A recent survey by the Mintel Group, a market researcher, found that with two in three Americans dieting today, three in four of these dieters say they believe they can attain their ideal body weight—if they just apply enough willpower and make sacrifices. That faith is terrific news for the dieting trade, Mintel said. “This puts marketers of diet products and services in a good position because dieters already believe that weight loss is possible,” said its report. Meaning, we’re really gullible.
