The use of GLP-1 weight-loss drugs such as Ozempic, Wegovy, Mounjaro, and Zepbound has surged dramatically in recent years, with approximately 15.5 million adults in the U.S. having tried them, according to recent estimates. Companies like Noom and Nestlé are adapting to this trend by offering products that cater specifically to users of these medications, like smaller portion meals and fitness programs. Analysts project that the number of individuals using GLP-1 medications could rise significantly by 2030, potentially growing the market from $10 billion to $100 billion as brands pivot to meet changing consumer demands shaped by these drugs' effectiveness and popularity. This shift presents both opportunities and challenges for companies, especially those focused primarily on processed foods, which may struggle to compete in this changing landscape.
In response to the increased usage of weight-loss drugs, companies are launching new products and services tailored for GLP-1 users. Notably, Noom has introduced tools designed to help users maintain healthy habits while taking the medication, including the GLP-1 Companion, which focuses on muscle retention and nutrition. Firms like Nestlé are also creating high-protein food options that align with the dietary needs of weight-loss medication users. This evolving market indicates a significant change in consumer behavior, prompting brands to innovate or risk obsolescence as public health trends evolve alongside these medications.