Indexed on All Households 52 w/e Feb 29 2004
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Transcript Indexed on All Households 52 w/e Feb 29 2004
The
Food & Drink
Innovation
Network
www.fdin.co.uk
Understanding Atkins
Shopping Impact of Dieting and Obesity
Staverton Park – April 2004
Edward Garner
Communications Director
Superpanel
© WorldpanelTM division of TNS 2003
Agenda
Obesity in the USA
Obesity in the UK
Obesity and the art of self-delusion
BMI – Behaviour and Lifestyles
Atkins Dieters – who are they?
Atkins Dieters – their shopping
Atkins – A Diet or a Lifestyle?
© WorldpanelTM division of TNS 2003
© WorldpanelTM division of TNS 2003
“…over the next few years obesity will be
more damaging to our economy than
smoking…”
Source: Surgeon General, USA
FFP Complete
© WorldpanelTM division of TNS 2003
© WorldpanelTM division of TNS 2004
Agenda
Obesity in the USA
Obesity in the UK
Obesity and the art of self-delusion
BMI – Behaviour and Lifestyles
Atkins Dieters – who are they?
Atkins Dieters – their shopping
Atkins – A Diet or a Lifestyle?
© WorldpanelTM division of TNS 2003
Obesity – The Facts
Obesity has grown three fold in the last 20 years in the UK
Obesity is a significant contributory factor leading to type2 diabetes, heart
disease, strokes, cancer
The rate of increase in obesity in the UK is similar to that of the USA – although
the absolute level lags some 15 years behind
In Europe it is estimated that more than half of adults aged between 35 and 65
are either overweight or obese
Obesity is thought to cost the country 18 million sick days and 30,000 deaths
each year [and average life span shortened by 9 years]
The National Audit Office estimate that obesity costs the NHS £0.5 billion and
up to £2 billion to the wider economy
© WorldpanelTM division of TNS 2003
Source: Tackling Obesity , Auditor General, Feb 2001.
Adult Population
D.o.H estimates
Adults only*
100%
90%
22
23
80%
Obese
70%
Overweight
60%
43
34
Ideal Weight
50%
Underweight
40%
30%
20%
30
37
10%
0%
5
6
Men
Women
* Source: DoH - Health Survey for England 2002
© WorldpanelTM division of TNS 2003
Josh Lewsey 28.4
Ben Cohen 28.3
Jason Robinson 28.4
Will Greenwood 29.8
Mike Tindall 26.0
Jonny Wilkinson 28.1
Matt Dawson 27.8
Lawrence Dallaglio 29.8
Neil Back 28.4
Richard Hill 29.2
Ben Kay 28.7 Martin Johnson 30.0
Jason Leonard 35.0
Trevor Woodman 33.8
Steve Thompson 32.9
© WorldpanelTM division of TNS 2003
© WorldpanelTM division of TNS 2003
National Food Survey
1998
1996
1994
1992
1990
1988
1986
1984
1982
1980
1978
1976
1974
1972
1970
1968
1966
1964
1962
1960
1958
1956
1954
1952
1950
1948
1946
1944
1942
1940
Calorific intake in decline
K Cal per day
3000
2500
2000
1500
1000
500
0
© WorldpanelTM division of TNS 2003
National Food Survey
1999
1997
1995
1993
1991
1989
1987
1985
1983
1981
1979
1977
1975
1973
1971
1969
1967
1965
1963
1961
1959
1957
1955
1953
1951
1949
1947
1945
1943
Fat intake in decline
K Cal per day
140
120
100
80
60
40
20
0
The obese take less exercise
I regularly take exercise
OBESE
42
IDEAL
WEIGHT
24
29
69
Agree
Neither agree nor disagree
© WorldpanelTM division of TNS 2003
19
Disagree
4
11
Does not apply
2
Agenda
Obesity in the USA
Obesity in the UK
Obesity and the art of self-delusion
BMI – Behaviour and Lifestyles
Atkins Dieters – who are they?
Atkins Dieters – their shopping
Atkins – A Diet or a Lifestyle?
© WorldpanelTM division of TNS 2003
The Obese do try to manage their diets
% Of Adults Agreeing
I actively try to manage the fat I
consume
56
40
I am concerned about the
amount of fats I consume
55
34
52
I look out for healthy products
46
I understand about saturated
fats
48
40
I actively try to manage the
sugar levels I consume
48
32
I am concerned about sugar
levels in products
48
28
40
I try to avoid saturated fats
I regularly go on fat reducing
diets
© WorldpanelTM division of TNS 2003
30
33
12
Obese
Ideal weight
All Meals are Becoming “Lighter”
53
52 52
48
44
42
39
36 37
26
20
16
Breakfast
Lunch
Teatime
Evening Meal
Proportion of occasion defined by the consumer as a “light meal”
© WorldpanelTM division of TNS 2003
1993
1998
2003
Convenience key to the obese
Health not a key motivator
Healthy
Something
special/treat
89
106
Quick to Cook
109
Filling
110
Easy to Clear up
after
© WorldpanelTM division of TNS 2003
150
The obese spend more [per capita] but shop
less frequently.
