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体重管理:米国における消費者の習慣

Weight Management: U.S. Consumer Mindsets

発行 Packaged Facts 商品コード 117012
出版日 ページ情報 英文 104 Pages
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体重管理:米国における消費者の習慣 Weight Management: U.S. Consumer Mindsets
出版日: 2014年08月28日 ページ情報: 英文 104 Pages
概要

当レポートでは、米国消費者の体重管理動向と関連主要企業の各種取り組みについて調査分析し、米国消費者の体重管理戦略、食品・飲料への意識、ダイエット支援製品・プログラムなどの利用、小売経路・フードサービスの好み、各種メディアの利用動向をまとめ、主要関連企業のマーケティング戦略、製品・内容成分の開発などの動向とともに、お届けいたします。

第1章 エグゼクティブサマリー

第2章 概要

  • 主な分析
  • 市場機会
  • 食品マーケッターの機会は複雑な購入動機に依存
  • ダイエッターは新しい食品を試す心構えを持つ
  • ダイエッターはソーシャルメディアに適応、ほか

第3章 体重管理の概要

  • 現在、体重管理をしているのは誰か?
  • 成人の40%以上が体重を管理
  • 女性は体重を減らし、男性は体重を維持したい
  • 現在の体重管理の背景
  • 人口統計の詳細
  • ダイエットは40代に近付くとより注目を浴び始める
  • 体重減少が目的のダイエッターは体重維持のダイエッターとは異なる
  • 著しい体重超過ダイエッターの多数を女性が占める、ほか

第4章 現在の体重管理

  • 体重管理の動機
  • 健康上の懸念が食事意識への関心を後押し
  • ボディイメージも減量への取り組みを促進
  • 減量に対するモチベーションにおける男女の性差
  • ダイエット計画と摂食戦略
  • ダイエット計画は減量への取り組みよりも強い
  • 減量ダイエッターは1日3度の食事により固執しがち
  • 体重管理での成功を求める
  • 食品の購買パターン
  • ナチュラル製品チャネルはダイエット中の食品購買客を引き付ける
  • 減量ダイエット中の食品購買客は健康問題を気にかける
  • 減量ダイエッターは健康的な成分を求める
  • グルテンフリー製品は減量ダイエッターから注目を浴びる
  • タンパク質とカフェインは減量製品成分のトップリスト、ほか

第5章 体重管理の動向

  • 体重管理の歴史的動向
  • 体重管理のダイエットが減量の取り組みを上回る
  • 多くの男性が体重観察に真剣
  • ベビーブーム世代と若年男性が体重管理ダイエットの成長を促進
  • 著しい体重過剰消費者が現在はダイエットに取り組む可能性
  • 食習慣の動向
  • 間食は現在ダイエッターの間で人気に
  • 減量者はカロリー計算をあまり重視しない
  • 食品購入動向
  • ダイエッターは異なる健康成分を探す
  • ダイエッターはローファット/ファットフリー製品に背を向ける
  • 多くのダイエッターが「レギュラーの」食品を採用
  • 体重管理製品の利用動向
  • 市販の体重管理製品は下降傾向
  • 著しい体重超過ダイエッターは減量製品をより使いがち、ほか

第6章 マーケティング戦略

  • 戦略的概要
  • マーケティングアプローチ、ほか
目次
Product Code: LA5318887

The upward trend in obesity that has vexed public health officials for decades may have leveled out and the healthy eating movement remains on the upswing. Still, nearly 100 million Americans are watching their diet to lose weight or to maintain their current weight.

Successful weight management remains a tough and never-ending battle for many Americans trying to stay on a traditional diet plan. The majority of overweight Americans find that the very idea of a strict diet poses an obstacle to their weight loss desires. Most agree that they would like to lose weight but assert that they find it too hard to stick to a strict diet plan or eating strategy.

Moreover, dieters trying to stick to their current diet plan or eating strategy face challenges from all sides, especially from the temptation posed by foods they crave but aren't supposed to eat. As a result, a majority of those on a diet plan have been on it for less than nine months.

Against this background, Weight Management: U.S. Consumer Mindsets takes an in-depth look at the transformation that is now underway in the culture of weight management in America. Using data compiled by Packaged Facts National Online Consumer Survey, the report digs deeply into the mindsets of consumers immersed in managing their weight.

