Normal not specialist weight management foods (and programmes) are the future for those seeking to lose weight, according to a new report.
The rise of protein and sports nutrition, along with greater nutrition knowledge and personalised nutrition via the internet are driving the change, New Nutrition Business (NNB) said in its report.
The rapid slide or even demise of weight loss brands like Slim-Fast (Unilever), Jenny Craig (Nestlé) and Weight Watchers was proof of the shift, said NNB’s Julian Mellentin.
“Unilever’s and Nestlé’s weight management strategies lie in ruins, because they are based on an understanding of the market that was out of date five years ago,” he said.
“Slim-Fast sales are down 80% and Nestlé is selling off most of its Jenny Craig business. Entrepreneurs who connect to consumers’ desire for an individualised approach based on normal foods, and who also connect to the most important trends, are the ones who are being most successful.”
The report states: “Weight management is no longer a special category of foods. Consumers have changed how they think about weight and their everyday food choices. For this reason we renamed this trend: ‘weight wellness’ – a name that better summarises where the main opportunities lie for food and beverage companies.”