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A combination of demographic and lifestyle changes — including an ageing population, lack of exercise in daily life and changing eating habits — has meant that obesity levels have been rising steadily in the UK. This has led to a growing interest in finding weight-loss methods as part of a healthy lifestyle among consumers, the Government and industry.

The popularity of foods that are low in fat and/or sugar has increased during the past decade. Although they were originally marketed mainly on a slimming platform, the focus has turned increasingly to the overall health benefits of reducing the consumption of fat and sugar. The market for reduced-fat and -sugar products has undergone steady growth between 2002 and 2006.

The low-carbohydrate products market was non-existent before January 2004, but grew rapidly in value due to the popularity of eating plans such as the Atkins Diet, which advocated cutting down drastically on the consumption of carbohydrates. However, this proved to be a short-lived trend and the total market for low-carbohydrate food and drink fell sharply in value during 2006.

Despite continuing concerns about obesity levels, and a desire on the part of most consumers to achieve a healthy weight, specialist slimming products (meal replacements, appetite controllers and suppressants, and very-low-calorie diets [VLCDs]) have never achieved mainstream popularity and are unlikely to do so. One reason for this is that many health professionals disapprove of `quick fix' methods of weight loss, preferring to try and encourage people to achieve their desired weight by changing their lifestyles to incorporate healthier eating regimes and more exercise.

Total consumer expenditure on health and fitness is difficult to pinpoint exactly, as it involves different types of spending. Figures from the Family Spending Survey indicate that expenditure on sports and fitness participation by UK consumers declined between 2002 and 2004, but increased again thereafter, although these figures also include expenditure on subscriptions to social clubs.

Key Note forecasts that the reduced-fat and -sugar products market will grow steadily between 2007 and 2011, but that the low-carbohydrate products market will undergo a rapid decline in value. The market for specialist slimming foods will remain relatively flat during the forecast period, while consumer expenditure on sports and fitness participation will enjoy only small year-on-year increases.

1. Introduction
REPORT COVERAGE
DEFINITION
Low Fat
Low Sugar
Low Carbohydrate

2. Strategic Overview
BACKGROUND
MARKET TRENDS
Measuring Obesity
Body Weight
Table 1: Body Mass Index† of Adults in England by Sex (%), 1995 and 2001-2005
Table 2: Percentage of Adults with a Body Mass Index of More Than 25 by Sex and Age, 1995 and 2001-2005
Exercise
Table 3: Proportion of Adults in England Achieving the Physical Activity Guidelines by Sex and Age (%), 1997, 1998, 2003 and 2004
Table 4: Participation† in at Least Moderate-Intensity Activities by Adults in England by Body Mass Index and Sex (%), 2003
Dieting
MARKET DYNAMICS AND SEGMENTATION
THE CONSUMER
Table 5: Those Currently on a Diet or Trying to Lose Weight (% of respondents), 2007
MARKET FORECASTS

3. Reduced-Fat, Reduced-Sugar and Low-Carbohydrate Products
BACKGROUND
REDUCED-FAT AND REDUCED-SUGAR PRODUCTS
Market Size
Table 6: The Total UK Reduced-Fat and Reduced-Sugar Products Market by Value at Current Prices (£m at rsp), 2002-2006
By Market Sector
Table 7: The UK Reduced-Fat and Reduced-Sugar Products Market by Sector by Value at Current Prices (£m at rsp and %), 2006
Table 8: Percentage of the Total Market Held by Reduced-Fat and Reduced-Sugar Variants, 2006
LOW-CARBOHYDRATE PRODUCTS
COMPETITIVE STRUCTURE
DISTRIBUTION
THE CONSUMER
Table 9: Penetration of Low-Fat Spreads/Dairy Spreads in the Past 12 Months by Sex, Age, Social Grade and Region (% of adults), 2005/2006
MARKETING AND ADVERTISING
Table 10: Main Media Advertising Expenditure on Selected Reduced-Fat and Reduced-Sugar Products (£000), Years Ending March 2006 and 2007

