Trends & Strategies in Weight Management: Ten Key Case Studies

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ISBN: 978-1-906297-22-0	Publication date: November 2008

About this report

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How do you successfully create, price, position and market weight management brands? How do you market weight management ingredients when there are over 40 different suppliers fighting for space in this embryonic market?

This report provides answers to these questions. It is written for anyone trying to develop an effective strategy in this challenging and fast-changing area. It outlines the elements for success both for weight management brands and for ingredient suppliers.

The report begins with a concise 40-page analysis setting out:

• Key trends
• Which brand strategies are most effective and why
• Which ingredient strategies are most effective and why

The analysis is supported by 10 detailed brand and ingredient case studies, which show:

• success factors, and common causes of failure
• how to extend an existing brand
• how to create a successful new brand
• how to revive an old brand
• how an old brand leveraged an intrinsic weight management benefit

The report covers:

• 25 ingredients
• Satiety, calorie-burning and fat-burning
• The dairy, water, juice and gum categories

Contents

Executive summary

Part I: Trends and strategies

1.Key trends in weight management
1.1 Consumer trends
1.2 Format and category trends
1.3 Benefit and ingredient trends
2. Strategies for success in weight management
2.1 First choose your benefit
2.2 Be an expert brand
2.3 Don’t offer a diet food
2.4 Target the right consumers
2.5 Aim for value, not volume
2.6 Differentiate with packaging
2.7 Effective brand marketing

Strategy summary

3. Ingredient strategies
3.1 Which weight-management benefit should we use?
3.2 How can we use brand power?
3.3 Where is regulation going?
3.4 Where’s the evidence?
3.5 What price weight management?
4. A special role for dairy in weight management?

Part II: Ingredient Case Studies

Case study 1: Fabuless – and satiety – in favour
Case study 2: PinnoThin – a brand partner’s strategy flaws slow science commercialisation

Part III: Brand Case Studies

Case study 3: Campina Optimel/Optiwell – and success for dairy and satiety
Case study 4: NaturLinea – a success for CLA and fat-burning
Case study 5: Danone Shape – reviving an old brand with fibres and proteins for satiety
Case study 6: Slim-Fast satiety make-over halts sales slide
Case study 7: Kellogg Special K – the billion dollar weight management brand
Case study 8: LightFull Satiety Smoothie – dairy start-up combines low-cal, fibre and protein
Case study 9: Skinny Water – no-cal weight loss water takes guerilla approach to marketing
Case study 10: Wrigleys – marketing gum with a weight management benefit

About the author

Julian Mellentin is one of the world's few international specialists in the business of food, nutrition and health. Julian is the owner and editor of New Nutrition Business, the leading source of industry and market analysis, which has focused solely on researching and forecasting the nutrition business since 1995.

He is also co-author of The Functional Foods Revolution: Healthy people, healthy profits?, the first-ever book on the business of functional foods, now translated into Japanese, and with Peter Wennström of Commercialising Innovation: The Food & Health Marketing Handbook.

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