Obesity is a global epidemic, and the United States is no exception. Over the past few decades, obesity rates have surged. Between August 2021 and August 2023, two in five (40.3%) American adults had obesity, and nearly one in ten (9.4%) had severe obesity (BMI ≥ 40). In 2023, 23 states reported adult obesity rates exceeding 35%—a stark contrast to 2013, when no state had reached this threshold.

More Than Meets The Eye

Obesity is a complex disease with emotional, physical, and social dimensions. While the public discourse often oversimplifies weight management to “eat less, move more” and finger-pointing prevails, the reality involves genetic predispositions, co-morbidities, lifestyle factors, and medications. Obesity can also be deeply emotional and personal. Solutions must be comprehensive and tailored, reflecting the multifaceted nature of the condition.

Further, the scale is not necessarily a linear destination for most consumers. As scientists have worked to crack the code on how to best support Americans in successfully achieving and sustaining weight management, Americans have continued to lose weight and “find” it again – on repeat – pointing to the need for an innovative and enduring solution.

A Trip Down Memory Lane

Weight loss medications have been part of medical history since the FDA approved the first one in 1947. However, next-gen obesity medications have been game-changers. The advent of GLP-1 receptor agonists in 2014, and their increased use in recent years, revolutionized obesity treatment. While their effectiveness has generated excitement, barriers such as cost and potential side effects remain.

Consumer perceptions of obesity medications have also evolved. According to the annual IFIC Food & Health Survey, the percentage of Americans preferring medication to lifestyle changes increased from 16% in 2012 to 27% in 2024, reflecting growing acceptance of pharmaceutical interventions.

In total, the innovation and disruption to the medically based weight loss industry have created ripples in how we think and talk about eating, drinking, and weight management. Case in point: WW (previously Weight Watchers), among others, have since developed special programs and products dedicated to members on GLP-1 medications that differ from those who are not.

New Year, New Data

Each year, January is a ceremonious time to explore all things health and weight. To ring in 2025, we delved into consumer perceptions of weight loss medications through the IFIC Spotlight Survey: Americans’ Perceptions of Obesity Medications. Here’s a snapshot of what we found:

• Recognition: One-third of Americans have heard “a lot” about obesity medications, while only 11% are unaware.
• Self-Awareness: While 73.6% of Americans have overweight or obesity, the greatest percentage (49%) of individuals in our survey describe themselves as being neither over- nor underweight, underscoring a gap in perception versus reality.
• Weight-Loss Intentions: Two in five respondents (42%) report that they are trying to lose weight – an interestingly similar statistic to those experiencing obesity in the US.
• Weight Management Knowledge: Consumers know the basics of weight loss. When asked about the most impactful factors on their body weight, the two most common answers were “what I eat and drink” (31%) followed by “how much I eat and drink” (24%).
• Aspirations: There’s a perception among many consumers that prescription medications will facilitate behaviors they strive to achieve, including increasing their water intake (53%), the healthfulness of their food choices (49%), the amounts of fruits and vegetables they consume (48%), and the time they spend exercising (43%). They also perceive that these medications will help them decrease the amounts of packaged foods they consume (42%), their frequency of eating away from home (39%), and the time spent thinking about food (36%).
• Control: Without medication, individuals feel like they have more or less control over how much they eat, depending on the situation. The setting matters – with respondents reporting feeling less control when eating away from home versus eating at home. Eating occasion is also a factor – with those surveyed saying they have less control over snacks and desserts compared with dinner.
• Mixed Interest: Not everyone is intrigued by weight loss medications. A commensurate number of respondents (44%) say they are interested in taking a prescription medication for weight loss versus 47% saying they are not interested.
• Barriers: Among those uninterested in medications, nearly half (48%) say they do not need to lose weight and (45%) cite a preference for non-drug approaches, while others highlight safety concerns (34%) and financial hurdles (18%).
• Motivations: For those intrigued by obesity medications, motivations include weight loss (56%), feeling better about themselves (48%), better dietary habits (41%), and appearance (40%).
• Mixed Sentiment: The news breaking through to consumers is varied as well. Of those who have heard something about weight loss medications, the majority (59%) say they have heard a mix of positive and negative information. Of the remainder, 26% say what they have heard is positive and only 14% say it is negative.

The Road Ahead: Science Communication Matters

One thing is for certain: prescription weight loss medications are here to stay. And their enduring presence will continue to impact multiple industries from healthcare to food to fitness and beyond. While it is a foregone conclusion that these medications will also have a lasting effect on long-term health, US lifestyles, and diet culture – we do not yet have the full picture.

Whether at a healthy weight, on a weight loss medication, or otherwise, diet quality in the US has much room for improvement. Nutrition science, as well as consumer insights, will continue to be critical to supporting Americans in building the healthiest dietary patterns possible and feeling good in their skin.

As always, the messenger matters. While it could be construed that health professionals, especially dietitians, could be needed less when medications are facilitating consumers in achieving and sustaining a healthy weight, the opposite is true. Many weight loss medications decrease intake and necessitate careful meal planning to ensure nutrient adequacy and minimize muscle loss. In every weight management circumstance, there is a critical role for registered dietitians in educating and supporting the everyday American in identifying and implementing personalized ways to eat healthfully and be physically active, as well as other impactful lifestyle factors (e.g., sleep, healthy body image, etc.).

To address obesity effectively, health professionals – including registered dietitians –must champion evidence-based approaches while acknowledging the emotional and social dimensions of weight management. Clear, empathetic, and science-based communication is essential to foster trust and guide consumers toward sustainable weight management solutions.