In 2023, articles about Ozempic as the latest celebrity weight-loss miracle flooded our feeds. At first, we didn’t think much of it. Another health craze, another fleeting trend.

But then came the science. Studies showed significant weight loss, reduced risk of heart attacks and diabetes, and even potential benefits for kidney disease and addiction treatment. That’s when we at Eat Well Global started paying attention.

Then we started to see insights from GLP-1 medication users and healthcare professionals, from our our own research and others, all pointing to a fundamental shift in eating behaviors, lifestyle choices, and, inevitably, the food and beverage industry itself.

The food and beverage industry has weathered evolving nutrition trends, changing consumer behaviors, and regulatory shifts before. But this feels different, especially as the usage of GLP-1 medications continues to grow. Are GLP-1s the Uber and Netflix of health and nutrition—rewiring the market permanently? Or are they more like coconut water or activated charcoal—buzzworthy but ultimately niche?

To help marketers, strategists, and brand innovators in the food and drink industry answer this, we’ve spent over a year and a half tracking the GLP-1 medication space—not just watching from the sidelines, but conducting two proprietary research studies to understand what’s really happening. In this article, we'll explore the hallmarks of true industry disruption and whether GLP-1 medications fit the pattern.

1. Disruptive Events Solve a Persistent Problem

Obesity is one of the most pressing global health challenges, contributing to diabetes, chronic disease, and healthcare costs. Despite decades of diets, exercise programs, and public health initiatives, long-term weight loss has remained elusive for many. GLP-1 medications change the game by directly altering appetite and food intake, offering a medical intervention where traditional approaches have struggled.

2. Disruptive Events Offer a Scalable Solution

Disruptive innovations solve problems in a way that’s widely accessible. GLP-1 medications have shown consistent effects across diverse populations, and as pharmaceutical companies develop new formulations, including oral and generic versions, affordability and accessibility will improve. With patent expirations on the horizon, these medications are expected to reach millions more consumers globally.

3. Disruptive Events Have a Distinct Detractor but a Variety of Advocates

Every industry shift faces resistance. Uber disrupted taxis. Plant-based meat challenged traditional agriculture. Now, GLP-1s are transforming weight management. While critics question long-term effects and lifestyle implications, the data speaks for itself: two-thirds of U.S. registered dietitians and 3 out of 4 U.S. GLP-1 users report high satisfaction with the impact of the medication on users' weight loss goals and general health and wellness (What Drives GLP-1 Consumers, 2024).

4. Disruptive Events Resonate with Consumer Preferences

Rather than creating a new dietary trend, GLP-1s are accelerating an existing consumer preference. Consumers are more health-conscious than ever and are increasingly prioritizing high-protein, portion-controlled, and nutrient-dense foods—driven by a focus on wellness, healthy aging, and sustainable eating. The adoption of GLP-1s further reinforces this movement, as the medication drives users toward the same types of foods and diets to support their weight management goals.

5. Disruptive Events Influence Policy & Industry-Wide Change

True disruptions don’t just change consumer habits—they reshape industries and influence policy. Just as electric vehicles drove infrastructure investments and regulatory shifts, GLP-1s are already prompting corporate innovation and regulatory discussions around weight management and public health. As adoption grows, we can expect new policies, insurance coverage expansions, and industry-wide product reformulations to accommodate changing consumer preferences.

Why GLP-1s Are Here to Stay

For GLP-1s to maintain their impact, they will need to be resilient to market forces, strengthen the supply chain, adapt to regulatory and technological shifts, and demonstrate long-term cost and health benefits.

So far, the outlook is strong: UBS’s global GLP-1 model projects 40 million users by 2029, with 44% in the U.S. This translates to an estimated $126 billion in sales, driven by a compound annual growth rate (CAGR) of 30% from 2023 to 2029.

What This Means for the Food Industry

In the near future, we can expect a surge in products that align with both GLP-1 users and the broader health-conscious consumer base. This may look like food and beverage manufacturers to innovating products that offer high-protein, high-fiber and/or portion-controlled foods.

Can food and drink manufacturers afford to wait 5–10 years? We, along with industry leaders like Nestlé, Daily Harvest, and GNC, who have already launched food and beverage products marketed as GLP-1 companion products, don’t think so. The time to adapt is now.

Next Steps: How to Stay Ahead

Want to understand how GLP-1s are shaping the food and beverage industry? Here’s how to dive deeper:
📖 Read More – Get the foundational insights in this article
📊 Explore the Landscape – Download our landscape analysis presentation or join our webinar featuring exclusive data from our latest research
📘 Deep Dive – Access our in-depth GLP-1 Industry Reports for a comprehensive analysis
📞 Get in Touch – Let’s talk about how your brand can stay ahead of the curve
Stay tuned for our next article in the GLP-1 series. 🚀