They also over index on bigger pack sizes.
© WorldpanelTM division of TNS 2003
Source: Superpanel
The attraction of extra free
Obese
No Promotion
Multi buy
Extra Free
© WorldpanelTM division of TNS 2003
98
104
105
Superpanel
Static Trend – A concern for 5 a Day!
3000
2760
2652
2643
2683
2701
2601
2570
2692
2595
2675
2649
2550
2429
2500
2636
2528
2507
1517
1539
2569
1869
2000
1653
1590
1510
1541
1463
1500
1257
1130
1131
1156
1104
1096
1282
1248
1159
1000
TOTAL FRESH VEGETABLES
500
SALAD VEGETABLES
0
W/S
94
S/A
94
W/S
95
S/A
95
W/S
96
S/A
96
© WorldpanelTM division of TNS 2003
W/S
97
S/A
97
W/S
98
S/A
98
W/S
99
S/A
99
W/S
00
S/A
00
W/S
01
S/A
01
W/S
02
…..But, Fresh Fruit on a more Positive Trend
3000
2822
2683
2500
2485
2000
1938
2000
2351
2342
2285
2204
2590
2529
2321
2370
2378
2191
2087
2084
1500
1000
ALL FRESH FRUIT
500
0
W/S
94
S/A
94
W/S
95
S/A
95
W/S
96
S/A
96
© WorldpanelTM division of TNS 2003
W/S
97
S/A
97
W/S
98
S/A
98
W/S
99
S/A
99
W/S
00
S/A
00
W/S
01
S/A
01
W/S
02
Great Britain - Fruit & Vegetable Consumption
All Consumers Fall Well Below the Government Target
Portions per person per day
3.5
3.3
3.2
3.0
3.0
2.6
2.4
2.5
2.0
1.9
2.0
1.9
2.0
1.9
2.3
2.1
2.1
1.8
1.5
1.0
0.5
© WorldpanelTM division of TNS 2003
+
AL
E
65
-6
4
FE
M
AL
E
45
-4
4
FE
M
FE
M
AL
E
35
-3
4
25
AL
E
17
FE
M
AL
E
FE
M
M
A
LE
65
-2
4
+
-6
4
M
A
LE
45
-4
4
M
A
LE
35
-3
4
LE
25
-2
4
M
A
LE
M
A
C
HI
LD
11
6HI
LD
C
17
-1
6
10
5
0HI
LD
C
TO
TA
L
0.0
The Food Continuum
“Blurring of Boundaries”
High skill base, time
consuming, “food”
focused
SCRATCH
COOKING
e.g. primary
products,
traditional
grocery
COMPONENT
COOKING
Convenient
social
READY
MEALS
TAKE-AWAYS
e.g. prepared
vegetables,
prepared
meat/fish,
sauces, pizza
SNACKING
‘ON THE
HOOF’
e.g.
Sandwiches,
Sushi
Tesco Finest
Café Culture
Be Good to Yourself
Blue Parrot Café
Italian
Oriental
© WorldpanelTM division of TNS 2003
DELIVERY
QSR
RESTAURANT
The diminishing importance of ‘serious’ food
Light meals
Family meals
Snacking
Formality
Solus eating
Preparation
De-skilling
Components
© WorldpanelTM division of TNS 2003
© WorldpanelTM division of TNS 2003
© WorldpanelTM division of TNS 2003
© WorldpanelTM division of TNS 2003
Hands on Preparation Time
1980’s
1990’s
2000’s
60 MINUTES
30 MINUTES
20 MINUTES
2003
12 MINUTES
© WorldpanelTM division of TNS 2003
The “need” for practicality - Potatoes
% Change 2002 v.s. 2000
69
FROZEN ROAST POTATOES
50
POTATO WEDGES
39
36
FROZEN MICROWAVE CHIPS
HASH BROWNS
11
10
7
FROZEN POTATOES
FROZEN OVEN CHIPS
FROZEN CHIPS
2
1
0
ORDINARY CHIPS
CHILDREN POTATO SHAPES
MCCAIN HOMEROASTS
BOILED/MASHED POTATOES
-2
-6
-9
-9
-11
-18
-23
-29
FRESH POTATOES
POTATO WAFFLES
BAKED POTATOES
HOMEMADE ROAST POTATOES
HOMEMADE CHIPS
CROQUETTES
POTATO FRITTERS
POTATO RINGS/SKINS
© WorldpanelTM division of TNS 2003
-73
Convenience Formats are beating tradition across
the Fast Moving Consumer Goods industry
Pre-Packed Fruit & Veg
Loose Fruit & Veg
Liquid Capsules
Liquid Main Wash
8
-3
14
-1
19
Chilled Premium Uncooked Products
Primary Meat
Facial Wipes
Facial Cleansers
Cereal Bars
Ready to Eat Cereals
Yoghurt Drinks
Yoghurt excl Drinks
3
20
-2
40
3
45
8
Yr on Yr Growth MAT ending 22 June 2003
© WorldpanelTM division of TNS 2003
Based on Expenditure
Agenda
Obesity in the USA
Obesity in the UK
Obesity and the art of self-delusion
BMI – Behaviour and Lifestyles
Atkins Dieters – who are they?
