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LOW CARB Press Releases

Feb 18, 2004 09:45 ET

New Survey Finds 24 Million Adults on Low-Carb Diets; 44 Million More Will Go Low Carb in Next Two Years
Survey of 1,800 Adults Reveals Significant Consequences for Food Service Industry

CAMBRIDGE, Mass., Feb. 18 /PRNewswire/ -- The low-carb revolution has attracted millions more American consumers than expected and holds potentially far-reaching consequences for the U.S. food service industry, according to the latest and one of the largest public opinions surveys ever conducted on the topic.

The survey of 1,800 adults, conducted by Opinion Dynamics Corporation and released today, found that 11 percent of Americans -- 24 million adults -- are currently on a low-carbohydrate diet and another 20 percent of Americans are likely to try one in the next two years. Separately, in recent focus groups with food industry executives, several participants identified low-carb diets as the most important issue facing the food industry.

"The popularity of the low-carb diet is much greater than previously reported, and it has led to substantial shifts in the consumption of a wide variety of foods," said Lawrence Shiman, senior account executive for Opinion Dynamics. "Our research shows this is truly a revolution, not a passing fad, and will dramatically impact not only eating habits but also how the food service industry approaches the nation's 220 million adult consumers."

The Opinion Dynamics survey, entitled "Measuring the Low-Carb Revolution" and available in white paper form at http://www.opiniondynamics.com/lowcarb.html, polled 900 adults in December 2003 and another 900 adults in January 2004. Key findings include:

-- Low-carb diets have achieved greater penetration among consumers than previously thought. Approximately 11 percent of the public -- 24 million adults -- currently follow a diet that restricts their carbohydrate intake. Twenty percent of adults said they had tried such a diet since 2002. According to previously published research, only three percent of the adult population is on a low-carb diet and only 12 percent has tried this type of diet. Higher-income individuals earning more than $75,000 a year are the most likely to have tried such a diet.

-- A substantial percentage of the population is preparing to turn to a low-carb menu, such as the Atkins or Miami Beach diets, to lose weight. The Opinion Dynamics survey found that 19 percent of respondents not currently on a low-carb diet are "very" or "somewhat" likely to try one in the next two years.

-- Consumers are more likely to follow their diet strictly at home than when eating in restaurants, and they rely on low-carb brand labels, packaging and advertising when selecting food items. Two thirds of those currently on low-carb diets told Opinion Dynamics it is "very" or "somewhat" important to them that a food item has a specific low-carb brand label when they make purchasing decisions.

"There is much more the food and beverage industries need to learn to respond effectively to this dynamic and rapid change in consumer preferences," Shiman said. "For example, our research has found that the recent significant decrease in orange juice consumption may be almost entirely attributable to greater adoption of low-carb diets. It's clear that those who ignore or downplay the low-carb revolution do so at their own peril."

The low-carb survey is the latest research effort by Opinion Dynamics Corporation to measure consumer attitudes regarding nutrition, diet, fast food and soft drinks. Founded in 1987 and headquartered in Cambridge, Mass., Opinion Dynamics is a national leader in market research, public opinion polling and consulting with a specialty in the food service industry. The company conducts research on a regular basis for leading national food associations, including the Grocery Manufacturers of America, the National Soft Drink Association, and the Produce Marketing Association. Opinion Dynamics also has conducted research for food industry organizations, food retailers, and national and international restaurant chains.

Source: Opinion Dynamics Corporation