With the increase in concern of ones appearance, their a large demand for slimming products among consumers shows a latest survey conducted in Belgium.//

The survey also shows that slimming products in Belgium grew by 14 per cent in value over 2004 to reach a retail value of €29 million.

Despite the drive by both doctors and government authorities to increase awareness of obesity, the main driver of growth in slimming products in Belgium continues to be concerns over appearance. Most Belgians, primarily women, feel that they should lose weight to look and feel better, rather than reducing the risk of obesity say analysts.

Manufacturers say they are also benefiting from the growing role played by magazines, and increasingly television programmes, on women’s desire to appear slim, fit and young. Tablets are seeing the most dynamic growth up 16 per cent to €8 million during 2004. Almost a third of these sales come from thermogenics, or fat burners, while a quarter are generated by fat or carb blockers. Appetite suppressants were responsible for 16 per cent of all tablet sales.

But other slimming products really emerged in 2004, under the impetus of Arkopharma, which launched a liquid slimming treatment called 4.3.2.1. Made with 10 different plants, including citrus aurantium, green tea, guarana and mate, the product is aimed at burning fat, purifying and toning. Meal replacement products represented the most valuable product and a still dynamic category although there was less dynamic growth in 2004 than the peak of 32 per cent in 2002. The survey also reveals that bars have taken over from instant lunches in 2003, meeting the needs of the increasingly hectic lifestyles of Belgians and their preference for self-indulgence products.

In 2004, obese people represented around 15 per cent of the Belgian population while overweight people accounted for 41 per cent in 2004. These proportions were much higher for w
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