Sixty-seven Percent of US Consumers Are Now Eating a Low-Carb Diet, According to New Hartman Group Report

2003-10-09

Sixty-seven Percent of US Consumers Are Now Eating a Low-Carb Diet, According to New Hartman Group Report

BELLEVUE, WA, October 9, 2003 - The Hartman Group is pleased to announce the release of a new consumer research report, The Low-Carb Diet and Today's Consumer: Understanding the Low-Carbohydrate Phenomenon from a Consumer Perspective.

The low-carb market opportunity for manufacturers and retailers is comprised of several distinct consumer groups. The first group is the Moderates, 67% of the U.S. population, who eat a diet low in carbohydrates, but do not necessarily recognize their diet as specifically "low-carb" in nature. Their eating habits are a reflection of general food preferences and wider trends in eating such as balance and moderation. The Short-termers, 4% of the U.S. population, embrace the "fad" aspects of the low-carb diet and intentionally adopt the diet as a strategy for rapid weight loss. The Long-termers, 1% of the U.S. population, adopt the low-carb diet on a permanent basis, usually because of health conditions such as diabetes. A final group, the Peripherals, 28% of the U.S. population, is not likely to be on a low-carb diet (whether intentionally or not) and display little or no interest in it.

Other key findings of this report include:

• Low-carb diet trends are often based on consumers restricting or eliminating certain food categories rather than adding or substituting new types of food products.
• The likelihood of being on a low-carb diet has little or no affect on the frequency of eating out.
• Most consumers view formal low-carb diet plans with a high degree of skepticism.
• While the strict low-carb diet may be a short-lived fad, it is also an indicator of a wider trend regarding the eating habits of Americans.

Founder and CEO Harvey Hartman believes that despite the recent high profile press surrounding low-carb diets, most consumers are not making radical changes in how they eat. "Most consumers tend to define their eating habits in a relatively conservative manner and in terms of moderation and balance. The moderation perspective relies heavily on consumer choice and individual judgment about what feels healthy."

The report is part of The Hartman Group's new Pulse Report Series. This series includes topical and timely industry information, combining both qualitative and quantitative primary research findings with a secondary industry review. The cost of the report is $750. For a complimentary press version of the report, please contact Laurie Demeritt at the email address above.

The Hartman Group, founded in 1989, is a full-service consulting and market research firm that develops, collects and strategically analyzes consumer and trade information for companies that seek to produce and market natural, nutritional or health promoting consumer products and services.