Obesity “Roundup” More than two-thirds (68.8%) of American adults are overweight or obese, 74% of men and 64% women.   The rates of overweight and obese African-American and Hispanic adults are even higher, 76.7% and 78.8%, respectively.

Obesity “Roundup” Almost 10% of all health care dollars are being spent in the fight against obesity. Obesity is also such a problem among youth and children that some physicians think this generation could be the first to have a shorter life expectancy than their parents.

Billions to Fight the Battle of the Bulge The total US weight-loss industry will generate $66.5 billion in sales during 2013, a 4.5% increase. The “core” of the weight-loss market is worth approximately $12 billion, and includes medical and commercial programs, diet drugs, diet foods and retail diet products.

US Weight Loss Market Size Year Total Market Weight Loss Centers 2012 $63.6 billion $3.9 billion 2011 $62.4 billion $3.4 billion 2010 $60.9 billion $3.3 billion 2009 $60.4 billion $3.2 billion 2008 $58.6 billion 2007 $58.5 billion Source: Marketdata Enterprises estimates and forecasts

Diet Centers’ Gains The top commercial diet plans, according to a consumer survey, were Weight Watchers, Medifast, Jenny Craig and NutriSystem. Weight Watchers reported $430.6 million in third-quarter 2012 revenues. It and NutriSystem interact with customers through in-person and online meetings and counseling. Medifast operates 60 weight-loss centers and 88 corporate and 32 franchise centers, and reported third-quarter 2012 revenues of $91 million. Jenny Craig operates approximately 650 weight-loss locations.

A Nation of Dieters Approximately 108 million Americans were on a diet during 2012. They are expected to need the services of diet centers longer because they ate a higher percentage of fast food and comfort foods during the Recession. Most TV advertising for diet products airs during the 2nd quarter of the year. Early morning news is the best programming to reach women; evening programming is best for the male demographic. The cost-per-pound lost for the top 3 weight-loss companies are Weight Watchers, $86; NutriSystem, $120; and Jenny Craig, $163.

The Future of Fighting Fat The number of mini-health clinics to be found in major pharmacy chains and big-box stores are expected to almost double to 2,700 by 2016, and many will offer weight-loss products and counseling. More foreign companies are expected to open retail centers or online operations in the US during 2013. Slimming World (UK), ITrim (Sweden) and The Dukan Diet (France) already have a presence in the US. There are only five dedicated weight-loss resorts in the US, but they could become a major growth area for the weight-loss and hotel industries.

Advertising Strategies Recommend that diet center advertisers concentrate their TV flights during the 2nd quarter of the year, using early morning news to reach women and evening programming for men. Target mini-health clinics in major pharmacies and big-box retailers that are providing weight-loss products and services as new TV advertisers.

Advertising Strategies Having local experts on staff to talk to groups, classes, and prospective clients about healthy habits can enhance an independent center's expertise. Advertising these specialists can reach consumers interested in total-body wellness. These experts can also appear on local television news programs to offer tips about post-holiday or pre-summer weight loss and nutrition and to evaluate fad diets. Local and regional diet centers should sponsor local sporting events such as walks, runs, and triathlons associated with diseases such as cancer and diabetes. The sponsorship should be included in all event marketing

Advertising Strategies Diet centers should have referral programs whereby existing members bring a friend. These referral programs should be communicated in television and print advertising. Ethic groups and baby boomers are also underserved by the diet center industry. Advertisements that target these groups can pay off. This strategy is as simple as including a diverse range of people in ads and on staff. Television gives diet centers a way to show off facilities and meet staff and happy customers, who can make consumers of all ethnicities feel more comfortable.