The Diet Industry Relies on Your Failure to Succeed

[Guest guest]

The Diet Industry Relies on Your Failure to Succeed

Laura Cummings

BBC News Online business reporter

 

 

 

The diet business has never been in better shape - unlike many of

its customers. But with research suggesting 95% of slimmers regain

the weight, does the diet industry rely on our failure to make its

profits?

 

 

The business of slimming has had a well-documented meteoric rise.

 

From the lengthening queues at slimming clubs, to the raft of

celebrity-led fads, it is now almost a prerequisite to be following

some kind of diet - or " eating programme " as they are now

fashionably known.

 

And while the global economy's woes continue, the diet business is

one industry that shows no signs of slowing.

 

 

I was going to try and be more sensible, but sadly comfort eating

has taken hold

 

 

 

 

Katie Hamilton, CBBC

 

 

 

There are no official statistics for spending on diet products, but

estimates vary from $40bn to $100bn in the US alone - more than the

combined value of the government's budget for health, education and

welfare.

 

But concerns are growing that this very industry is fuelling our

rising obesity levels - after all, it would be a very short-lived

business if we all succeeded first time.

 

Rising commodity

 

The body has long been viewed as a commodity.

 

But as obesity levels in the West soar, its cash-generating

potential has never been so great for food companies.

 

Low fat food is at best confusing, at worst deceptive

 

 

 

 

Paula Franklin

Lighten Up

 

The same manufacturer can now feed us the ever-increasing pre-

packaged meals and snacks that have come to characterise our

supermarket shelves, while producing a growing range of " low

fat/sugar/starch " varieties.

 

Ultimately, the companies' bottom line is a financial one - and

they're rather hoping this bottom does look big.

 

New year, new profit

 

A survey from Norwich Union Healthcare suggested that just one month

after pledging to be " firmer, fitter and healthier " , half of

Britain's new year resolution makers are - unsurprisingly - still in

the same shape.

 

REASONS FOR FAILURE

Lack of will power

 

Too busy with work and family

 

Too expensive

 

Lack of support from friends and family

 

Source: Norwich Union

 

 

The good news for the diet industry is that in the process these

would-be slimmers have shed £335m on their attempts.

 

Norwich Union describes the result as a " will power deficit " ,

blaming lack of motivation, busy lifestyles and expense as reasons

for their downfall.

 

However, research indicates that it is not will power, so much as

having the odds stacked against them.

 

No industry actually benefits from us actually eating healthily for

a sustained period of time.

 

Quick fixes

 

The gain to slimming magazines, manufacturers, even the " allergy

clinics " that supply you with costly supplements for a sudden

intolerance to spinach, are not hard to fathom.

 

 

Weight Watchers has helped millions lose weight

" [Dieting] is a business with enormous financial interest in making

sure it continues, " says Paula Franklin, a medical practitioner and

general manager of " Lighten Up " , a group aiming to help people slim

without dieting.

 

" Even those companies that appear to help are not.

 

" Low fat food is at best confusing, at worst deceptive. "

 

Ms Franklin argues that once again it is our cash-rich, time-poor

way of life that fuels the paradox.

 

" We are an impatient society. Dieters want to see change quickly. "

 

Necessary evil?

 

The National Obesity Forum (NOF) is less adverse to the industry.

 

" I feel very strongly that people should be doing something about

their weight, " says Ian Campbell, a spokesman for the NOF.

 

All this abundance, linked to a culture of slimness, makes people

go crazy around food

 

 

 

 

Susie Orbach

Psychotherapist

 

But he added that the danger in diet food was that it can

be " misleading " - " low fat " , for example, often means " high sugar " .

 

" It can make people dependent on a particular brand, " added Mr

Campbell - exactly the kind of success the Weight Watchers of this

world are banking on.

 

With everything from bread, to soup, crisps and " pointed " sweets,

you could stock an entire parlour and fridge with Weight Watchers

products.

 

Lasting legacy

 

Susie Orbach, the well-known psychotherapist and author of " Fat is a

feminist issue " , is leading a campaign to challenge the diet

industry and even proposing legal action against Weight Watchers.

 

" All this abundance, linked to a culture of slimness, makes people

go crazy around food, " Ms Orbach says.

 

" The same food companies segment the market - their motivation being

only the delivery of profits. "

 

" Weight Watchers is owned by Heinz - it has to fail, otherwise how

would it make money? "

 

Weight Watchers was keen to point out that it is only the food

business that is owned by Heinz, not the slimming club.

 

A spokeswoman for the meetings business says its aim is " to take the

guilt away from eating " .

 

" It teaches you to make decisions and these are designed to be for

the long term. "

 

Ms Orbach is working with fashion designers, shops and the food

industry to challenge the now-ingrained " mono imagery " she says has

gripped western society.

 

Her goal is to ensure dieting, and the profit it delivers, " isn't

passed on to the next generation " .