Consumers continue to search for new ways to maintain or lose body weight

Diet, Obesity and Exercise
Growing rates of being overweight and obese, as well as general concerns about health and fitness, are causing many consumers to more careful consider their diet and exercise.

Emerging dieting trends involve more than simply an emphasis on weight loss and slenderizing, and suggest a shift in consumers’ consciousness toward following a more moderate, easy-to-follow dieting plan that allows dieters to feel satiated.

As consumers continue to gain weight and decrease activity, they are searching for ways to make weight loss easier and less restrictive. Dietetic foods have traditionally had the reputation for unpleasant taste or texture, and in the past consumers have shown a tendency to consume dietetic foods with abandon, believing that since they were low in fat, sugar, carbohydrates, or other “unhealthy” attributes, they could be eaten in larger quantities than normal foods. Often this resulted in weight gain for consumers – the opposite of what was intended.

Table 23: Adult population on a diet , US vs. EU (% adults), 2004

On a diet

Not on a diet

Total

US

44%

56%

100%

Europe

29%

71%

100%

Source: Datamonitor Consumer Surveys 2004

© Datamonitor

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