The report highlights a wide array of fundamental changes in how Americans view what needs or can be done to lose or maintain weight. One trend highlighted by the report is the growing alignment of weight management efforts with ongoing changes in contemporary American eating habits. Instead of controlling what they eat at mealtimes, today's consumers are much more likely to focus on changing their snacking habits in order to achieve weight loss success, a practical and realistic strategy that reflects the increasing importance of snacking in America today. According to Packaged Facts survey data, only 32% of those following a diet plan or eating strategy try to lose weight by eating in moderation at meals. More than twice as many (66%) say they limit how much they eat when they snack, while 62% set boundaries on how often they snack.

Another aspect of today's weight management culture is the increasing tendency of consumers to turn away from formal diet plans imposed by outside authority and to conflate “dieting” with “healthy eating.” With the aid of mobile platforms that enable consumers to monitor their health and track their weight management efforts, DIY dieters increasingly embrace their own private healthy eating and exercise regimes as the path to weight loss success.

Scope of the Report

In general, weight management is divided into two categories of consumer behavior: efforts to lose weight and efforts to maintain weight. Simmons National Consumer Study (NCS) data used in the report specifically define the two categories of consumers involved in weight management activities as follows: “those watching their diet to maintain weight” and “those watching their diet to lose weight.” For the sake of convenience, when referring to these Simmons NCS categories the report uses the terms “those on a weight maintenance diet” or “those on a weight loss diet,” and can also refer to “weight losers” and “weight maintainers.” Weight losers are further categorized as those who are 30 or more pounds overweight (or “significantly” overweight) and those who are not 30 or more pounds overweight.

In referring to Packaged Facts National Online Consumer Survey data the report analyzes those who are taking steps to lose weight (“weight losers”). Weight losers are further divided into those who are on a specific diet plan or eating strategy (or “weight loss dieters”) and those who are not.

Table of Contents

Chapter 1: Executive Summary

  • Scope of the Report
  • Methodology
  • Key Trends Driving Weight Management Today
  • Women Diet to Lose Weight, Men Want to Maintain Weight
  • Obesity Rates Still High but May Have Reached a Plateau
  • Signs of Progress, but Poor Eating Habits Remain
  • Health Concerns Increasingly Drive Weight Management Efforts
  • Dieters Have Begun to Rein in Their Expectations
  • Americans Rethink How to Shed Pounds
  • Weight Management Just Another Way of Saying “Healthy Eating”
  • Looking to the Future
  • Weight Management Means Different Things to Different People
  • Dieters Will Focus on Snacking Habits to Achieve Success
  • More Dieters Will Continue to Embrace “Regular” Food Products
  • Focus on Weight Maintenance Will Have Impact on Food Purchases
  • Natural Channel Will Benefit from Dieters' Shift to Healthy Eating
  • Smaller, Regional Food Marketers Have Distinct Advantage
  • Market for Weight Management Products Likely to Remain Flat
  • Commercial Weight Loss Programs Still Have a Place
  • DIY Weight Management Tools Pose Growing Competitive Threat
  • Market Still Women-Dominated, but Men Are Increasingly Important
  • Weight Maintenance Dieters Are Affluent Consumers
  • Weight Management Today
  • Health Concerns Drive Interest in Watching Diet
  • Body Image Also Drives Efforts to Lose Weight
  • Gender Gap in Motivations to Lose Weight
  • Dieting Boosts Self-Image of Overweight Adults
  • Overweight a Subjective Concept for Many
  • Diet Plans Lead to More Intense Efforts to Lose Weight
  • Weight Loss Dieters More Likely to Stick to Three Meals a Day
  • Between the Idea of Weight Control and the Reality, Falls the Shadow
  • The Very Thought of Dieting Just Too Hard for Most Overweight People
  • Craving for Forbidden Foods Poses Hardest Challenge for Dieters
  • Marketing Strategies
  • Food and Beverage Marketers Heed Call to Remove Calories from Market
  • Nestlé Seeks to Reboot Weight Management Line
  • Green Giant Reaches Out to Diet Cheaters
  • Nutrisystem Targets DIY Dieters
  • Special K Fights “Fat Talk”