4. Specialist Slimming Products
BACKGROUND
Meal Replacements
Appetite Controllers and Suppressants
Very-Low-Calorie Diets
MARKET SIZE
Table 11: The UK Specialist Slimming Products Market by Value (£m at rsp), 2002-2006
DISTRIBUTION
COMPETITIVE STRUCTURE
THE CONSUMER
MARKETING AND ADVERTISING
Table 12: Main Media Advertising Expenditure on Slimming Aids and Foods (£000), Years Ending March 2006 and 2007

5. Exercise and Fitness
BACKGROUND
CONSUMER EXPENDITURE
Table 13: Total UK Consumer Expenditure on Sports and Fitness Participation (£m), 2002-2006
COMPETITIVE STRUCTURE
Table 14: Leading UK Health Club Owners by Number of UK Clubs, 2006
THE CONSUMER
Table 15: Participation† in Moderate-Intensity Activities by Adults in England by Sex and Age (%), 2003
Table 16: Top Ten Sports, Games and Physical Activities Among Adults in England by Sex and Age (%), 2005/2006
Table 17: Main Reasons for Participating in at Least One Type of Active Sport During the Past 12 Months (%), 2005/2006†
Table 18: Factors That Would Encourage Those Who Already Take Part in Active Sports at Least Once a Year to do so More Often (%), 2005/2006†
MARKETING AND ADVERTISING
Table 19: Main Media Advertising Expenditure on Gyms and Fitness Clubs (£000), Years Ending March 2006 and 2007

6. Slimming Magazines and Clubs
BACKGROUND
SLIMMING CLUBS
WeightWatchers
Slimming World
Rosemary Conley
eDiets.com
Closer Diets
SLIMMING MAGAZINES
Circulation Trends
Table 20: Selected Leading Audited Slimming Titles by Average Net Circulation (000), July to December 2002-2006
DISTRIBUTION
THE CONSUMER
MARKETING AND ADVERTISING

7. An International Perspective
THE US
The Rise and Fall of Atkins
EUROPE
Table 21: Prevalence of Overweight and Obese Adults in European Countries (%)

8. PEST Analysis
POLITICAL FACTORS
ECONOMIC FACTORS
Table 22: Finished Consultant Episodes with a Primary Diagnosis of Obesity in England by Sex, 1996/1997-2005/2006†
SOCIAL FACTORS
Table 23: Body Mass Index in England by Socio-Economic Classification† and Sex (%), 2003
TECHNOLOGICAL FACTORS

9. Consumer Dynamics
BACKGROUND
Table 24: Summary of Attitudes Towards Slimming and Losing Weight (% of respondents), 2007
THE IMPORTANCE OF BEING THE CORRECT WEIGHT
``It is Very Important Not to be Overweight``
``People Should Not Worry if they are a Bit Overweight
Table 25: The Importance of Being the Correct Weight (% of respondents), 2007
WEIGHT-LOSS METHODS
``It is Important to Cut Down on Fat if You Want to Lose Weight``
``It is Important to Cut Down on Carbohydrates if You Want to Lose Weight``
Table 26: Attitudes Towards Cutting Down on Fat and Carbohydrates to Lose Weight (% of respondents), 2007
``It is Good to Join a Slimming Club When You are Trying to Lose Weight``
``Products such as Slimming Meals and Drinks can be Very Helpful When You are Trying to Lose Weight``
Table 27: Attitudes Towards Joining Slimming Clubs, and Using Slimming Meals and Drinks to Lose Weight (% of respondents), 2007
``Taking Exercise is More Important than Eating Less if You Want to Lose Weight``
``You Can't Lose Weight Just by Taking More Exercise, You Have to Eat Less``
Table 28: Attitudes Towards Exercise and Weight Loss (% of respondents), 2007
``If You go on a Diet You Usually put on Weight Again More Quickly Once You Have Stopped``
Table 29: Those Agreeing that Dieting can make People put on Weight More Quickly Once Dieting has Stopped (% of respondents), 2007
ATTITUDES TOWARDS OWN WEIGHT
``I Would Probably be Healthier if I Weighed Less than I Do Now``
``I Would Probably Look Better if I Weighed Less than I Do Now``
Table 30: Attitudes Towards Feeling Healthier or Looking Better Due to Weight Loss (% of respondents), 2007
``I Would Probably be Happier if I Weighed Less than I Do Now``
Table 31: Attitudes Towards Being Happier due to Weight Loss (% of respondents), 2007
OWN DIETING HISTORY
``I Am Currently on a Diet/Trying to Lose Weight``
``I Am Not Currently on a Diet/Trying to Lose Weight, But I Have Been in the Last Year``
Table 32: Current and Recent Dieters (% of respondents), 2007
``I Have Not Been on a Diet/Trying to Lose Weight in the Last Year, But I Have Done so Before That``
``I Have Never Been on a Diet/Tried to Lose Weight``
Table 33: Those who Last Dieted Longer Ago than the Last Year, and Those who Have Never Dieted (% of respondents), 2007

