The weight loss industry is undergoing a significant transformation, driven by a confluence of factors ranging from pharmaceutical innovations to evolving consumer preferences. Projected to exceed $360 billion by 2034, the global weight loss industry is experiencing significant growth, driven by key trends such as personalization, prevention, and digital health. This article delves into the key trends, market dynamics, and emerging opportunities that define this rapidly evolving landscape.
The Obesity Crisis: A Catalyst for Change
The accelerating rise in obesity, paired with an increasing demand for healthier lifestyles, is reshaping the weight loss industry. By 2035, obesity is projected to affect 51% of the global population of over 4 billion people, according to the World Obesity Federation’s 2023 report. This alarming trend includes childhood obesity rates, with over 350 million children expected to be diagnosed as obese within the next 12 years. The escalating global obesity crisis is largely driven by lifestyle shifts, including increased sedentary behavior, and consumption of high-calorie fast foods, alcohol, and tobacco. The rising obesity rates elevate the risk of chronic health conditions such as cardiovascular diseases, diabetes, and hypertension. The weight loss industry plays a critical role in addressing these challenges by delivering personalized, structured solutions such as tailored diet plans, targeted exercise programs, and guided physical activity strategies.
GLP-1 Receptor Agonists: A Pharmaceutical Revolution
Unlike past diet and weight-loss trends, GLP-1 receptor agonist drugs are generating levels of enthusiasm that have rarely been seen. GLP-1 receptor agonists are emerging as a major driver in the weight loss industry, offering highly effective pharmaceutical solutions for weight management. The news has been nearly impossible to miss: A tidal wave of interest in medications that are revolutionizing the approach to weight loss for those with obesity is swiftly evolving. Medications like Ozempic, Wegovy, Mounjaro, and Zepbound are changing more than waistlines-they're reshaping the wellness and beauty industry.
Market Growth and Projections
Some analyst projections show the GLP-1 market reaching $150 billion by 2030. Morgan Stanley Research now estimates the global market for obesity drugs could reach $150 billion at its peak in 2035, an increase from a previous forecast of $105 billion. The adoption of weight-loss drugs is likely to accelerate in a pattern similar to structural changes in the technology cycle, such as the introduction of smartphones.
Clinical Benefits and Expanded Applications
New data show that obesity drugs can also be used in the treatment of conditions such as coronary heart disease and stroke, hypertension, kidney disease and sleep apnea. There are clinical studies indicating that they could be applied to fight other diseases, including Alzheimer’s, neuropsychiatric conditions, and cancer. As the understanding of the benefits and safety profiles continues to evolve, there is also discussion of how GLP-1s may reach pediatric populations. The obesity rate in adolescents has quadrupled over the last 30 years.
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Challenges and Considerations
That said, a major barrier to achieving widespread adoption lies in affordability - according to our survey, 45% of current patients cite cost as one of the primary reasons for discontinuing their medication. Increased affordability of GLP-1s is largely dependent on improved health plan coverage levels from employers, insurers and government medical plans. Clinical research is propelling forward at an aggressive pace, delving into short and long-term effects of the medication as well as other therapeutic applications beyond weight management and diabetes. Side effects also present a challenge. For current GLP-1 users, our survey suggests that non-diabetic patients are planning to stay on their medicine for an average of 1.5 years, with negative side effects (e.g., nausea, gastrointestinal issues) among the top reasons for discontinuing treatment.
The Ripple Effect: Reshaping Consumer Behavior and Industries
The growth in use of obesity drugs has implications beyond the pharmaceutical industry. Individual changes in consumer behavior are combining to have big impacts across healthcare, food, beverage, retail, travel, entertainment and more.
Impact on Food and Beverage Consumption
Obesity drug patients continue to report eating healthier foods, spending less on groceries or cutting back on restaurant expenses. On average, GLP-1 users spent about 11% less on most categories of food. Not only were our respondents eating less in aggregate, but the biggest reductions were in sweet and salty snacks and baked goods. Over half said they wanted to make even healthier food choices and about a third said that they were binge eating less or drinking less during treatment. Similarly, establishments catering to healthier occasions may come out on top if they can sustain prices and appeal to the changing demographic or preferences.
Opportunities in the Food Industry
Meeting nutritional goals with less food means that CPG and food companies should consider how they could develop products that meet the full range of nutritional requirements for people consuming smaller meals. Promotion of “functional” food by clearly communicating nutritional or other health benefits will be more important than ever.
Reshaping the Beauty and Wellness Landscape
The ripple effect of weight loss medicines is boosting several beauty and wellness categories, according to Larissa Jensen, Senior Vice President and Beauty Advisor for Circana. Lip products, skin care, hair styling, and fragrances were four of the top 14 categories producing the highest sales gains for the first half of 2025. Beauty and wellness brands are responding to the rise of "Ozempic face" with collagen-restoring products like Image Skincare's Vol.U.Lift.
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Beauty and Wellness Brands Capitalizing on the GLP-1 Boom
They’ve created opportunities for innovative upstart brands tailored to address the unique needs and outcomes sometimes associated with these weight loss treatments, which can range from “Ozempic Face” to digestive issues.
Emerging Brands and Innovative Products
Emerging brands and product launches benefiting from the GLP-1 craze include startup supplement brand Replenza and new plumping skin care line Vol.U.Lift. Fragrances are a surprising category where sales are up as people take weight loss products. Gourmand fragrance sales such as dessert-themed perfumes are also rising as consumers replace sweets with scents.
