Diet Food Home Delivery Services: A Market Analysis

(January 2007)

Table of Contents

Page

Introduction: Study Scope & Methodology 1-2

Nature & Structure of The Market

* Why The Demand?

* How Diet Food Home Delivery Services Operate: fresh vs. frozen, daily vs. weekly

delivery

* How Diet Food Delivery Companies Are Formed, why some fail, start-up costs

* Number of Companies Offering The Service

* Pricing - How Much Does Diet Food Home Delivery Cost?

Table: Avg. monthly plan costs for 21 companies

* Distribution & Franchising: Local vs. Regional vs. National Reach: which

Companies franchise, cost to buy

* Delivery Capability – Areas Served, by company

Profitability & Operating Expense Analysis 11-14

* Medifast & NutriSystem 9 months 2006/2005 financial data, income, expenses by

type, profit margins

* UFOC franchise data for Seattle Sutton’s Healthy Eating

* Dinewise financials, 9 months 2006 vs. 2005.

Customer Demographics 15-41

* Demographics of The Typical Dieter Overall

* What’s The Potential Market? – discussion of BestDietForMe.com visitors online

dieter demographics, percent that want information about diet food delivery services,

who want diet company food, and who prefer a home-based diet program

(7 quarters of data: 2005-2006)

Tables

* Dieters on a diet for 4+ weeks in 2005-2006: all adults, age 18+ - for 80+ metro

areas

* Dieters on a diet for 4+ weeks in 2005-2006: females, age 18+ - for 80+ metro

areas

* Dieters on a diet for 4+ weeks in 2005-2006: males, age 18+ - for 80+ metro

areas

* No. of dieters on a diet 4+ weeks in 2005-2006: all adults, females, males, by

average household income - for 80+ metro areas

* No. and percent of population on a diet (rates of dieting’ for 4+ weeks in 2005-

2006: all adults, by age, income class, household type (yuppies, empty nesters,

blue vs. white collar)

* Number of dieting attempts per year (1989-2000)

* Customer demographics for Jenny Craig, NutriSystem, other diet food delivery

firm interviewed

Page

Market Size & Growth 42-46

* Various methods used to estimate market size: individual competitor sales vs.

number of potential customers and avg. value per customer

* 2007 Estimate: discussion of forecasted revenues/expected growth in 2007

* 2010 Forecast: discussion of macro factors affecting demand, level of advertising,

Market maturation, diet food delivery concept’s position in product life cycle,

the economy, possible new competitors

Competitor Profiles 47-93

* 2006 Company Market Share Estimates

In-depth company descriptions, history, how the programs work, pricing, financials

(when available for public companies), results of Marketdata phone interviews with

management, company headquarters address/phone/website/key contact persons,

distribution/franchising information, etc., for the following competitors:

* Nutrisystem

* Jenny Direct (Jenny Craig Intl.)

* Atkins At Home (Pure Foods)

* Medifast

* Diet To Go

* Diet To Your Door

* eDiets Express

* Sunfare

* Diet Delivery/TSG Group (Canadian firm)

* HMR At Home (Health Management Resources)

* Seattle Sutton’s Healthy Eating

* 3 Hour Diet At Home

* Dinewise

* Fresh Dining

* My New Form

* Nutrition In Motion (Canadian firm)

* Nutrifit

* In The Zone Delivery

* Zone Chefs

* The Slimdown

Marketing & Advertising Methods 94-95

* Analysis of most common advertising/marketing methods used by diet food

delivery firms

Table

* December Alexa website traffic rankings of company websites.

Reference Directory 96-98

* Directory of weight loss market studies, consultants, trade journals and

associations