This document summarizes a report on weight management trends in the U.S. Almost 70% of adults and 32% of children are overweight or obese. The report examines weight loss and maintenance strategies, goals, attitudes and behaviors of consumers. It analyzes data on consumer demographics, diet product usage, exercise habits and media preferences to identify opportunities in the weight management market through 2015.

1.
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Weight Management Trends in the U.S.
May 1, 2010
A diverse range of American consumers are increasingly focused on weight loss and
weight maintenance within a broadening context of personal health and lifestyle issues.
Almost 70% of adults and almost 32% of school-age children and adolescents are either
overweight or obese, according to the latest government statistics. And some studies
project that if current trends continue, 37% of U.S. adults will be classified as obese by
2013 and 43% by 2018.
With such new and ever-more-alarming statistics about adult and childhood obesity
feeding the headlines almost daily, what are today’s weight loss regimens and weight
maintenance mindsets? What roles do calories, portion control, and satiety play, with or
without the benefit of weight management programs, fitness club memberships and
“active lifestyles”? What are the most salient cohorts of weight management consumers,
and which combinations of foods and beverages, weight management programs, and
diet aids appeal most specifically to them? Which media and marketing messages
resonate for these cohorts, and in what contexts?
This all-new report from Packaged Facts examines not just who the weight
management cohorts are, but the all-important “why’s” behind the choices and
purchases they make, and where those choices will take the market through 2015,
identifying the issues and trends affecting the weight management marketplace.
Focusing on consumer lifestyle trends through customized analysis of Experian
Simmons data, the report examines consumers’ weight management strategies, goals
and attitudes toward foods and beverages; use of over-the-counter diet aids, weight
management programs, and exercise; retail channel and foodservice preferences; and
media usage and responsiveness, both traditional and social. The report also examines
the competitive strategies of key players, new product and ingredient trends, and
marketing and advertising positioning, all within the context of the medical, social,
economic, and psychographic drivers of consumer behavior.
Additional data sources include the latest government statistics from the Centers for
Disease Control and Prevention; Information Resources, Inc.’s InfoScan Review for the
mass-market channel; and Datamonitor’s Product Launch Analytics data tracking new
product introductions.

2. Table of Contents
Introduction
Scope of Report
Report Methodology
The Scale of Obesity
39% of Adults Are Managing Weight
Two Consumer Categories
Figure 1-1: Share of U.S. Population Watching Diet to Lose or Maintain Weight,
2009 (percent)
The Economic Costs of Obesity
The Politics of Obesity
Obesity by the Numbers
Childhood Obesity Increasing
Three Weight Management Components: Diet, Exercise and Behavior
Modification
Diet
Exercise
Behavior Modification
Types of Weight Management Programs
Do-It-Yourself Diets
Non-Clinical Programs
Clinical Programs
Type of Diets
Portion-Control Diets
Exchange Diets
Prepackaged Meal and Liquid Formula Diets
Fad Diets

3. Prescription Drugs
Over-the-Counter Diet Aids
U.S. Retail Sales
Opportunities in Weight Management
Trends in Weight Management Products and Programs
Satiety and Body Shaping Are Hot Topics
Weight Management Ingredients
Targeting Men
Obama: Let’s Move
The Healthy Weight Commitment Foundation
New Dietary Guidelines Due in Fall 2010
Labeling Goes Front and Center
Re-Examining Serving Size
Food and Beverage Marketers
Weight Management Program and Club Marketers
Over-the-Counter Pharmaceutical Marketers
WL/WM Consumers Developing Healthy Eating Habits
Consumer Shopping Behavior
Table 1-1: Consumer Shopping Behavior: All Consumers vs. Weight Loss and
Weight Maintenance Consumers, 2009 (percent and index of U.S. adults)
Consumer Attitudes/Behavior Toward Shopping
Consumer Attitudes/Opinions Toward Foodservice
Internet Has Changed How Consumers Spend Free Time
Weight Management Consumers’ Favorite Media
Chapter 2: Market Overview
Introduction
Scope of Report
Report Methodology