Atkins Dieters – their shopping
Atkins – A Diet or a Lifestyle?
© WorldpanelTM division of TNS 2003
Grocery
Average annual spend per capita
£1,298.73
£1,268.84
'
be
se
'h
'o
ea
l th
G
B
y'
£1,253.34
52 w/e Jan 4 2004
© Worldpanel
TM
division of TNS 2003
Average annual spend per capita
£19.20
£16.48
£15.30
£12.92
£12.76
£11.04
£11.40
Cr
is
ps
e
ar
ga
rin
M
Ba
co
n
Ic
e
C
Ra
sh
er
s
re
am
£9.33
'healthy'
'obese'
52 w/e Jan 4 2004
© Worldpanel
TM
division of TNS 2003
Fruit and Vegetables
Average annual spend per capita
£136.66
£129.41
£128.60
£122.25
© Worldpanel
division of TNS 2003
e'
'o
w
ei
gh
ve
r
52 w/e Jan 4 2004
TM
be
s
t'
'
th
y
'h
ea
l
'o
'u
nd
e
rw
ei
gh
t'
G
B
£117.11
BMI Indices by Demographic Group
Age
145
114
89
80
'
be
se
ei
g
ht
'
80
'o
ve
rw
ea
l th
'h
ht
ei
g
'u
nd
er
w
y'
'
70
G
B
110
109
'o
100 100
Under 44
45+
52 w/e Jan 4 2004
© WorldpanelTM division of TNS 2003
BMI Indices by Demographic Group
Social Class
108
105
100 100
119
92
98 99
91
'
be
se
'o
'o
ve
rw
ei
g
ht
'
y'
ea
l th
'h
'u
nd
er
w
ei
g
ht
G
B
'
76
ABC1
C2DE
52 w/e Jan 4 2004
© WorldpanelTM division of TNS 2003
The 'Obese' Markets
Artificial Sweetners
Canned Colas
Instant Mashed Potato
Fresh Other Meat & Offal
Lse Fresh Meat & Pastry
Canned Fruit Carbonates
Cold Canned Meats
Cooked Poultry
Frozen Beef
Fresh/Chilled Pastry
Other Canned Vegetables
Bottled Fruit Carbonates
Table+Quick Set Jellies
Complete Dry/Ambient Mls
Defined Milk+Cream Prd(B)
Cat+Dog Treats
Frozen Pork
Frozen Poultry
Total Ice Cream
Packet Stuffing
Bottled Colas
Instant Hot Snacks
Frozen Lamb
Fresh Pork
Bacon Rashers
Canned Milk Puddings
© WorldpanelTM division of TNS 2003
188
169
164
163
160
154
151
146
143
143
138
136
135
135
134
133
133
132
132
130
129
128
128
128
Obese indedxed on Healthy
128
52 w/e Feb 29 2004
128
Markets where the Obese undertrade
Fruit Juice+Juice Drinks
Liquid+Grnd Coffee+Beans
Flour
Apples
Tinned Tomatoes/Passata
Laxatives
Home Baking
Fromage Frais
Vitamins.Minerals/splmnts
Chilled Dips
Dry Pasta
Chlled&Ambnt Pizzas/Bases
Herbal Tea
Tropical Fruits
Fortified Wines
Honey
Sparkling Wine
Skincare
Sun Preparations
Olives
Wine
Fresh Pasta
© WorldpanelTM division of TNS 2003
86
86
85
85
85
84
84
82
79
78
78
74
74
73
70
68
67
66
66
63
59
56
Obese indedxed on Healthy
52 w/e Feb 29 2004
Underweight Demographic Signatures
BMI (Housewife)
Spend Profile % within Demographic - 52 w/e Feb 29 2004
Social Class
4.5
4
3.5
3
2.5
2
1.5
1
0.5
0
Class AB
Household Size
Class C1
Class C2
Class D
Class E
Housewife Age
8
7
6
5
4
3
2
1
0
Age under
27
4.5
4
3.5
3
2.5
2
1.5
1
0.5
0
1 in HH
2 in HH
3 in HH
4 in HH
5+ in HH
No. of Children
5
4
3
2
1
Age 27-34
Age 35-44
Age 45-64
© WorldpanelTM division of TNS 2003
Age 65+
0
No Children
1 Child HH
2 Child HH
3+ Child HH
Healthy Demographic Signatures
BMI (Housewife)
Spend Profile % within Demographic - 52 w/e Feb 29 2004
Social Class
Household Size
35
30
30
25
25
20
20
15
15
10
10
5
5
0
Class AB
Class C1
Class C2
Class D
Class E
Housewife Age
35
30
25
20
15
10
5
0
Age under
27
0
1 in HH
2 in HH
3 in HH
4 in HH
5+ in HH
No. of Children
30
25
20
15
10
5
Age 27-34
Age 35-44
Age 45-64
© WorldpanelTM division of TNS 2003
Age 65+
0
No Children
1 Child HH
2 Child HH
3+ Child HH
Overweight Demographic Signatures
BMI (Housewife)
Spend Profile % within Demographic - 52 w/e Feb 29 2004
Social Class
Household Size
25
30
20
25
