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China Weight Management Diets Market Report 2024

China Weight Management Diets Market Report 2024

This report looks at the following areas: Retail value of weight management products, key growth drivers and obstacles, and future trends Performance of prominent enterprises Noteworthy product innovation trends and marketing highlights Consumers' motivation and focus on weight management The popularity of various weight management products and the factors influencing purchasing decisions Preference in selecting weight management ingredients The widespread focus on improving holistic wellbeing has not only fueled the rapid growth of the functional food industry for weight management but also reshaped how consumers perceive the purpose and value of weight management.

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Executive summary
- Key issues covered in this Report
- Definition
- What you need to know
- The market
- The demand for comprehensive health improvements, along with the rising number of obese individuals, will drive the market’s rapid growth
- Trends, challenges and opportunities across various segments
- Key Market Factors
- Products and marketing
- Key trends in product innovation
- Examples of products that reflect these trends
- Highlights in marketing activities: clever combinations of fun and practicality, demonstrating the appeal of brands in the weight management sector
- The consumer
- Mass consumers show significant interest in specialised weight management, with a notable proportion being men
- Graph 1: weight management directions, 2024
- Short video platforms are leading the trend, emerging as the preferred channel for accessing dietary information on weight management
- Graph 2: information channels, 2024
- People are becoming increasingly aware of the strong link between maintaining a healthy weight and feeling vibrant, energised and spirited
- Graph 3: comparison of the perceived benefits of weight management, 2021 vs 2024
- The goal of weight management is not just to improve physical health, but also to encourage self-love
- Exercise and dietary adjustments are the golden rules of weight management, while functional foods generate greater enthusiasm for trying
- Natural ingredients are favoured over artificially engineered ones, emerging as the most sought-after product attribute
- Graph 4: purchase considerations regarding weight management food/drinks/supplements, 2024
- Plant proteins are gaining significant attention, while animal proteins, probiotics, dietary fibre and vitamins drive consumption demand in specific categories
- Issues and insights
- What we think
The market
- Market size and forecast
- The growing demand for comprehensive health improvements, coupled with online marketing, is driving the rapid growth of the market
- Market factors
- The number of overweight/obese adults and children is expected to keep rising, making weight management solutions for the whole family more important than ever
- Overweight/obesity are more prevalent among men than women, highlighting opportunities in the male weight management market
- Semaglutide has received regulatory approval in China for the treatment of obesity
- The National Health Commission highlights the risks of GLP-1 weight loss medications in the ‘Guidelines for the Diagnosis and Treatment of Obesity’ and stresses the importance of lifestyle interventions.
- Market segmentation
- Improved safety and efficacy could drive the OTC weight loss drugs market back to growth
- Due to the development of the functional food market, the weight loss health supplement market has entered a period of growth stagnation
- Under the trend of holistic health improvement, weight management functional foods are growing rapidly
- The growth of the weight management meal replacements market is slowing; industry regulations and improved product quality could drive future growth
Companies and brands
- Overview of the performance of leading companies
- Maintain the brand’s market influence through quality improvements and a balanced product strategy
- Zein Biotechnology and Besunyen are striving to provide high-quality products
Products and marketing
- Overview of ecommerce sales performance
- Weight management supplements show a higher sales growth rate than the overall market
- Products featuring natural plant extracts are growing rapidly, and there is still room for development in holistic health products
- Sales of food and drink products with weight management as a selling point are growing rapidly, with significant potential for further growth
- Key selling points of standout brands’ flagship products: ready-to-eat and versatile ways to enjoy
- New product trends
- Innovation in everyday products is more active than in specialised ones
- Graph 5: share of new food, drinks and vitamin/dietary supplements with weight management-related features**, 2019-24 (calculated per rolling year)
- Graph 6: share of new ‘weight management nutrition’ products in food, drinks, and vitamin/dietary supplements, 2019-24 (calculated per rolling year)
- Innovation is extending to health benefits beyond weight, with new products focusing on immunity and cardiovascular health seeing the fastest growth
- Graph 7: top-ranked functional claims in new food, drinks, and vitamin/dietary supplements with weight management-related features*, 2021-24
- Newly launched weight management nutrition products feature a range of health benefits
- The use of herbal ingredients, probiotics and postbiotics in weight management products has increased
- Product examples of weight management products that highlight natural herbal ingredients as a key selling point
- Diverse natural ingredients are emerging as high-growth flavours in nutritional and meal replacement drinks
- Innovation outlook: various new weight management supplement products containing probiotics, including AKK bacterium, a significant discovery in the field of probiotics, are hitting the market
- Highlights in marketing activities
- ‘What you’re drinking can also be used as a dumbbell’
- KEEP It Real, Ele.me It In
The consumer
- Weight management directions
- Weight maintenance and loss remain the primary needs, but there is more potential in muscle gain, body shaping and fat loss to attract new consumers
- Graph 8: weight management directions, 2024
- Women show a greater willingness to attempt to gain muscle
- Graph 9: [no title]
- Graph 10: [no title]
- Men are highly interested in attempting to lose fat
- Graph 11: have never tried, but are interested in trying to lose fat, by gender, 2024
