A disciplined approach is needed for the weight-management market

Carol Davies looks at obesity and the weight-management market from a U.S. perspective.

A disciplined approach is needed for the weight-management market

Carol Davies

Americans just keep getting fatter. While that may not be good news for the state of American health, it certainly bodes well for brands and companies in the weight-management market. When US annual sales are topping $40 billion, with expected growth rates in the range of 7–9% per year, it would seem that brands about weight loss have everything to gain and nothing to lose.

History, however, tells us that weight management is not like other businesses or categories fuelled by demographic trends. The market can be as volatile...

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