20
15
15
10
10
5
0
Class AB
5
Class C1
Class C2
Class D
Class E
Housewife Age
35
30
25
20
15
10
5
0
Age under
27
0
1 in HH
2 in HH
3 in HH
4 in HH
5+ in HH
No. of Children
25
20
15
10
5
Age 27-34
Age 35-44
Age 45-64
© WorldpanelTM division of TNS 2003
Age 65+
0
No Children
1 Child HH
2 Child HH
3+ Child HH
Very Overweight Demographic Signatures
BMI (Housewife)
Spend Profile % within Demographic - 52 w/e Feb 29 2004
Social Class
18
16
14
12
10
8
6
4
2
0
Class AB
Household Size
Class C1
Class C2
Class D
Class E
Housewife Age
16
14
12
10
8
6
4
2
0
Age under
27
16
14
12
10
8
6
4
2
0
1 in HH
2 in HH
3 in HH
4 in HH
5+ in HH
No. of Children
14
12
10
8
6
4
2
Age 27-34
Age 35-44
Age 45-64
© WorldpanelTM division of TNS 2003
Age 65+
0
No Children
1 Child HH
2 Child HH
3+ Child HH
Discounters overtrade amongst the obese
Farm Foods
Iceland
Kwik Save
Morrisons
Aldi
Tot Indepts
Lidl
Morrisons+Safeway
Asda
Tesco
Somerfield
Safeway
Total Co-op
Netto
M&S
Sainsbury
Waitrose
© WorldpanelTM division of TNS 2003
171
129
121
119
112
109
108
106
102
100
100
98
96
91
85
84
64
Obese indedxed on Healthy
52 w/e Feb 29 2004
BMI Lifestyle Indices - Underweight
The Brand Name Of The Clothes I Wear Is Important To Me
I'm Not Really Worried About Eating Healthily
I Prefer To Eat Organic Food
Snacks Are One Of My Favourite Kind Of Foods To Eat
I Rely Heavily On Convenience Products To Make Cooking Simple And Quick
Organic Products Are Healthier
Organic Foods Are Better Quality
I Stick To A Set Routine For Doing The Housework
Organic Foods Are Safer For Children
I Like To Keep Myself In Shape
I Have To Shop Around To Buy All The Groceries I Need
I Like To Enter Competitions Featured On Packets Or Labels
On Holiday I Only Want To Eat Drink And Lie In The Sun
I Am Worried About The Safety Of Non-Organic Foods
I Regard Myself As A Connoisseur Of Food And Wine
I Will Buy A Brand I Don't Normally Buy If It's On Offer
I Visit Different Shops For The Best Prices
I Often Look At The Adverts In Newspapers And Magazines
I Often See Advertising Posters And Hoardings Around
I Tend To Buy What The Children Want
© WorldpanelTM division of TNS 2003
192
170
146
131
129
125
124
122
122
120
120
118
118
116
115
114
114
114
113
112
Indexed on All Households 52 w/e Feb 29 2004
BMI Lifestyle Indices - Healthy
I Like To Keep Myself In Shape
I Regularly Take Active Exercise
I Stick To A Set Routine For Doing The Housework
I Try To Avoid Products Containing Caffeine
I Always Pay My Credit Card Bills In Full
I Am Prepared to Pay More For Organic Food
I Am Worried About The Safety Of Non-Organic Foods
Organic Foods Are Better Quality
I Prefer To Eat Organic Food
I Make Sure I Eat Well-Balanced Meals
I Make A Shopping List Before I Go Out And Stick To It
Organic Foods Are Safer For Children
Organic Foods Are Friendlier To The Environment
I Try To Buy a Healthy Range Of Foods These Days
I Look Out For The 'Healthy' Products
I Am Perfectly Happy With My Standard Of Living
The Brand Name Of The Clothes I Wear Is Important To Me
In Spite Of Family And Work Pressures I Manage To Do Most Of The Things I Want
I Buy Free Range Products Whenever I Can
Organic Foods Taste Better
© WorldpanelTM division of TNS 2003
139
126
120
120
118
118
117
116
115
115
114
113
113
112
112
111
111
111
110
110
Indexed on All Households 52 w/e Feb 29 2004
BMI Lifestyle Indices - Overweight
