Research Shows That With Weight Loss, One Size Doesn’t Fit All
Published: Saturday, December 01, 2001
The truth is, as a society, we are getting fatter and exercising less. But when consumers search for weight-loss solutions, some products work for some, other products work for others, but not all products work for everyone. And most concerning of all, according to the Natural Marketing Institute’s (NMI) “Health and Wellness Trends Report” (HWTR), the believability of weight-loss-product benefits is at low ebb for all product categories measured.
For perspective, 45 percent of American consumers indicate they are managing weight loss for appearance, an increase of 18 percent over the past two years; and 39 percent indicate they manage weight loss for health reasons, a dramatic rise of 69 percent. However, consumers’ desire to manage weight does not always coincide with behavior, such as exercise—things they know they should do, but don’t. This fact is validated, according to trended data from NMI’s HWTR, as we witness a decrease of 3 percent of American consumers who exercise on a regular basis (2001 vs. 1999 figures).
It all starts with consumer confidence, and based on the HWTR, consumers have little of it when it comes to weight-loss products. As seen in Table 1, only 8 percent of general-population consumers have believability in weight-loss-product benefit claims (those rating the specific benefits as extremely believable). In comparison, vitamins and minerals garnered a 52 percent believability rating. With such low believability ratings, what does the weight-loss season hold in store for weight-loss brands? Most likely a good deal of diet searching, diet starting and diet quitting—a challenge for us all.
Trended NMI household-penetration (usage) levels over the past three years indicate consumers are still searching for the magic pill, and for many, vanity has overridden believability. As almost one-third of all households indicate usage of weight-loss products during the past year, this number continues to increase with a 3 percent compound annual growth since 1999—a sizeable increase on such a large market base.
Also included within the HWTR, consumers measured their level of success with 17 different weight-loss methodologies. Beyond prescription medications (which are reported as the most successful), consumers rate those systems that utilize true “lifestyle” changes such as “more exercise” or “changing eating habits” more than twice as successful as those based on the use of meal replacements, OTC medications or weight-loss supplements (see Table 2).
Perhaps a result of ineffective brand promises, a true lack of efficacy or just poor consumer usage patterns—it’s all a function of how these products get integrated into consumers’ everyday lifestyles, regimens and personal beliefs. In other words, specific consumer groups choose different weight-loss products at different times based on different needs. It is also clear that the same consumer will use a variety of weight-loss products and/or systems at the same time in order to develop his or her own personalized approach to weight loss. When it’s all said and done, one size doesn’t fit all, but understanding consumers’ true motivations and needs is vital to the development of a brand that meets their far-reaching expectations.
As an example of this personalization, among the users of four weight-loss brands tested within the HWTR (Weight Watchers, Slim Fast, Jenny Craig and Atkins), varying motivations are observed when comparing brand users. For example, Jenny Craig users are the most likely to take whatever means necessary to control their health, and they are the most likely to be driven by improved appearance, energy and proper nutrition. Weight Watcher users are the most driven by doctor recommendations, a direct reflection of physician-approval ratings of this diet. Further examination of the four brand-user groups shows that the importance of consuming healthy, nutritious foods and the levels of believability in functional and fortified foods vary significantly across the brand groups.
Overall, while some consumers still search for that magic pill, household penetration will continue to increase as many weight-loss brands strive to become a part of consumers’ lives. As such, NMI predicts 2002 will reveal a paradigm shift and a return to balance in weight-loss diets—indicative of consumers’ search for overall well-being and a desire for long-term solutions.
Diets will come, diets will go; brands will thrive, others will perish—but those brands that address the issues of believability (and ultimately their level of effectiveness) will become part of a personalized portfolio of weight-loss solutions that will lead to success for all.
All figures are drawn from NMI’s annual “Health and Wellness Trends Report” (HWTR), which includes information on consumer attitudes, behaviors and motivations across 16 shopping channels, more than 90 product categories, 80 attitudes/beliefs, plus much more. This proprietary data can be utilized in specific applications and analyses. Both the general report and customized studies are available for purchase.
Maryellen Molyneaux is president of The Natural Marketing Institute, a market research, consulting and business development firm located in Harleysville, Pa. For additional information on the health and wellness consumer and marketplace, please call 215.513.7300 or visit www.NMIsolutions.com.