4. Overweight and Obesity in the U.S
The Scale of Obesity
The Economic Costs of Obesity
The Politics of Obesity
Definitions of Overweight and Obesity
Body Mass Index
Obesity by the Numbers
Table 2-1: Percentage of Adult Population Overweight or Obese, 1988-2008
(U.S. adults age 20 and over)
More Men Overweight; More Women Obese
Table 2-2: Percentage of Adult Population Overweight or Obese: By Gender,
1988-2008 (U.S. adults age 20 and over)
Prevalence of Overweight and Obesity Higher Among Ethnic Minorities
Table 2-3: Percentage of Adult Population Overweight or Obese by Ethnic
Group, 2007-2008 (U.S. adults age 20 and over)
Obesity Epidemic Spreads to All U.S. States
Figure 2-1: Percent of Adult Population Obese by State, 2008
Measuring Overweight and Obesity in Children
Childhood Obesity Increasing
Table 2-4: Percentage of Children and Teens Who Are Obese, 1988-2008 (U.S.
children and teens age 6-19)
Childhood Obesity Risk Higher Among Minorities
Causes and Complications of Overweight and Obesity
An Obesogenic Society
Increased Food Consumption
Is the Food Industry Partly at Fault?
Not Enough Exercise
Table 2-5: Percentage of Population Getting Leisure-Time Physical Activity:
1988, 2004 and 2007 (U.S. adults age 18 and over)

5. Complex Socioeconomic Factors
Genetics
Complications of Overweight and Obesity
Diabetes
Cardiovascular Disease
Other Diseases
Weight Management
Three Components: Diet, Exercise and Behavior Modification
Diet
Exercise
Behavior Modification
Types of Weight Management Programs
Do-It-Yourself Diets
Non-Clinical Programs
Clinical Programs
Government Regulations
Type of Diets
Portion-Control Diets
Exchange Diets
Prepackaged Meal and Liquid Formula Diets
Fad Diets
Prescription Drugs
Over-the-Counter Diet Aids
Market Size and Composition
U.S. Retail Sales
Market Outlook
Opportunities in Weight Management

6. Trends in Weight Management Products and Programs
Table 2-6: Trends in Weight Management Products and Services, 2005-2009
(percent of U.S. adults age 20 and over)
Satiety and Body Shaping Are Hot Topics
Focus on Weight Management Ingredients
Targeting Men
New Government and Private Sector Programs
The Obama Administration: Let’s Move
Healthy Weight Commitment Foundation
New Dietary Guidelines Due in Fall 2010
Labeling Goes Front and Center
Re-Examining Serving Size
How Accurate Are Calorie Counts?
Major Competitors
Food and Beverage Marketers
Weight Management Program and Club Marketers
Over-the-Counter Pharmaceutical Marketers
Chapter 3: Consumer Overview
Experian Simmons Consumer Survey Findings
39% of Adults Are Managing Weight
Two Consumer Categories
Figure 3-1: Share of U.S. Population Watching Diet to Lose or Maintain Weight,
2009 (percent)
High Socioeconomic Status Characterizes Dieters
Table 3-1: Selected High-Index Demographics of Weight Loss/Weight
Maintenance Consumers, 2009
Table 3-2: Demographic Overview of Weight Loss Consumers, 2009 (percent,
number and index of U.S. adults)
Table 3-3: Demographic Overview of Weight Maintenance Consumers, 2009
(percent, number and index of U.S. adults)

7. Consumer Attitudes Toward Health
Table 3-4: Consumer Attitudes Toward Health: All Consumers vs. Weight Loss
and Weight Maintenance Consumers, 2009 (percent and index of U.S. adults)
Consumer Dieting Patterns
Table 3-5: Consumer Dieting Patterns: All Consumers vs. Weight Loss and
Weight Maintenance Consumers, 2009 (U.S. adults, percent and index)
Dieting Behaviors Among Weight Loss Consumers
Table 3-6: Selected High-Indexing Dieting Behaviors for Weight Loss
Consumers, 2009 (index of U.S. adults)
Dieting Behaviors for Weight Maintenance Consumers
Table 3-7: Selected High-Indexing Dieting Behaviors for Weight Maintenance
Consumers, 2009 (index of U.S. adults)
Consumer Dieting Trends
Table 3-8: Consumer Dieting Trends, 2005-2009 (percent)
Use of Non-Prescription Diet Products
Use of Weight Management Programs
Table 3-9: Consumer Use of Non-Prescription Diet Products: All Consumers vs.
Weight Loss and Weight Maintenance Consumers, 2009 (percent and index of
U.S. adults)
Table 3-10: Consumer Use of Weight Management Programs: All Consumers vs.
Weight Loss and Weight Maintenance Consumers, 2009 (percent and index of
U.S. adults)
Consumer Exercise Patterns
Weight Loss/Weight Maintenance Consumers More Apt to Exercise Than
General Public
Table 3-11: Consumer Exercise Patterns: All Consumers vs. Weight Loss and
Weight Maintenance Consumers, 2009 (percent and index of U.S. adults)
Consumer Exercise Patterns by Place
Table 3-12: Consumer Exercise Patterns by Place: All Consumers vs. Weight
Loss and Weight Maintenance Consumers, 2009 (percent and index of U.S.
adults)
Frequency of Exercise

