TrendSpot: Connected Health
Weight Management
May 2021
Weight management is a common but difficult aspiration for many Americans
%
Currently have a weight loss or weight management goal
Higher among women (58%) ??
%
Tried to manage their weight in the last year
Higher among women (69%) ??
Managing or losing weight is generally considered to be difficult, as “sticking to it” is tough
Barriers to weight management
80%
consider weight management to be difficult
?♀️Women are especially likely to consider weight mangement to be difficult (85%)
- Difficulty sticking with it ? 51%
- Too tired to exercise ? 31%
- Difficulty planning meals ? 24%
- Hard to find the right diet/program ? 22%
- Difficulty counting calories ? 19%
- Diet foods taste bad ? 17%
- Hard to find the right foods ? 16%
For many, the weight management journey is characterized by ups and downs and frustration, but there is also hope as they embark
“During the pandemic I gained a lot of weight which I’m sure a lot of other people can agree with for themselves too. So my New Year’s goal was getting on a diet plan, sticking to it and making sure I continue to lose weight… Throughout my journey it has been difficult to stay on track because I live alone and I don’t have the support I wish I did. I make the time for myself to work out at least 30mins each day so I stay on my routine and stay positive.
Weight management is primarily motivated by the desire to improve health and wellbeing, and many take a common-sense approach to weight management
Top Weight Management Motivators
The most commonly employed methods for weight management are common sense strategies: healthier/less eating and more exercise, which are generally perceived to be the most effective methods
Top methods used for weight management
- Generally trying to eat healthier ? 55%
- Exercising for weight loss ?♂️ 51%
- Generally trying to eat less ? 47%
- Intermittent fasting ? 24%
- Diet / nutritional drinks or shakes ? 19%
- Wearing a smart watch (e.g. Fitbit) ⌚ 17%
- Using a weight-loss / fitness app ? 16%
- Dietary supplements ? 12%
- joining a gym ?️♂️ 11%
Perceived most effective methods for weight management
- Generally trying to eat healthier ? 22%
- Exercising for weight loss ?♂️ 20%
- Generally trying to eat less ? 18%
- Weight loss programs (i.e. weight watchers) ?♂️?♀️ 5%
- Joining a gym ?️♂️ 5%
There is opportunity for digital solutions for weight management
Social media and weight management
Top social media platforms used for weight management
59%
of weight managers have accessed social media for weight management content
Motivation to use social media for weight management is driven by access to instructional videos and new, free content, particularly recipes
Top reasons they use social media
- Instructional videos ? 45%
- There is always new content ? 39%
- Recipes ? 39%
- It’s free ? 39%
- Inspiring posts ? 35%
Top content leveraged
- Cooking / recipe accounts ? 42%
- Trainers ?️♂️ 30%
- Nutritionists ? 28%
- Food or beverage brands ? 23%
- Healthcare brands / companies ?⚕️ 21%
- Diet / weight management brands ? 20%
?Recipe accounts are particullarly appealing to 35-54 year olds (58%)
Apps and weight management
Types of apps used
%
Of weight managers have used apps in some way to support weight management
- Fitness Trackers 25%
- Exercise Instruction 25%
- Recipes 25%
- Nutrition Trackers 22%
Top apps
Other: 26%
Most use free apps for weight management
- Use a free app or has a non-paid account 71%
- Pay a subscription fee 16%
- Made a one-time payment 13%
Younger weight managers aged 18-34 are more likely to have paid a subscription fee (23%) ??♀️??
We recently learned that app usage increased during the pandemic
Among those who use apps for weight management, half started using an app during the pandemic. These apps will be sticky post-pandemic
%
Started using weight management app during the pandemic
%
Of those who started using app, will continue to do so post-pandemic
What’s this all about?
Connected Health is an ongoing Reach3 initiative that leverages agile conversational methods to provide you with pulse insights into how consumers are connecting with their health in different ways now and in the future.
From Digital Health to Sleep Trends, this series will cover a variety of topics!
If you have questions about these themes or other Health, Wellness & Beauty topics, click here to submit them through our website and we’ll do our best to include them in our next chat.
In the weeks ahead, we’ll cover a variety of topics across health, wellness & beauty such as…
-
Sleep habits
-
Beauty & self-care routines
-
New products / innovations
And more!
If you have any questions you would like to ask, please submit them by clicking here, and we’ll do our best to include them in our next chat
Fine Print:
Field dates 2/9/2021 – 2/12/2021, Base: n=519 total, n=316 weight managers
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