“Our analysis into the different behavioural traits of consumers trying to lose, gain or maintain weight has led to some unexpected findings,” said Tanvi Savara, food & drink analyst at Datamonitor Consumer. “Overall, the results seem to indicate that we are preoccupied with weight.”
The Weight Warriors category
The Weight Gainers category
The Weight Maintainers category
“These findings will help facilitate improved understanding of how to effectively position weight management products by tapping into the dietary approaches that resonate with consumers,” said Savara. “An example of this is that additive-free products that help consumers achieve their weight loss goals may have a wider appeal than weight management products that aren’t ‘natural’.
“Similarly, consumers looking to maintain their weight are more likely to turn to a low-meat diet which opens up opportunities for letting vegetables and pulses take centre stage at mealtimes through product innovation.”
Datamonitor Consumer’s research also showed that many dieters find the battle with temptation overwhelming.
“The fact that 35% of consumers who are trying to lose weight eat chocolate on a frequent basis highlights just how difficult it is for dieters to stick to specific diet programmes that require significant restraint and willpower,” said Savara. “A strict regime gets difficult for consumers to sustain over the long-term. Instead, consumers are more likely to reduce portion sizes as part of a feasible approach to achieving their weight loss goals.”
The majority of consumers surveyed by Datamonitor Consumer for this research claimed that they eat smaller portions in order to reduce weight. These findings also reflect ongoing product innovation in multiple confectionery categories.
“Candies and chocolates are getting smaller, with miniature bite-size portions targeting weight-conscious consumers who want to have a tasty, occasional treat without the guilt,” said Savara.
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