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.

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About The Hartman Group

The Hartman Group, Inc. is a full-service consulting and market research firm offering a wide range of services and products focusing on the health and wellness markets. Our experienced staff, with diverse, yet complementary backgrounds are experts in providing trade reports, syndicated studies, strategic consulting and customized research. This team has extensive knowledge and experience in marketing, business management, retail anthropology, sociology, nutrition, healthcare management, consumer economics and statistics.