I Regard Myself As A Connoisseur Of Food And Wine
116
I'm Often On A Diet To Lose Weight
115
I Buy British Whenever I Can
114
Professional Financial Advisers Should Be Consulted Before Deciding On Financial Investments
113
I Prefer To Shop At My Local Shops Rather Than At A Big Supermarket
112
I Buy Clothes For Comfort Not Style
112
I Like To Pay Cash For Everything I Buy
112
Investing In A Building Society Is Better Than Investing In Stocks And Shares
111
I Am Perfectly Happy With My Standard Of Living
110
I Prefer To Take Holidays Off The Beaten Track
110
I Make A Shopping List Before I Go Out And Stick To It
110
It Is Important To Me Which Brand I Buy
110
I Think Of Myself As A Self Confident Person
110
I Always Pay My Credit Card Bills In Full
110
Looking After A Family Is The Most Satisfying Job A Person Could Do
109
I Like A Traditional Sunday Lunch At Home
109
I Frequently Use Public Transport
109
I Think Health Foods Are Only Bought By Fanatics
109
I Enjoy Cooking
109
If Usual Item Is Not Available Then I Buy Another Size Rather Than Change Brands
109
© WorldpanelTM division of TNS 2003
Indexed on All Households 52 w/e Feb 29 2004
BMI Lifestyle Indices – Very Overweight
I'm Often On A Diet To Lose Weight
I Should Do A Lot More About My Health
I'm Not Really Worried About Eating Healthily
I Buy Clothes For Comfort Not Style
I Tend To Eat When I Am Bored
I Prefer Holidays In Britain Rather Than Abroad
I Think Health Foods Are Only Bought By Fanatics
I Like To Enter Competitions Featured On Packets Or Labels
On TV I Often Enjoy The Adverts As Much As The Programmes
I Tend To Spend Money Without Thinking
Snacks Are One Of My Favourite Kind Of Foods To Eat
I Consider That Price Is The Most Important Factor When Buying A Product
I Like To Receive Promotional Mailings About New Products
I Regularly Buy National Lottery Tickets
I Enjoy Shopping For Groceries
I Enjoy Doing Housework
I Buy British Whenever I Can
I Like Having My Evening Meal In Front Of The TV
With A Credit Card I Sometimes Spend More Than I Should
I Often Buy Take-Away Meals To Eat At Home
© WorldpanelTM division of TNS 2003
166
140
140
131
128
127
126
125
124
124
123
122
120
118
117
117
116
115
115
115
Indexed on All Households 52 w/e Feb 29 2004
"I Tend To Eat When I Am Bored"
Very
Overweight
128
Overweight
100
Healthy
Underweight
© WorldpanelTM division of TNS 2003
89
64
Indexed on
All Households
52 w/e Feb 29 2004
"I Buy Clothes For Comfort Not Style"
Very
Overweight
131
Overweight
112
Healthy
Underweight
© WorldpanelTM division of TNS 2003
86
73
Indexed on
All Households
52 w/e Feb 29 2004
"The Brand Name Of The Clothes I Wear Is
Important To Me"
Underweight
192
Healthy
111
Overweight
Very
Overweight
© WorldpanelTM division of TNS 2003
104
56
Indexed on
All Households
52 w/e Feb 29 2004
"I Prefer To Eat Organic Food"
Underweight
146
Healthy
115
Overweight
Very
Overweight
© WorldpanelTM division of TNS 2003
93
70
Indexed on
All Households
52 w/e Feb 29 2004
"I'm Not Really Worried About Eating Healthily"
Underweight
170
Very
Overweight
140
Overweight
Healthy
© WorldpanelTM division of TNS 2003
97
80
Indexed on
All Households
52 w/e Feb 29 2004
Agenda
Obesity in the USA
Obesity in the UK
Obesity and the art of self-delusion
BMI – Behaviour and Lifestyles
Atkins Dieters – who are they?
Atkins Dieters – their shopping
Atkins – A Diet or a Lifestyle?
