By FitNow
Report updated May 4, 2026
Lose It! – Calorie Counter
For individuals seeking structured weight loss or health management through calorie, macro, and activity tracking.
Lose It! – Calorie Counter is an established health & fitness app that is free with in-app purchases. With a 4.7/5 rating from 927.8K reviews, it shows polarized user reception. Users particularly appreciate extensive food database and barcode scanning functionality support consistent long-term weight loss tracking, though aggressive paywalling of previously free features creates significant friction for long-time loyal users remains a common concern.
What is Lose It! – Calorie Counter?
Lose It! is a calorie-tracking and weight-loss management app for iOS and Android that provides food logging, macro tracking, and fitness integration.
Users hire Lose It! to manage caloric intake and weight loss goals through a structured, data-driven interface that simplifies nutritional awareness.
Current Momentum
v18.2 · 4d ago
Active- Shipped stability fixes for logging crashes
- Maintains bi-annual update cadence
Active Nemesis
MyFitnessPal: Calorie Counter
By MyFitnessPal
Other Rivals
7-Day Rank Pulse 🇺🇸
Health & FitnessRating Pulse 🇺🇸
Recent User MoodAI-powered deep analysis surfacing high-signal insights. Still in beta, accuracy improves daily. For informational purposes only.
What makes this app unique?
What Does It Look Like?
How Is The App's Momentum Right Now?
Loading...
What Are The Key Features?
Uses image recognition to identify food items
Natural language processing for meal descriptions
Camera-based lookup for packaged food
How much does it cost?
- Free basic tracking
- Premium subscription with advanced logging
Freemium model gates high-efficiency tools to monetize power users.
Who Built It?
FitNow
Simplifying weight management through data-driven tracking and habit-building tools. Helping users reach health goals via accessible mobile logging.
Portfolio
3
Apps
Who is FitNow?
FitNow maintains a dominant position in the health and fitness category by anchoring its ecosystem on a massive, crowdsourced food database that creates a significant barrier to entry for new competitors. The acquisition by Everyday Health Group signals a strategic shift toward integrating their consumer-facing tracking tools into a broader digital health portfolio. Their primary challenge lies in maintaining user retention as the market pivots from simple calorie counting toward holistic, AI-driven wellness coaching.
Who is FitNow for?
Health-conscious individuals ranging from casual users seeking basic weight loss guidance to power users tracking specific nutritional macros.
Portfolio momentum
Released 18 updates across 3 apps in the last 6 months with all titles receiving updates within the last 30 days, indicating a high-intensity development cycle.
What other apps does FitNow make?
What do users think recently?
High confidence · Latest 100 of 198 total reviews analyzed · Based on 198 reviews. Signal may be noisy.
How did the latest release land?
What is the recent mood?
Recent user voice shows a mixed sentiment. Users appreciate extensive food database and barcode scanning functionality support consistent long-term weight loss tracking, but report aggressive paywalling of previously free features creates significant friction for long-time loyal users.
What Users Love
What Frustrates Users
What Users Want
What is the competitive landscape for Lose It! – Calorie Counter?
How's The Health & Fitness Market?
How does it evolve in the Health & Fitness market?
Lose It! holds a #16 Grossing rank in the US Health & Fitness category, but its #48 Free rank (down 3 spots) suggests that acquisition velocity is failing to keep pace with monetization pressure.
| Chart | Rank | Change |
|---|---|---|
| Grossing | #16 | |
| Free | #50 | ▼2 |
The rivals identified
The Nemesis
Head to Head
The target app must double down on UX simplicity and onboarding speed to differentiate from the feature-heavy, database-dominant legacy of MyFitnessPal.
What sets Lose It! – Calorie Counter apart
Offers a more streamlined, less cluttered user interface that reduces friction for casual calorie trackers.
Provides a more focused, weight-loss-centric onboarding experience that avoids the feature bloat found in legacy competitors.
