US Weight Management Trends Report 2025
The US weight management market is undergoing a significant transformation, with a 50% increase in GLP-1 medication usage since 2024.
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Executive Summary
- What you need to know
- Outlook for weight management
- Opportunities
- Leverage increasing interest in internal health drivers
- Help GLP-1 users feel emotionally supported, while staying nourished and connected
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THE MARKET
- Obesity rates dip as BMI faces renewed scrutiny
- Tariffs, policy and tech could reshape the current weight management category
- GLP-1 compounding will face increased legal and regulatory challenges post-shortages
- Medical organizations are advocating for the use of GLP-1s for proactive care
- GLP-1 pills: what’s coming and what to expect
- Market share/brand share
- Ongoing innovation drives Premier Protein forward
- Fairlife and Core Power’s success persists amid controversy and criticism
- Oikos leverages brand credibility in new protein shake launch
- Established diet brands are aligning with groups experiencing decreased appetite
- Sales of weight control drinks/additives, by company
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THE CONSUMER
- Weight loss goals
- Shift weight management toward self-alignment
- Target men through performance-driven results
- Methods used for weight management
- Support younger consumers desire for focused, time-bound routines
- Promote physical activity as the key to independence for ageing adults
- Reframe expert nutritional help as a next step, not a starting point
- Graph 1: nutritional methods used for weight management, by weight management status, 2025
- Show how sustainable weight loss starts with nutritional awareness
- Guide the growing amount of GLP-1 users toward long-term lifestyle maintenance
- Graph 2: usage and interest in GLP-1 medications, 2024-25
- GLP-1s are tools in a larger nutrition routine
- Graph 3: other methods that current GLP-1 users use to manage weight, 2025
- Capture the growing opportunity to champion GLP-1 users beyond hitting their goal weight
- Graph 4: type of GLP-1 medication currently used, by weight management status, 2025
- Reasons for using, interest in, and discontinuing GLP-1s
- For those interested in GLP-1s, speak to the why, not just the win
- Graph 5: top reasons for interest in GLP-1 medications, 2025
- Tailor GLP-1 messaging by age: health support for 45+, lifestyle benefits for under 45
- Graph 6: reasons current users decided to start using GLP-1 medications, by age, 2025
- Offer sustainable paths when cost or side effects limit long-term use
- Graph 7: reasons for stopping GLP-1 use, 2025
- Support coverage gaps through cost-effective solutions
- Microdosed options could lessen the impact of side effects and costs
- Emotional impact and challenges during weight management
- Losing weight increases the presence of emotional challenges
- Graph 8: emotional struggles faced during weight management, by weight management status, 2025
- Support women of all ages in navigating the emotional challenges that often accompany weight loss
- Graph 9: emotional struggles faced during weight loss, by women’s age, 2025
- Support women of all ages in navigating the emotional challenges that often accompany weight loss
- Help young parents feel seen through authentic wellness narratives
- Empower GLP-1 users with habit-building and mindset coaching
- Graph 10: GLP-1 users anxiety about regaining weight and feeling control over habits, 2025
- Weight management CPG claims
- Make satiety and energy key pillars of product innovation
- Graph 11: appealing claims in CPG weight management products, 2025
- Use familiar formats for older consumers, functional benefits for younger ones
- Graph 12: appeal of weight management claims, by age group, 2025
- Prioritize preventive nutrition for midlife wellness
- Graph 13: appeal of health-related claims for weight management, by age group, 2025
- Help GLP-1 users with clear, healthy choices as food becomes less of a focus
- Healthy Choice simplifies nutrition for GLP-1 users
- Attitudes toward GLP-1 medications
- Position GLP-1s as a gateway to sustainable lifestyle changes
- Graph 14: agree that GLP-1 medications are an effective long term solution, by GLP-1 usage status, 2025
- Reframe weight loss as a science-backed journey, not a moral test
- Graph 15: attitudes toward GLP-1 medications, by GLP-1 usage status, 2025
- Create community-driven tools for GLP-1 users
- Attitudes and behaviors toward weight management
- Appeal to young men with results-driven, not emotion-driven, messaging
- Graph 16: attitudes toward weight management, by weight management goals and gender/age, 2025
- Champion holistic weight management through hormonal awareness
- Graph 17: agree that cortisol management is an overlooked part of weight management, by age/gender, 2025
- Meet consumers’ expectations for personalized solutions with condition-focused offerings
- Build trust on social platforms through authenticity and support
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PRODUCT, INNOVATION, AND MARKETING
- Launch activity and innovation
- Oura is leveraging the growing interest in biological signals to enhance metabolic health tracking
- A pill that mimics gastric bypass could be the next diet fad
- Food service brands create new ways to meet GLP-1 users’ need for convenience
- BPC brands are beginning to innovate for facial volume and skin laxity
- Marketing and advertising
- Serena Williams confronts the stigma of GLP-1s as a shortcut
- Orangetheory captures that motivations for exercise are diverse and personal
- MyFitnessPal connect with those aiming for progress, not perfection
- Milk Bar x Premeir Protein collab emphasizes the importance of balancing enjoyment and wellness in everyday routines
- GLP-1 access alone isn’t a differentiator anymore
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Appendix
- Market definition
- Consumer research questions
- Consumer research methodology
- Generations
- Abbreviations and terms
- Consumer questions
- Most Americans are managing their weight
- Graph 18: weight management status, 2025
- Consumers trying to lose weight rely on measurable outcomes to gauge their progress
- Graph 19: weight loss goals, 2025
- Weight management is significantly influenced by both age and gender
- Graph 20: weight management status, by age and gender, 2025
- Methods used and interested in for weight management
- Graph 21: US; usage and interest in weight management methods, 2025
- Affordability drives the preference for GLP-1 selection
- Graph 22: type of GLP-1 medication used by current GLP-1 users, 2025
- Empower GLP-1 users with habit-building and mindset coaching
- Make satiety and energy key pillars of product innovation
"GLP-1s are part of a broader shift in weight management toward personalized solutions, driven by growing awareness of biological and emotional factors."
Lindsay Cameron, Analyst - Health & Wellness
Weight Management Trends – US Consumer Insights
- The US weight management market is undergoing a significant transformation, with a 50% increase in GLP-1 medication usage since 2024. While these drugs are reshaping consumer approaches, they are not replacing traditional methods, but instead are used alongside exercise and structured eating plans. This highlights a broader trend toward personalized and multifaceted weight management strategies.
- Consumer needs are becoming increasingly specific, driving demand for customized solutions that address hormonal health, life stages (like menopause), and conditions such as PCOS.
- There is a clear divergence in motivation between genders; women often connect weight loss to emotional wellbeing and confidence, while men tend to be driven by performance metrics and physical results.
- As the market evolves, the focus is shifting from a one-size-fits-all approach to holistic, biology-informed solutions. This presents an opportunity for brands to offer targeted support that addresses the distinct emotional and physical challenges faced by different consumer segments.
This Report Looks at the Following Areas:
- GLP-1 medications are driving a major shift in obesity rates, treatment attitudes, and long-term weight management strategies
- FDA crackdowns on compounding, Medicare/Medicaid coverage removals, and looming tariffs are creating regulatory and cost uncertainty across the market
- Innovation is accelerating, with developments like microdosed formulations, glucose-tracking wearables, and BPC-infused skincare addressing side effects of rapid weight loss
- Motivations for starting GLP-1 treatments, interest drivers, and reasons for discontinued use
- Emotional and psychological challenges that arise during weight management
- The role CPG claims play in shaping perceptions of weight management products
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