Replenza: A Supplement Tailored for GLP-1 Users
Created with GLP-1 users in mind, Replenza is a supplement that replenishes vitamins and minerals while also boosting muscle recovery and skin elasticity. The supplement brand was formulated specifically with GLP-1 medication users in mind-both to promote digestive health and to help reduce sagging skin. Replenza was designed to help fill these gaps,” said Megan Rankin, E-commerce Manager for the brand, which launched in 2024. The packaging clearly identifies Replenza as “GLP-1 Support” and highlights its potential benefits for muscle recovery, digestive health, and skin elasticity.
Vol.U.Lift: Counteracting "Ozempic Face"
Restoring collagen to offset sagging skin on the face and body is behind Vol.U.Lift, a new product from Image Skincare. To counteract that, Image launched Vol.U.Lift earlier this year. “It is a topical product formulated and clinically tested to address all of the very specific facial changes that [can] happen when receiving GLP-1 treatments, which we call the 4 D’s: deflation, deep wrinkles, dehydration, and density,” said Ronert. It can be used on its own or alongside professional treatments, he added.
Big Brands Joining the Fray
Because they are nimble, emerging brands have been quick to jump onto the GLP-1 market, said Stanton, but the behemoths of the industry are starting to follow suit. L'Oréal's SkinCeuticals recently introduced its A.G.E. Interrupter Ultra Serum, a complement to its A.G.E. Interrupter Advance Cream.
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Retailers Adapting to the Trend
Retailers are responding to the GLP-1 revolution by merchandising related products together in a special section. The Vitamin Shoppe features a special section with wellness and beauty supplements supported by a Whole Health Rx telehealth platform. GNC has a GLP-1 support program across all of its stores. Walmart has a support landing page showcasing products to help those on weight loss drugs.
The Influence on Apparel and Personal Image
Even moderate changes in weight can be enough to require new apparel. The positive impact on confidence from losing weight can compound this desire to buy a new wardrobe. Nearly a third of our consumer respondents indicated that they felt more positive about their body and were more comfortable wearing a wider variety of clothing than while at their former weight, and a quarter of GLP-1 users were buying smaller sizes. The extent to which GLP-1 users shop and invest in new wardrobes also depends on their confidence in keeping their weight off, which would go up as people stay on GLP-1s as a long-term weight loss solution.
Impact on Entertainment and Travel
Surveyed GLP-1 users reported spending the same or slightly less on out-of-home entertainment such as theaters, live sports, concerts and amusement parks. While this seems concerning in the near-term for entertainment and travel providers, the long-term spending habits could reverse as overall cost of care decreases and users gain a more positive attitude toward their physical appearance and newfound energy.
Technology and Digital Solutions in Weight Management
Technology is rapidly transforming the weight loss industry, offering innovative, data-driven solutions for managing health. Valued at an estimated $19.34 billion in 2024, the market for technology-driven weight loss solutions is projected to grow at a compound annual growth rate (CAGR) of over 8.32% through 2034. The fitness industry is projected to be worth $257 billion in 2025, climbing to $434.74 billion by 2028.
Wearable Devices and AI-Driven Apps
Wearable devices and IoT integration: fitness trackers, smartwatches, and IoT-enabled devices are becoming indispensable tools in weight management. AI-driven personalized apps: FitXpress, Whoop, and MyFitnessPal leverage artificial intelligence data to provide personalized insights and recommendations.
Telehealth and Virtual Coaching
Telehealth and virtual coaching: digital health solutions are enabling remote consultations with nutritionists, trainers, and mental health professionals. Gamification and virtual reality: gamified elements and VR workouts are increasing engagement, particularly among younger demographics.
The Weight Loss Supplements Market
The global weight loss supplements market is a cornerstone of the broader weight management industry, valued at approximately $24.63 billion in 2023, with projections of USD 27.89 billion in 2024. This growth reflects the rising consumer demand for effective, convenient, and accessible solutions to support weight management and promote healthier lifestyles.
Key Trends in Supplements
Shift towards natural and herbal products: consumer preferences are leaning heavily towards supplements made from plant-based or natural ingredients, perceived as safer alternatives to synthetic options. Expansion of e-commerce: Online platforms are transforming supplement distribution by integrating personalized algorithms and adopting direct-to-consumer models.
Regional Dynamics: A Global Perspective
Regional dynamics also play a significant role. The Asia-Pacific region, driven by rising disposable incomes and increasing health awareness, is positioned for the fastest growth in the weight loss industry. Weight loss and weight management approaches vary significantly across cultures, shaped by societal values, dietary traditions, and health and body image perceptions.
China's Weight Loss Revolution
But now a new trend is reshaping the country's spending patterns: weight loss. From diet apps and boutique gyms to calorie-counted meal delivery and prescription injections, the health-and-fitness trend has become one of the hottest consumer stories in China. The shift reflects changing lifestyles, rising health concerns and the social pressures associated with body image in the world's second-largest economy. The World Health Organization estimates that over half of Chinese adults are overweight or obese. China's weight-loss industry surpassed 300 billion yuan ($41 billion) in 2023 and is growing at double-digit rates.
Cultural Approaches to Weight Management
In the United States, weight loss services are shaped by a strong focus on personalization, individualism, and quick results. Europe, on the other hand, tends to adopt a more holistic and moderate approach. In Asia, weight management is deeply influenced by traditional medicine and cultural perceptions of beauty.
Strategic Implications for Businesses
GLP-1 use is very individualized. Treatment patterns can vary, and the impacts on consumer behavior and business will likely depend on expected usage duration, adherence, persistence and the conditions treated. Variables such as duration of care, age and adherence may create possible strategic starting points for companies looking to better serve customers.
Adapting to Changing Consumer Needs
A consumer food company, for instance, may look to address the long-term GLP-1 users by introducing a wide range of meal options to keep patients engaged with their products over a longer period. There remains a major opportunity to support GLP-1 users through this transformational period and capture the value from enabling their new behaviors.