© WorldpanelTM division of TNS 2003
Weight Watchers Demographic Signatures
Diet Regimes
Spend Profile % within Demographic - 52 w/e Feb 29 2004
Social Class
9
8
7
6
5
4
3
2
1
0
Class AB
Household Size
10
8
6
4
2
Class C1
Class C2
Class D
Class E
Housewife Age
0
1 in HH
2 in HH
3 in HH
4 in HH
5+ in HH
No. of Children
12
10
10
8
8
6
6
4
4
2
0
Age under
27
2
Age 27-34
Age 35-44
Age 45-64
© WorldpanelTM division of TNS 2003
Age 65+
0
No Children
1 Child HH
2 Child HH
3+ Child HH
Slimming World Demographic Signatures
Diet Regimes
Spend Profile % within Demographic - 52 w/e Feb 29 2004
Social Class
Household Size
5
7
6
4
5
3
4
2
3
2
1
1
0
Class AB
Class C1
Class C2
Class D
Class E
Housewife Age
5
4
3
2
1
Age 27-34
2 in HH
3 in HH
4 in HH
5+ in HH
No. of Children
6
0
Age under
27
0
1 in HH
Age 35-44
Age 45-64
© WorldpanelTM division of TNS 2003
Age 65+
8
7
6
5
4
3
2
1
0
No Children
1 Child HH
2 Child HH
3+ Child HH
Other Diets Demographic Signatures
Diet Regimes
Spend Profile % within Demographic - 52 w/e Feb 29 2004
Social Class
Household Size
12
12
10
10
8
8
6
6
4
4
2
2
0
Class AB
Class C1
Class C2
Class D
Class E
Housewife Age
0
1 in HH
3 in HH
4 in HH
5+ in HH
No. of Children
12
12
10
10
8
8
6
6
4
4
2
0
Age under
27
2 in HH
2
Age 27-34
Age 35-44
Age 45-64
© WorldpanelTM division of TNS 2003
Age 65+
0
No Children
1 Child HH
2 Child HH
3+ Child HH
Slim Fast Demographic Signatures
Index vs. Total Grocery Spend
MAT to end-February
Social Class
140
120
100
80
60
40
20
0
Class AB
Household Size
Class C1
2002
Class C2
Class D
2003
Class E
2004
Housewife Age
160
140
120
100
80
60
40
20
0
Age under
27
2002
140
120
100
80
60
40
20
0
1 in HH
2 in HH
3 in HH
2002
4 in HH
2003
5+ in HH
2004
No. of Children
120
100
80
60
40
20
Age 27-34
Age 35-44
2003
Age 45-64
Age 65+
2004
© WorldpanelTM division of TNS 2003
0
No Children
2002
1 Child HH
2003
2 Child HH
3+ Child HH
2004
Atkins Demographic Signatures
Diet Regimes
Spend Profile % within Demographic - 52 w/e Feb 29 2004
Social Class
Household Size
7
7
6
6
5
5
4
4
3
3
2
2
1
1
0
Class AB
Class C1
Class C2
Class D
Class E
Housewife Age
8
7
6
5
4
3
2
1
0
Age under
27
0
1 in HH
2 in HH
3 in HH
4 in HH
5+ in HH
No. of Children
7
6
5
4
3
2
1
Age 27-34
Age 35-44
Age 45-64
© WorldpanelTM division of TNS 2003
Age 65+
0
No Children
1 Child HH
2 Child HH
3+ Child HH
Agenda
Obesity in the USA
Obesity in the UK
Obesity and the art of self-delusion
BMI – Behaviour and Lifestyles
Atkins Dieters – who are they?
Atkins Dieters – their shopping
Atkins – A Diet or a Lifestyle?
