Holistic Nutrition for Weight Loss

It is well known that weight loss programs do not work well in the long term. The desire to lose weight is often overcome by many challenges including adhering to diet programs and the desire to self-reward and comfort through food. This makes dieting and weight loss programs unsustainable for many.

The future is treating weight management as part of overall health management. Consumers are adopting more holistic weight management strategies that nurture the body and provide much broader, longer health benefits beyond just losing weight.

Many consumers attempt to lose weight through dieting with little or no success.

Studies have demonstrated that weight-loss dieting is often unsustainable and actually leads to weight gain among people³. Additionally, fixation with weight loss has implications on an individual’s mental health, often having a detrimental effect on their weight and body image.

Percentage of consumers on a diet specifically to lose weight¹

Percentage of consumers who feel unsuccessful / very unsuccessful at losing weight in their last attempt¹

The challenges of starting or sticking to a program, and need of joy moments through food makes following special diets unsustainable.

Percentage of consumers who mentioned the following challenges when trying to lose weight¹

While desire for improving physical appearance is a key driver for weight management, it is more about overall wellbeing for the majority of consumers.

There is now a growing awareness that the number on the scale is influenced by more than careful calorie counting, but also by the right nutrition, physical activity, robust mental wellness, and stress management.

Percentage of consumers who think healthy weight is important for the following reasons¹

Consumers are resorting to more holistic approaches to manage their weight.

A more recent literature review, of 68 publications, noted that mindfulness-based dieting approaches appeared effective for addressing behaviours such as binge eating, emotional eating, and eating in response to external factors. This mindful approach to food may also prevent weight gain – however the affects were less apparent in healthy weight groups, with reduced food intake seen in studies of overweight or obese populations⁴. This opens up a range of new possibilities for brands to develop products that tap into mindful eating to support consumers on their health and wellness journeys.

We consider that there is room for development of nutrition solutions that better cater to ‘alternative’ health regimes and practices. As consumers take charge of their health and start to focus on its holistic nature, this presents opportunities for brands to identify and meet new consumer needs. 

Percentage of consumers who turn to the following when managing weight loss²

Opportunities

In line with the growing trend around a more holistic approach to managing wellbeing, we expect the future of weight management to continue to shift from strict dieting to a more balanced approach that is incorporated into an overall health management mindset. An anti-diet philosophy that focuses on nurturing the body rather than on the biology of starvation is expected to increase in popularity.

Brands can look into providing consumers with holistic weight management strategies that incorporate healthy eating with positive lifestyle approaches like exercising, mindfulness alongside better nourishment, for greater efficacy and sustainability.

Fonterra Co-operative Group Limited and its group members involved in the manufacture or sale of NZMP branded products (‘Fonterra’) has provided this ‘NZMP Fast Facts’ for informational purposes only. It does not constitute recommendations or advice for the purposes of making financial decisions regarding trading in dairy products or commodities, or dealing in financial instruments relating to dairy commodities. Although every effort is made to ensure the accuracy of reproducing and interpreting such information, no warranty or representation of such is made and Fonterra shall have no liability in respect of any reliance placed on such information in the formulation of any business decision.