Dukan Diet takes on WeightWatchers with digital push
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French diet plan, the Dukan Diet, is ramping up its online marketing in the UK to compete with more established diet programmes such as WeightWatchers and Rosemary Conley.
Dukan Diet has appointed digital media agency Mediarun to grow its online business and build its brand presence.
Mediarun will develop a social media strategy to improve brand engagement in the UK.
A search marketing push including a multi-platform paid search campaign and search engine optimisation (SEO) will look to build its online presence for ’non-brand’ generic dieting terms.
The Dukan Diet, developed by French nutritionist Dr Pierre Dukan, is a four-stage programme, which includes ongoing online and telephone support.
It launched its online platform in the UK in February in a bid to target English-speaking dieters in the UK, Australia and New Zealand.
The web platform allows users to calculate their “true weight” and buy a coaching plan paid for on a price per day basis.
Dukan has sold 2.5 million copies of the diet book and is now looking to grow its presence outside of France where Dr Dukan is a celebrity dietician.
Earlier this month, WeightWatchers, which has 2 million UK members, overhauled its points-based diet programme and introduced its new ProPoints system.
Nestlé also introduced Jenny Craig, its telephone-based weight loss programme, to the UK earlier this year.
YouGov Insight:
Healthy Living
· Over half of the adult population is either currently affected by or personally concerned about weight problems.
· 14% of men and 19% of women describe themselves as ’very overweight’, but the evidence suggests that many people may be underestimating the extent of their problem, particularly men.
· Men and women aged 40-54 are the likeliest group to see themselves as ’very overweight’. They are also the least likely age to eat healthily especially men.
· 53% of ABC1s take care to eat healthily compared to 40% of C2Des.
· 43% of ABC1s take regular exercise compared to 31% of C2DEs.
· Just one fifth of women in the UK are currently on a diet - double the number of men.
· Only one in ten adults agree that ’it’s more important to enjoy yourself rather than worry too much about healthy living.’
Click here for more information on this YouGov market report
