According to a new survey, weight loss is a top priority for Americans amid the rise of GLP-1s, but rising emotional strain and riskier behaviors suggest the system is starting to crack
Despite an explosion of weight-loss tools, from GLP-1 prescriptions to AI-powered nutrition plans, a new national survey from Shed shows that dropping pounds has become increasingly emotionally taxing, with younger consumers bearing the brunt of a market that prioritizes speed over sustainability.
The findings from the telehealth brand, based on a survey of 1,000 U.S. adults, highlight just how difficult sustainable weight loss remains, even amid a growing array of tools and apps.
Perhaps the clearest signal of the challenge is this: 76% of Americans attempted to lose weight in the past year, yet fewer than one-third were able to keep it off, according to Shed.
Beyond the numbers, consumers are exhausted.
Here are some of the key takeaways from Shed’s survey, showing where weight loss is breaking down, who it’s impacting and what fitness and wellness brands may need to rethink as the market evolves.
Extreme Behaviors, Early Warning Signs?
The data also points to increasingly concerning behaviors among Gen Z. Nearly 38% report skipping eating for 24 hours or more, while 33% say they have tried 1,000-calorie diets.
Beyond the physical toll of extreme dieting, Gen Z also appears to be bearing a significant emotional and financial strain tied to weight-loss efforts. Shed found that nearly 40% of Gen Z described their attempts as emotionally exhausting, while 29% said their behavior felt obsessive or hard to control.
Social Media’s Growing Role — and Its Risks
Social media is also playing an increasingly influential role in how Gen Z understands GLP-1s. Shed found that nearly 43% of Gen Z rely on social media as their primary source of information about weight loss drugs, more than any other source.
Even more concerning is that 25% of Gen Z said they would be willing to purchase weight-loss injections online without a prescription. It’s a finding that carries real risks.
In a separate 2025 U.S. consumer behavior survey, the Alliance for Safe Online Pharmacies (ASOP) reported that 40% of consumers who purchased GLP-1 medications online said they had received substandard or counterfeit prescription medicine or been harmed by a drug bought online, nearly double the rate reported among online purchasers of other medications.
Distrust Meets Pressure
The data also reveals that while many consumers (47%) remain skeptical of the weight loss industry, nearly half report feeling pressure to lose weight quickly. At the same time, 80% of respondents agree that the industry should shift its focus toward sustainable health rather than rapid outcomes.
Millennials, meanwhile, emerge as the biggest spenders on weight-loss efforts in Shed’s survey, with one in three reporting annual spending of more than $500.
“There’s no one way to lose weight anymore,” Shed CEO Morley Baker said. “People are overwhelmed with options, and they’re balancing cultural pressure with medical advice, online trends and emotional health. Our research shows that while GLP-1s and high-tech solutions are gaining ground, most Americans still rely on more familiar—but often unsustainable—approaches.”
Less Hype, More Help
If there’s a lesson in Shed’s findings, it’s that fitness and wellness brands have a growing responsibility (and opportunity) to slow the conversation down.
As weight loss and GLP-1s become increasingly available online (and within some gyms), brands that emphasize education and long-term behavior change over rapid results may be better positioned to earn trust and avoid the burnout that consumers are signaling.
“People don’t just need better products—they need better information,” Baker said. “We’re helping people make clear, informed choices about their health.”