Chapter 2: Insights and Opportunities

  • Topline Insights
  • Weight Management Part of Everyday Life for Millions of Americans
  • Weight Management Efforts Based on Constellation of Health Concerns
  • Table 2-1: Cross-Tabulation of Reasons Why Adults Are Dieting or Watching What They Eat, 2014
  • Emotional Well-Being Also a Key Driver
  • Significantly Overweight Americans Now More Likely to Diet
  • Other Dieters Rein in Their Expectations
  • Americans Rethink How to Shed Pounds
  • Exercise Assigned a Higher Priority
  • Non-Prescription Diet Products Getting Less Attention
  • Technology Partners with DIYers to Upend Weight Management
  • Staying on a Diet Remains Tough for Most
  • Getting Control of Snacking Seen as Key to Weight Loss Success
  • Weight Management Just Another Way of Saying “Healthy Eating”
  • Figure 2-1: Percent Agreeing “My Eating Patterns Are Healthy,” Weight Losers by Participation in Diet Plan vs. All Adults, 2014
  • Any Diet Plan Better than No Diet Plan
  • Marketing Opportunities
  • Opportunities for Food Marketers Depend on Complex Purchasing Motives
  • Table 2-2: Food Product Characteristics Important to Food Shoppers Who Are Dieting or Watching What They Eat by Reason for Dieting, 2014
  • Consumers Worried About Calories Choose Hard and Rough Foods
  • Smaller, Regional Food Marketers Have Distinct Advantage
  • Market Is Women-Dominated, But Men Increasingly Important
  • Weight Maintenance Dieters Are Affluent, Confident Consumers
  • Table 2-3: Percent of Consumers Watching Diet to Lose or Maintain Weight with Household Income of $150,000 or More, 2014 (in thousands)
  • Table 2-4: Measures of Financial Confidence of Consumers Watching Diet to Lose or Maintain Weight, 2014
  • Dieters Primed to Try Out New Food Products
  • Table 2-5: Attitudes Toward Trying New Food Products of Consumers Watching Diet to Lose or Maintain Weight, 2014
  • Dieters Tuned in to Social Media
  • Table 2-6: Impact of Social Sharing Networks on Consumers Watching Diet to Lose or Maintain Weight, 2014

Chapter 3: Overview of Weight Management

  • Who's Managing Their Weight Today: The Topline
  • More than 40% of Adults Are Managing Their Weight
  • Figure 3-1: Number of Consumers Watching Diet to Lose or Maintain Weight, 2014
  • Women Diet to Lose Weight, Men Want to Maintain Weight
  • Figure 3-2: Number of Consumers Watching Diet to Lose Weight by Gender and Race and Hispanic Origin, 2014
  • Table 3-1: Number of Consumers Watching Diet to Lose or Maintain Weight by Key Demographic Segment, 2014
  • The Context of Weight Management Today
  • Obesity Rates Still High but May Have Plateaued
  • Figure 3-3: Percent of Adults 30 or More Pounds Overweight, 2004-2014
  • Stigma Declines but Overweight People Remain Unforgiving about Selves
  • Table 3-2: Attitudes toward Being Overweight, Overweight vs. Not Overweight Adults by Gender, 2014
  • Overweight Women Most Likely to Feel Sting of Discrimination
  • Table 3-3: Perceptions of Discrimination, Overweight vs. Not Overweight Adults by Gender, 2014
  • Lack of Exercise Remains a Prime Culprit
  • Table 3-4: Number and Percent of Men and Women Engaged in Regular Exercise over Past 12 Months, 2004 vs. 2014 (in thousands)
  • Table 3-5: Participation of Overweight Adults in Physical Exercise, 2014
  • Signs of Progress on Healthy Eating Front
  • But Poor Eating Habits Still Hurt
  • Table 3-6: Factors Perceived by Overweight Adults as Contributing Most Significantly to Being Overweight, 2014 (percent)
  • Demographic Details
  • Dieting Starts to Get More Attention as Adults Approach their 40s
  • Figure 3-4: Percent Dieting to Lose and Maintain Weight, 18- to 34-Year-Olds vs. Adults 35 Years Old and Over, 2014
  • Weight Loss Dieters Different from Weight Maintenance Dieters
  • Table 3-7: Demographic Profile of Consumers Watching Diet to Lose or Maintain Weight, 2014 (percent, index)
  • Women Predominant among Significantly Overweight Dieters
  • Table 3-8: Consumers 30 or More Pounds Overweight and Watching Their Diet to Lose Weight, by Age and Gender, 2014 (percent, index)