- Motivations of weight management
- The main motivation behind weight management is improving physical fitness…
- Graph 12: motivations of weight management, 2024
- …the implicit motivation is to help people learn to care for themselves
- The implicit motivation for men is a sense of vitality, while for women, it is self-love
- Young adults are more inclined to learn self-care through the weight management process…
- Graph 13: motivations of weight management, by age, 2024
- … also hoping to expand the social circle in the process of managing weight
- Graph 14: motivations of weight management, by age, 2024
- Perceived benefits of weight management
- Consumers generally believe that weight management is an important part of safeguarding health
- Graph 15: perceived benefits of weight management, 2024
- Awareness of the close link between maintaining a healthy weight and the enhancement of vitality, energy and spirit is increasing
- Graph 16: comparison of perceived benefits of weight management, 2021 vs 2024*
- Product example: added anemia-preventing nutrients to reduce the risks of ‘Qi and blood deficiency’ and ‘lack of vitality’ associated with weight management
- The benefit positioning of ‘holistic beauty’ is widely welcomed by those committed to weight management…
- Graph 17: benefits of weight management, by respondents who have undertaken and plan to continue various weight management approaches, 2024
- …and has also gained significant attention from young adults
- Graph 18: perceived benefits of weight management, by age, 2024
- Product example: leveraging age management as a foundation, combining weight management with beauty benefit needs
- Information Channels
- Short video platforms lead by a wide margin, emerging as the most popular channel for consumers to learn about diet adjustments for weight management
- Graph 19: information channels, 2024
- Multi-generation families exhibit significantly greater diversity in their choices of information channels
- Graph 20: information channels, by family structure, 2024
- Ways to achieve weight management goals
- Exercise and dietary adjustments are considered the ‘gold standard’ for weight management, while functional foods have generated significant interest among consumers in trying them
- Graph 21: ways to achieve weight management goals, 2024
- Consumers interested in body shaping, fat loss and muscle gain are more willing to try health supplements
- Graph 22: interest in trying weight management supplements, by respondents who haven’t done but interested in trying any of the surveyed weight management direction, 2024
- Consumers who are interested in taking prescription drugs are also interested in health supplements and weight-loss tea
- Graph 23: interest in trying weight management supplements and weight loss/slimming tea, by respondents who haven’t tried but are interested in trying prescription drugs, 2024
- Health supplements, meal replacements and traditional Chinese Yang Sheng food/drinks show stronger retention in multi-generation families
- Graph 24: methods that have been tried and will continue to be used to achieve weight management goals, by family structure, 2024
- Purchase considerations regarding weight management food/drinks/supplements
- Natural ingredients surpass ‘artificial’ nutrients, becoming the most sought-after factor in product purchases
- Graph 25: purchase considerations regarding weight management food/drinks/supplements, 2024
- Convenience helps reach a broader consumer base, particularly the male demographic
- Each type of weight management food/drink/health supplement has its own shortcomings that need to be addressed
- Graph 26: purchase considerations regarding weight management food/drink/supplements, by respondents who have tried but will not continue consuming weight management food/drinks/supplements, 2024
- Ingredient preference for each product
- Plant proteins are drawing significant attention, while animal proteins, probiotics, dietary fibres and vitamins are stimulating interest in specific categories
- Multi-generational families have a greater interest in snacks and drinks containing probiotics
- Graph 27: top five ingredient preferences across different products, by family structure, 2024
- Innovative ways to use probiotics help attract consumers interested in losing weight, losing fat and shaping their bodies in the future
Issues and insights
- Explore weight management solutions for the entire family
- Weight management products should expand their positioning beyond the conventional scope to embrace a family-oriented approach
- In terms of daily diets: introducing weight loss benefits into products linked to home-cooked Chinese dishes
- In terms of nutrition and health: incorporate mild Chinese Yang Sheng ingredients into weight management meal replacement foods
- In terms of monitoring: develop discreet monitoring to record and identify issues when family members are unaware
- Weight management for the whole family also involves meeting the needs of specific members of the household
- Graph 28: the share of new food, drinks and vitamin/dietary supplements with weight management-related properties*, by selected demographic claims, 2021-24 (calculated per rolling year)
- Shatter the ‘silence’ surrounding male weight management
- For Chinese men, weight management is a more pressing issue
- When targeting the male audience, it is important to actively convey the unique benefit of enhancing vitality
- In addition, brands should focus on improving the convenience of product use
- Graph 29: share of new products with weight management-related characteristics* in food, drinks, vitamins and dietary supplements, by convenience claims, 2021-24
- Optimise the product usage process to reduce the ‘hassle factor’ for men during weight management
- What’s next: the GLP-1 trend will reshape the conversation between weight management products and consumers
- Compared to consumers worldwide, Chinese consumers rank high in interest for GLP-1 weight loss drugs
- Graph 30: the proportion of respondents who agree that ‘diabetes drugs that reduce appetite are a good solution for weight loss (eg Ozempic, Wegovy)’, 2024
- Brands have already partnered with medical institutions to launch a GLP-1 weight management guidance programme
- In the short term: formulations could incorporate natural components similar to semaglutide
- In the long term: develop complementary nutritional products for semaglutide users
Appendix – market size and forecast, research methodology and abbreviations
- Market size and forecast
- Methodology
- Abbreviations

