Weight management
The category of weight management will be a big opportunity for growth in 2014, according to New Nutrition Business.
The author of the forecast, Julian Mellentin, claimed consumers now thought about weight management as part of their everyday food. No longer should diet foods be considered a special category, he added.
Businesses that connect to consumers’ desire for weight management, based on normal foods, were likely to be the most successful in the year ahead.
“This is creating winners and losers. 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Nestlé’s weight management strategies lie in ruins, because they are based on an understanding of the market that was out of date five years ago,” Mellentin said.
Sales of Slim Fast, owned by Unilever, are down 80% and Nestlé is selling off most of its Jenny Craig business.
Mellentin encouraged food manufacturers to provide weight management to consumers by latching on to other key trends for the year ahead, such as gluten-free, natural ingredients, minimal sugar and protein.
Click here for our infographic of the 12 key health and nutrition trends for 2014, predicted by New Nutrition Business.
