The High Cost of Weight Loss
The cost of trying to lose weight can be substantial for many Americans. A recent survey of 2,000 U.S. adults actively trying to lose weight found that the average respondent spent $12,308 in 2025 to reach their weight and BMI goals. This expense, often referred to as a "weight tax," encompasses various aspects of daily life, including groceries, clothing, and repeated diet and fitness efforts.
The Financial Burden of Weight Loss
The survey, conducted by Talker Research, assessed spending on food, clothing, and repeated diet and fitness efforts. Respondents estimated that they would save an average of $197 per month if they reached their goal weight. Many believe these savings would come from buying fewer fast food meals, lower grocery bills, and buying fewer new clothes. Others point to lower spending on specialty sizes, such as "big and tall" clothing, as well as lower healthcare costs associated with treating weight-related conditions.
Expected Savings
Respondents expect to save money in various ways if they reach their goal weight. These include:
- Buying fewer fast food meals (56%)
- Lower grocery bills (52%)
- Buying fewer new clothes (31%)
- Lower spending on specialty sizes, such as "big and tall" clothing (26%)
- Lower healthcare costs associated with treating weight-related conditions (22%)
- Fewer doctor visits and lower insurance co-pays
The Cycle of Weight Loss and Financial Consequences
Almost one in five respondents (19%) expect to save money by no longer having to go through repeated fitness and diet programs, such as juice cleanses and other short-term weight loss measures. The cycle of trying and failing to reach their goal weight and BMI is familiar to many respondents, with participants reporting an average of six failed attempts over the past decade.
A New Approach to Weight Loss
This year, respondents say they plan to approach their goals differently, emphasizing consistency, patience, and increasing exercise in their daily lives. One participant shared, "I’m focusing on consistency over perfection this year. I want to prioritize sleep and water, keep a mindful food journal, and engage in enjoyable physical activities every day."
Motivation and Financial Rewards
Motivation remains high, with more than three out of four respondents (77%) saying that being able to slip into their favorite clothes again by the end of the year is an important factor. However, money can be a stronger motivator, with more than eight in ten (86%) saying they would pursue their weight loss goals more aggressively if there was a financial reward of $5,000 waiting for them at the goal.
Overcoming Barriers to Weight Loss
Affordability, access, and fragmented care continue to be among the biggest barriers preventing people from achieving long-term success on their journey to health and wellness. Platforms that combine access to nutrition, physical activity, and medical advice into a single, comprehensive plan can reduce both financial stress and dropouts, making it easier for people to start and stay on a path that actually works.
Research Methodology
The survey was commissioned by Hims, Inc. and administered and conducted online by Talker Research between January 5 and January 12, 2026. The survey included 2,000 Americans who actively wanted to lose weight and had access to the Internet. The full methodology can be found on the Talker Research Process and Methodology page.
