April 2, 2025
Robard, the medical weight loss company, has begun selling its shakes, puddings, soups and beverages direct to the public via a new website. These products are part of its New Direction program. This is a departure from its long-standing policy where you had to sign up for the program to get access to these meal replacements.
The website notes that: “By purchasing New Direction Advanced products from Robard Corporation through our website, you acknowledge and agree that these products are not part of a medically supervised diet plan/program. The use of these products is at your own risk, and it is your responsibility to consult with a healthcare provider, such as a physician or a licensed medical professional, before using the products or making any changes to your diet or nutrition plan.”
Commentary
This move is apparently designed to broaden the company’s use base and make it easier to obtain Robard products. However, this product line does not include an diet meal entrees (real food dinners), or even nutrition bars, and is very limited. Dieters can probably get protein drinks such as Premier Protein at lower prices from local retailers, if they want to use meal replacements. This action is not enough to “move the needle” for Robard. Robard so far has not entered the GLP-1 drugs market.
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- The value of the U.S. medical weight loss market is estimated to have more than tripled since 2019, to $33.8 billion in 2024. Average annual growth of 12% is forecast through 2028.
- The prescription obesity drugs market soared from $5.0 billion in 2022 to $26.4 billion by 2024, due to the high demand for new GLP-1 drugs. More than 8% of Americans are now estimated to be using them.
- Hospitals have had a mixed record with weight loss programs. Only 29% of the nation’s hospitals (about 1,400) provide some form of weight loss program – surgery or a non-surgical program.
- Medical weight loss programs represented 11.7% of the total U.S. weight loss market in 2022, but this share is forecast to triple to 36% by 2028.
- The top 11 medical weight loss franchises and regional chains are estimated to generate $264 million in system-wide sales annually. Most franchises are not growing.
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