Before the twentieth century, marketing weight loss would have been akin to selling blankets in a desert; being obese used to be a super cool way to show people that you were wealthy and well-nourished. The average American knows nothing about William H. Taft except that he (allegedly) got stuck in the White House bathtub. Do you think he would have won if he ran (or walked briskly for 30-35 minutes, three times per week) on a CrossFit and lentil burger platform? Please.
Of course, the opposite is now confirmed: obesity is on the rise, and people are willing to go to any length to shed a few pounds. It’s no surprise, then, that the weight-loss industry in the United States is worth $68 billion. Marketing to overweight and obese Americans entails marketing to the entire population of the United States.
Who is in charge of the marketing? You’ve heard of WeightWatchers, NutriSystem, Jenny Craig, and other well-known brands. These commercial brands have a massive following because they promise quick results with little effort. They understand that the average American does not have time to prepare meals or exercise. They make losing weight simple, and they anticipate increased sales as disposable incomes rise. If you’re selling a meal subscription, your ads should emphasize how easy it is to use as well as the health benefits.
Retail behemoths have noticed, and they want in on the action: Amazon and Walmart are now offering customers diet plans. In addition, retailers stock a wide variety of diet and weight-loss products, ranging from diet sodas to low-calorie granola bars to protein-rich shakes. As a result, the market for healthy, pre-packaged meal replacements will continue to grow as consumers jump from trend to trend, searching for the perfect solution.
One caveat: young people are just as concerned about their finances as they are about their health. Millennials prefer low-cost weight-loss methods such as clean meal planning, exercise, and avoiding junk foods. If you’re selling weight loss products to 20-somethings, focusing on free apps and lifestyle tools is a smart move.
When it comes to exercise, social media is a massive part of the weight loss industry. Fitness accounts are becoming increasingly popular on Instagram, and gym-goers frequently document their workouts. There is also a slew of YouTube videos aimed at teaching viewers everything from yoga to deadlifting.
And, of course, there are food photographs. The best part of starting a new diet regimen for some people is showing it off to their friends on social media. Plus, few types of content capture Facebook users’ attention, like a recipe video; if your product requires prepping or cooking, consider breaking down the process in a visually appealing video that is less than two minutes long. Anyone looking to market a weight-loss-related product or service should take advantage of social media’s massive reach.
The weight loss industry is wealthy and appears to have a bright future ahead of it. Marketing your weight-loss products, on the other hand, is somewhat different from other sorts of marketing. Because this is such a sensitive subject, you must use extreme caution while posting or making promises online. Also, avoid generalizations and provide current information frequently.