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The diet foods market as covered in this Market Assessment report encompasses several distinct sectors. These have followed different growth paths. The old established low-calorie foods and drinks sector declined during the short-term rise in popularity of low-carbohydrate foods and drinks; however, both sectors have now been overshadowed by the growing interest in foods or drinks with low-Glycaemic-Index (GI) ratings, and by continued market growth in the wide variety of low-fat and reduced-sugar products on offer. The low-fat and reduced-sugar foods and drinks sector dominates the diet foods market as defined in this report.

Unilever's market-leading range of Slim.Fast low-calorie foods and drinks has been affected by the growth, and subsequent decline, of Atkins Nutritionals' and other suppliers' low-carbohydrate foods and drinks during 2004 and early 2005. Unilever is now continuing to support Slim.Fast, but — like Nestlé, Heinz, Atkins and others — is reducing its range of and support for low-carbohydrate products.

The very sizeable low-fat and reduced-sugar foods and drinks sector has become an area of major interest to manufacturers, and one of significant new product development (NPD). In part, this has been the result of government-led pressure for the UK population — particularly children — to consume less saturated fat, sugar and salt in their diets, in an attempt to halt the rapid increase in the numbers of overweight and obese persons.

Low-fat or reduced-sugar variants are now available within virtually all the sectors of the food and drink market, with total sales estimated to have grown by 3.8% in value in 2006 — the same annual growth rate as in 2005. However, the low-fat and reduced-sugar foods and drinks sector is forecast to increase at a slowing growth rate over the next 5 years (to 2011).

Sales of semi-skimmed and skimmed milks (excluding soya milk) account for half of the low-fat and reduced-sugar foods and drinks sector, in value terms. Other dairy products apart from milk represent nearly a quarter of the total value of the low-fat and reduced-sugar sector. This is principally attributable to low-fat yoghurts and chilled desserts, and to cheeses.

The bakery products segment holds a 10.6% value share of the total low-fat and reduced-sugar foods and drinks sector. This share is growing, and is principally accounted for by low-fat potato crisps and other bagged savoury snacks — a significant growth area within this being rice- and corn-based products. A 5.3% share of the total low-fat and reduced-sugar sector is held by low-fat ready meals, although this proportion is falling. A slowly rising share of around 4% is held by low-fat and low-calorie sauces and soups, mainly through salad accompaniments (i.e. salad creams, mayonnaise and dressings).

The balance of the low-fat and reduced-sugar foods and drinks sector is accounted for by a range of products including soya milk, canned beans and pasta, cereal bars, jams and marmalades, and chocolate or malted hot beverages. Retailers' own-label products have taken advantage of the trend towards `healthier' diets, with sub-brands such as Healthy Living (Tesco), Be Good to Yourself (Sainsbury's) and Count on Us (Marks & Spencer).

Low-fat and reduced-sugar foods and drinks are manufactured by all the major food producers, with particularly strong brands (and some own-label items) made by Arla, Associated British Foods (AB Foods), Dairy Crest, Heinz, Kraft, Müller, Nestlé, Premier Foods, Quaker, Streamline Foods, Unilever and United Biscuits.

Main media advertising expenditure on all products covered in this report rose by 39.9% in the 12 months to September 2005, but fell by 18.5% in the year to September 2006.

1. Introduction
BACKGROUND AND DEFINITIONS

2. Strategic Overview
MARKET DYNAMICS AND SEGMENTATION
Levels of Overweightness and Obesity
The Body's Dietary Requirements
The `Balance of Good Health'
The Body's Need for Energy
Guideline and Actual Energy Intakes
Sources of Energy in the British Diet
Fats
Proteins
Carbohydrates
Nutritional Requirements by Age Group
Children
Teenagers
Adults
Trends in Consumption of Selected Foods
Regular Participation in Sport and Leisure Activities
Trends in Numbers of Working Women
Market Size
DISTRIBUTION
COMPETITIVE STRUCTURE
ADVERTISING
THE CONSUMER
Membership of Slimming Clubs
Persons Trying to Slim
Visits to Leisure Centres, Health Clubs and Gymnasia
MARKET FORECASTS

