Perhaps not surprisingly, the US tips the scales with more than 27% of American adults being classed as obese, according to a 2013 Gallup survey; yet, the World Health Organisation reports that global levels of obesity have more than doubled since 1980 and being overweight or obese is now the fifth leading cause of death worldwide.
Like the solutions on offer, the reasons for weight gain are numerous and complex. The weight management market comprises foods and beverages (F&Bs), meal replacements and diet aids, as well as commercial weight management programmes. Within F&B, however, products positioned on a specific weight management platform remain relatively few and far between; much greater attention has been paid to developing a market that focuses on 'light' foods and beverages, including low calorie, low fat and reduced sugar products. Many of these target a broader and more general health and well-being platform as opposed to slimming and/or weight management aids.
According to Lu Ann Williams, Director of Innovation: 'Ten per cent of global F&B launches recorded by Innova Market Insights between August 2013 and the end of September 2014 used one or more low calorie/fat/sugar claims, rising to more than 13% in the US. By contrast, less than 0.7% of global launches used a more specific weight management platform (rising to 1% in the US).' If pet foods are excluded, cereal products (cereal bars and breakfast cereals), ready meals, hot beverages and soft drinks accounted for the highest number of global launches on a weight management platform with a combined 38% of the global total.
Examining the cereals market in more detail, bars have seen the highest recent levels of new product activity, accounting for more than 60% of US cereal-based launches. The nutrition and performance subsector has witnessed some of the most prolific growth rates in recent years, led by sales of meal replacement and weight management products. Bars with a specific weight management application accounted for 4.4% of total launches to the end of September 2014, rising to 15% if low calorie/fat claims are also included.
Ten per cent of global F&B launches recorded by Innova Market Insights between August 2013 and the end of September 2014 used one or more low calorie/fat/sugar claims, rising to more than 13% in the US.
The keen interest in protein products in the F&B market is reflected in the Thinkthin range of protein and fibre bars; in July 2014, Thinkthin targeted the female segment by introducing a new 'Lean Protein & Fiber Bar' that featured an indulgent image alongside balanced nutrition. Other interesting weight management product activity included the addition of 'Almond Açai' and “Cranberry Crunch Lite” variants to the Perfect nutrition bar range and Dukan Diet Oat Bran Bars in 'Mocha with Stevia' and 'Chocolate with Stevia' variants.
Dietary supplements
Dietary supplements are playing an increasing role in weight management and, as a result, the demand for weight loss ingredients is at an all-time high, resulting in a growing number of new ingredients and blends. By contrast, thought, the level of regulatory control and the safety and efficacy of some products is also under scrutiny.
According to Lu Ann: 'Weight loss supplements accounted for 8% of global dietary supplement launches up to the end of June 2014, an increase of 1% compared with the previous year. Most of the growth came from Europe, which currently has a relatively undeveloped and fragmented market. The US is far more established and tends to lead market and product developments.'
A recent review of new product activity for weight loss supplements in the US illustrates the range of products available, varying from blends that simply refer to weight loss in their names to more specific mechanisms (such as appetite suppressants or fat burners), from those that contain a range of actives to those that focus on just one key ingredient. Some components are well-established, such as whey protein and green tea, whereas others are more unusual, more fashionable but often less-well-researched, such as raspberry ketones, African mango seed, Garcinia cambogia, bitter orange (Citrus aurantium), green coffee extract, forskolin (from Coleus forskolii) and white mulberry (Morus alba).
Ready meals
In the US-centric ready meals sector, which is dominated by frozen lines, offerings include low and light products for dieters, such as the Weight Watchers brand, but also meals with a more general health message, such as reduced calories, fat and sodium, as well as high levels of protein and vegetables, etc. Low fat/calorie and weight management claims featured on just less than 11% of launches (low fat <;9%; low calorie <2.5%; specific weight management claims <1%).
With its high rates of obesity and highly developed processed foods market, the US has seen strong development in the healthy and weight control meals market. All three major players in the frozen meals market offer strong better-for-you brands, and two feature names with strong slimming and weight control associations. Nestlé’s 'Lean Cuisine' leads the overall single-serve frozen dinner market, ahead of Weight Watchers 'Smart Ones' from Heinz and ConAgra’s “Healthy Choice.” The single-serve subcategory is a key area for better-for-you lines and the three brands account for a dominant 40%-plus of sales between them. Research indicates that single-serve frozen meals are bought by more than two thirds of US households, with those buying into the sector interested in high protein, fibre and vegetable claims, as well as low sodium, fat and calorie levels.
Beyond the big three, retailer own brands can also stake a claim in the frozen meals market and have also developed healthy options. Safeway’s 'Eating Right' subbrand, for example, is highly active in healthy meals, featuring 'Calorie Counting' options in its range, as well as 'Healthy Living' variants. Most recently, however, in September 2014, a new 'Eating Right for Protein' subbrand was introduced featuring frozen entrees with 20g of protein and less than 15g of net carbs.
Consumer affairs
There has been considerable publicity and controversy regarding the safety and efficacy of some of the more unusual ingredients, particularly those that have been promoted on television. The Dr Oz show is noted for its promotion of ‘natural’ weight loss ingredients that may not be backed by sufficient evidence. Consumers respond to the programme, however, boosting demand and increasing their use in new supplement launches. Some of the most notable examples of this include green coffee extract, raspberry ketones, Garcinia cambogia and Coleus forskolii.
The so-called Dr Oz effect has also reached Europe, helping to fuel weight loss supplement sales in a number of markets, including the UK. Specialist health-food retailer Holland & Barrett claimed that its 'Raspberry Ketone & Green Coffee Capsules' were one of its biggest sellers in 2013–2014, based on online blogs and forums that have disseminated information derived from the US. A number of drinks with raspberry ketones were also introduced — including 'Raspberry Aptitude' energy drinks from Aptitude Life and, more recently, a raspberry ketone variant of Bio-Energy’s 'Skinny Water' range.
Lu Ann concludes: 'It appears that consumers looking to lose weight have a wide range of options, although education remains a key part of healthy eating and exercise. A wide range of healthy eating products exists, as well as a variety claiming low and light benefits, and some positioned on specific weight management platforms. In addition, weight loss supplements are increasingly evident in the battle against obesity, offering a range of benefits from better nutrition, to improved metabolism, hunger/appetite control and body composition.'