Chapter 4: Weight Management Today

  • Motivations for Weight Management
  • Health Concerns Drive Interest in Watching Diet
  • Table 4-1: Reasons Why Adults Are Dieting or Watching What They Eat, 2014 (percent)
  • Body Image Also Drives Efforts to Lose Weight
  • Table 4-2: Factors Very Important in Motivating Weight Losers, 2014 (percent)
  • Gender Gap in Motivations to Lose Weight
  • Table 4-3: Factors Very Important in Motivating Weight Losers by Gender, 2014 (percent)
  • Dieting Boosts Self-Image of Overweight Adults
  • Table 4-4: Attitudes of Overweight Adults toward Being Overweight by Participation in a Weight Loss Diet, 2014 (percent)
  • Overweight a Subjective Concept for Many
  • Table 4-5: Criteria Overweight Adults Use to Determine Whether They Are Overweight, 2014 (percent)
  • Diet Plans and Eating Strategies
  • Weight Losers Aim to Cut Back on Their Snacks
  • Table 4-6: Strategies of Weight Losers, 2014 (percent)
  • Diet Plans Lead to More Intense Efforts to Lose Weight
  • Table 4-7: Strategies of Weight Losers on Diet Plan vs. Weight Losers Not on Diet Plan, 2014 (percent)
  • Weight Loss Dieters More Likely to Stick to Three Meals a Day
  • Table 4-8: Mealtime/Snacking Patterns of Weight Losers, 2014(percent)
  • Healthy Snacks Preferred by Those Trying to Maintain Weight
  • Table 4-9: Snacking Patterns of Adults Watching Diet to Lose Weight by Degree of Overweight vs. Consumers Watching Diet to Maintain Weight, 2014 (percent, index)
  • Those Overweight by 30+ Pounds More Ridden by Guilt
  • Table 4-10: Attitudes toward Eating of Consumers Watching Diet to Lose Weight by Degree of Overweight vs. Consumers Watching Diet to Maintain Weight, 2014 (percent, index)
  • The Quest for Success in Weight Management
  • Between the Idea of Weight Control and the Reality, Falls the Shadow
  • The Very Thought of Dieting Just Too Hard for Most Overweight People
  • Figure 4-1: Percent of Overweight Adults Who Would Like to Lose Weight but Find It Too Hard to Stick to a Strict Diet or Eating Plan, 2014
  • Craving for Forbidden Foods Poses Hardest Challenge for Dieters
  • Table 4-11: Main Difficulties in Sticking to Current Dieting Plan or Eating Strategy, 2014 (percent)
  • Traditional Diets Subject to Rampant Cheating
  • Some Dieters Giving Up Faster, Some Sticking With It Longer
  • Table 4-12: Length of Time on Current Diet, 2014 (percent)
  • Food Shopping Patterns
  • Natural Channel Attracts Dieting Food Shoppers
  • Figure 4-2: Percent Agreeing “I Am Making More of an Effort to Buy Food Products with Natural or Organic Ingredients,” Food Shoppers on Weight Loss Diet vs. All Food Shoppers, 2104
  • Table 4-13: Where Consumers Shopped for Groceries in Last Three Months, Weight Losers by Participation in Diet Plan vs. All Food Shoppers, 2014 (percent)
  • Health Issues on the Minds of Food Shoppers on a Weight Loss Diet
  • Table 4-14: Food Buying Patterns, Weight Losers by Participation in Diet Plan vs. All Adults, 2014 (percent, index)
  • Weight Maintainers Most Likely to Take Organic and Natural Path
  • Table 4-15: Food Shopping Patterns of Consumers Watching Diet to Lose or Maintain Weight by Degree of Overweight, 2014 (percent, index)
  • Weight Loss Dieters Look for Healthy Ingredients
  • Table 4-16: Product Characteristics That Are Very Important When Food Shopping, 2014 (percent, index)
  • Weight Losers and Weight Maintainers on Different Tracks
  • Table 4-17: Types of Food Bought When Watching Diet to Lose or Maintain Weight, 2014 (percent, index)
  • Gluten-Free Products Get Attention from Weight Loss Dieters
  • Figure 4-3: Percent Buying or Using Gluten-Free Products in Last Three Months, Weight Losers by Participation in Diet Plan vs. All Adults, 2014
  • Table 4-18: Reasons for Buying or Using Gluten-Free Products,
  • Weight Losers vs. All Adults, 2014 (percent)
  • Protein and Caffeine Top List of Weight Loss Product Ingredients
  • Table 4-19: Selected Ingredients in Products or Supplements Purchased for Weight Loss by Those Taking Steps to Lose Weight, 2014 (percent)
  • Weight Loss Dieters Distrust Food Marketers and Manufacturers
  • Table 4-20: Attitudes of Weight Losers Toward Food Marketers, 2014 (percent, index)

