How are GLP-1 drugs transforming the food industry?

The rise of GLP-1 treatments, such as Ozempic, Wegovy and Rybelsus, may begin to mark a turning point in the way we understand food and consumption.

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Originally designed to treat type 2 diabetes, these drugs have become key weight loss tools, transforming the eating habits of millions of people and forcing the food and beverage industry to adapt rapidly.

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An industry tasked with combating one of the great global pandemics of this century, obesity. Exponential and widespread increases in obesity rates worldwide have made obesity a global public health problem, a phenomenon that affects both developed and developing countries and has severe implications for health, health systems and economies.

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In Lantern we have prepared a report where we make an exhaustive analysis of the rise of these treatments and how it fully impacts on the food industry. And how categories such as biscuits, snacks, ready meals, desserts, ... will be impacted by the proliferation of these treatments.

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Amazing impact on the market and consumers:

• In the US, around seven million Americans currently take a GLP-1 drug, and Morgan Stanley estimates that by 2035 the number of users in the US could increase to 24 million.
• The market is also exploding in Spain. According to data from IQVIA Analytics (which measures the analysis of medical prescriptions issued by type of use), it is estimated that by 2028 the market could exceed 837 million euros.
• Consumer changes: GLP-1 patients report eating less, avoiding sugary snacks and drinks, and preferring foods high in protein and low in fat. Even their taste preferences are changing due to the effects of GLP-1 drugs.

We are beginning to see how the industry is starting to make moves to get closer to this target, which is gaining more and more followers worldwide.

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What opportunities are F&B brands seizing?

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1. New formulas and controlled portions:

• Nestlé has launched Vital Pursuit, a brand of products such as pizzas and pastas enriched with essential proteins and vitamins aimed at this target group.

• Smoothie King has developed shakes rich in protein, fibre and no added sugars, specifically designed for people on GLP-1 treatment.

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2. Functional products:

• Companies such as Abbott are turning to nutritional supplements that mitigate the common side effects of these drugs, such as nausea or loss of muscle mass.
  

3. Redefining messages:

• Many brands are placing messages such as "high protein", "reduced portions" and "functional benefits" on their packaging to capture this new niche market.

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Identifying the impact of GLP-1 drugs in the main product categories, developing new products adapted to consumers with these treatments, innovating in formats and redefining the offer will be some of the reflections that the industry will have to make in the coming months if it wants to bet on the growth of this target.  

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At a time when innovation is king,LPG-1 is not only changing lives, it has the potential to transform entire industries. If you want to know more about how this trend is shaping the future of the food and beverage sector, arrange a meeting to hear more about our research at hola@lantern.es.

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