Rethinking obesity

Cross-sector, consumer-centered strategies to embed lasting change

Viewpoint

Unlocking the potential in the expanding obesity and weight loss market

The obesity and weight loss industry is witnessing remarkable growth, fueled by increasing obesity rates linked to poor dietary habits, sedentary lifestyles, and various socio-economic factors. This market is diversifying with innovative diet foods, online programs, fitness equipment, and the emergence of GLP-1 receptor agonists. However, many weight loss efforts remain short-lived, often resulting in the "yo-yo" effect, where individuals regain the weight they initially lost.

This dynamic presents both a challenge and an opportunity: to convert the high, yet fleeting, consumer demand and willingness to invest in weight loss solutions into a sustainable, long-term journey towards weight management and effective obesity prevention. Beyond individual health and wellness, obesity poses a substantial global financial burden, projected to reach $4.3 trillion by 2035.

Our report delves into weight loss beliefs, behaviors, and willingness to pay, alongside attitudes towards various weight loss solutions, through a comprehensive consumer study conducted in the US, Germany, and the UK.
 
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Transforming the weight loss journey

With consumers in the US and Europe poised to invest over US$ 400bn in their weight loss aspirations, there is a prevalent focus on immediate outcomes. While there is a myriad of options available, it remains challenging for consumers to integrate the breadth of offerings into their daily life:

While diet and exercise remain the most popular methods, 81% of consumers agree that achieving sustainable, long-term weight loss necessitates a holistic, multi-faceted approach. Although there is widespread recognition of the importance of managing obesity over the long term, many still exhibit a short-term mindset, often regaining weight after initial success. This pattern highlights the urgent need for industry leaders to rethink their strategies and evolve their offerings, empowering consumers to embark on a truly sustainable weight loss journey.

Shaping the future of obesity care and prevention

Obesity is a complex condition, and tackling it requires equally intricate solutions — there's no one-size-fits-all approach. We believe that achieving sustainable weight management hinges on (1) a long-term perspective, (2) personalized strategies, and (3) shared ownership, including innovative business models.

To support consumers on their weight management journey, collaboration across the ecosystem is essential. This means integrating diverse data to better understand consumer behaviors and employing AI to personalize solutions effectively.

Strategies

  • 1Reorient consumers’ short-term motivations toward longer-term change

    Encourage long-term behavioral change and sustainable weight management to treat or prevent obesity, alongside helping consumers to achieve their short-term weight loss goals

  • 2Drive holistic and personalized weight loss solutions

    Consider individual’s health profile, lifestyle and personal preferences to ensure a sustainable approach to obesity care and/or prevention over the long-term

  • 3Create shared ownership of obesity care and outcomes

    Generate sustainable business and care models for providers and consumers by sharing both costs and benefits of long-term obesity management and prevention

Unlocking the future of obesity care and prevention

Enablers

  • Integrated data and AIIntegrated data and AI

    solutions to capture multidimensional, diverse consumer data and enable personalization

  • Ecosystem, cross-sector and public-private partnerships Ecosystem, cross-sector and public-private partnerships

    to support closer cooperation and new business models

  • Comprehensive educationComprehensive education

    on the complexity of obesity and risk of associated diseases, as well as on the need for sustainable weight management

By effectively addressing these elements, obesity care can become a cornerstone of the LIFEcare system, enabling the Future of Health.

Transforming stakeholder roles in obesity care

As obesity demands a comprehensive, multi-faceted approach, the roles of all stakeholders within the ecosystem must evolve to effectively support consumers in their weight loss journey and foster sustainable, long-term change.

Navigating the future of obesity care: A strategic blueprint

Whether you are a leader in the obesity market, experiencing rapid growth, or just embarking on developing your solution, we invite you to consider pivotal questions that will shape your strategic approach and help combat obesity as a global health challenge:

  • How does your company envision its role within the obesity care landscape — as a solution provider, a platform provider, or an ecosystem orchestrator?
  • What implications will this defined role have on your company's future business model?
  • Do your company's products and services effectively support consumers on their long-term journey toward obesity management?
  • What unique capabilities can your company offer to drive the future of obesity care?
  • Does your company have the necessary capabilities to establish sustainable, cross-sector partnerships?
  • How must your business model evolve to enable partnerships on a larger scale?

Brian Selvarajah, Rahul Khatri, Grace Iwanovski, Katelyn Leach, Ricarda Thilmann and Philippa-Luisa Harhoff-Beisecker have also contributed to this report.

Contact us

Dr. Thomas Solbach

Dr. Thomas Solbach

Partner, Strategy& Germany

Thalita Marinho

Thalita Marinho

Partner, Strategy& UK

Gurpreet Singh

Gurpreet Singh

US Health Services Leader, PwC United States

Iryna Scheurlen

Iryna Scheurlen

Director, Strategy& Germany

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