The FDA approval process for medical devices allows approval in cases where a device shows equivalent functionality to an existing treatment, which is a much cheaper and faster approach than the oftentimes billion-dollar investment of a full clinical trial.
Plenity is a diet pill that helps users feel full. It got approved because it was submitted to the FDA as having the same function as gastric bypass surgery, in which part of a person’s stomach is closed off, or removed to make the actual stomach smaller.
Plenity\'s active ingredients, cellulose and citric acid, expand in the stomach and make patients feel full earlier. So in a sense, this regulatory decision is not as strange as it looks: gastric bypass and Plenity both help people lose weight by giving them less room for food.
The surgical weight loss industry generates $6 billion each year in revenue, but the potential market is larger—many people either don\'t want to spend money on surgery or worry that it\'s too drastic. Part of this market size is because obesity has been rising for decades, both in the US and abroad. Obesity is not only a problem on its own, but contributes to other health complications too like heart disease, diabetes, and injuries from falls.
Plenity is part of an accidental arms race: food and entertainment companies make money from a high-calorie, sedentary lifestyle, and there’s less revenue in promoting moderation. This has been part of why the average weight has drifted up over time, and Plenity is one of many companies trying to tackle this problem as it gets more acute. Like blue light glasses, which help people feel better about their screen time instead of actually reducing how much of it they get, Plenity lets people keep eating until they’re completely full, and just changes when that is.","head":"The Rise of Plenity","body_links":"One reason Plenity is one of the fastest-growing weight loss aids is that even though it looks like a pill, the company behind it was able to get it classified as a medical device rather than a drug.
The FDA approval process for medical devices allows approval in cases where a device shows equivalent functionality to an existing treatment, which is a much cheaper and faster approach than the oftentimes billion-dollar investment of a full clinical trial.
Plenity is a diet pill that helps users feel full. It got approved because it was submitted to the FDA as having the same function as gastric bypass surgery, in which part of a person’s stomach is closed off, or removed to make the actual stomach smaller.
Plenity\'s active ingredients, cellulose and citric acid, expand in the stomach and make patients feel full earlier. So in a sense, this regulatory decision is not as strange as it looks: gastric bypass and Plenity both help people lose weight by giving them less room for food.
The surgical weight loss industry generates $6 billion each year in revenue, but the potential market is larger—many people either don\'t want to spend money on surgery or worry that it\'s too drastic. Part of this market size is because obesity has been rising for decades, both in the US and abroad. Obesity is not only a problem on its own, but contributes to other health complications too like heart disease, diabetes, and injuries from falls.
Plenity is part of an accidental arms race: food and entertainment companies make money from a high-calorie, sedentary lifestyle, and there’s less revenue in promoting moderation. This has been part of why the average weight has drifted up over time, and Plenity is one of many companies trying to tackle this problem as it gets more acute. Like blue light glasses, which help people feel better about their screen time instead of actually reducing how much of it they get, Plenity lets people keep eating until they’re completely full, and just changes when that is.","replaced_keywords":{"Plenity":"Plenity"}},{"body":"There’s a supply and demand mismatch—and thus a market opportunity—in the business of helping people reach their ideal weight; but not with weight loss. In fact, Google queries for \\"how to lose weight\\" overshadow those for “how to gain weight” by only to 6:1. However, the weight loss industry is far more than 6x more competitive and saturated than the weight gain industry: in fact, there are almost 3,000% more apps for losing weight than gaining it.
Companies like Noom, with 45 million users, have been able to build up a large following by helping users lose weight. The company uses an effective signup flow which encourages users to set a deadline, such as a wedding they’ll be attending or even just “summer”, which helps the app not only tune the weight loss program, but also the email drip campaigns. Noom’s focus though, is exclusively on losing weight—even if users sign up and express the intention to add a few pounds of muscle, the signup workflow uses copy about weight loss.
The weight-gaining market is not only more ripe for opportunity but also more fragmented than the weight-loss market. Some customers are trying to add muscle mass, and look for products like whey protein. Others want to add weight more generally, and they increasingly turn to appetite-stimulating supplements or weight-gain syrups.
Some of these products are carb- and vitamin-rich meal shakes that just add extra calories to diets, but some of them include medications that are used off-label to stimulate appetite. These weight-gaining shakes have health risks, and are often marketed illegally.
Media attention often drives new diet trends. When celebrities were mediated through magazines, TV, and movies, they tended to be thinner, but many popular influencers have a different body type—one popular weight gainer brand, \\"slim thicc,\\" is named after the body type exemplified by Kim Kardashian, Nicki Minaj, and other celebrities. With more diverse celebrity body types, there\'s a wider dispersion in diet products that allow people to achieve them.","head":"The Weight Gain Opportunity","body_links":"There’s a supply and demand mismatch—and thus a market opportunity—in the business of helping people reach their ideal weight; but not with weight loss. In fact, Google queries for \\"how to lose weight\\" overshadow those for “how to gain weight” by only to 6:1. However, the weight loss industry is far more than 6x more competitive and saturated than the weight gain industry: in fact, there are almost 3,000% more apps for losing weight than gaining it.
