---
title: "GLP-1 Agonist 101: Opportunities for the Food and Health Industries"
description: For the food and drink industry, GLP-1 agonists are shaping product development, marketing strategies, and consumer relationships. Here's how:
image: https://blog.eatwellglobal.com/hubfs/Blog%20Header%20.jpg
---
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# GLP-1 Agonist 101: Opportunities for the Food and Health Industries
[STRATEGY | ](https://blog.eatwellglobal.com/tag/strategy) Jun 03, 2024 | by [Eat Well Global](https://blog.eatwellglobal.com/author/eat-well-global)
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GLP-1 receptor agonists (GLP-1s) are transforming how millions of consumers manage weight and metabolic health, though their overarching impact on the food and beverage industry remains unknown. Whether you’re a marketer, innovator, or brand strategist, understanding the landscape is crucial. For the food and drink industry, these shifts are shaping product development, marketing strategies, and consumer relationships. Here’s what you need to know:
### 1. Studies Have Shown Evidence of Significant Weight Loss
Though originally developed for Type 2 Diabetes, GLP-1s (e.g., Ozempic®, Wegovy®, Mounjaro®) have emerged as game-changing solutions in obesity treatment due to their ability to **curb hunger** and **slow digestion**.
- **Users experienced up to a 20% weight reduction within 6 to 12 months**. A study funded by Novo Nordisk highlighted a 10% to 20% weight reduction for patients on GLP-1 medications, surpassing the average 2.8% reduction seen in the placebo group¹
- **A 20% reduction in the risk of heart attacks** has also been observed. Findings from the SELECT trial revealed a 73% reduction in the risk of developing diabetes and a 20% decrease in heart attacks, strokes, and cardiovascular-related deaths²
### 2. GLP-1 Medications Are Reshaping Eating Habits
GLP-1 medications are fundamentally reshaping consumer relationships with food, drink, and overall wellness. By suppressing appetite and slowing digestion, GLP-1s drive users towards **smaller portions, reduced snacking, and lighter food choices**. Our proprietary consumer research and other studies have observed:
- A notable reduction in consumption of **sugary drinks, alcohol, and salty snacks**, as well as fewer visits to fast-food and pizza restaurants3,4
- **More interest in nutrient-dense and lighter options** like fruits and vegetables, lean proteins, nuts and seeds, and protein shakes3,4
- Smaller clothing sizes, more frequent use of online meal kits, and increased engagement in physical activities, signaling **broader lifestyle improvements**5,6
Recent market data already show sales impacts in **sugary beverages** and **baked goods categories,**7with forecasters predicting a **continued decline in overall calorie consumption**.¹
### 3. Public Interest in GLP-1s Is Booming
The surge in GLP-1 interest in the U.S. is both unprecedented and unsurprising. Driven by widespread demands for metabolic health solutions and a growing cultural emphasis on proactive health management, GLP-1s have become a powerful tool in addressing weight-related health challenges.
- **42% of Americans over 20** live with obesity, representing an unmet need for effective solutions8
- Nearly **40% of Americans want to lose weight**9, and **1 in 8** have tried a GLP-1 medication10
- Projections suggest **18 million** U.S. users by 2029, with the global market reaching **$126 billion**11
### 4. The Potential for Companion Products and Solutions
As GLP-1 usage grows, so does the market for **products and services tailored to reduced appetites and metabolic health**. From **nutrient-dense snacks** to **meal replacements**, brands are seizing opportunities to align with changing consumer needs.
- Companies like **Nestlé**, **BistroMD**, and **The Vitamin Shoppe** are developing platforms or specialized product ranges for GLP-1 users.
- Other brands (e.g., **Daily Harvest**, **GNC**, **Costco**, **Noom**) offer customized meal kits, weight-management programs, or supplements that fit these new dietary patterns.
### 5. The Need for Education and Trust-Building
Despite the growing adoption of GLP-1 medications, misconceptions and stigma around their use — and around obesity itself — remain pervasive. This presents a unique opportunity for food and beverage brands to take a leadership role in education and advocacy, fostering trust while driving meaningful engagement with consumers.
