"Dieters," says Bob Jordan, president of International Demographics Jordan, "are, for the most part, a very affluent group with active lifestyles." Dieters aren't all women. And they aren't all white. In 1998, 34.8 percent were men. That increased to 37.4 percent in 2003. Approximately 24.6 percent of white adults diet, compared to 25.6 percent of Hispanics and 23.5 percent of African-Americans. Among Asians, just 17.3 percent diet.
Approximately 16.5 percent of dieters have incomes of $100,000 plus compared to 13.5 percent of all adults. Forty nine percent of all dieters have household incomes of $50,000 or more, compared to 45.1 percent of all adults.
"Weight loss products and services are estimated to be a $30 billion industry in the US," says Jordan. More than 35 percent of dieters exercised 12 plus times at a health club during the past year compared to only 25.3 percent of all adults. And, 55.8 percent of dieters purchased five or more books from a bookstore during the past year, compared to just 48.2 percent of all adults.
As always, says Jordan, "the percentage of adults on a diet varies significantly from one market to another." Based on 2002 data from all 85 markets Daytona Beach, Lexington, Louisville and New Orleans had approximately 27 percent of adults on a diet for at least 4 weeks in the 12 months prior to the survey. Only 18 percent of adults dieted in Colorado Springs, Columbia/Jefferson City, Minneapolis/St. Paul and San Jose.
The Data Source The Media Audit.