Health and wellness companies are quickly adapting to the rise of weight-loss drugs, particularly those from Novo Nordisk and Eli Lilly, as traditional weight management methods struggle to compete. This shift follows the bankruptcy filing of WeightWatchers, which faced declining demand as more consumers turned to GLP-1 agonist medications, such as Wegovy and Zepbound, that promise significant weight loss. These drugs have proven to be highly effective, reducing body weight by 15%-20%, and have caused a downturn in the demand for conventional weight-loss programs.
WeightWatchers, which has attempted to pivot to telehealth and offer weight-loss drugs, struggled with its old-school approach of in-person meetings and a points-based system. The company’s reliance on outdated methods and its failure to meet the evolving needs of customers contributed to its decline. In contrast, newer telehealth companies like Eden and Noom have successfully integrated weight-loss drugs into their platforms, offering clinical subscriptions, lifestyle coaching, and other services that have captured the market’s attention. Noom, in particular, has seen increased engagement from users taking weight-loss drugs, with many logging more meals and participating more actively in the program.
These telehealth platforms have not only seen growing interest in weight-loss medications but also found that compounded versions of these drugs, which are sold at a lower price point, have become a significant revenue stream. However, the U.S. Food and Drug Administration’s recent crackdown on these cheaper versions, now that brand-name drugs like Wegovy and Zepbound are more widely available, poses a new challenge. Companies that had relied on selling these unbranded versions are now facing a loss of a major profit driver.
To adapt, some wellness companies are turning to partnerships with major drugmakers to maintain access to patients and continue offering weight-loss solutions. The Vitamin Shoppe, for example, has launched a telehealth service that connects consumers with medical providers who can prescribe weight-loss drugs and suggest supplements to help with side effects. Similarly, GNC has added a section in its stores dedicated to GLP-1 users, selling protein powder and fiber supplements.
As the popularity of weight-loss drugs continues to rise, health and wellness companies will need to navigate regulatory challenges and explore creative partnerships with drugmakers to stay competitive in an evolving market.
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