Carbohydrate Foods and Drinks
The Atkins Diet
Atkins Low-Carbohydrate Foods
Other Manufacturers of Low-Carbohydrate Foods
Low-Calorie Foods and Drinks
Manufacturers of Low-Calorie Slimming Foods
MARKET SIZE
Low-Fat and Reduced-Sugar Foods and Drinks
Table 25: The Low-Fat and Reduced-Sugar Foods and Drinks Sector by Product Category by Value at Current Prices (£m at rsp and %), 2004-2006
Figure 2: The Low-Fat and Reduced-Sugar Foods and Drinks Sector by Product Category by Value (%), 2006
Dairy Products
Soya Milk
Bakery Products
Ready Meals
Salad Accompaniments, Sauces and Soups
Other Products
Low-Carbohydrate Foods and Drinks
Table 26: The Low-Carbohydrate Foods and Drinks Sector by Category by Value at Current Prices (£000 at rsp), 2004/2005 and 2005/2006
Low-Calorie Foods and Drinks
4. Advertising and Promotion
MAIN MEDIA ADVERTISING EXPENDITURE
Table 27: Main Media Advertising Expenditure on Low-Carbohydrate and Low-Fat/Reduced-Sugar Foods (£000), Years Ending September 2004-2006
ADVERTISING RESTRICTIONS
FOOD LABELLING
5. Distribution
SALES BY RETAIL OUTLET
Table 28: Retail Sales Distribution of Selected Foods by Value (%), Year Ending 26th February 2006
6. An International Perspective
EUROPE
7. PEST Analysis
POLITICAL FACTORS
ECONOMIC FACTORS
SOCIAL AND DEMOGRAPHIC FACTORS
TECHNOLOGICAL FACTORS
8. Consumer Dynamics
OVERVIEW
Table 29: Summary of Research Findings — Consumers' Habits and Attitudes Regarding Dieting and Related Issues (% of respondents), December 2006
DIETING
Respondents Who Were on a Diet
Table 30: Those Currently on a Diet (% of respondents), December 2006
Respondents Who Were Not on a Diet, But Who Had Been on One in the Past Year
Table 31: Those Not Currently on a Diet, But Who Had Been on One in the Previous 12 Months (% of respondents), December 2006
Respondents Who Did Not Perceive a Need to Diet
Table 32: Those Who Did Not Believe That They Needed to Diet (% of respondents), December 2006
Respondents Planning to Go on a Diet in the Near Future
Table 33: Those Planning to Go on a Diet in the Near Future (% of respondents), December 2006
PURCHASING OF LOW-FAT OR REDUCED-SUGAR PRODUCTS
Tendency to Buy Low-Fat or Reduced-Sugar Versions of Foods or Drinks
Table 34: Tendency to Buy the Low-Fat or Reduced-Sugar Versions of Foods or Drinks (% of respondents), December 2006
Belief in the Importance of a Balanced Diet of Healthy `Ordinary' Foods Instead of Buying Low-Calorie, Low-Carbohydrate or Low-Fat Versions
Table 35: Belief in the Importance of Having a Balanced Diet of Healthy `Ordinary' Foods Rather Than Buying Low-Calorie, Low-Carbohydrate or Low-Fat Versions (% of respondents), December 2006
FOOD LABELLING
Tendency to Read Labels to Check Calorie, Fat, Salt and Sugar Contents of Foods
Table 36: Tendency to Read the Labels on Foods and Drinks to Find Calorie, Fat, Salt and Sugar Contents (% of respondents), December 2006
Belief That Food and Drink Labelling Should Be Clearer
Table 37: Belief That Food and Drink Labelling Should Be Clearer to Identify the Calorie, Fat, Salt and Sugar Contents (% of respondents), December 2006
LOW-CALORIE, LOW-CARBOHYDRATE AND LOW-GLYCAEMIC-INDEX FOODS AND DRINKS
Calorie Counting and Tendency to Have Low-Calorie Foods or Drinks
Table 38: Calorie Counting and Tendency to Have Low-Calorie Foods or Drinks (% of respondents), December 2006
Purchasing of Low-Carbohydrate Foods and Drinks
Table 39: Purchasing of Low-Carbohydrate Foods or Drinks, Such as Atkins or Carb Options (% of respondents), December 2006
