The multi-billion dollar weight loss market is dominated by the main players – Weight Watchers and Co., but they are struggling to maintain market share having been slow to adopt to the digital world. The global recession and boom in digital apps has seen the rise of Do-It-Yourself dieting – the main growth area in an overall stagnant / declining market. Ketone based diets are currently of interest due to recent celebrity endorsement – Kim Kardashian shedding her post baby pounds. While fad diets – raspberry ketones etc. – have had some popularity, they often appear to be short lived, and disappear as quickly as their celebrity endorsement. In this rapidly changing market we conducted a study to map out the market opportunities for a potential new diet monitoring product which offers non-invasive diagnostic measurement of breath acetone – a marker for ketones in blood.