In more-developed markets, the popularity of high-protein/low-carbohydrate diets factored heavily in the category growth, but it also had negative consequences. For instance, none of the 10 “non-sweet carbohydrates” categories saw sales increase by more than 4%.
While some evidence suggests the low-carb phenomenon is slowing, it is not the only trend on the wane. Prepared alcoholic beverages (flavored alcoholic beverages or malternatives) were a big story in the report two years ago, where the category clipped along at a strong 33% rate. In 2004, the sales growth tapered off to 2%. For more information on the report, visit acnielsen.com.