What's MyFitnessPal: Calorie Counter's Edge
Leverages a massive, crowdsourced food database that offers significantly broader search results for global food items.
Maintains a deep, mature integration ecosystem with nearly every major wearable device and fitness hardware manufacturer.
Contenders
Utilizes a proprietary points-based system that simplifies complex nutritional data into actionable daily targets for users.
Integrates live coaching and community support groups to drive higher long-term retention than self-guided tracking apps.
Employs a color-coded food density system that encourages mindful eating habits rather than strict calorie restriction.
Delivers daily psychological lessons and cognitive behavioral therapy modules to address the root causes of overeating.
Provides specialized net-carb tracking and keto-specific meal planning tools that are not standard in general calorie counters.
Includes a robust library of keto-friendly recipes and automated shopping lists tailored to specific dietary restrictions.
Peers
Features a highly polished, ad-free user interface that prioritizes data visualization and clear progress tracking.
Includes medically-backed diet plans and diabetes-specific tracking features that appeal to health-conscious, non-casual users.
Synchronizes seamlessly with proprietary hardware to provide holistic health metrics beyond just caloric intake.
Leverages Google's infrastructure to provide advanced sleep and stress tracking insights within the same dashboard.
Builds a powerful social network effect through segment leaderboards and community-driven fitness challenges.
Focuses on performance analytics for endurance athletes, creating a distinct social-competitive moat.
Uses AI to generate personalized strength training workouts based on available equipment and previous performance.
Provides detailed muscle recovery tracking to optimize training frequency and prevent overtraining injuries.
New Kids on the Block
Automates the logging process by using computer vision to identify food items from user-uploaded photos.
Reduces the time-to-log metric significantly compared to traditional manual search-and-add calorie tracking workflows.
The outtake for Lose It! – Calorie Counter
Strengths to defend, gaps to attack
Core Strengths
- Massive 56M-item food database creates high user switching costs
- Editors' Choice badge across five markets sustains organic install velocity
Critical Frictions
- Premium tier gating of legacy features drives negative sentiment
- 0.2★ Android-iOS rating gap indicates platform-specific performance regressions
Growth Levers
- Untapped B2B partnerships for corporate wellness programs
- Minimalist UI mode could reduce friction for power users
Market Threats
- MyFitnessPal database dominance limits search-coverage parity
- Cal AI computer-vision logging reduces time-to-log below subject app standards
What are the next best moves?
Audit paywall triggers because user sentiment is declining due to gating legacy tools → recover long-term retention
Aggressive paywalling is the #1 complaint theme in recent reviews.
Trade-off: Pause the AI-voice logging expansion — user retention is more critical than new feature adoption.
Ship stability fixes for dashboard crashes because performance regressions disrupt the daily logging habit → restore rating baseline
Post-update crashes are the #2 complaint theme.
Trade-off: Same-quarter capacity available — no major lever displaced.
A counter-intuitive read
The app's #16 Grossing rank is a liability, as it signals a shift toward aggressive monetization that is actively cannibalizing the free-tier user base required to maintain the database's long-term utility.
Feature Gaps vs Competitors
- Real-time psychological coaching (available in Noom)
- Net-carb tracking (available in Carb Manager)
Key Takeaways
Lose It! maintains a strong retention anchor through its massive database, but aggressive paywalling of legacy features is eroding the user base, so the PM should prioritize stability and transparent pricing to halt churn.
Where Is It Heading?
Declining
The health-tracking market is consolidating around specialized diet niches and AI-driven logging, leaving generalist apps like Lose It! exposed. Unless the team addresses the stability regressions and softens the paywall for legacy users, the current decline in sentiment will likely lead to a sustained drop in grossing rank.
Performance regressions in the latest update disrupt the daily logging habit, which compounds the rating drag already visible on Android.
Aggressive paywalling of legacy tools alienates long-term users, accelerating churn pressure into the next quarter.