8. Table 3-13: Consumer Exercise Frequency: All Consumers vs. Weight Loss and
Weight Maintenance Consumers, 2009 (percent and index of U.S. adults)
Types of Exercise Performed
Table 3-14: Selected Types of Exercise in Past Year: All Consumers vs. Weight
Loss and Weight Maintenance Consumers, 2009 (percent and index of U.S.
adults)
“Food Lifestyle” Segmentations
Table 3-15: Consumer Food Lifestyle Segments: All Consumers vs. Weight Loss
and Weight Maintenance Consumers, 2009 (percent and index of U.S. adults)
Retail Shopping Segmentations
Table 3-16: Retail Shopping Segmentations: All Consumers vs. Weight Loss and
Weight Maintenance Consumers, 2009 (percent and index of U.S. adults)
The IFIC Food and Health Survey
International Food Information Council
Most Americans Concerned About Their Weight
Most Are Changing Diets to Improve Healthfulness
Weight Management Techniques
Misunderstanding of Calories
Self-Perception vs. Reality
FDA 2008 U.S. Health and Diet Survey
Associated Press-iVillage Poll
Chapter 4: Food Trends and Preferences
Methodology
Two Consumer Categories
WL/WM Consumers Developing Healthy Eating Habits
WL and WM Consumers: Breakfast Is Most Important Meal of the Day
Table 4-1: Consumer Attitudes/Opinions Toward Food: All Consumers vs. Weight
Loss and Weight Maintenance Consumers, 2009 (percent and index of U.S.
adults)

9. Table 4-2: Consumer Attitudes/Opinions Toward Meals: All Consumers vs.
Weight Loss and Weight Maintenance Consumers, 2009 (percent and index of
U.S. adults)
Weight Management and Snacks
Attitudes Toward Meal Preparation
Table 4-3: Consumer Attitudes/Opinions Toward Snacks: All Consumers vs.
Weight Loss and Weight Maintenance Consumers, 2009 (percent and index of
U.S. adults)
Table 4-4: Consumer Attitudes/Opinions Toward Meal Preparation: All
Consumers vs. Weight Loss and Weight Maintenance Consumers, 2009 (percent
and index of U.S. adults)
Market Size and Growth
Methodology for Sales Estimates
Mass-Market Sales Top $18.1 Billion
Coca-Cola, PepsiCo Are Leading Marketers
Table 4-5: IRI-Tracked Sales of Selected Leading Weight Loss/Management
Food and Beverage Segments and Brands vs. Total Category, 2009 (in millions
of dollars)
FDA Definitions of Nutrient Content Claims
Table 4-6: FDA Definitions of Nutrient Content Claims for Calories, Fat and
Sugar
Competitive Trends
Major Food and Beverage Marketers
Weight Management Programs
Atkins Nutritionals
eDiets.com, Inc
Jenny Craig, Inc.
Nutrisystem, Inc
Weight Watchers
Marketing Trends
Stevia Comes to the Fore as a Sweetener

10. Co-Branding, Joint Promotions, and Endorsements
New Product Introductions
Number of New Products with Weight Management Claims
Table 4-7: Number of Food and Beverage New Product Reports with Weight
Loss/ Management Claims, 2005-2009
Top Claims on New Products Overall: Upscale, Natural, Single Serving
Table 4-8: Top 20 Product Claims/Tags in U.S. Food and Beverage New Product
Reports by Number, 2005-2009 (number of reports)
Low Calories, Low Fat the Top Claims
Table 4-9: Weight Loss/Management Claims: By Number of New Food and
Beverage Reports, 2005-2009 (number of reports)
Table 4-10: “Low” or “No” Weight Loss/Management Claims on New Food and
Beverage Product Reports: Calories, Carbohydrates, Fat, Sugar, 2005 vs. 2009
(number and percent of total new product introductions)
Foods Dominate New Product Launches
Table 4-11: Number of Weight Loss/Management New Product Reports: Food
vs. Beverage, 2005-2009 (number of reports)
Snacks, Candy Lead 2009 Weight Management Food Launches
Table 4-12: Top 15 Categories for New Weight Loss/Management Food
Launches, 2005-2009 (number of reports)
Functional Drinks Top Weight Management Beverage Launches
Table 4-13: Top 10 Categories for New Weight Loss/Management Beverage
Launches, 2005-2009 (number of reports)
General Mills Leads Marketers in 2009 Product Introductions
Table 4-14: Top 15 U.S. Marketers of Weight Loss/Management Foods and
Beverages by Number of New Product Launches, 2005-2009 (number of
Reports)
Marketing Positioning and New Product Introductions
Frozen and Shelf-Stable Meals
Beans, Grains, Cheese, Preserves, Sweeteners, Yogurt
Beans