Chapter 5: Weight Management Trends

  • Historical Trends in Weight Management
  • Weight Maintenance Diets Outpace Weight Loss Efforts
  • Table 5-1: Growth in Number of Consumers Watching Diet to Lose or Maintain Weight, 2009 vs. 2014 (in thousands)
  • More Men Get Serious About Watching Their Weight
  • Table 5-2: Growth in Number of Consumers Watching Diet to Lose or Maintain Weight by Gender, 2009 vs. 2014 (in thousands)
  • Boomers and Younger Men Drive Growth in Weight Maintenance Diets
  • Table 5-3: Change in Number of Consumers Watching Diet to Lose or Maintain Weight by Gender and Age Group, 2009 vs. 2014 (in thousands)
  • Significantly Overweight Consumers Now More Likely to Diet
  • Table 5-4: Number and Percent of Consumers 30 or More Pounds Overweight Watching Their Diet to Lose Weight, 2009 vs. 2014 (in thousands)
  • Table 5-5: Number and Percent of Consumers Watching Their Diet to Lose Weight by Degree of Overweight, 2009 vs. 2014 (in thousands)
  • Trends in Eating Habits
  • Snacking Now More Popular Among Dieters
  • Table 5-6: Eating Habits of Consumers Watching Their Diet to Lose or Maintain Weight, 2009 vs. 2014 (percent)
  • Weight Losers Less Focused on Counting Calories
  • Table 5-7: Calorie Counting by Consumers Watching Their Diet to Lose or Maintain Weight, 2009 vs. 2014 (percent)
  • Weight Maintenance Dieters Feel More Guilty When Eating Fattening Foods
  • Table 5-8: Food Guilt by Consumers Watching Their Diet to Lose or Maintain Weight, 2009 vs. 2014 (percent)
  • Food Purchasing Trends
  • Dieters Look for Different Healthy Ingredients
  • Table 5-9: Types of Food Bought When Watching Diet to Lose or Maintain Weight, 2004 vs. 2014 (percent)
  • Dieters Turn Away from Low-Fat/Fat-Free Products
  • Table 5-10: Use of Low-Fat/Fat-Free Products by Consumers Watching Diet to Lose or Maintain Weight, 2009 vs. 2014 (percent)
  • More Dieters Embrace “Regular” Food Products
  • Table 5-11: Use of Selected Low-Fat/Fat-Free, Reduced Calorie and Regular Food Products by Households of Dieters, 2009 vs. 2014 (percent)
  • Trends in Use of Weight Management Products
  • Non-Prescription Weight Management Products on Downward Trend
  • Table 5-12: Percent of Those Watching Diet to Lose Weight Using Non-Prescription Products, 2009 vs. 2014 (in thousands)
  • Table 5-13: IRI-Tracked Sales of Non-Prescription Weight Control Products by Dollar and Volume Growth and Type, 52 Weeks Ending July 13, 2014
  • Significantly Overweight Dieters More Likely to Use Weight Loss Products
  • Table 5-14: Type of Non-Prescription Diet Products Bought by Consumers Watching Diet to Lose or Maintain Weight, 2014

Chapter 6: Marketing Strategies

  • Strategic Overview
  • Food and Beverage Marketers Heed Call to Remove Calories from Market
  • Marketers Profit from Consumer Drive for Lower Calorie Eating
  • Nestlé Seeks to Reboot Weight Management Line
  • Marketing Approaches
  • Green Giant Reaches Out to Diet Cheaters
  • Illustration 6-1: Green Giant's “Giant Difference” Campaign
  • Nutrisystem Targets DIY Dieters
  • Illustration 6-2: Nutrisytem's NuMi Digital Weight Loss System
  • Special K Fights “Fat Talk”
  • Illustration 6-3: Special K's “Shhhhut Down Fat Talk” Campaign
  • Chobani's Marketing Message Stirs Controversy
  • Illustration 6-4: Chobani Simply 100 Greek Yogurt
  • Jenny Craig Welcomes Back Kirstie Alley
  • Illustration 6-5: Jenny Craig's “Coming Home” Campaign
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