Nearly a quarter of all dieters is using one of these plans.
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The shadow cast by Weight Watchers over its competitors shows the paramount importance of a recognisable brand name in this market, says Lightspeed marketing director Ralph Risk. Its challengers are struggling to catch up, though Tesco has points in its favour, he says. Launching a diet programme [a club, website or similar] is a lot easier than launching a whole range of products, which the more established ones have. The power of brand awareness is apparent in the finding that consumers spend little time researching the market before plumping for a particular weight-loss programme.
As well as pedigree in the market and visibility on the shelves, diet brands have other means of increasing awareness. The most obvious of these is an association with a well-known personality. Though Craig sold the company before the UK launch last April, marketing director Helen Bichard still believes that if she can convince consumers that the name on the products is in fact a real person who has followed her own diet plan it would help contribute to the awareness and credibility of the brand see The Frontline, below. The brands that lag behind in terms of awareness are apparently in a double-bind, considering what consumers name as their main motivations for picking a diet plan.
Clearly, to generate conversations and therefore recommendations from peers, a certain level of awareness is needed to get people to try and to trust a brand in the first place. The brands that people may not have used so much will be less trusted because they have not had a chance to build it up.
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Indeed the level of trust enjoyed by each of the brands in the survey correlates closely with their relative popularity. For all the other brands, the majority of people are either neutral or do not trust them. Men, however, generally trust the lesser known brands more than women and trust the more popular brands less. Marketers for weight loss companies say that word of mouth is the most important way to bring new customers to their brands.
Many seem to be growing their customer base on the strength of this, despite the dominance of Weight Watchers and the increasing level of competition see The Frontline.
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However, even before establishing a base of customers and advocates, a new brand must be ready to demonstrate results from the beginning. Whether brands are trusted initially or not, once consumers sign up to a programme, they generally claim to have positive experiences. There may be an element of optimism to these figures, however.
She attributes this to a focus on short-term goals and a failure by some diet programmes to instil lasting healthy habits. Slimming methods vary greatly across the different providers.
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Some plans concentrate on calorie counts, while others put an emphasis on general eating habits and exercise. Levels of support also vary, and there is a range of services from online advice to keep-fit classes. This variety helps to create the differentiation that enables so many competing brands to emerge and coexist.
Simplicity appears to be a significant attraction, however. People are busier and busier and they want something that fits into their quite often hectic lifestyles.
Programmes that show that will be much more likely to succeed. We are a nation of yo-yo dieters. Because of this frustration and cyclical dieting, dieters tend to have tried all the well-known brands. In the last survey we did, about three-quarters of our target audience had tried at least one of those diets at least once.
Unlike a milkshake or a pill, we are not promising that you are going to drop a dress size in a day. We follow government guidelines exactly, which are that safe, sustainable weight loss is between one and two pounds a week. We have just done our own survey with our clients about why they joined. Because we are a new brand and are building awareness, TV [advertising] was voted the most important thing.
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As the research suggests, word of mouth is one of the biggest aspects of why people come along to our groups. We feel that is down to [the fact] that we spend more of our money training our consultants. Self-employed micro-entrepreneurs, Slimming World Consultants receive training in dietary aspects and the role of physical activity in weight control and support to establish and build a successful community-based business.
The highly developed training focuses on facilitating behaviour change in a group environment, acknowledged by experts as being the most effective way to support long-term weight management.
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It integrates practical, up-to-date dietary advice with a highly developed support system based on compassionate and caring support. Working with university researchers and specialists in obesity, Slimming World supports an active research programme to further knowledge of the causes and treatment of obesity and to ensure that our service to members stays at the leading edge of science, nutrition and weight management. Slimming World was the first weight management company to actively work with the NHS to tackle obesity through our Slimming World on Referral scheme; a highly successful partnership with health professionals.
Since , Slimming World has established effective partnerships with the NHS, local authorities, employers, the government, communities, families and individuals.
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We believe in supporting the whole family and around 14, young people between 11 and 15 attend group for free with their parent or guardian. Slimming World supports women to manage their weight safely during pregnancy and has developed a policy in partnership with the Royal College of Midwives.
We have pledged to work in partnership with the government to help the country to tackle obesity. In the Department of Health consulted Slimming World in the development of its best practice guidance - Developing a specification for lifestyle weight management services - to help improve the commissioning of weight management services in local areas. We believe in giving back to the community too. A new report from the All-Party Parliamentary Group on A Fit and Healthy Childhood champions a new role for the supermarket in the fight to tackle obesity. New research commissioned by Slimming World looks at how critical and negative language around weight and body image damages our self-esteem and can spiral into a vicious cycle.
Research has revealed the Slimming World programme is successful in supporting patients who have type 2 diabetes to lose weight and manage their glucose control. New research by YouGov, commissioned by Slimming World, reveals widespread confusion about the role of carbohydrates in health and weight loss, as a result of anti-carb messages and myths.
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