Sales of diet-aid and weight-loss solutions for the past year have been relatively flat, but a confluence of factors — childhood obesity approaching “epidemic” status combined with the real need to reduce escalating healthcare costs connected to obesity — could become a real driver behind weight-loss products in the coming year.
Overall, sales of weight-control products (tablets and liquid) totaled $1.2 billion, up 0.2%, for the 52 weeks ended Oct. 31, 2010, across food, drug and mass outlets, according to SymphonyIRI Group. Two of the more notable up-and-coming brands within diet aid include a company parlaying its ready-to-eat cereal brand heritage into total weight-loss solutions and one of the TV fitness gurus from the popular weight-loss reality show “The Biggest Loser.”
Kellogg’s has posted 12.7% growth, reaching sales of $292.2 million, across three SKUs: Kellogg’s NutriGrain bars and Kellogg’s Special K protein shakes and bars. And Basic Research has helped establish its Jillian Michaels line of weight-loss solutions as the No. 2 diet aid on the shelf behind GlaxoSmithKline’s Alli.
According to the Centers for Disease Control and Prevention, the prevalence of obesity among children ages 6 years to 11 years increased from 6.5% in 1980 to 19.6% in 2008. The prevalence of obesity among adolescents ages 12 years to 19 years increased from 5% to 18.1%. Recent research published in the journal Childhood Obesity affirmed the link between overweight children and the increased risk of obesity, heart disease, Type 2 diabetes and other cardiovascular and metabolic disorders in adulthood.
The article above is part of the DSN Category Review Series.
For the complete Weight-Control Buy-In Report, including extensive charts, data and more analysis, click here.