Companies like Noom, with 45 million users, have been able to build up a large following by helping users lose weight. The company uses an effective signup flow which encourages users to set a deadline, such as a wedding they’ll be attending or even just “summer”, which helps the app not only tune the weight loss program, but also the email drip campaigns. Noom’s focus though, is exclusively on losing weight—even if users sign up and express the intention to add a few pounds of muscle, the signup workflow uses copy about weight loss.
The weight-gaining market is not only more ripe for opportunity but also more fragmented than the weight-loss market. Some customers are trying to add muscle mass, and look for products like whey protein. Others want to add weight more generally, and they increasingly turn to appetite-stimulating supplements or weight-gain syrups.
Some of these products are carb- and vitamin-rich meal shakes that just add extra calories to diets, but some of them include medications that are used off-label to stimulate appetite. These weight-gaining shakes have health risks, and are often marketed illegally.
Media attention often drives new diet trends. When celebrities were mediated through magazines, TV, and movies, they tended to be thinner, but many popular influencers have a different body type—one popular weight gainer brand, \\"slim thicc,\\" is named after the body type exemplified by Kim Kardashian, Nicki Minaj, and other celebrities. With more diverse celebrity body types, there\'s a wider dispersion in diet products that allow people to achieve them.","replaced_keywords":{}},{"body":"","head":"","body_links":"","replaced_keywords":{}},{"body":"","head":"","body_links":"","replaced_keywords":{}},{"body":"","head":"","body_links":"","replaced_keywords":{}},{"body":"","head":"","body_links":"","replaced_keywords":{}},{"body":"","head":"","body_links":"","replaced_keywords":{}}],"meta_desc":"Diet trends come and go - Explore what\'s happening today and what\'s around the corner in the world of diets.","cta_header":"See all the Diet Trends"},{"desc":"The top Food Trends of 2022 including everything from Pork Belly Burnt Ends to Air Fryer Ribs","name":"Food","slug":"food-trends","title":"Food Trends","trends":["Pork Belly Burnt Ends","Air Fryer Ribs","Oat Milk Creamer","Mochi Donut","Picanha Steak","Bento Cake","Pinsa Romana","Bao Bun","Tteokbokki","Korean Hot Pot","Quesabirria Tacos","Street Corn","Waffle Fries","Taquitos","Exotic Snacks","Croffle","Mazesoba","Malatang","Gopchang","Gainful Protein","SnackMagic","Beef Tallow","Rose Tteokbokki","Nduja","Poke Bowl"],"insights":[{"body":"As screen time grows, and consumers increasingly watch with a phone in hand (one 2019 survey put the share of TV watchers who do this at 55%), there\'s a battle for the last hand, and healthy snacking options are aiming to win it by becoming one-hand-eating friendly.
Protein powder has been growing in popularity for years, and while it\'s a good way to add protein to shakes and smoothies, it\'s not very compatible with preexisting meal habits. Quest Chips is a growing brand of protein chips that’s at the center of these trends.
One feature of chips, compared to bars, is that consumption is more continuous rather than discrete. If you planned on eating a single bar, it\'s hard to accidentally eat a bar and a half. But with chips, it\'s easy to passively consume them. That\'s especially possible while doing something else; there\'s a whole category of listicles that recommend the right snack for binge-viewing Netflix, and even an abundance of articles on content pairings for particular shows.
Rather than a traditional meal that could require a fork, knife, and plate, TV-focused snackers are increasingly seeking out hand-held snacks. A snack for gaming, a snack for texting, or a snack for watching TV. Food companies noticed and started pushing to create snacks that are utensil-free and clean-up-free.
Snacking has been growing too and, as this happens, the line between snacks and meals is blurring. Research shows that consumers are eating more meals at non-standard times and that snacks now account for over half the times younger generations eat. It’s a function of a more fragmented day that\'s less likely to be bookended by a context-setting commute.","head":"Healthy Snacking is on the Rise","body_links":"As screen time grows, and consumers increasingly watch with a phone in hand (one 2019 survey put the share of TV watchers who do this at 55%), there\'s a battle for the last hand, and healthy snacking options are aiming to win it by becoming one-hand-eating friendly.
Protein powder has been growing in popularity for years, and while it\'s a good way to add protein to shakes and smoothies, it\'s not very compatible with preexisting meal habits. Quest Chips is a growing brand of protein chips that’s at the center of these trends.
One feature of chips, compared to bars, is that consumption is more continuous rather than discrete. If you planned on eating a single bar, it\'s hard to accidentally eat a bar and a half. But with chips, it\'s easy to passively consume them. That\'s especially possible while doing something else; there\'s a whole category of listicles that recommend the right snack for binge-viewing Netflix, and even an abundance of articles on content pairings for particular shows.
Rather than a traditional meal that could require a fork, knife, and plate, TV-focused snackers are increasingly seeking out hand-held snacks. A snack for gaming, a snack for texting, or a snack for watching TV. Food companies noticed and started pushing to create snacks that are utensil-free and clean-up-free.
