New Years resolutions and consumers

By Clarisse Douaud

- Last updated on GMT

Related tags: Nutrition

As many consumers plan for a last blast of excess before kicking in
the New Year with healthy living resolutions, functional food
and dietary supplement manufacturers could leverage these
goals with targeted marketing.

The Nielsen Company surveyed consumers and forecast they are to purchase more than $46mn worth of nutritional diet aids alone. The health industry is positioned to profit more than most industries this time of year as consumers look to clean up their lives and make them more value-added. "As New Year's Eve marks the end of the holiday party season, shoppers take their resolutions straight to the stores,"​ said Todd Hale, senior vice president of consumer & shopping insights with Nielsen Consumer Panel Services. "After weeks of enjoying lavish buffets and the vices that accompany them, consumers are looking for help to quit smoking and to lose those extra holiday pounds, propelling sales of those products straight to the top." ​ The analyst estimates that in January of 2007, nutritional diet aids generated 9.9 percent of their annual dollar sales, and this year sales for these products are predicted to jump more than 91 percent compared to the previous four week period. The market analyst found that consumers show strong commitment in the New Year to their health goals, but that this dedication wanes by the end of January. After peaking at nearly $47mn worth in sales in January 2007, sales of nutritional diet aids dropped more than 14 percent to $40mn in February. Nielsen found Seattle residents are most likely to seek out nutritional diet aids for their weight loss programs. According to the analyst, this population bought 69 percent more than would be expected for a market of its size. Runners up for this position were Portland, Oregon and Cincinnati. So while supermarkets, drug stores and mass merchandisers attract holiday shoppers in December, Nielsen says they are equally busy in January, though they see a demand for entirely different products. "The difference is that consumers are no longer searching for holiday gifts and ingredients for holiday fests, but rather, they're buying record amounts of products promising relief from those same overindulgences,"​ said Hale. "Manufacturers of anti-smoking products and nutritional diet aids should brace themselves for a banner month."

Related topics: Suppliers

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