Dieting Survey: Some Ads Beginning to Target Men

Traditionally, most advertising for diet plans has targeted females over males. However, not everyone who is interested in dieting necessarily feels the need for an official diet plan. And recently, some companies such as Weight Watchers have begun to focus more on targeting men in their ads. Is this tactic already beginning to work?


Diet Plans

In Ask Your Target Market’s latest survey, 79% of respondents said they have never tried an official diet plan. 13% have tried one, and 9% have actually tried multiple plans. 55% of users found these plans to be effective, and 16% found them very effective.

Women were slightly more likely to try these types of plans, with 11% saying they have tried multiple plans and 17% saying they have tried one. Just 6% of men said they have tried multiple diet plans, and 7% have tried one.

Cutting Calories

Thought many have stayed away from official diet plans, many more Americans are interested in health and dieting. 57% of respondents said they have tried an unofficial diet plan such as cutting calories. 58% of those respondents said they found this method to be effective, and another 16% found it to be very effective.

Again, women were more likely to try diet methods like cutting calories. 67% of female respondents have tried it, and 41% of men have tried it.

Diet Advertising

Only 3% of respondents said they often feel persuaded to try diet plans they see advertised on TV or in print. 31% said they feel persuaded by these ads sometimes, and 65% said they don’t ever feel persuaded by these ads. Just 1% said they don’t ever see ads for diet plans.

5% of women said they often feel persuaded to try diet plans they see advertised, and 38% said they sometimes do. Just 1% of men said they often feel persuaded by these ads, and 19% said they sometimes do.

The widget below shows the results of the survey in full. Be sure to click “open full report” for full details.

Photo Credit: Weight Watchers Stuff from Flickr

What do you want to know? If you need some consumer insights on a particular topic, let us know in the comments below and we’ll consider it for an upcoming survey post.

Results were collected on March 26 via AYTM’s online survey panel.

Anne Pilon brings 3 years experience to AYTM as a blogger and journalist. She has a degree in journalism and marketing communications from Columbia College in Chicago and enjoys writing about business, marketing, social media, and art.