Download Report Summary

This report looks at the following areas:

Retail value of weight management products, key growth drivers and obstacles, and future trends
Performance of prominent enterprises
Noteworthy product innovation trends and marketing highlights
Consumers’ motivation and focus on weight management
The popularity of various weight management products and the factors influencing purchasing decisions
Preference in selecting weight management ingredients

The widespread focus on improving holistic wellbeing has not only fueled the rapid growth of the functional food industry for weight management but also reshaped how consumers perceive the purpose and value of weight management. With the anticipated rise in adult and child obesity, weight management products must go beyond the traditional adult-centric approach and adopt a ‘family’ concept to benefit everyone.

Catherine Liu, Principal Analyst, China Insights

Market Definitions

The market size discussed in this Report covers over-the-counter (OTC) medicines, health supplements, and food and drinks related to weight management.

Segments of the market are as follows:

OTC weight-loss drug Orlistat
Weight-loss health supplements and slimming tea with ‘Health Supplement Food’ certification
Meal replacement foods for weight management purposes
Functional foods with weight management benefits

This Report also explores general foods and beverages (such as Chinese yangsheng foods and drinks) and weight management-related prescription drugs (such as semaglutide), though they are not included in the market size.

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China Weight Management Diets Market Report 2024

Trusted by leading global brands

Executive summary

The market

Companies and brands

Products and marketing

The consumer

Issues and insights

Appendix – market size and forecast, research methodology and abbreviations

This report looks at the following areas:

Market Definitions

Trusted by global industry leaders

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