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In recent years, there has been an increase in advertisements targeting people who are looking to lose weight.

But how effective are these ads? And do they actually work? To answer these questions, let’s take a look at some weight loss advertising statistics.

According to a study by the Journal of Consumer Research, ads that use before and after images are more effective than those that don’t.

In addition, research shows that people are more likely to respond to ads that feature a real person rather than a celebrity. So what does this mean for weight loss advertisers?

Editor Choice: Weight Loss Advertising Statistics

  • 65% of the advertisements use consumer testimonials and 42% attach pictures of before-and-after transformations.
  • U.S weight-loss industry hit a new peak in 2018, growing 4% to $72 billion.
  • ‘Safe’ and ‘Natural’ is the claim made by 42% of all weight-loss advertisements.
  •  More than half of all weight-loss advertising promise rapid weight loss.
  • More than 40% of the weight loss advertisements show that you can lose weight even with no diet or exercise.
  • Health foods represented 49.6% of all weight-related advertisements.

1. Women who were shown advertisements with thin models had more weight-related anxiety.


Women are more obese than males, and women are also the ones who lose weight more slowly than men, according to research. Because of this tendency, when women view weight-loss advertisements that depict women who are thin, they instantly compare themselves to the model featured in the advertisements, which may lead to them feeling very unhappy with their own bodies. They become more self-conscious about their weight as a result of seeing these advertisements, which may demotivate them even if they are putting out their best effort to lose weight.

Conclusion paragraph: The study found that women who were shown advertisements with thin models had more weight-related anxiety, which will lead to a greater chance of developing an eating disorder. In order to reduce this risk, you should try using advertising campaigns that feature healthy bodies and promote positive body image.

2. Fruits and vegetables are promoted more in weight-related articles but they are not promoted in any weight-related advertisements.

(Brigham Young University)

Any weight-loss, nutritional, or lifestyle-related publications will most likely illustrate and explain the advantages of fruit and vegetable intake, but it will be uncommon to find a weight-loss advertisement that depicts any kind of fruit or vegetable consumption. Ads only appear on your displays for a few seconds at a time, and during that little period, they are focused on promoting a particular product.

3.48% of people who were exposed to ads made future searches for weight loss information.

(NPJ Digital Medicine)

Advertisers employ several methods to grab the attention of their target audience, causing them to look for additional information about the product or about the primary component of the product featured in the advertising. For example, a commercial promoting matcha tea as a means of losing weight. After that, people would be interested to learn more about matcha tea, including how to drink it and its additional advantages. Obtaining the information you need is simple when using the internet to search for and locate it. That is why people are so quick to look up whatever they are interested in before committing to using it.

4. Supplements were the most frequently advertised among all categories, comprising 15% of all ads.

(Brigham Young University )

In the ads for various kinds of belts, tablets, and other goods, individuals are more interested in purchasing supplements for weight reduction than they are in purchasing other types of products, which is why they are the most heavily promoted. Supplements and medications are effective methods of losing weight quickly. These supplements are designed to speed up the metabolic process, which results in weight reduction. However, when individuals take supplements without seeking medical advice, it may be dangerous to their health and even their life.

5. Females are more likely to perform a future search for weight-related keywords that were used in an advertisement.

(NPJ Digital Medicine)

Females are more fat than guys, and they also experience more anxiety when they watch a weight reduction commercial on television. Their weight loss is also judged by how they compare themselves to others. For example, they may be concerned about the fact that their spouse is following the same diet or exercising and is losing weight quickly, but they are not. It is this kind of scenario and emotion that prompts them to do further weight loss studies. And when they see an advertisement that has an impact on them, they will almost certainly look into it.

6. Premier Protein weight control brand generated 11.7 percent of the sales in the United States.


Premier Protein was the brand with the greatest amount of sales share in the United States among the brands that offer goods such as shakes and liquids for weight management reasons. People are gravitating toward various sorts of diet programs that promote the consumption of a variety of different kinds of nutrients.

7. 37% of all ads feature protein foods more than any other type of food for weight loss.

(Brigham Young University )

Protein is often regarded as a key component of any diet that promotes fast weight reduction, and there is little question that it is effective in this respect. If you consume an adequate amount of protein, the likelihood of fat being generated in your body is reduced to a minimum. That is why advertising for this kind of protein supplement are used to persuade consumers that they will experience a significant weight reduction.

8. In 2017, almost fifteen thousand weight management-related products were launched worldwide.


The rising prevalence of obesity among individuals is driving the growth of the weight control business, which is expected to continue. 15 thousand is a significant amount in a single sector, and the fact that such a large number of products are introduced each year indicates that the weight management market is experiencing a renaissance.

9. Clinically proven and doctor-approved claims are also fairly common in weight-loss advertisements, the former occurring in 40% and the latter in 25% of the ads.


No matter how difficult it is for you, follow that counsel. In weight loss advertisements, marketers take advantage of this fact by showing doctors and testing labs in order to make an impression on their target audience’s mind. They are also successful in doing so because people begin to believe in their products in the same way that they would believe in the advice given by their family doctor.

10. In the last 3 months, there were more than 7,000 weight loss advertisements on Instagram.


The primary goal of any advertisement is to make their products visible to a large number of people, and in the age of social media, when people spend more time on their social media accounts than they do watching television or reading newspapers, this presents an excellent opportunity for marketers to use the platform of social media to convey the idea of their products and services. Additionally, it is simple for customers to get in contact with the advertising firm if they have any questions about the advertisement.

11. Pinterest has just become the first major social media platform to ban all weight loss advertisements.


People are suffering from sadness as a result of their overweight and ill-shaped bodies, and this feeling of worry is heightened when they see advertisements featuring slim models living healthier lives. Due to its commitment to helping its users feel good about themselves and their bodies, Pinterest has chosen to refrain from displaying any kind of weight reduction advertising on its platform.


Advertising for weight reduction may be utilized in a more effective manner to educate people about not feeling terrible about themselves or looking for shortcuts to losing weight, but instead about proper weight management. Even individuals are beginning to realize that reducing weight is not a piece of cake. In order for marketers to effectively communicate with their target audiences, it is necessary to reorganize their methods and portrayal of weight loss goods advertisements in order to communicate a more effective message to their target audience. With the increasing prevalence of obesity, there is no question that the weight reduction business has a lot more to offer in the future.


Federal Trade Commission


Market Research

Health Education Research


Brigham Young University 

NPJ Digital Medicine





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