1 ©2007 Mintel Group. All rights reserved. Weight management: Fad or trend? David Jago Director, GNPD Custom Solutions, Mintel FDIN Seminar 28 th June 2007

2 ©2007 Mintel Group. All rights reserved. Todays 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

3 ©2007 Mintel Group. All rights reserved. Clearly a fad: low carb introductions, global

4 ©2007 Mintel Group. All rights reserved. Fad or trend? Weight control introductions, global

5 ©2007 Mintel Group. All rights reserved. Weight control NPD, by region

6 ©2007 Mintel Group. All rights reserved. Weight control NPD, by region

7 ©2007 Mintel Group. All rights reserved. Weight control NPD, by category

8 ©2007 Mintel Group. All rights reserved. Weight control NPD, by category

9 ©2007 Mintel Group. All rights reserved. Weight management: different approaches Portion control Satiation and appetite suppression Active fat and calorie reduction

10 ©2007 Mintel Group. All rights reserved. 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

11 ©2007 Mintel Group. All rights reserved. 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

12 ©2007 Mintel Group. All rights reserved. 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

13 ©2007 Mintel Group. All rights reserved. Kaiku Kaikulínea low lactose skimmed milk with 1.5% fibre, claimed to help control weight in a natural way, Spain NLPs Zerokilo chocolate bars, said to provide a long-lasting full sensation due to the high content of vegetable fibre, Portugal Fibre and weight management

14 ©2007 Mintel Group. All rights reserved. Biocenturys 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

15 ©2007 Mintel Group. All rights reserved. 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

16 ©2007 Mintel Group. All rights reserved. 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

17 ©2007 Mintel Group. All rights reserved. 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

18 ©2007 Mintel Group. All rights reserved. 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

19 ©2007 Mintel Group. All rights reserved. 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 bodys fat levels, Spain

20 ©2007 Mintel Group. All rights reserved. Yoplait Essence Lose Weight health shots, a concentrated boost of natural milk calcium which enhances weight loss when dieting, Ireland Nestlés Sveltesse Active Slim dairy drink with Lineactis, a combination of calcium, fibre and green tea Weight loss - the role of calcium

21 ©2007 Mintel Group. All rights reserved. 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

22 ©2007 Mintel Group. All rights reserved. Olimp orange drink with l-carnitine, for fat burning, energy and muscle development, Poland Coca-Colas Aquarius Active Diet sports drink with carnitine, to boost metabolism and promote fat burning, Japan Fat burning + energy: l-carnitine

23 ©2007 Mintel Group. All rights reserved. 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 Vitarmonyls Aqua Ligne Minceur à Boire, a slimming drink concentrate with caffeine and plant extracts including guarana and maté, to burn fat and drain, France

24 ©2007 Mintel Group. All rights reserved. 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

25 ©2007 Mintel Group. All rights reserved. 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

26 ©2007 Mintel Group. All rights reserved. Finally, if all else fails... Puralin Appetite Suppressant Grape Strips with benzocaine, puts the taste buds to sleep to instantly control hunger, USA

27 ©2007 Mintel Group. All rights reserved. Presented by: David Jago Director, GNPD Custom Solutions Thank you!