Despite their recent rebranding as a healthy lifestyle brand, Weight Watchers operates in the Diet and Weight Loss Industry. Currently, this industry faces tough competition. Although the industry is mature and many organizations are well established, many new competitors are entering the market due to low barrier to entry (Oliver). Due to advances in technology, this industry is making large changes in order to attract the attention of new consumers. The Diet and Weight Loss Industry utilizes influencer marketing in order to make a stronger connection with an untapped audience. Influencer marketing is a partnership between an individual with a large social media following and a brand in order to reach a new target audience (“What is Influencer Marketing?”). This can be through any form of social media, such as Facebook, Snapchat, Twitter, Instagram, YouTube, blog posts, and more. The purpose of this research …show more content…
Various diet fads, such as cigarettes, juice cleanses, and “single-food” diets have come and gone in the Diet and Weight Loss Industry. (Oakes) Although Weight Watchers and Nutrisystem control the majority of the market, many nonemployer companies have taken advantage of the low barrier to entry and established “individually tailored weight loss programs to capture niche markets” (Oliver). Currently, the Diet and Weight Loss Industry is in the mature phase of its industry life cycle. Organizations are well established, and companies gain customers by distinguishing their products from the competition (Oliver). As of April 2017, Weight Watchers and Nutrisystem control over half of the market share of the Diet and Weight Loss Industry. Weight Watchers controls 28%, and Nutrisystem controls 27.3%