Snacking has been growing too and, as this happens, the line between snacks and meals is blurring. Research shows that consumers are eating more meals at non-standard times and that snacks now account for over half the times younger generations eat. It’s a function of a more fragmented day that\'s less likely to be bookended by a context-setting commute.","replaced_keywords":{}},{"body":"When Instagram first started influencing restaurant traffic, some restaurants switched from round plates to square ones to fit in with the social media company’s image format, which was square-only until mid-2015. The rectangular shape maximizes the amount of food in the frame and helped restaurants stand out in the feed.
In similar ways, restaurants are increasingly putting more effort into eye-catching interior decoration rather than exterior design; if more customers are choosing dinner based on their social media feeds, rather than by walking down the street, it\'s what\'s on the inside of the restaurant that counts.
And as TikTok and YouTube usage continues to rise, the popularity of aspirational dining grows too. Wagyu beef, a type of meat prized for its marbling, is a luxury food with strong visual appeal, making it popular for this type of content. Millions of consumers watch videos of wagyu being cooked and eaten even though most can’t afford it on a regular or even semi-regular basis.
Its aspirational nature is also clear when looking at the numbers. The \\"Wagyu\\" tag has almost 700 million views on TikTok, compared to 1/5th that volume for “Barbacoa”, another type of meat, despite Barbacoa having higher consumption.
This widespread appeal creates buzz and the increased buzz eventually helps get the product in front of the consumers who can afford it, driving up sales in the long run. It’s a marketing strategy many companies use: Lean into the features of a product that appeal to a less relevant but wider audience as a way to create a buzz that draws in the ultimate target audience.
There has been pushback on marketing non-Japanese beef as Wagyu, especially from 1997 to 2003, when the Japanese government banned the export of Wagyu cows. Since then, different varieties like American Wagyu and Australian Wagyu have grown in popularity.
Expensive foods, more broadly, are an important export for Japan. Consumer behavior studies have shown that gift recipients put more value on an expensive version of a typically cheap item than on an average-priced version of something usually more expensive, even if the price tag of the latter is higher. This means that a $300 bottle of wine would be received more favorably than a $1,000 computer.","head":"The Rise of Wagyu Beef","body_links":"When Instagram first started influencing restaurant traffic, some restaurants switched from round plates to square ones to fit in with the social media company’s image format, which was square-only until mid-2015. The rectangular shape maximizes the amount of food in the frame and helped restaurants stand out in the feed.
In similar ways, restaurants are increasingly putting more effort into eye-catching interior decoration rather than exterior design; if more customers are choosing dinner based on their social media feeds, rather than by walking down the street, it\'s what\'s on the inside of the restaurant that counts.
And as TikTok and YouTube usage continues to rise, the popularity of aspirational dining grows too. Wagyu beef, a type of meat prized for its marbling, is a luxury food with strong visual appeal, making it popular for this type of content. Millions of consumers watch videos of wagyu being cooked and eaten even though most can’t afford it on a regular or even semi-regular basis.
Its aspirational nature is also clear when looking at the numbers. The \\"Wagyu\\" tag has almost 700 million views on TikTok, compared to 1/5th that volume for “Barbacoa”, another type of meat, despite Barbacoa having higher consumption.
This widespread appeal creates buzz and the increased buzz eventually helps get the product in front of the consumers who can afford it, driving up sales in the long run. It’s a marketing strategy many companies use: Lean into the features of a product that appeal to a less relevant but wider audience as a way to create a buzz that draws in the ultimate target audience.
There has been pushback on marketing non-Japanese beef as Wagyu, especially from 1997 to 2003, when the Japanese government banned the export of Wagyu cows. Since then, different varieties like American Wagyu and Australian Wagyu have grown in popularity.
Expensive foods, more broadly, are an important export for Japan. Consumer behavior studies have shown that gift recipients put more value on an expensive version of a typically cheap item than on an average-priced version of something usually more expensive, even if the price tag of the latter is higher. This means that a $300 bottle of wine would be received more favorably than a $1,000 computer.","replaced_keywords":{}},{"body":"","head":"","body_links":"","replaced_keywords":{}},{"body":"","head":"","body_links":"","replaced_keywords":{}},{"body":"","head":"","body_links":"","replaced_keywords":{}},{"body":"","head":"","body_links":"","replaced_keywords":{}},{"body":"","head":"","body_links":"","replaced_keywords":{}}],"meta_desc":"Discover the latest trends in the food category, from new ingredients, flavors, sauces and snacks, to packaging methods and condiments.","cta_header":"See all the Food Trends"}],"trend":{"slug":"gainful-protein","title":"Gainful 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Gain insights on this fast-growing trend.","channel_breakdown":{"reddit":6,"tiktok":19,"twitter":2,"youtube":10,"facebook":1,"linkedin":100,"instagram":9,"pinterest":0},"last_mod_analysis":null,"last_mod_descripion":"2022-05-31","last_mod_cb-analysis":"2022-05-31","channel_breakdown_text":"Gainful is surprisingly most talked about on LinkedIn."}}}}'