China obesity rate expected above 65% by 2030

China's National Health Commission projects that more than 65% of adults could be overweight or obese by 2030, signaling a looming public health challenge. In response, major weight‑loss drugmakers such as Novo Nordisk, Eli Lilly, Pfizer, and Innovent Biologics are expanding indirect advertising campaigns—at metro stations, gyms, and football stadiums—to raise awareness while direct prescription drug ads remain banned. These campaigns cannot mention product names but aim to encourage public engagement with healthcare providers for obesity and related conditions like sleep apnea. Notable examples include Lilly’s banners linking snoring to sleep disorders and the promotion of Mounjaro, Innovent and Meituan’s “scientific weight management” messaging, and Pfizer’s partnership with Supermonkey gym networks. Industry observers note that Lilly led GLP‑1 weekly‑injection sales on Alibaba’s platforms in the latest quarter, reflecting intense competition for market share. The overall approach underscores how firms navigate advertising restrictions while positioning themselves in China’s large and growing obesity treatment market.