This report is an in-depth examination of what a low-carb diet means to consumers and to your business. Using a combination of quantitative and qualitative methodologies, we reveal the logical and not so logical connections between consumers' lifestyles, eating habits, and adherence to low-carb diets. We estimate the prevalence and expected adherence rate of low-carb dieting among consumers as well as the motivations and barriers associated with the diet. Information was gathered via an online survey of our Hartman Interactive Wellness Panel and through a series of in-home ethnographic studies, including a comprehensive "tour" of consumers' refregerators and pantries. We targeted consumers at all points along the "carbohydrate continuum," including those who intentionally follow the low-carb diet as well as those who do not claim to do so but whose typical eating habits may in fact reflect a low-carb diet to varying degrees. In this way, we examine the low-carb diet in terms of the full spectrum of consumer perspectives, allowing us to better predict future trends and potential target groups. Report Overview:
* Estimates the number of consumers who intentionally adopt the diet for short- and long-term time periods and describes their key eating behaviors;
* Estimates the number of consumers who are not aware that their typical eating patterns reflect a low-carb diet and describes their key eating behaviors;
* Identifies the overall impact of a low-carb diet on consumption patterns. | 