Weight loss and maintenance companies such as NutriSystem and Weight Watchers are finding that there is a sizeable upside market opportunity in targeting males.
The industry, which traditionally has focused on women, has found that while men have been slow to get on formal diet programs, they now are and in increasing numbers.
The Centers for Disease Control and Prevention estimate that about 71 percent of American men are overweight or obese. As a point of comparison, 61 percent of women in the U.S. are said to be overweight.
If the trend continues, by 2040, every American should be overweight," warns Dr. Allen Rader, a board member with the American Society of Bariatric Physicians, told The Associated Press.
NutriSystem said a new ad campaign in Q1 2007 attracted 363,000 new clients. Of those, 35 percent were male versus 13 percent for the same period in 2006.
"Men are slow to come to the plate of weight loss," said Karen Miller-Kovach, chief scientific officer at Weight Watchers, "but generally, when they do decide to lose weight, they tend to be more successful than women, not only in terms of the speed but keeping the weight off.
"When it comes to weight loss, women fight battles. Men declare war," she said.
The plans offered by Weight Watchers and NutriSystem are essentially the same for both men and women.
"Our program resonates with men because it's something they can do in their own home, eat real 'guy' food," said Mike Hagan, chief executive officer at NutriSystem. "They don't have to prepare anything, don't have to shop at the grocery store. It's idiot-proof."
Discussion Question: Are men becoming more aware of weight and related health issues? What can retailers do to more effectively tap into the market opportunity?