Noom, Optavia Take Share from GNC, WW

Entering New Years Resolution season, traditional supplement leader GNC continues to lose market share ground to Noom and Optavia (formerly Medifast). GNC controlled 24% of the Diet Plans and Supplements market in January 2021, down from 35% in January 2020, while Weight Watchers’ share fell from 9% to 7%. Noom and Optavia were the biggest gainers, up 6% and 5% of market share during that time, respectively. Throughout 2021, both Noom and Optavia continued to gain market share.

When asked about subscriber challenges and post-Covid “wellness fatigue” in the Diet Plans and Supplements market on a recent conference call, Weight Watchers CEO Mindy Grossman emphasized the company’s reliance on “word of mouth to start building momentum going into the winter season” and their new campaign launching December 26th. For now they plan to “focus on [their] existing members,” suggesting their hope is mainly to stem further market share losses to behavior based diet plans like Noom and quick diet solutions like Optavia.