Snoring, subways and stealth ads: how big pharma targets China’s waistline

SHANGHAI – Weight-loss drugmakers, vying to tighten the belts of Chinese consumers, are promoting obesity awareness in metro stations, exercise studios and soccer stadiums as local restrictions prevent the direct advertising of prescription medicines in the world’s second-largest drug market.

China’s rate of overweight or obese people could reach more than 65% by 2030, the country’s National Health Commission has said.

Novo Nordisk, Eli Lilly, Pfizer and local firm Innovent Biologics are competing for market share with their versions of once-weekly GLP-1 weight-loss injections in China. Lilly led the once-weekly GLP-1 sales on Alibaba’s Tmall e-commerce platform and JD.com in the second quarter, according to Jefferies.