© WorldpanelTM division of TNS 2003
Diet Regimes – Outlet Shares Indexed on All Households
52 w/e Feb 29 2004
Sainsbury
Asda
Safeway
Tesco
Morrisons
Co-op
M&S
Iceland
Farm Foods
Somerfield
Kwik Save
Tot Indepts
Waitrose
© WorldpanelTM division of TNS 2003
Atkins
114
112
106
106
98
95
90
89
83
77
73
70
63
Any Diet
97
114
91
103
103
85
103
103
101
89
82
72
76
Top 30 Atkins Markets
ranked by Index
Profiles Indexed on All Households 52 w/e Feb 29 2004
© WorldpanelTM division of TNS 2003
Cider
Sleeping Aids
Frnkfrtrs/Contnl Ssges
Total Cream
Table+Quick Set Jellies
Nuts
Olives
Cooked Poultry
Shellfish
Sun Preparations
Artificial Sweetners
Laxatives
Vitamins.Minerals/splmnts
Cold Treatments
Chilled Dips
Mineral Water
Other Vegetables
Ginger Ale
Ethnic Ingredients
Fresh+Froz Flvrd Meats
Depilatories
Chilled Prepared Frt+Veg
Herbs+Spices
Hayfever Remedies
Hens Eggs
Sald Crm+Mynnse+Drssng
Bacon Rashers
Conditioners+Creme Rinses
Pot Prri+Scntd Cndls+Oils
Atkins Index
349
223
185
170
167
162
156
155
148
147
143
142
140
138
138
138
138
137
136
136
136
136
134
134
133
133
132
132
130
Top 30 Atkins Markets
ranked by Index
(Food only)
Profiles Indexed on All Households 52 w/e Feb 29 2004
© WorldpanelTM division of TNS 2003
Frnkfrtrs/Contnl Ssges
Total Cream
Table+Quick Set Jellies
Nuts
Olives
Cooked Poultry
Shellfish
Chilled Dips
Mineral Water
Other Vegetables
Ethnic Ingredients
Fresh+Froz Flvrd Meats
Chilled Prepared Frt+Veg
Herbs+Spices
Hens Eggs
Sald Crm+Mynnse+Drssng
Bacon Rashers
Hair Colourants
Fresh Sausages
Total Cheese
Mustard
Sausage Meat
Herbal Tea
Chocolate Spread
White Fats & Oils
Salads
Tinned Tomatoes/Passata
Fresh Poultry
Fresh Pasta
Frozen Poultry
Atkins Index
185
170
167
162
156
155
148
138
138
138
136
136
136
134
133
133
132
129
126
123
118
117
116
115
115
115
115
114
114
114
Top 30 Markets
ranked by Overall Size
(Food only)
Profiles Indexed on All Households 52 w/e Feb 29 2004
© WorldpanelTM division of TNS 2003
Wine
Total Milk
Spirits
Beer+Lager
Total Cheese
Cooked Meats
Fresh Poultry
Fresh Beef
Total Morning Goods
Cakes & Pastries
Total Bread
Breakfast Cereals
Salads
Frozen Meat Products
Soft Fruit
Fresh&Chilled Pltry Prods
Frozen Vegetables
Yoghurts
Bacon Rashers
Fruit Juice+Juice Drinks
Potatoes
Sauces For Cooking+Cndmnt
Frozen Fish
Wet/Smoked Fish
P/P Fresh Meat+Veg+Pastry
Total Ice Cream
Apples
Crisps
Hens Eggs
Atkins Index
110
72
93
95
123
110
114
113
90
80
71
81
115
91
91
113
91
84
132
86
76
103
100
106
73
91
79
82
133
Bottom 30 Atkins Markets
ranked by Index
Profiles Indexed on All Households 52 w/e Feb 29 2004
© WorldpanelTM division of TNS 2003
Sugar
Preserves
Bananas
Canned Milk Puddings
Syrup & Treacle
Flour
Pears
Everyday Biscuits
Fresh/Chilled Pastry
Margarine
Total Bread
Instant Milk
Total Milk
Honey
P/P Fresh Meat+Veg+Pastry
Citrus
Instant Mashed Potato
Food Drinks
Tea
Tinned Fruit
Potatoes
Frozen Lamb
Apples
Meat Extract
Cold Canned Meats
Cakes & Pastries
Chilled Desserts
Everyday Treat Biscuits
Breakfast Cereals
Atkins Index
60
63
64
64
65
66
67
68
68
69
71
71
72
73
73
74
75
75
76
76
76
77
79
79
80
80
81
81
81
Agenda
Obesity in the USA
Obesity in the UK
Obesity and the art of self-delusion
BMI – Behaviour and Lifestyles
Atkins Dieters – who are they?
Atkins Dieters – their shopping
Atkins – A Diet or a Lifestyle?
© WorldpanelTM division of TNS 2003
Obesity Index by Region
118
116
111
98
96
© WorldpanelTM division of TNS 2003
En
E.
89
n
nd
89
gl
a
es
t
W
S.
d
la
n
ot
id
l
M
52 w/e Feb 29 2004
Sc
an
ds
h
ut
So
al
es
+W
re
W
rk
sh
i
Yo
La
nc
a
sh
i
re
st
Ea
N
or
th
To
ta
lG
B
90
nd
o
101
Lo
104
100
Atkins Index by Region
130
127
104
100
103
100
97
92
89
82
52 w/e Feb 29 2004
© WorldpanelTM division of TNS 2003
+W
al
es
id
l
M
W
an
ds
st
Ea
nd
gl
a
En
E.
