Harleysville, Pa. (November 2005) The Natural Marketing Institute (NMI), the leading provider of strategic consulting, consumer insights and market research services across various health and wellness industries, today expanded on one of the trends it has identified as having a significant impact on the health and wellness marketplace. This trend is eighth in the series of NMI’s Top Ten Trends of 2005.
Trend #8: From Low-Carb to Slow-Carb: A Redefinition
The early 2000’s saw high growth of the low-carb marketplace as popularized by a number of highly-publicized diet plans. Part of the slow down in 2003 and 2004 can be attributed to an oversupply of low carb products available in the marketplace, media backlash and poor tasting products. In 2004; however, a market transition occurred when consumers switched their focus from low-carb diet weight loss to other health benefits, such as diabetes and blood sugar management
According to NMI President Maryellen Molyneaux, “Consumers are beginning to realize that low carb is about more than mere weight loss/weight management. When we talk about low-carb to slow-carb, we’re referring to the alignment of low-carb with the diabetic market, concepts related to glycemic index levels and the overall balance of blood sugar levels related to energy management. Slow-carb also refers to complex carbohydrates which raise blood sugar levels gradually thereby providing a more steady stream of energy. Whole grain foods are a good example of slow carbs.”
With the incidence of diabetes increasing, NMI’s 2004 Health & Wellness Trends Database™ also found that in order to keep their blood sugar stable, 24% of consumers have added some foods to their diets while 33% have avoided some foods. In addition, almost 4 in 10 state that it’s important for stores to have food that can help manage blood sugar. Traditional low carb brands are beginning to reposition themselves based on the fact that 25% of low carb dieters are diabetics or others looking to manage their blood sugar. Consumer awareness of terms such as net carbs, ketosis and glycemic index also showed breakthrough levels.
NMI’s 2005 Health & Wellness Trends Report TM (HWTR) contains a chapter devoted entirely to diet and weight management. Additional chapters focus on health-related ingredients including low carb, low sugar and low glycemic trends; and managing health issues (including diabetes). To review a table of contents or to order the report, please visit: http://www.nmisolutions.com/r_hwt_toc.html. The report is available for sale by chapter.
NMI’s Health & Wellness Trends DatabaseTM (HWTD) and other proprietary data sources, can provide a wealth of insight for companies in the health and wellness marketplace. For more information on the HWTD, or NMI’s other consumer databases, contact NMI or visit our website at http://www.nmisolutions.com/tools.html.
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NMI is a strategic consulting, market research, and business development company specializing in the health, wellness, and sustainable marketplace. For more information on NMI’s research reports, proprietary databases and other services, visit NMI’s web site at www.NMIsolutions.com.