Weight Watchers’ Target Market Breakdown

Weight Watchers has three main audience groups: Loyalists, Tentative Users, and Potentials.

Loyalists Loyalists represent the sweet spot of 35-45 years old who are currently participating and engaging with the Weight Watchers app, meetings, and/or personal coaching. Loyalists have turned to Weight Watchers because it is a program that is tailored to meet their needs, helping them make the right choices to achieve the change they desire to see. Weight Watchers has already reached and captured this age group as their ideal target market as Loyalists are seeing results from their new lifestyle with Weight Watchers.

Tentative Users Tentative Users are 25-34 years old who have had limited exposure to Weight Watchers. Tey are either seriously looking into a lifestyle change for themselves or beginning to be reached by Weight Watchers’ current media efforts. While this group may or may not have personally tried Weight Watchers yet, Weight Watchers will continue to engage with them more as they expand their eforts to focus on this age range.

Potentials Potentials are 18-24 year-olds who are an entirely new group that Weight Watchers is aiming to reach. Potentials are viewed as an opportunity for Weight Watchers to expand the brand to encompass a younger demographic that they have not yet targeted. Potentials are embodying the new lifestyle and health trends where strong is the new skinny and nutrients are the new calories. While this age group may be struggling with their weight, they have not gone through the years of diferent dieting attempts that Loyalists have gone through. Potentials are looking to take charge of what nutrients are put into their body with Weight Watchers helping them along their journey as they fgure out what health means to them.

So what? Our strategy will heavily focus on the Potentials (18-24) who do not currently have exposure to Weight Watchers. Tis allows Weight Watchers to be one of the frst weight loss and healthy lifestyle programs to shif their focus to this younger demographic, developing and altering the perception of the overall Weight Watchers brand for the future. While many eforts are fxated on attracting Potentials, we also want to interact with the Tentative Users. Te goal for our media strategy is to be comprehensive enough to talk to these two age groups by leveraging the conversation of healthy living in a way that fts their mindset and lifestyle.