The data: 70% of US consumers have spent money on weight loss-related products or services in the past year, averaging $116 monthly, according to a July survey from Trimi.

Their most common weight loss expenses include:

• Gym memberships (37%)
• Supplements (36%)
• Exercise equipment (32%)
• Fitness apps (21%)
• Prescription weight loss drugs (17%)

Why it matters: Weight loss is functioning like a recurring consumer spending category rather than an occasional wellness expense. Consumers budget for weight loss products, shift dollars away from other discretionary purchases, and largely view that spending as an investment in their health.

Among respondents spending on weight loss:

• 40% budget monthly for it, per Timi.
• 30% have cut other spending to afford it, including dining out (26%), entertainment (15%), alcohol (12%), and travel (11%).
• 68% say weight loss spending is worth the cost, and 55% view it as a long-term health investment.

Implications for health and wellness brands: Weight loss is moving up consumers’ spending hierarchy. People who view weight loss investments as long-term health investments may be more reluctant to cut that spending when finances tighten, particularly if they’re seeing results. Greater investment in weight loss can also increase awareness of related health needs, from protein and fiber intake to preserving muscle mass.

Brands should capitalize by adding value beyond their core offerings: GLP-1 drugmakers through accessible nutrition and side-effect support; gyms through strength and body-composition programs; and supplement makers by marketing protein- and fiber-rich products to existing weight loss customers.

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