11. Mixes, Breads, Cereal
Cheese
Preserves and Sweeteners
Yogurt
Snacks and Desserts
100 Calorie Cookies, Cakes, and Snacks
Granola Bars
Refrigerated and Frozen Desserts
Beverages
Juice Drinks
Chocolate Milk
Diet Soft Drinks
Powdered Drink Mixes
Sports and Functional Beverages
Specifically Targeting Weight Management
Chapter 5: Retail and Foodservice
Overview
Methodology
Two Consumer Categories
Consumer Shopping Behavior
Consumer Attitudes/Behavior Toward Shopping
Table 5-1: Consumer Shopping Behavior: All Consumers vs. Weight Loss and
Weight Maintenance Consumers, 2009 (percent and index of U.S. adults)
Table 5-2: Consumer Attitudes/Behavior Toward Shopping: All Consumers vs.
Weight Loss and Weight Maintenance Consumers, 2009 (percent and index of
U.S. adults)
Consumer Attitudes/Opinions Toward Foodservice
Table 5-3: Consumer Attitudes/Opinions Toward Foodservice: All Consumers vs.
Weight Loss and Weight Maintenance Consumers, 2009 (percent and index of
U.S. adults)

12. Consumer Visits to Restaurants
Table 5-4: Consumer Visits to Selected Restaurants in the Past Month: All
Consumers vs. Weight Loss and Weight Maintenance Consumers, 2009 (percent
and index of U.S. adults)
Catalina Marketing Weight Management Study
Retail and Foodservice Trends
Retail Merchandising
Restaurant Calorie Counts Move into Focus
Will Calorie Postings Deter Obesity?
Chefs’ Views of Weight Management
Restaurants Get on the Weight Management Bandwagon
Applebee’s Rolls Out “Under 550 Calories” Menu
Bob Evans’ “Fit from the Farm” Menu
Dunkin’ Donuts
KFC’s “Penny Per Calorie” 395-Calorie Promotion
Outback Steakhouse Adds 500-Calorie Entrees
Starbucks Adds Products for Calorie-Counting Consumers
Subway Continues its FreshFit Menu
Taco Bell’s Drive-Thru Diet Menu
Chapter 6: Consumers and Media
Methodology
Two Consumer Categories
Internet Has Changed How Consumers Spend Free Time
Table 6-1: Consumer Internet Use: All Consumers vs. Weight Loss and Weight
Maintenance Consumers, 2009 (percent and index of U.S. adults)
Internet a Good Source of Product and Health Info
Table 6-2: Consumer Internet Use Patterns: All Consumers vs. Weight Loss and
Weight Maintenance Consumers, 2009 (percent and index of U.S. adults)
Weight Management Consumers’ Favorite Media

13. Consumer Attitudes Toward Advertising
Table 6-3: Consumer Internet Use vs. Other Media: All Consumers vs. Weight
Loss and Weight Maintenance Consumers, 2009 (percent and index of U.S.
adults)
Table 6-4: Consumer Attitudes Toward Advertising: All Consumers vs. Weight
Loss and Weight Maintenance Consumers, 2009 (percent and index of U.S.
adults)
Advertising and Marketing Trends
Making Use of Websites and Social Media
Viral Videos
Fiber One Irrational Disbelief Syndrome
Healthy Choice’s “Spokesperson Wanted” Campaign
Celebrity Spokespeople
Nutrisystem and Marie Osmond
Jenny Craig’s Roster of Stars
Atkins Nutritionals and Courtney Thorne-Smith
Trop50 and Kyra Sedgwick
Dannon Light & Fit Yogurt and Heidi Klum
Jennie-O Turkey Store and “The Biggest Loser”
Subway Fast-Food Chain also Capitalizes on The Biggest Loser
Taco Bell Features a “Real Life” Fan
Competitive Swipes
Atkins Nutritionals
Curves for Women
Weight Watchers and Jenny Craig Fight it Out
Unique, Eyecatching Campaigns
Weight Watchers Momentum Quells the Hungry Monster
New Kellogg’s Special K Campaign Uses a Soft Sell
Lean Cuisine’s “Book of Truth” Campaign

14. Memorable Puns
Straightforward Product Ads
Alli
Healthy Choice Ad: Hard to Ignore?
Hostess 100 Calorie Cupcake Ad
Slim-Fast
Splenda Ad Targets Consumers Watching Sugar and Calories
Weight Watchers Cheese
Weight Watchers Smart Ones Frozen Foods
Dairy Industry Promotes Let’s Move Campaign
Appendix: Addresses of Selected Marketers
Available immediately for Online Download at
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