1 ©2007 Mintel Group. All rights reserved. Weight management: Fad or trend? David Jago Director,...

1 ©2007 Mintel Group. All rights reserved.

Weight management:Fad or trend?

David JagoDirector, GNPD Custom Solutions, Mintel

FDIN Seminar28th June 2007


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


Clearly a fad: low carb introductions, global


Fad or trend? Weight control introductions, global


Weight control NPD, by region


Weight control NPD, by category


Weight management: different approaches

• Portion control

• Satiation and appetite suppression

• Active fat and calorie reduction


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


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


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


Kaiku Kaikulínea low lactose skimmed milk with 1.5% fibre,

claimed to help control weight in a natural way, Spain

NLP’s Zerokilo chocolate bars, said to provide a long-lasting full

sensation due to the high content of vegetable fibre,

Portugal

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

Fibre and weight management


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


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


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


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

Slimming programmes - conjugated linoleic acid


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


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

Weight loss - the role of calcium


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


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

Fat burning + energy: l-carnitine


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


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”

Weight loss - other active ingredients


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


Finally, if all else fails...

Puralin Appetite Suppressant Grape Strips with benzocaine, “puts the taste buds to sleep” to instantly

control hunger, USA


Presented by:

David JagoDirector, GNPD Custom Solutions

[email protected]

0207-606-4533

www.gnpd.com

Thank you!

1 ©2007 Mintel Group. All rights reserved. Weight management: Fad or trend? David Jago Director,...

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