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Weight management: Fad or trend?

Weight management: Fad or trend?. David Jago Director, GNPD Custom Solutions, Mintel FDIN Seminar 28 th June 2007. Today’s presentation. Weight management: fad or trend? Different approaches to weight management, and how weight management products differ from “slimming” products

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Weight management: Fad or trend?

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  1. Weight management:Fad or trend? David JagoDirector, GNPD Custom Solutions, MintelFDIN Seminar28th June 2007

  2. Today’s presentation • Weight management: fad or trend? • Different approaches to weight management, and how weight management products differ from “slimming” products • Leading regions and categories for weight management • Focus on food & drink markets, plus dietary supplements • Opportunities for the future

  3. Clearly a fad: low carb introductions, global

  4. Fad or trend? Weight control introductions, global

  5. Weight control NPD, by region

  6. Weight control NPD, by region

  7. Weight control NPD, by category

  8. Weight control NPD, by category

  9. Weight management: different approaches • Portion control • Satiation and appetite suppression • Active fat and calorie reduction

  10. Portion control • Just a new form of calorie counting? • Portion control is not a new trend, but it now appears front of pack as a primary product claim • Trend is strongest in the USA - has spread to other markets but not always successfully • Majority of products are resized/repackaged, rather than reformulated

  11. Portion control 100 Calorie Packs from Kraft Foods (Nabisco), and Frito-Lay, USA; Coca-Cola in 100 Calorie cans (8oz/237ml), USA; 80 kcal crackers from Glico, Asia; Arnotts’ snacks in 100 Calories packs, Australia; 100 Calorie potato crisps from Walkers, UK; Cadbury Dairy Milk Under 99 Calories, UK

  12. Satiation and appetite suppression • Satiation has recently emerged as a claim in food and drink products • Feeling full for longer, and helping to suppress the appetite, contributes to weight management e.g. through reduced snacking • The Glycemic Index without the science? • Product formulations: • May simply focus on high fibre content • Typically use combinations of fibre + protein

  13. Fibre and weight management NLP’s Zerokilo chocolate bars, said to provide a long-lasting full sensation due to the high content of vegetable fibre, Portugal Kaiku Kaikulínea low lactose skimmed milk with 1.5% fibre, claimed to help control weight in a natural way, Spain

  14. Fibre and weight management Biocentury’s Devoragras sweet biscuits, said to capture the fat in the digestive tract to stop it from being absorbed, using a combination of vegetable and oat fibre, oligofructose and chitosan, Portugal

  15. Satiety – protein and fibre Danone Vitalinea low fat yogurt with Saciactiv, a combination of milk and soy proteins and fibre to help suppress appetite, Spain Nöm Fasten Satt + Fit, a low fat probiotic yogurt drink said to be satiating due to a special combination of fibre and protein, Austria Danone Shape Lasting Satisfaction with EFP (Effective Fibres and Proteins) said to keep consumers feel satisfied for longer, UK

  16. Satiety - Fabuless Campina Optimel Control, a dairy drink with Fabuless, fractionated vegetable oil (palm and oat) said to suppress the appetite, Netherlands Lactogal Adagio Versus, a fermented milk drink formulated with a molecular vegetable complex containing Fabuless branded fractionated vegetable oil (palm and oat), said to be proven to reduce appetite, Portugal

  17. Active fat and calorie reduction • Some key ingredients have moved from supplements into specialised slimming programmes, then into food and drink categories • CLA (conjugated linoleic acid) • EGCG (and “green tea extract”) • Companies in the dairy industry have exploited the role of calcium in weight loss • Burning fat and calories is not a new issue, but has new impetus... • Many other active ingredients are used in supplements and food to provide (claimed) weight management benefits • some are positioned around speed rather than long-term efficacy

  18. Slimming programmes - conjugated linoleic acid Neosvelt Minceur Objectif 3 Kilos, 20g doses of an active concentrate to be diluted with water, said to burn fat, drain and purifiy, and control sugar cravings; Sephora Body 24H Programme Minceur, comprising beverage mix to drain and detoxify with plant extracts and vitamin C, and tablets with CLA to burn and break down fat. Both France

  19. Food & drink - conjugated linoleic acid Heideblume Molkerei Elsdorfer Lipowell, a drink with CLA, claimed to help lower the percentage of fat in the body, especially when combined with a healthy diet, Germany Central Lechera Asturiana Natur Línea, yogurt with CLA, claimed to help reduce the body’s fat levels, Spain

  20. Weight loss - the role of calcium Yoplait Essence Lose Weight “health shots”, a concentrated boost of natural milk calcium which enhances weight loss when dieting, Ireland Nestlé’s Sveltesse Active Slim dairy drink with Lineactis, a combination of calcium, fibre and green tea

  21. Burning fat and calories Coca-Cola/Nestlé Enviga, sparkling green tea formulated with 90mg EGCG, 100mg caffeine and 200mg calcium per can, said to help activate metabolism and increase calorie burning, USA Exquisa Fisique Fermented Milk Drink with green tea extracts, also rich in calcium and milk proteins; claimed that one bottle a day helps burn fats, Italy

  22. Fat burning + energy: l-carnitine Olimp orange drink with l-carnitine, for fat burning, energy and muscle development, Poland Coca-Cola’s Aquarius Active Diet sports drink with carnitine, to boost metabolism and promote fat burning, Japan

  23. Weight loss - other active ingredients Choco Lady chocolate pellets with chitosan; 5 pellets before a meal is supposed to suppress the absorption of fat in the meal and thus contribute to weight loss, Japan Vitarmonyl’s Aqua Ligne Minceur à Boire, a slimming drink concentrate with caffeine and plant extracts including guarana and maté, to burn fat and “drain”, France

  24. Weight loss - other active ingredients Green Coffee Slim food supplement said to aid weight loss and reduce water retention, Finland Hoodia Sure Rapid-Gels with 100% pure South African hoodia, “lose up to 34-lbs fast”

  25. Conclusions and points for the future • Weight management - the wave is building… will it crash or surge? • Active weight management is increasing in popularity in Europe • The focus for healthy eating is moving more towards balanced nutrition • Weight management benefits need to be clearly communicated: • Food & drink products need differentiation from supplements and “quick fix” programmes, which are mainly for fast weight loss • Everyday solutions that contribute towards long-term weight management • Use “simple science”, or “science of nature” • Focus on satiation and “hunger management”, with benefits of feeling full for longer, longer-lasting energy, less desire to snack

  26. Finally, if all else fails... Puralin Appetite Suppressant Grape Strips with benzocaine, “puts the taste buds to sleep” to instantly control hunger, USA

  27. Thank you! Presented by: David Jago Director, GNPD Custom Solutions djago@mintel.com 0207-606-4533 www.gnpd.com

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