- **Partnering with healthcare professionals** — especially Registered Dietitian Nutritionists — enables brands to develop science-backed products aligned with food and nutrition expert advice
- **Providing transparent, evidence-based messaging** reassures consumers that companion products are safe and effective complements to GLP-1 treatments
- **Co-developing programs** that align with medical advice, creating a seamless bridge between healthcare recommendations and consumer solutions
---
## Ready to dive deeper on GLP-1 agonists and their impact on the food and beverage industry?
We offer **comprehensive resources** to help you follow the impact of GLP-1 medications on the food and drink industry:
1. [**Access Our GLP-1 Insights Infographic**](https://blog.eatwellglobal.com/hubfs/EWG_Products/EatWellGlobal_GLP1andtheFoodIndustry_Infographic.pdf) – An overview of GLP-1 dietitian and consumer insights from our proprietary research
2. [**Download Our Free GLP-1 Landscape Analysis**](https://info.eatwellglobal.com/glp1-insights-interest)– A summary of the emerging trends around GLP-1 medications
3. [**Watch Our On-Demand Webinar**](https://info.eatwellglobal.com/glp-1-consumer-insights-webinar-sign-up?hsCtaAttrib=184977332906) – Exclusive insights into the changing health priorities of GLP-1 users and what this means for the food and beverage industry
4. [**Purchase Our Full Reports**](https://eatwellglobal.com/eat-well-insights/) – 50+ page comprehensive analyses featuring a unique combination of dietitian and consumer insights, with essential implications for the food and drink industry
Stay tuned for more thought leadership on the GLP-1 trend from Eat Well Global!
---
Let's talk! How can the Eat Well Global team support your business goals related to the GLP-1 trend or other hot topics in food and nutrition?
**Sources**
1. [Value Gene Consulting, Navigating Change: The Impact of GLP-1 Drugs on the Food Industry and Dietary Habits](https://valuegeneconsulting.com/navigating-change-the-impact-of-glp-1-drugs-on-the-food-industry-and-dietary-habits/)
2. [The New England Journal of Medicine, Semaglutide and Cardiovascular Outcomes in Obesity without Diabetes, November 2023](https://www.nejm.org/doi/full/10.1056/NEJMoa2307563)
3. [Eat Well Global, US RDN online survey, March 2024](https://eatwellglobal.com/product/navigating-the-glp-1-consumer-insights-from-the-frontlines/)
4. [Morgan Stanley, Scaling Up the Impact of Obesity Drugs, May 2024](https://www.morganstanley.com/ideas/obesity-drugs-market-expanded-opportunity)
5. [YouGov Profiles, May 2024](https://business.yougov.com/content/49719-nestles-ozempic-meals-gambit)
6. [Impact Analytics, June 2024](https://www.globenewswire.com/news-release/2024/06/17/2899523/0/en/High-Use-of-Ozempic-and-Other-Diabetes-Drugs-for-Weight-Loss-Driving-Down-Clothing-Sizes-In-New-York-City-According-to-New-Study.html)
7. [Numerator GLP-1 survey, 2023](http://www.numerator.com/resources/blog/consumer-impacts-glp-1)
8. [National Center for Health Statistics, National Health and Nutrition Examination Survey, 2017-March 2020 data files](https://newconsumer.com/wp-content/uploads/2023/12/Consumer-Trends-2024.pdf)
9. [The New Consumer, Consumer Trends Survey, January 2024](https://newconsumer.com/wp-content/uploads/2023/12/Consumer-Trends-2024.pdf)
10. [KFF Health Tracking Poll May 2024: The Public’s Use and Views of GLP-1 Drugs](https://www.kff.org/health-costs/poll-finding/kff-health-tracking-poll-may-2024-the-publics-use-and-views-of-glp-1-drugs/)
11. [UBS Evidence Lab GLP-1 Survey](https://www.ubs.com/global/en/investment-bank/in-focus/2024/glp-1-a-medication.html)
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