N
or
th
n
nd
o
Lo
re
rk
sh
i
Yo
es
t
W
S.
h
ut
sh
i
nc
a
La
So
re
d
la
n
ot
Sc
To
ta
lG
B
74
WeightWatchers Index by Region
142
117
114
112
105
102
100
101
82
79
© WorldpanelTM division of TNS 2003
d
Sc
ot
la
n
n
nd
o
Lo
es
t
W
S.
re
rk
sh
i
al
es
52 w/e Feb 29 2004
Yo
+W
h
So
ut
W
La
nc
a
sh
i
re
an
ds
M
gl
a
En
E.
id
l
nd
st
Ea
N
or
th
To
ta
lG
B
74
Slimming World Index by Region
146
137
132
124
115
100
100
97
79
65
© WorldpanelTM division of TNS 2003
d
Sc
ot
la
n
n
nd
o
Lo
es
t
S.
W
+W
al
es
id
l
M
52 w/e Feb 29 2004
W
an
ds
h
ut
So
nd
ng
la
E.
E
nc
a
sh
i
re
re
La
rk
sh
i
st
Yo
Ea
N
or
th
To
ta
lG
B
53
Diet Index by Region
160
140
120
100
80
60
40
20
Atkins
© WorldpanelTM division of TNS 2003
+W
al
es
id
l
M
Slimming World
W
an
ds
st
Ea
gl
a
En
E.
Weight Watchers
N
or
th
nd
n
nd
o
Lo
re
Yo
S.
W
rk
sh
i
es
t
h
ut
So
sh
i
nc
a
La
Sc
ot
la
n
re
d
0
Any Diet v BMI
120
S.West
Total Overweight+Obese Index
115
North East
110
Midlands
105
Wales+W
Lancashire
South
Yorkshire
Total GB
100
E.England
95
Scotland
90
London
85
80
80
85
90
95
100
Total Diets Index
© WorldpanelTM division of TNS 2003
105
110
115
120
52 w/e Feb 29 2004
Atkins v BMI
120
Total Overweight+Obese Index
S.West
115
North East
110
Wales+W Midlands
105
Lancashire
South
Yorkshire
Total GB
100
E.England
95
Scotland
90
London
85
80
70
80
90
100
110
Atkins Index
© WorldpanelTM division of TNS 2003
120
130
140
52 w/e Feb 29 2004
Atkins Lifestyle Indices - Agree
I'm Often On A Diet To Lose Weight
I'm A Busy Person So Often Eat On The Run
I Eat Out Regularly
I Would Like To Use The Internet To Do My Shopping
I Try To Avoid Products Containing Caffeine
I Often Buy Take-Away Meals To Eat At Home
I Regard Myself As A Connoisseur Of Food And Wine
I Tend To Eat When I Am Bored
I'm Prepared To Pay More For Good Quality Wine
I Tend To Buy What The Children Want
With A Credit Card I Sometimes Spend More Than I Should
I Enjoy Eating Foreign Food
I Tend To Spend Money Without Thinking
I Like To Pamper Myself
I Spend More Money In The Supermarket Than I Intend To
I Often Buy Foods Because I've Seen Them Advertised
I Often Buy Things Just Because I See Them On The Shelf
I Like To Enter Competitions Featured On Packets Or Labels
I Find Out About New Products From TV Adverts
Advertising Helps Me Find Out What Products Are Available
© WorldpanelTM division of TNS 2003
226
212
168
167
166
156
155
154
152
147
146
144
143
143
142
142
141
141
140
139
Indexed on All Households 52 w/e Feb 29 2004
Atkins Lifestyle Indices - Disagree
I Prefer Holidays In Britain Rather Than Abroad
I Frequently Use Public Transport
I Work To A Strict Budget When I'm Buying Groceries
I Think Health Foods Are Only Bought By Fanatics
I Stick To A Set Routine For Doing The Housework
I Prefer To Eat Organic Food
I Buy Clothes For Comfort Not Style
I Prefer To Shop At Local Shops Rather Than At A Big Supermarket
I Like To Pay Cash For Everything I Buy
I'm Not Really Worried About Eating Healthily
I Consider That Price Is The Most Important Factor When Buying
© WorldpanelTM division of TNS 2003
66
73
84
87
89
91
91
93
93
95
95
Indexed on All Households 52 w/e Feb 29 2004
"I'm Often On A Diet To Lose Weight"
Slimming
World
309
Weight
Watchers
298
Other Diet
Atkins
© WorldpanelTM division of TNS 2003
252
226
Indexed on
All Households
52 w/e Feb 29 2004
"I'm A Busy Person So Often Eat On The Run"
Atkins
212
Slimming
World
Weight
Watchers
Other Diet
© WorldpanelTM division of TNS 2003
158
150
144
Indexed on
All Households
52 w/e Feb 29 2004
Reminders
Atkins Dieters
Shopping
Atkins Dieters
Who are they?
Obesity
In the
USA
Atkins….
Diet
or Lifestyle
BMI
Behaviour
&
Lifestyles
© WorldpanelTM division of TNS 2003
Obesity
In the
UK
The Art of
Self
Delusion
[email protected]
© WorldpanelTM division of TNS 2003