Weight loss market in Ireland

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As every market, the weight loss market is based upon consumers beliefs and attitudes. These, in turn, influence their behaviours. A motivation is another factor in person’s choices. It becomes very important when consumer seeks satisfaction.

It ranges from low to high involvement. Each segment seeks different solutions (products and services) and is driven by unique motivations.



1. “Lesser Evil” Foods:

· Includes diet soft drinks, low-fat foods and low calorie product offerings;

· Requires limited consumer sacrifice;

· Driven by macro health & nutrition trends.

Examples- soft drinks with no added sugar (Coca- Cola diet), Philadelphia cream cheese light



2. Diet Supplements:

· Requires limited consumer sacrifice;

· Most usage is event-triggered;

· Motivated by vanity: “Do-it-yourself” dieting, no need for discipline;

· Within that segment, there are different mechanisms that drive growth:

* Stimulants

* Natural

* Appetite suppressors

* Fat burners

* Fat binders

Ø Carb blockers



3. Meal replacement foods:

· Requires moderate consumer sacrifice;

· Consumers have a need to alter diet in order to achieve weight loss.

Examples- Celebrity Slim, Superdrug Meal Replacement Powder



4. Popular diet program:

· Consumers are fad driven, fragmented and cross over into other segments;

· Requires significant consumer sacrifice, depending upon program (taste, lifestyle,

· money);

· Motivated by third party validation (media, friends).

Example- Dukan Diet, the Copenhagen Diet



5. Exercise:

· Includes Health Clubs/Gyms;

· Significant consumer sacrifice (time, money, effort);

· Motivated by vanity and guilt. “No pain, no gain (loss)”.

Example- Aura Leisure Centre



6. Commercial weight loss program:

· Requires high consumer sacrifice (time, money, lifestyle);

· Motivated by need, guilt and socialization;

· Consumers seek direction and motivational support.

Examples- Weight Watchers, Slimming World



7. Medically supervised programmes:

· Require very high consumer sacrifice (time, money, lifestyle, effort);

· Motivated by health need and driven by physician validation.