Case Profile: Catering for the Atkins Dieter

SUMMARY

Faced with increasing competition from traditional c-stores, forecourt retailers have to more responsive to developments in shop product lines. A recent development is the stocking of low-carbohydrate products in response to the Atkins diet and other similar diets. This case profile provides details of this trend and outlines how forecourt players are advised to respond to it.

Scope of this report

• An examination of the key trends that are driving growth in the low-carbohydrate sector
• Insight into the manufacturers, retailers and food service providers that are developing and supplying low-carbohydrate products
• A market-specific assessment of whether low-carbohydrate products can and should be offered by the forecourt shop

Research and analysis highlights

Increasingly retailers are offering Atkins branded products, are developing low-carbohydrate labels or are modifying packaging to higlight low-carbohydrate ingredients. The entrance of multinational manufacturers such as Unilever, Heinz, Sara Lee, Nestle and PepsiCo into the sector has made low-carbohydrate products even more accessible

Food service companies, including Subway Sandwich, Pret a Manger and Burger King, have innovated due to the low-carbohydrate phenomenon. This is pertinent for forecourt retailers as they are increasingly offering hot food and beverages at service counters within the shop, often through joint ventures

The UK and Australian forecourt shop market is primed for growth within the next 12 months, and in Europe, territories displaying good potential for the sector's development include Germany, the Netherlands and Scandinavia. Forecourt retailers in markets such as Spain, Italy and France can simply overlook the trend towards low-carbohydrate dieting

Key reasons to read this report

• Brainstorm a topic which has had a huge impact on food retailing and explore the response of supermarkets, manufacturers and food service providers
• Stay one step ahead of your forecourt competitors by understanding the longer-term development of obesity and low-carbohydrate diets
• Maintain pace with supermarkets and other c-store operators by stocking the products that truly matter, in the markets where they have most potential

TABLE OF CONTENTS

CHAPTER 1 INTRODUCTION

Introduction

What is this case profile about?

Who is the target reader?

How to use this case profile

CHAPTER 2 ASSESSING THE OPPORTUNITY

Introduction

Key findings

The rise in obesity

Why a low-carbohydrate solution?

Enter, Dr Robert Atkins

Explaining the popularity of the Atkins diet

The negative aspects of low-carbohydrate diets

Conclusions

CHAPTER 3 SEIZING THE INNOVATION

Introduction

Key findings

Manufacturer, retailer and food service provider rolled into one

Atkins Nutritionals

Atkins products currently available in the UK

The response of manufacturers

Soft drinks

Alcoholic beverages

Confectionary

Functional food

Savoury snacks

Bread, baked goods and cereals

Dairy and deserts

Sauces and condiments

Pasta

The response of food service companies

TGI Fridays

Subway Sandwich

Wimpy

Burger King

McDonalds

Pret a Manger

Benjy's

Boots

The response of retailers

Tesco (Tesco Express on Esso forecourts)

Sainsbury's (Sainsbury's Local on Shell forecourts)

Asda

Safeway (Morrisons)

Somerfield

Waitrose

Marks and Spencer

Superdrug

Holland & Barrett

Conclusions

CHAPTER 4 FORECOURT FEASIBILITY STUDY

Introduction

Key findings

Assessing forecourt feasibility

Level of obesity

Dietry culture

Level of forecourt shop development

Product availability

Forecourt feasibility assessment

Conclusions

CHAPTER 5 APPENDIX

Other available products

List of Tables

Table 1: Prevalence of obesity in Europe, the US and Australia

List of Figures

Figure 1: Prevalence of obesity in Europe, the US and Australia

Figure 2: The Atkins Lifestyle Food Guide Pyramid

Figure 3: Michelob Ultra is proving to be a popular low-carbohydrate alternative in the UK and the US

Figure 4: Doritos Edge offers a low-carbohydrate alternative

Figure 5: Nimble Carbs So Low enables slimmers to include bread in their diet

Figure 6: Yoplait Ultra has entered the yoghurt market as a low-carb alterative

Figure 7: TGI Friday low-carb options (www.tgifridays.co.uk)

Figure 8: The feasibility of offering low-carbohydrate products in the forecourt store