Consumer Views: Consumer Awareness and Attitudes towards Popular Low-Carbohydrate Diets
Paul Millen, Senior Vice President, Ipsos-ASI Ltd.
Consumer awareness, trial and attitudes towards low carbohydrate diets were investigated by Ipsos-ASI as part of the national Sugar Tracking Study 2000, conducted on behalf of the Canadian Sugar Institute. A representative sample of adult consumers were interviewed in English in major cities in Ontario and Western Canada and in French in Quebec. Highlights of the study findings follow.
• General awareness of diets. Less than half (46%) of consumers indicated that they were aware of any weight-loss diets that are based on the principle of reducing carbohydrate intake. Awareness of these diets was stronger in English Canada (50%) than in French Quebec (37%), and was stronger in respondents older than 35, in women, and among those with higher incomes.
• Awareness of specific diets. When prompted with a list of 8 specific low carbohydrate diets, awareness was dramatically higher (82%) amongst the general population. A surprising 96% of French Quebec respondents indicated awareness of at least one of the diets versus 76% in English Canada. The substantially higher levels of reported awareness of the specific diets versus the lower levels of general awareness suggests that consumers do not fully understand the fundamental basis of the diets — that they are designed on the principle of reducing carbohydrate intake.
• Most popular diets. Among the specific diets, consumer awareness of "Eat Yourself Sum" by Michel Montignac stands out for having achieved almost ubiquitous awareness in the French Quebec market. At 92% reported awareness, it is the clear leader amongst carbohydrate-reduced diets in French Quebec. Within English Canada, "Dr. Atkins' New Diet Revolution" (45%), "Protein Power" (39%) and Suzanne Somers' "Get Skinny on Fabulous Foods" (35%) received the greatest awareness.
• Users of diets. Despite the high levels of awareness of the low carbohydrate diets, limited experience with these diets was reported. In French Quebec, the "Montignac Diet" achieved a trial rate of 13% - essentially the only low carbohydrate experience for dieters in this region. In English Canada, trial rates were low across all of the specific diets, with 7% having tried any of the diets. The "Carbohydrate Addicts Diet", with a 3% trial rate, was the most popular in this region.
• Attitudes about diets among users. While there was limited trial of the specific diets recorded, they achieved a level of validity amongst their users. Dieters had high agreement ratings on a variety of concepts, including effectiveness for losing weight, fit with healthy eating, and that they can be followed for long periods of time.
• Characteristics of users of diets. Those who have tried the low carbohydrate diets tended to be women, were within the age range of 35-44 years, and generally had higher levels of education and annual household incomes. These consumers indicated a greater likelihood to watch what they eat because they are concerned about their weight, rather than about their general health.
These findings indicate that although most consumers are aware of popular low carbohydrate diets by name, they generally do not recognize them as low carbohydrate diets. It is likely that the popularity and media attention around these diets have served to impact consumers' perceptions of healthy eating and the role of carbohydrates in a balanced diet and lifestyle.
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