FDBusiness.com

The international weight management market was worth an estimated $7.3b in 2009, and it is set to grow year-on-year at between 6-8% for the next 5 years, according to Leatherhead Food Research.

Weight management has been reincarnated in various forms throughout the food and drink industry over the years. The direction of the industry is shifting from ‘better for you’ products (ie diet and low and light foods) towards functional weight management products providing consumers with differentiation and added value, as well as fuelling innovation and growth within this market.

General trends identify that a successful weight management product has to be both convenient and offer a benefit which can be felt quickly, if not immediately. Indeed, Leatherhead Food Research identifies two key challenges facing the weight management industry in the near future – providing consumers with a clear benefit and message, and achieving taste and texture for the mass market.

A large array of products and ingredients ensures that manufacturers need to be clear about what their product delivers. Any benefit needs to be quickly felt or seen, otherwise consumers will become sceptical.

The final product needs to not only deliver a clear benefit, but also to taste and feel satisfying, therefore encouraging repeat purchasing behaviour.

Growth so far has largely been due to innovations within the bakery and cereals and the beverage markets (which currently hold shares of 33.5% and 28.4% respectively). Beverages and cereals (the latter of which includes cereal bars) remain the most prolific sectors for weight management claims across the globe. This is largely due to the functionality of the products (ie their ability to ‘carry’ other ingredients well), as well as the fact that they are generally perceived by consumers as both convenient and healthy.

The ‘Future of the Weight Management Market’ report presents information on the trends which help to shape this industry, with a focus on major market product sectors such as beverages, dairy and snacks. The report also details the latest ingredients being utilised in the weight management sector. The report is available from the Publications Department at Leatherhead Food Research, priced at £585, with a discounted price of £450 available to Members of Leatherhead.