Replacing Fat with Muscle? Persistent Demand Is Accelerating the Emergence of a Specialized Weight Management Track

On April 1, 2026, Yonghui Superstores launched a nationwide campaign titled “Replacing Fat with Beef” across all its stores. Consumers who present a same-day receipt with a single purchase of at least RMB 88, along with identification, can register at participating stores. By following a program of scientific exercise and balanced diet, participants can redeem rewards for weight loss—every 3 jin (approximately 1.5 kg) lost can be exchanged for 1 jin of fresh-cut beef, live crayfish, or Zespri kiwifruit, with a maximum redemption of 3 jin per person.

The campaign quickly gained traction, with stores in cities such as Zhengzhou, Xi’an, Chengdu, and Shanghai overwhelmed by participation. More than 5,000 people registered within half a day, and related topics generated over 100 million views online, earning the nickname “a real-life version of Hello Mr. Billionaire.”

What may appear to be a “loss-making” promotional campaign is far from a mere traffic-driven gimmick. Instead, it represents a key strategic move within Yonghui’s 2026 “refined operations” strategy, while also reflecting a broader shift in the health and weight management industry—from a niche concern driven by anxiety to a mass-market necessity.

(Source: Online Sources)

1.From a Niche Anxiety to a Trillion-Yuan Blue Ocean,Health-Focused Weight Management Has Become a Mainstream Consensus

Yonghui’s “Replacing Fat with Beef” campaign quickly gained widespread traction primarily because it aligns with the current nationwide trend toward weight management. Today, weight loss is no longer an “appearance-driven” pursuit limited to younger consumers, but a health need that spans all age groups and demographics. This demand is directly driving the rapid expansion of the health and weight management industry.

According to data from Insight Research’s proprietary industry database, the number of overweight and obese individuals in China continues to rise. Reports indicate that in 2023, the obese population reached 250 million, with an overweight rate of approximately 34.3% and an obesity rate of about 16.4% among adults aged 18 and above—meaning more than half of the adult population is affected by weight-related issues. The National Health Commission projects that if this trend is not effectively curbed, by 2030 the overweight and obesity rate among adults in China will reach 70.5%, while the rate among children will rise to 31.8%.

(Source: Kuren Data)

The large demand base is directly driving a rapid expansion of the industry. Data shows that in 2024, China’s weight management food market reached RMB 98.96 billion. It is projected to grow further to RMB 386.37 billion by 2029, representing a compound annual growth rate (CAGR) of 26.1%.

From a segmentation perspective, the industry has formed three core tracks: dietary intervention, exercise intervention, and medical intervention, each exhibiting distinct development trends. In the dietary intervention segment, meal replacements, light meals, and low-fat ready-to-eat foods have become mainstream, with companies such as BY-HEALTH, Mint Health, and Shark Fit actively expanding their presence. Retailers like Yonghui Superstores have also introduced dedicated weight-loss product sections, integrating “weight management + retail” consumption scenarios.

(Source: FDL Data)

In the exercise intervention segment, the global fitness equipment market is estimated to reach USD 34.92 billion in 2024 and is projected to grow to USD 44.02 billion by 2029, with a compound annual growth rate (CAGR) of 4.74% from 2024 to 2029. Meanwhile, the number of users of online fitness apps continues to rise, and smart wearable devices have become “essential tools” for individuals seeking weight management.

(Source: Dashu Cross-Border)

In the medical intervention segment, demand for weight-loss drugs and surgical procedures is rising. China’s weight-loss drug market is projected to reach RMB 8.7 billion in 2025 and is expected to grow to RMB 14.9 billion by 2030.

(Source: PharmCube)

The health and weight management industry has transitioned from a niche segment to a mass-market phase. User demand is shifting from “simple weight loss” to approaches that are scientific, healthy, and sustainable. Specialization and scenario-based development across sub-segments have become defining industry characteristics, with cross-industry integration (such as “retail + weight management”) emerging as a new growth driver.

2.Behind the Surge in Popularity:Which Health Sector Is Breaking Through?

The rapid growth of the health and weight management industry is not accidental, but the result of the combined effects of four key factors: policy, demand, consumption, and technology.

Long-term research by Insight Research indicates that policy support has been a major driver of the industry’s accelerated development. Since 2024, the National Health Commission, together with 16 other government departments, has launched a three-year “Weight Management Initiative,” introducing a series of policies such as the Implementation Plan for the “Weight Management Initiative”, the Guidelines for the Diagnosis and Treatment of Obesity (2024 Edition), and the Principles for Weight Management Guidance (2024 Edition). These measures aim to promote scientifically guided weight management and standardize industry development.

In March 2025, the National Health Commission further emphasized the implementation of the three-year initiative, promoting healthier lifestyles and stimulating demand across sub-segments such as meal replacements, light meals, fitness equipment, and weight-loss procedures, thereby providing a clear direction for industry growth.

(Source: Kuren Data)

As living standards improve, people are placing increasing importance on health. Obesity, as a major risk factor for chronic diseases such as fatty liver disease, diabetes, stroke, and coronary heart disease, has become a public health concern of nationwide attention. According to relevant reports, over 80% of obese patients suffer from at least one comorbidity. Among these, metabolic conditions such as prediabetes, diabetes, and fatty liver disease, as well as cardiovascular conditions including hypertension, dyslipidemia, and carotid plaque, each have prevalence rates exceeding 30%, while hyperuricemia has a prevalence rate of 21.1%.

This situation indicates that overweight and obesity have become a significant health burden. They not only substantially increase the risk of various complications but also directly drive up healthcare costs, prompting individuals to shift weight management from an “optional behavior” to a “necessary choice.” This growing health concern is accelerating the transition of weight management from a discretionary option to an essential need.