3. Market Analysis
BACKGROUND
Diets and Diet Foods
The Glycaemic Index
Other Diet Plans
Low-Fat and Reduced-Sugar Foods and Drinks
Low-Carbohydrate Foods and Drinks
The Atkins Diet
Atkins Low-Carbohydrate Foods
Other Manufacturers of Low-Carbohydrate Foods
Low-Calorie Foods and Drinks
Manufacturers of Low-Calorie Slimming Foods
MARKET SIZE
Low-Fat and Reduced-Sugar Foods and Drinks
Dairy Products
Soya Milk
Bakery Products
Ready Meals
Salad Accompaniments, Sauces and Soups
Other Products
Low-Carbohydrate Foods and Drinks
Low-Calorie Foods and Drinks

4. Advertising and Promotion
MAIN MEDIA ADVERTISING EXPENDITURE
ADVERTISING RESTRICTIONS
FOOD LABELLING

5. Distribution
SALES BY RETAIL OUTLET

6. An International Perspective
EUROPE

7. PEST Analysis
POLITICAL FACTORS
ECONOMIC FACTORS
SOCIAL AND DEMOGRAPHIC FACTORS
TECHNOLOGICAL FACTORS

8. Consumer Dynamics
OVERVIEW
DIETING
Respondents Who Were on a Diet
Respondents Who Did Not Perceive a Need to Diet
Respondents Planning to Go on a Diet in the Near Future
PURCHASING OF LOW-FAT OR REDUCED-SUGAR PRODUCTS
Tendency to Buy Low-Fat or Reduced-Sugar Versions of Foods or Drinks
Belief in the Importance of a Balanced Diet of Healthy `Ordinary' Foods Instead of Buying Low-Calorie, Low-Carbohydrate or Low-Fat Versions
FOOD LABELLING
Tendency to Read Labels to Check Calorie, Fat, Salt and Sugar Contents of Foods
Belief That Food and Drink Labelling Should Be Clearer
LOW-CALORIE, LOW-CARBOHYDRATE AND LOW-GLYCAEMIC-INDEX FOODS AND DRINKS
Calorie Counting and Tendency to Have Low-Calorie Foods or Drinks
Purchasing of Low-Carbohydrate Foods and Drinks
Switching to Foods and Drinks with Low-Glycaemic-Index Ratings
Switching to a Balanced Diet of Healthy `Ordinary' Foods
Confusion and Contradiction Regarding Diets and Dieting
MEMBERSHIP OF HEALTH AND SLIMMING CLUBS AND GYMNASIA, AND LEVELS OF EXERCISE
Membership of Health or Slimming Clubs
Membership of Gymnasia
Previous Membership of Health or Slimming Clubs
Previous Membership of Gymnasia
Levels of Exercise
ATTITUDES REGARDING OVERWEIGHTNESS/OBESITY LEVELS AND FOOD MANUFACTURERS' RESPONSIBILITIES
Concern About the Rising Levels of Overweightness and Obesity in the Population
Belief That Manufacturers Should Cut Back on Advertising For `Unhealthy' Foods or Drinks

9. Company Profiles
ALPRO (UK) LTD
Profitability
ARLA FOODS LTD
Profitability
ASSOCIATED BRITISH FOODS PLC
Profitability
ATKINS NUTRITIONALS
Profitability
BAXTERS FOOD GROUP LTD
Profitability
CARBOLITE
Profitability
DAIRY CREST GROUP PLC
Profitability
HJ HEINZ COMPANY LTD
Profitability
KRAFT FOODS UK LTD
Profitability
MÜLLER DAIRY (UK) LTD
Profitability
MULTIPLE FOODS LTD
Profitability
NESTLÉ UK LTD
Profitability
PREMIER FOODS PLC
Profitability
PREMIER GROCERY PRODUCTS LTD (FORMERLY CAMPBELL GROCERY PRODUCTS LTD)
Profitability
QUAKER OATS LTD
Profitability
RICHMOND FOODS LTD
Profitability
SO GOOD INTERNATIONAL LTD
Profitability
STREAMLINE FOODS LTD
Profitability
UNILEVER PLC
Profitability
UNITED BISCUITS
Profitability
WALKERS SNACK FOODS LTD
Profitability
WEIGHT WATCHERS INTERNATIONAL
Profitability
RETAILERs' OWN LABELS

10. The Future
FORECASTS 2007 TO 2011

11. Consumer Confidence
METHODOLOGY
KEY FINDINGS THIS QUARTER
THE WILLINGNESS TO BORROW
Confidence Slips Slightly
Significantly More Adults Are Willing to Borrow
SPENDING FROM SAVINGS
Little Change in Spending from Savings
Saving Grows in Relative Importance

12. Further Sources