10. Company Profiles
BACKGROUND
DAVID LLOYD LEISURE LTD
Corporate Strategy
Advertising
Profitability
Table 34: Financial Results for David Lloyd Leisure Ltd (£000), Years Ending 3rd March 2005, 2nd March 2006 and 1st March 2007
Recent and Future Developments
FITNESS FIRST LTD
Corporate Strategy
Advertising
Profitability
Table 35: Financial Results for Fitness First Ltd (£000), Years Ending 31st October 2004-2006
Recent and Future Developments
HJ HEINZ COMPANY LTD
Corporate Strategy
Profitability
Table 36: Financial Results for HJ Heinz Company Ltd (£000), 53 Weeks Ending 30th April 2003 and Years Ending 30th April 2004 and 27th April 2005
Recent and Future Developments
UNILEVER UK FOODS
Corporate Strategy
Advertising
Profitability
Table 37: Financial Results for Unilever Bestfoods UK Ltd (£000), Years Ending 31st December 2003-2005
Recent and Future Developments
RETAILER ACTIVITY
ASDA
Boots
Co-op
Marks & Spencer
Morrisons
J Sainsbury
Somerfield PLC
Tesco PLC
Waitrose

11. The Future
POPULATION TRENDS
Table 38: The Projected UK Population by Age (000), 2007-2011
Table 39: Number† and Percentage of Adults who are Overweight and Obese in England by Sex and Age, 2003 and 2010
MARKET TRENDS
FORECASTS
Reduced-Fat, Reduced-Sugar and Low-Carbohydrate Products
Table 40: The Forecast UK Reduced-Fat and Reduced-Sugar Products Market by Value (£m at rsp), 2007-2011
Figure 1: The Forecast UK Reduced-Fat and Reduced-Sugar Products Market by Value (£m at rsp), 2002-2011
Specialist Slimming Products
Table 41: The Forecast UK Specialist Slimming Products Market by Value (£m at rsp), 2007-2011
Figure 2: The Forecast UK Specialist Slimming Products Market by Value (£m at rsp), 2002-2011
Exercise and Fitness
Table 42: Forecast UK Consumer Expenditure on Sports and Fitness Participation (£m), 2007-2011
Figure 3: Forecast UK Consumer Expenditure on Sports and Fitness Participation (£m at rsp), 2002-2011

12. Consumer Confidence
METHODOLOGY
KEY FINDINGS THIS QUARTER
THE WILLINGNESS TO BORROW
Confidence Improves
Table A: The Average Amount Consumers Are Willing to Borrow in Order to Purchase Expensive Items at Current and Constant November 2004 Prices (£ and £bn), February 2006-2007
Willingness to Borrow Slips Slightly
Table B: The Number of Adults Willing to Borrow in Order to Purchase Expensive Items (000 and %), February 2006-2007
SPENDING FROM SAVINGS
Slight Increase in Spending from Savings
Table C: The Average Amount Consumers Are Willing to Spend from Savings in Order to Purchase Expensive Items at Current and Constant November 2004 Prices (£ and £bn), February 2006-2007
Saving Grows in Relative Importance
Table D: The Average Amounts Adults Are Confident Spending to Purchase Expensive Items (£ and %), February 2006-2007

13. Further Sources
Publications
General Sources
Government Sources
Other Sources
Bisnode Sources