TAMPA, Fla.—The U.S. weight loss market was worth $46.3 billion in 2004, despite turbulent times when certain segments declined and others climbed, according to a new study from Marketdata (www.marketdataenterprises.com). The report, “The U.S. Weight Loss & Diet Control Market,” found factors contributing to the dynamic changes in the market included a dramatic increase in the number of bariatric surgeries performed, the current decline of the low carb trend, the federal ban on ephedra and a continued increase in U.S. consumption of diet soft drinks.

Marketdata predicted the coming year will continue to see fluctuation in the market. “The 2005 ‘diet season’ will be one characterized by the highest level of dieter confusion and price sensitivity ever,” said John LaRosa, research director. “People are waiting for the ‘next big thing’ in weight loss as the low carb craze fades.They may not find it in 2005, since no new ‘magic pills’ will make it to market this year.”

The company projects a 15-percent decrease in bariatric surgeries in 2005, as several major insurers ceased covering the procedure, but expects the market to rebound in 2006. On the supplement front, while the ephedra ban dropped the market by 32 percent in 2004, the introduction of the hot product Hoodia gordonii is expected to contribute to a 16-percent growth rate—sales by 2008 are projected to hit $703 million.