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According to Mind of the Consumer research, consumers have concerns about safety and efficacy related to weight management products, and are going back to basics in many ways to control their weight by limiting foods with negative ingredients and adding those with more protein, fiber and whole grains. That said, there is continued interest in targeting these shoppers by developing products that are easier to consume, such as beverages and bars, and deliver more nutrition in a convenient way.

Takeaways for Your Business

  • Just 20 percent of consumers are satisfied with their weight, but only three in 10 are managing it.
  • Brand differentiation can be built via testing, quality assurance and support of efficacy.
  • Messaging to benefits outside of weight loss and health conditions could expand the consumer base.