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Go With the Low

Hear everyone talking about the low-carb revolution, but think it's too late to get in the game? Don't worry--there's still plenty of opportunity to profit from America's newest obsession.

This story appears in the May 2004 issue of Entrepreneur. Subscribe »

Fighting for headline space right along with the presidentialelection and celebrity woes, low-carb has become one of the mosttalked about topics at home, at work and with friends andacquaintances. The low-carb buzz, spearheaded by the Atkins dietand a handful of similar weight-loss plans, has boosted sales intraditional food industries such as meats, eggs and nuts. And ithas turned a once-quiet specialty market into a burgeoning empireof low-carb products and services that has businesses cashing in oncarb-conscious dieters.

The timing is still ripe for entrepreneurial newcomers--asThe ValenGroup, a strategy consulting firm for Fortune 500 companies,discovered in a recent study. According to the survey, 59 millionU.S. adults are controlling their intake of carbohydrates, and morethan 40 million others said they were considering a low-carb dietin the next 12 months. Collectively, those figures are fastapproaching half of all U.S. adults.

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