Switching to Foods and Drinks with Low-Glycaemic-Index Ratings
Table 40: Switching From Sometimes Buying Low-Carbohydrate Foods or Drinks to Buying Those With Low-Glycaemic-Index Ratings (% of respondents), December 2006
Switching to a Balanced Diet of Healthy `Ordinary' Foods
Table 41: Switching From a Low-Calorie or Low-Carbohydrate Diet to Just Having a Balanced Diet of Healthy `Ordinary' Foods (% of respondents), December 2006
Confusion and Contradiction Regarding Diets and Dieting
Table 42: Finding Diets and Dieting Confusing or Contradictory (% of respondents), December 2006
MEMBERSHIP OF HEALTH AND SLIMMING CLUBS AND GYMNASIA, AND LEVELS OF EXERCISE
Membership of Health or Slimming Clubs
Table 43: Membership of a Health or Slimming Club (% of respondents), December 2006
Membership of Gymnasia
Table 44: Membership of a Gymnasium (% of respondents), December 2006
Previous Membership of Health or Slimming Clubs
Table 45: Previous Membership of a Health or Slimming Club (% of respondents), December 2006
Previous Membership of Gymnasia
Table 46: Previous Membership of a Gymnasium (% of respondents), December 2006
Levels of Exercise
Table 47: Taking More Exercise Now Than 12 Months Ago (% of respondents), December 2006
ATTITUDES REGARDING OVERWEIGHTNESS/OBESITY LEVELS AND FOOD MANUFACTURERS' RESPONSIBILITIES
Concern About the Rising Levels of Overweightness and Obesity in the Population
Table 48: Concern About the Rising Numbers of Overweight Persons, and Levels of Obesity, in the Population (% of respondents), December 2006
Belief That Manufacturers Should Cut Back on Advertising For `Unhealthy' Foods or Drinks
Table 49: Belief That Manufacturers Should Cut Back on Advertising Foods or Drinks With High Fat, Salt or Sugar Contents, and Promote Healthier Versions (% of respondents), December 2006
9. Company Profiles
ALPRO (UK) LTD
Profitability
Table 50: Financial Results for Alpro (UK) Ltd (£000 and %), Years Ending 31st December 2003-2005
ARLA FOODS LTD
Profitability
Table 51: Financial Results for Arla Foods Ltd (£000 and %), Years Ending 30th September 2003-2005
ASSOCIATED BRITISH FOODS PLC
Profitability
Table 52: Financial Results for Associated British Foods PLC (£000 and %), 53 Weeks Ending 18th September 2004, Year Ending 17th September 2005 and Year Ending 16th September 2006
ATKINS NUTRITIONALS
Profitability
BAXTERS FOOD GROUP LTD
Profitability
Table 53: Financial Results for Baxters Food Group Ltd (£000 and %), Years Ending 17th May 2003 and 15th May 2004 and 2005
CARBOLITE
Profitability
Table 54: Financial Results for Retail Brands Ltd (£000 and %), Years Ending 31st December 2003-2005
DAIRY CREST GROUP PLC
Profitability
Table 55: Financial Results for Dairy Crest Group PLC (£000 and %), Years Ending 31st March 2004-2006
HJ HEINZ COMPANY LTD
Profitability
Table 56: Financial Results for HJ Heinz Company Ltd (£000 and %), 53 Weeks Ending 30th April 2003 and Years Ending 30th April 2004 and 27th April 2005
KRAFT FOODS UK LTD
Profitability
Table 57: Financial Results for Kraft Foods UK Ltd (£000 and %), Years Ending 14th December 2003 and 2004, and 53 Weeks Ending 17th December 2005
MÜLLER DAIRY (UK) LTD
Profitability
Table 58: Financial Results for Müller Dairy (UK) Ltd (£000 and %), Years Ending 31st December 2003-2005
MULTIPLE FOODS LTD
Profitability
NESTLÉ UK LTD
Profitability
Table 59: Financial Results for Nestlé UK Ltd (£000 and %), Years Ending 31st December 2003-2005
PREMIER FOODS PLC
Profitability
