The low-carb brands segment has grown from non-existent to $1.1 billion in under two years and a 1% share of total food / beverage sales, according to IRI's latest Times & Trends report - 'Carb-Cutting Shoppers'. An estimated 26m Americans are on a low-carb diet today and some 70m limit their carb intake informally.
'Carb-Cutting Shoppers' is the latest in a series of ongoing studies surrounding health and wellness trends and uses a variety of IRI information sources, including InfoScan(r) Reviews and its new CarbTracker(tm) Service. The report reviews sales trends for three product types: naturally low-carb product categories (grouped with 'no/low/reduced sugar' categories like bottled water and diet soft drinks); reduced-carb brands from specialty manufacturers like Atkins; and reduced-carb brands from leading food/beverage manufacturers.
For the 52 weeks ending 6/13/04, sales of naturally low-carb product categories were up +5.8% versus a year ago, outpacing total food/beverage sales growth of +1.7%. The early players in low-carb, including Atkins, Keto, and CarboRite, are still growing fast (+181% versus a year ago), but major manufacturers have entered the battle in earnest in the past six months. The brand extensions' share of the segment rose from 44% to 57% in the past year.
Naturally low-carb product growth of nearly 6% is strongest in beverage, dinner and breakfast products, while over three quarters of the carb-branded activity growth, nearly 80%, was in snack meals and sweetened snacks and desserts. Portable, between-meal snacks and beverages remain the largest battleground for carb-cutting CPG manufacturers.
Other findings include:
All articles 2006-23 written and edited by Mel Crowther and/or Nick Thomas, 2024- by Nick Thomas, unless otherwise stated.
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