A slim down for the slimming foods market

It is that time of year again, when we all promise to lose those excess Christmas pounds and resolve to lead a virtuous life from here on in. But latest research from MINTEL finds that we are not turning to ‘slimming foods’ to trim down. In fact, the market for ‘slimming foods’ has itself slimmed down considerably, with sales shrinking by as much as 27% in the last five years. Today, the market is worth just over £81 million, down from as much as £110 million back in 2001. But it is meal replacements, such as milkshakes and cereal bars, which have been hit hardest and which are dragging the whole market down. Sales here have declined by as much as 64% in the last five years alone to be worth just £32 million, compared to £90 million in 2001. The future for these products looks less than rosy, with a further 46% decline in sales forecast for the next five years.