What Do Online Dieters Want and Prefer?

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National survey of 19,311 finds that 94.5% are female, and 56% want a home/online/phone-based program, based on regular food.

Analysts at BestDietForMe.com, a Free online diet analysis website operated by Marketdata Enterprises, have just released the findings of a new Quarterly Online Dieter Syndicated Research Service that surveyed 19,311 online dieters from Jan. 1 to March 31st. An analysis of how dieters responded to the BestDietForMe.com online survey yielded some very interesting information. Highlights of findings from this report follow below and on the site at http://www.bestdietforme.com/researchreports.htm.

"Marketdata, via BestDietForMe.com, has created a powerful real-time tracking tool that can produce an online dieter profile—their demographics, needs, and preferences related to nutrition, exercise, and psychological roadblocks. As confused online dieters search for the best diet program for them via the online survey, they leave lots of information, which when analyzed can reveal shifting preferences. We know of no other research tool like this on the market, with such a huge real-time daily sample audience," according to John LaRosa, Research Director.

Major findings:

•    Of 19,311 people completing the BestDietForMe.com online survey in the 1st quarter 2005, 94.5% are female.

•    28.7% are aged 26-35 and 26.6% are aged 36-45.

•    69.9% need a diet program that covers emotional eating, 49% need one covering stimulus control, and 43.6% need one covering social eating skills—indicating a great need for weight loss programs providing psychological/lifestyle support.

•    Starting weight: Fully 62% of online dieters have a starting weight of 175 lbs. or more, and 25.1% have a weight of 225 or more.

•    Medical conditions: A significant 36.5% of online dieters have at least one medical condition such as high blood pressure, diabetes, asthma, migraines, etc.

•    22.6% of online dieters will leave their name and mailing address, IF they see a benefit to them, such as obtaining special offers from diet companies.

•    64% have a reported budget of $250 or less to spend on a weight loss program.

•    53% prefer a diet plan using regular supermarket food, but 27.7% have no preference.

•    37% of online dieters want daily menu planning services, and 37% also have special food needs such as allergies or food sensitivities.

•    Exercise: 42% have "no preference" as to the type of services provided, and 29.8% want to design their own program. Only 2.4% want a personal trainer.

•    The greatest share of 47.4% have used a weight loss center as a diet method in the past, followed closely by the 40.3% that joined a health club. 37.8% skipped meals and 17.5% used a diet website.

Many more metrics are provided in the full report.

"The online weight loss consumer is a fickle customer whose needs constantly shift and are rarely probed in depth. We now have a powerful research tool to monitor large numbers of dieters like this to find out what makes them tick, on an ongoing basis and affordably," according to John LaRosa, Research Director.

About the Quarterly Syndicated Research Service

MetricsTracked (116 total)

•    gender

•    age (5 categories)

•    BMI (body mass index (5 categories, 18.5-40+)

•    Average time spent on website

•    Percent opting in for special offers

•    Percent leaving name and mailing address

•    Pregnant or nursing percentage

•    Medical conditions, percent indicating at least one (32 conditions)

•    Their diet budget (under $250 to $3,000+)

•    Preferred weight loss program location

•    Interest in weight loss surgery – percent

•    Interest in home delivery of diet food – percent

•    Preferred diet counseling format

•    Type food plan desired

•    Percent interested only in diet plans with pre-planned daily menus

•    Special food needs, allergies, food sensitivities – percent with

•    Readiness to begin a diet program

•    Previous types of diet plans used (percent by 18 types)

•    Exercise preferences

•    Psychological support needs: percent identified by BestDietForMe.com analysis as needing… emotional eating support, stimulus control, social eating skills support

Also Included…

•    Discussion/analysis of the online dieting market: nature, market size.

•    List of the top diet websites.

•    Latest Alexa traffic rankings of the top diet websites.

•    Forecasts and early identification of key trends.

•    Latest results of surveys of online dieters by diet companies and others.

The service costs $2,995 per year, or individual quarterly reports (15-20 pages each) can be purchased for $895. Applicable for: ad agencies/PR firms with weight loss clients, diet websites, companies selling diet products or programs online. Additional information is available at http://www.bestdietforme.com/researchreports.htm.

About BestDietForMe.com/Marketdata

http://www.BestDietForMe.com is operated by Marketdata Enterprises, Inc., an independent analyst of the U.S. weight loss industry since 1989. A database of 60 of the most legitimate and popular diets is searched after the consumer fills out an in-depth 7-8 minute survey online. Consumers can also get detailed diet program descriptions, and have access to special offers by weight loss providers—all at no cost. The website also contains lots of unique, free content. 60 top diet plans are covered: The Zone, Blood Type diet, Richard Simmons, Dr. Phil, Weight Watchers, Curves for Women, NutriSystem, South Beach Diet, Medifast, Jenny Craig, LA Weight Loss, Novartis, celebrity diets, and more. Marketdata’s diet market research is regularly quoted by all major media.

Contact Information

John LaRosa, Research Director

BestDietForMe.com/Marketdata Enterprises Inc.


email: john@marketdataenterprises.com

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