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Trust in fad diets is wearing thin

23 April 2014

Consumers are looking to lose weight – but are turning their backs on “the quick fix” finds new survey from Canadean.

A Canadean Consumer survey has found that 50% of consumers have looked to change their eating habits over the last 12 months in an attempt to boost their health. However, despite these attempts, consumers are turning their backs on fad diets, with only 15% of consumers saying they have tried a dietary plan designed for instant results, in the past 5 years. This shows fad diets are rarely a hit with consumers as they either don’t believe they’ll be effective, or simply do not have the time/momentum to stick to the plan. These attitudes are particularly apparent with the latest range of health boost products such as coconut water.

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Many consumers have come to realise that there is no such thing as a miracle cure, “an easy win”. Losing weight takes time, tenacity and hard work.  

Despite being a craze in the US, since celebrity endorsement Rihanna was used in 2011 and recently hitting the UK, products such as Vita Coca and other coconut water claiming to be a natural alternative to sports drinks are not actually very popular. Canadean found that only 3% of consumers have consumed coconut water either “often” or “very often” in the last twelve months. This shows that only a small number of consumers try these short-term trend products due to their health boost claims and celebrity endorsements – and even within this group, interest will quickly fade.

Canadean analyst Joanne Hardman states, “Consumers are becoming more sceptical of fad diets, finding that fad diet claims misleading and there to be little evidence of long-term success. As such, consumers will increasingly turn their backs on the next wave of “miracle” diet plans positioned around instant weight loss”.

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Editor’s notes

About this survey

This Canadean Consumer survey is based on answers from 2,000 UK-based adults. The survey was conducted in April 2014.

For further information

Please contact the Canadean press office at or call +44 (0) 20 3220 0818.




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