There are huge opportunities for the industry to capitalise on the new-year dieting bonanza as diet-confusion reigns, research from market analyst Mintel reveals.

According to the study, only 61 per cent of people know what they should be eating in order to lose weight and 12 per cent admit that they would like to lose weight but do not know how.

Alex Beckett, senior food analyst at Mintel, said: “Our research suggests that consumers are going on diets despite being uncertain about what they should eat. It also implies that advice surrounding calorie consumption is failing to register among a sizeable chunk of the population - especially men. This presents manufacturers with an opportunity to take the lead and help consumers understand the importance of calories via educational marketing activity. Consumers’ uncertainty about calories and what foods to avoid to lose weight stems from a wider lack of clarity about what is and isn’t healthy.”

He calls on the food industry to “excite sales growth,” and “tackle this consumer confusion in a way that all people will relate to.”

Mintel has found that despite the economic downturn and its aftermath, there has been little change in the number of consumers who have been on a weight-loss diet, however, the uncertain economic outlook may have an impact on future growth as consumers grow more concerned about their financial situation than their weight in the future. The company’s research reveals that “my own financial situation” was deemed a personal concern by 59 per cent of adults in 2011 whereas "my health" was deemed a concern by just 41 per cent.

“It appears that, living in a difficult economic climate, consumers are choosing to prioritise their finances over their health,” said Beckett. “This, coupled with low awareness about what should and should not be eaten to lose weight and eat healthily, presents a challenge for the industry to connect with these consumers.”

His research found that fewer consumers are looking for and using diet food and drink in 2011 than in 2007 and usage is down to 20 per cent from 22 per cent over the period. Further evidence of confusion is borne out by the fact that only 48 per cent of men look for the five a day claim when seeking healthy food compared to 61 per cent of women.

Topics