Over half of Britain’s population tried to lose weight last year, according to a recent report by market research firm Mintel. However, the desire to shed excess weight has not equated to strong sales of diet food products, which increased just 7 percent over the last five years.
A keen consciousness of size and diet amid Britain’s rising obesity levels prompted 65 percent of women and nearly half (44 percent) of men to pursue a healthier lifestyle. For the majority of those surveyed, that meant increased exercise and a low-fat diet rich in whole foods like fruits and vegetables, instead of “light” or “diet” products.
With regard to nutritional quality, just 32 percent of consumers indicated a positive perception of diet brands. The majority (59 percent) expressed concern about the ingredients and artificial sweeteners characteristic of diet food offerings. Approximately the same number (60 percent) of consumers said they place greater emphasis on exercise than on dietary restrictions.