After many years of decline, during 2020 weight management and wellbeing returned to marginal current value growth, with the rate of increase set to accelerate in 2021, mainly thanks to the strong performance of the largest category, meal replacement. COVID-19 continues to have ambiguous effects on demand for weight management products.
In 2021, with COVID-19 remaining a lasting problem, those consumers who have been unable to compensate for their new, sedentary lifestyles with athleisure or outdoor sports have begun to pay greater attention to active weight management and wellbeing products and associated measures. Consumers have more time and spending capacity available, both for purchasing and for the routines and measures associated with successfully using weight management and wellbeing products, helping the category to see the first year of solid growth since 2011.
Herbalife Sweden is expected to take the lead in weight management and wellbeing in value terms in 2021. Its products focus on lifestyles and the benefit of leading a healthy lifestyle, rather than dieting, which is a factor which appeals to consumers.
Consumers’ interest in general health and fitness is expected to last throughout the forecast period, which will help to avoid a return to the fall in demand seen in the review period, despite growth rates remaining low. Consumers have become used to tracking their weight and food consumption and improving their general health through measures other than just physical training, which is likely to help maintain a baseline of continued consumer demand, as well as interest from pharmacies and other retailers.
Although from a low base, slimming teas is set to see the strongest current value growth in the forecast period. Growth in this category will be supported by a detoxification positioning rather than a weight loss strategy, with consumers who want to cleanse their systems attracted to these products.
As many consumers are likely to continue to prefer training and lifestyle changes, weight management products are still expected to end up on the losing end of continued competition with other consumer health categories, such as sports nutrition and dietary supplements, despite lasting interest from the existing consumer base. Weight loss supplements in particular is expected to struggle to achieve growth, as a focus on good health, diet and fitness negatively impacts this category, and consumers are turning away from products seen as less natural.
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Weight management and well being is the aggregation of meal replacement, weight loss supplements, OTC obesity, and slimming teas. Exclude meal plans such as Weight Watchers, Jenny Craig, Nutrisystem, or Slimming World among others similar options.See All of Our Definitions
This report originates from Passport, our Slimming Products research and analysis database.
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