Market Trends in Healthy Weight

The research agency Fast Moving Consumer Goods (FMCG) Gurus provided a detailed presentation for Winclove, sharing insights from their Metabolic Health Survey 2024 conducted in up to 30 countries. This article captures consumer priorities, values, and challenges related to metabolic health and weight management from the Metabolic survey 2024, with some additional insights from other surveys from FMCG Gurus. 

Understanding these insights is essential for businesses to stay aligned with consumer needs and adapt to their evolving demands. By leveraging this data, companies can design products that meet consumers’ health priorities while effectively addressing their pain points, ensuring the right products reach the right audience. 

In this article, we’ll explore key trends from the FMCG Gurus presentation, focusing on metabolic health and weight management. These insights highlight opportunities for forward-thinking brands aiming to make a meaningful impact in this growing market. 

• Rising awareness of metabolic health 

Metabolic health is gaining global attention, with two-thirds of consumers reporting they understand what metabolic health means. However, of those, only 54% are satisfied with their metabolic health. This means nearly half of those aware of metabolic health remain dissatisfied with their current status or uncertain about it.  

Interestingly, most of these individuals recognize the connection between metabolic health and overall health, with 66% recognizing the impact of weight in metabolic health. This awareness motivates many consumers to take steps to improve their health, even if they feel unsure where to start. 

On the other hand, one-third of global consumers admit they do not understand metabolic health at all. For these individuals, the topic holds little relevance despite its significant impact on overall well-being. Bridging this awareness gap is critical, especially since those who do understand metabolic health often associate it with addressing key health challenges they are likely to prioritize in the coming year. 

Takeaway: Educating consumers about the importance of metabolic health and its link to long-term well-being is key to fostering broader engagement.  

• Overweight and weight management 

Weight management is a growing concern among consumers worldwide. One-third of people globally reported gaining weight over the past year, with Europe seeing an increase from 31% three years ago to 35% in 2024. As a result, a significant 44% of consumers now want to lose weight, and 66% of consumers are aware of how excess weight affects their metabolic health. 

Our modern busy lifestyles, increased stress levels, and limited time to prepare healthy meals often hinder metabolic health. Weight loss is also challenging: only 46% of individuals attempting to lose weight have been successful. Common barriers when trying to lose weight include overindulgence, lack of knowledge, and time constraints, leaving many consumers struggling to achieve their goals without external support. 

Takeaway: Consumers need practical, accessible guidance to overcome challenges in weight management. 

• Reactive approach to metabolic health 

Over the last years, while consumers are generally becoming more proactive about their health, this mindset is less prevalent when it comes to metabolic health. Here consumers are more likely to demonstrate reactive-based attitudes. Many take a reactive approach, addressing metabolic issues only when symptoms begin to affect their quality of life. For example, they may only seek solutions based on a doctor’s recommendation or because of specific concerns, rather than focusing on prevention. 

For their metabolic health, consumers are looking to address it once they feel it is having an impact on their quality of life. When consumers do seek support for metabolic health, they look for solutions that address specific symptoms. The efficacy of a supplement is then an important argument and criterium for choosing products.  

Takeaway: Clearly communicating the efficacy of metabolic health supplements is crucial to gaining consumer trust and engagement.  

• A holistic approach 

Consumers addressing metabolic health often pursue a holistic strategy, aiming to improve overall wellness rather than focusing solely on metabolism. Steps such as increasing physical activity, eating healthier, drinking more water, and reducing stress are more common strategies consumers apply to improve their metabolic health. This approach is preferred over seeking specialized treatments. This back-to-basics approach reflects a broader desire for sustainable lifestyle improvements. 

That said, many consumers still seek “extra” support. Supplements are particularly popular; 48% of consumers aim to improve their metabolic health using them. Compared to functional foods, supplements are perceived as more effective and offering a broader range of benefits. 

Awareness of probiotics as a tool for digestive and immune health is already high, but only 19% of consumers associate probiotics with metabolic health or weight management. This presents a significant opportunity to raise awareness of the broader benefits probiotics can offer in these areas. 

Takeaway: There’s a growing demand for functional products like supplements, but more education is needed to connect probiotics to metabolic health benefits.  

The insights from the FMCG Gurus Metabolic Health Survey 2024 reveal a growing consumer focus on metabolic health, coupled with challenges in awareness, weight management, and proactive engagement. While many consumers pursue holistic lifestyle changes, there’s a clear need for practical solutions that bridge the gaps in education, efficacy, and support. For forward-thinking brands, this presents an opportunity to meet these needs by offering evidence-based products that align with consumer priorities.