In 1999, the market was valued at 5.38bn. Reduced-fat products formed the largest sector. In addition to those wanting to lose weight, many consumers are aware of the link between diet and health. The market for reduced-calorie foods, likewise, has the potential to appeal to those opting for a healthy alternative, which detracts from sales of standard products. It can also tempt slimmers with products they may previously have considered out of bounds.
Some confusion arises from the labelling of food.
For example, a product may be justifiably described as reduced fat but is not necessarily low in fat or calories. Research undertaken by J Sainsbury PLC and Marks and Spencer PLC found that consumers wanted easily identifiable and clearly labelled products. These companies have responded with the launch of their own-brand ranges of healthier foods, which have proved highly successful. The confusion over food labelling is accompanied by conflicting advice as to the most effective way to achieve permanent weight loss. Certainly, considerable product innovation of late has improved the quality of reduced-calorie variants.