Big food is learning to love weight-loss drugs
Subscribe to enjoy similar stories. A new class of weight-loss drugs is changing the food industry, but not in the way many expected at first. They could present just as many opportunities as pitfalls.
People taking the drugs do indeed eat less—especially indulgent treats. But they also have specific dietary needs that food makers are starting to understand better and cater to, in some cases with products specifically designed for them. GLP-1 drugs work in part by mimicking a gut hormone to suppress appetite and make users feel full.
They are used to treat both Type 2 diabetes and obesity. These include Novo Nordisk’s Ozempic and Wegovy for diabetes and obesity, respectively, as well as Eli Lilly’s Mounjaro and Zepbound. The drugs can also cause potential side effects, including a loss of muscle mass and digestive problems such as nausea, diarrhea and constipation.
These effects are visible in the shopping behaviors of GLP-1 users. Survey data from consumer research firm Numerator reveals some unsurprising losers among food categories: Of 1,090 people using GLP-1s for weight loss (as opposed to diabetes), a net 38% say they are eating fewer cookies, pastries and cakes, making it the most affected category. That is followed by carbonated soft drinks at 36%, chocolate candy at 34% and fast food at 26%.
But they are also consuming more healthy foods and, in particular, seeking out increased protein and fiber to help with muscle maintenance and digestive issues. In the Numerator survey, a net 42% of GLP-1 weight-loss users reported eating more fresh fruits and vegetables. There were also 2% eating more cheese, 19% eating more poultry and 20% eating more yogurt.
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