Diet 2022: Noom Shows Strong Web Engagement

In recognition of the traditional New Year’s resolution surge of interest in becoming healthier, we looked at which weight loss programs are capturing the most interest.

Key takeaways:

• • Noom showed a 64% increase in website traffic in December 2021, while Weight Watchers, Jenny Craig, and Nutrisystem all showed declining traffic.
  • For all of 2021, Noom saw a 35% increase in site traffic, Weight Watchers was flat, and Jenny Craig and Nutrisystem were down sharply.

• Noom has had a notable negative press of late, but keywords on cancellation don’t show anything alarming as yet.
• Weight Watchers’ conversion metrics show that customers are increasingly leaving its site without signing up, while Noom’s checkout traffic looks promising.

While Noom has the greatest traffic growth amongst its peers, this growth has come from an ever-increasing amount of paid search spend, raising the company’s customer acquisition costs and lowering its margin.

Ups and downs

A look at Similarweb estimates for December 2021 (a good lead into the start of the New Year’s resolution/health kick season) shows that of the four leading diet companies we studied, only Noom saw an increase in its monthly website visitors (December 2021 vs. December 2020). The other three companies all saw sizable declines in their site traffic.

We surmise that Noom is gaining market share from competitors, aided by a strong marketing push in media and online channels. The brand seems to have been able to differentiate itself from peers with its behavioral science approach to eating and weight loss, which other brands are taking note of here. That message seems to be resonating with consumers as well, according to Similarweb insights.

The chart below shows Noom December 2021 website visitors rose 64% over the prior year, while Weight Watchers saw a 19% decline, Nutrisystem dropped 20%, and Jenny Craig dipped 33% in the same period.

For more detail, download the full report. The Similarweb Insights Newsroom is available to pull additional or updated data on request for the news media (journalists are invited to write to press@similarweb.com).

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