Understanding the Complex Journey of Weight Management

Everywhere you look on TV, in magazines, across social media there’s a barrage of messaging about weight loss: diets, fitness programs, supplements, medications. But amid the noise, one truth remains: weight management is deeply personal, and there is no one-size-fits-all solution.

At KS&R, we’ve spent years helping healthcare and wellness brands navigate this space with empathy, precision, and actionable insights. Our latest national study builds on this expertise, offering a fresh lens into the challenges, perceptions, and motivations of U.S. adults who identify as overweight. The goal: to help our clients design more effective, human-centered products, services, and strategies. Drawing from a robust, representative dataset, we unpack the nuanced emotional and behavioral dynamics that shape the weight management journey. This is a strategic resource for organizations seeking to lead with understanding and drive meaningful impact.

Key Themes That Emerged:

• How consumers define health in their own terms

• Persistent barriers to weight management and lifestyle change

• Perceptions and concerns surrounding weight-loss medications

• Opportunities to shift the conversation emotionally and practically

Redefining “Healthy”: More Than Just a Number on the Scale

One of the most eye-opening findings? 65% of respondents who identify as overweight still consider themselves in “good health.” This points to a more holistic view of health, one that goes beyond weight alone.

When asked to define “being healthy,” respondents emphasized:

• Eating well and maintaining a balanced diet

• Daily physical activity

• Functional mobility

• Being free from illness and medications

• Achieving or maintaining a healthy weight

While these answers might echo what we’ve learned from doctors or health class, respondents acknowledge that developing the habits necessary to meet these ideals is far from easy.

Cravings, Habits, and the Mental Load of Weight Management

Among all challenges, food-related struggles surfaced as the top concern. Nearly 40% of consumers cited food cravings, overeating, or frequent snacking as their biggest hurdle. Furthermore, 32% named “making healthier eating choices” as the single most difficult lifestyle change.

Some striking statistics:

• 72% say that food cravings make it hard to stick to a healthy plan

• 61% admit to turning to food for emotional comfort

• 62% believe keeping the weight off is harder than losing it

This underscores a larger truth: the battle is not just physical, it’s emotional and psychological. As one respondent put it:

“I know what I’m supposed to do, but it’s hard when food is a comfort and stress is constant.”

The cycle of losing and regaining weight is also pervasive: 42% say they feel stuck in a repeated loop of weight loss and gain.

Perceptions of Medications: Promise and Reservations

There is no shortage of weight management options: intermittent fasting, exercise-based programs, behavioral therapy, prescription medications, and more. When asked about effectiveness, respondents ranked exercise-based programs and prescription medications highest.

Yet despite some optimism about pharmaceutical support:

• 55% believe medications can be effective when combined with lifestyle changes

• 56% feel healthcare providers should discuss them more openly

• Only 13% strongly agree they feel adequately supported by their healthcare professional

Healthcare providers remain a primary source of information: 71% turn to them for guidance yet there appears to be a support gap.

What’s holding people back from using medication?

• 66% are concerned about cost

• 78% worry about side effects

• 72% fear long-term dependence

These concerns highlight the need for more transparent and reassuring conversations between patients and providers.

The Missing Link: Emotional Support and Peer Connection

Weight management doesn’t happen in isolation. It requires a support system. Yet the data shows a significant disconnect:

• 48% agree peer support plays an important role

• But only 47% feel adequately supported by peers

• And 40% believe obesity is still misunderstood as a medical condition

This suggests an opportunity not just for brands and providers, but for communities and families to foster more inclusive, informed, and supportive environments.

Changing the Conversation

This research reinforces what we’ve long observed in our work with healthcare and wellness leaders: managing weight is not just a medical or lifestyle issue. It’s a personal one. The emotional, psychological, and social components are just as critical as the clinical. So let’s move beyond the stigma. Let’s humanize the journey. Because when we meet people where they are with compassion, tools, and real support, we open the door to lasting change.

About this study: KS&R surveyed 500 consumers between April 9 – April 23, 2025. The survey was balanced to US Census so that people coming to the survey were representative of Census based on age, gender, region. The only screening criteria was individuals had to be age 18+ and self-identify as either being “somewhat above a healthy weight” or “significantly above a healthy weight”.

About KS&R

KS&R is a nationally recognized strategic consultancy and marketing research firm that provides clients with timely, fact-based insights and actionable solutions through industry-centered expertise. Specializing in Technology, Business Services, Entercom & Recreation, Healthcare, Retail & E-Commerce, and Transportation & Logistics verticals, KS&R empowers companies globally to make smarter business decisions. For more information, please visit www.ksrinc.com.