Table 60: Financial Results for Premier Foods PLC (£000 and %), Years Ending 31st December 2003-2005
PREMIER GROCERY PRODUCTS LTD (FORMERLY CAMPBELL GROCERY PRODUCTS LTD)
Profitability
Table 61: Financial Results for Premier Grocery Products Ltd (£000 and %), Years Ending 31st July 2003-2005
QUAKER OATS LTD
Profitability
Table 62: Financial Results for Quaker Oats Ltd (£000 and %), Years Ending 31st December 2002-2004
RICHMOND FOODS LTD
Profitability
Table 63: Financial Results for Richmond Foods Ltd (£000 and %), Years Ending 28th September 2003 and 26th September 2004, and 53 Weeks Ending 2nd October 2005
SO GOOD INTERNATIONAL LTD
Profitability
Table 64: Financial Results for So Good International Ltd (£000 and %), Years Ending 31st December 2003-2005
STREAMLINE FOODS LTD
Profitability
Table 65: Financial Results for Streamline Foods Ltd (£000 and %), Years Ending 31st December 2003-2005
UNILEVER PLC
Profitability
Table 66: Financial Results for Unilever PLC (i000 and %), Years Ending 31st December 2003-2005
UNITED BISCUITS
Profitability
Table 67: Financial Results for United Biscuits Finance Ltd (£000 and %), 53 Weeks Ending 3rd January 2004 and Years Ending 1st January 2005 and 31st December 2005
WALKERS SNACK FOODS LTD
Profitability
Table 68: Financial Results for Walkers Snack Foods Ltd (£000 and %), Years Ending 28th December 2002, 27th December 2003 and 25th December 2004
WEIGHT WATCHERS INTERNATIONAL
Profitability
Table 69: Financial Results for Weight Watchers (UK) Ltd (£000 and %), Years Ending 31st December 2003-2005
RETAILERs' OWN LABELS
10. The Future
FORECASTS 2007 TO 2011
Table 70: The Forecast Total Market for Diet Foods and Drinks by Sector by Value at Current Prices (£m at rsp), 2007-2011
Figure 3: The Forecast Low-Fat and Reduced-Sugar Foods and Drinks Sector by Value at Current Prices (£m at rsp), 2007-2011
Figure 4: The Forecast Low-Carbohydrate Foods and Drinks Sector by Value at Current Prices (£m at rsp), 2007-2011
11. Consumer Confidence
METHODOLOGY
KEY FINDINGS THIS QUARTER
THE WILLINGNESS TO BORROW
Confidence Slips Slightly
Table A: The Average Amount Consumers Are Willing to Borrow in Order to Purchase Expensive Items at Current and Constant November 2004 Prices (£ and £bn), November 2005-2006
Significantly More Adults Are Willing to Borrow
Table B: The Number of Adults Willing to Borrow in Order to Purchase Expensive Items (000 and %), November 2005-2006
SPENDING FROM SAVINGS
Little Change in Spending from Savings
Table C: The Average Amount Consumers Are Willing to Spend from Savings in Order to Purchase Expensive Items at Current and Constant November 2004 Prices (£ and £bn), November 2005-2006
Saving Grows in Relative Importance
Table D: The Average Amounts Adults Are Confident Spending to Purchase Expensive Items (£ and %), November 2005-2006
12. Further Sources
Associations
Publications
General Sources
Government Sources
Other Sources
Bisnode Sources
- Alpro (UK) Ltd
- Arla Foods Ltd
- Associated British Foods Plc
- Atkins Nutritionals
- Baxters Food Group Ltd
- Carbolite
- Dairy Crest Group Plc
- Hj Heinz Company Ltd
- Kraft Foods UK Ltd
- Müller Dairy (UK) Ltd
- Multiple Foods Ltd
- Nestlé UK Ltd
- Premier Foods Plc
- Premier Grocery Products Ltd (Formerly Campbell Grocery Products Ltd)
- Quaker Oats Ltd
- Richmond Foods Ltd
- So Good International Ltd
- Streamline Foods Ltd
- Unilever Plc
- United Biscuits
- Walkers Snack Foods Ltd
- Weight Watchers International
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