(Source: PharmCube)

Driven by ongoing consumption upgrading, both consumers’ willingness and ability to pay for weight management have increased significantly. Today, consumer attitudes toward weight loss have fundamentally shifted—moving away from “low-cost, rudimentary” methods toward actively paying for scientific, professional, and convenient health products and services.

From a market data perspective, consumption of weight management-related foods is experiencing explosive growth. Monthly sales of zero-sugar foods and beverages increased by nearly RMB 300 million in January 2026, leading all categories. Sales of low-sugar products also rose significantly, surpassing RMB 180 million in the same month. Meanwhile, low-GI and low-calorie food and beverage categories have achieved multiple-fold growth, with the low-calorie segment showing particularly strong momentum.

This robust growth trend clearly reflects consumers’ strong enthusiasm for health-focused weight management products. Younger consumers, as the primary driving force, are further accelerating the comprehensive upgrading of the weight management value chain—from products to services—through their strong purchasing power and high expectations for experience.

(Source: Future Light Food Industry Research Institute)

With the continuous advancement of technologies such as AI, big data, and smart devices, weight management services are becoming increasingly precise and convenient. For example, AI can develop personalized weight-loss plans based on users’ height, weight, and physical condition; smart body composition scales and fitness trackers can monitor changes in weight and body fat in real time, helping users adjust their plans scientifically; and online fitness apps break the constraints of time and space, enabling users to engage in weight management anytime and anywhere.

According to Insight’s cross-analysis, technology empowerment not only enhances the user experience in weight management but also reduces operational costs, driving the industry’s transition from “extensive growth” to “refined development.”

3.From Segments to Ecosystems: Where Is the Health and Weight Management Industry Heading?

With continued policy support, evolving demand, and deep technological empowerment, the health and weight management industry is entering a new phase of growth, with clear future trends emerging.

Refinement and personalization will become core competitive advantages. According to Insight Research Institute, the industry will shift from “extensive weight loss” to scientific and precise weight management, where simple weight reduction is no longer the primary goal. Instead, personalized solutions combined with health and sustainability will define user demand. For example, tailored diet, exercise, and medical plans will be developed based on individual conditions and goals (fat loss, body shaping, health improvement), while specialized products and services will be introduced for specific groups such as postpartum mothers, middle-aged and elderly populations, and adolescents—enabling a truly “one person, one solution” approach.

(Source: Kuren Data)

Cross-industry integration is becoming the norm, with scenario-based deployment continuing to deepen. Yonghui’s “Replacing Fat with Beef” campaign is a typical example of such integration—combining weight management with the supermarket shopping experience, which not only increases store traffic but also makes weight loss more convenient and engaging.

In the future, this type of cross-industry integration will become even more widespread. Supermarkets, restaurants, gyms, medical institutions, and online platforms will collaborate more closely, creating an integrated ecosystem that connects “weight management + diet + exercise + medical care,” enabling users to achieve scientific weight management seamlessly within their daily lives.

(Source: Chinese Preventive Medicine Association)

Industry standardization is improving, and irregular practices are gradually being curbed. At present, the health and weight management sector still faces issues such as inconsistent quality of meal replacement products, misleading marketing by certain providers, and the use of prohibited ingredients in some weight-loss products. These problems not only harm consumer rights but also undermine the industry’s reputation. With increasingly stringent regulatory oversight and stronger industry self-discipline, the sector is expected to move toward more standardized development, with clearer regulations and stricter enforcement against false advertising and substandard products, leading to a “survival of the fittest” environment.

Natural and functional attributes are becoming the dominant direction of product development. Consumer demand for weight management products is shifting from “effective” to “healthy and natural,” and products overly reliant on pharmaceuticals or additives are likely to be phased out. In the future, meal replacements and light meals will place greater emphasis on natural ingredients and balanced nutrition, while incorporating functional components such as dietary fiber and probiotics to achieve both weight management and overall wellness benefits. In addition, weight management products with Chinese characteristics, such as Chinese-style light meals and medicinal cuisine-based ready meals, are expected to see significant growth opportunities.

(Source: FDL Data)

Insight Research Institute: Key Pain Points in the Industry That Urgently Need to Be Addressed

Despite the rapid growth of the health and weight management industry, several critical challenges remain that need to be addressed. These issues not only affect user experience but also constrain the industry’s high-quality development.

On the one hand, there are gaps in public awareness, with a clear disconnect between knowledge and action. According to relevant reports, 91.7% of respondents recognize the importance of weight management, yet 38.8% exhibit cognitive bias. Some users fall into misconceptions such as extreme dieting, blind reliance on meal replacements, or pursuing rapid weight loss, which not only fails to deliver results but may also harm health. At the same time, there is a significant “health knowledge gap” between urban and rural areas, as well as across age groups, with rural populations and older adults showing relatively lower awareness of scientific weight management.

On the other hand, homogenized competition and insufficient innovation remain prevalent. Many weight management products and services lack core competitiveness, concentrating mainly on conventional areas such as low-fat, low-sugar, and meal replacement solutions. Product formulations and service models are largely similar, making it difficult to meet personalized user needs. Some companies rely excessively on marketing hype while underinvesting in research and development, resulting in limited overall innovation and challenges in achieving sustainable long-term growth.

In addition, the shortage of professional talent is a key issue. Effective weight management requires support from nutritionists, health managers, fitness coaches, and medical professionals. However, there is currently a significant talent gap in the industry, with some practitioners lacking systematic training, leading to inconsistent service quality and limited ability to provide scientific and professional guidance.

Yonghui’s “Replacing Fat with Beef” campaign is merely a microcosm of the broader health and weight management industry. As public health becomes a defining theme of the era and scientific weight management gains widespread acceptance, the future of this trillion-yuan market holds immense potential.