Glp-1 drugs for weight loss (Ozempic, Wegovy, Zepbound, Mounjaro) are already so widely used in the U.S. – where it is estimated that at least 12% of the adult population takes them, while in Europe it is said to be 3%-5% – and their consumption is growing so fast that the food industry has long seen that it must learn to coexist with them.
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A large company like Nestlé, faced with the prospect that these drugs will reduce its sales, has announced that it is analyzing nutrient combinations, with the help of AI, to create products aimed at users of these weight loss drugs that compensate for their adverse effects, such as loss of muscle mass and facial fat. The company has also started adding protein to foods, as well as collagen (also a protein) to products in a new commercial line aimed at skin, hair, or nail care, which also suffer from rapid and significant weight loss. It is also researching ingredients that reduce appetite for people who stop the weight loss drug, as then the desire to eat returns.
Other companies are also focusing on this new market (companion food, accompaniment food, some call it), especially in supplementing foods with fiber and protein (even Doritos!), which is the new cornerstone not only for glp-1 users but also in other diets, such as muscle gain or weight loss in postmenopause.
The growing use of new weight loss drugs forces the food industry to reposition itself
Weight loss drugs like Ozempic are very effective in reducing appetite and increasing satiety, which for the food industry translates into lower consumption, especially of what is usually snacked on between meals and other carbohydrates – there are studies indicating that those who take these drugs consume 700-1,000 fewer calories/day than usual, although nutritionists maintain the recommended threshold of a diet not below 1200-1500 calories/day –.
Cornell University (U.S.) published a study last December that estimated that six months after a person starts treatment with glp-1, household food spending was reduced by an average of 5.3%, more (8%) in higher-income families. Spending only on fast food, coffee, sweets dropped by 8%. Spending on restaurants also decreased.
Of course, the food industry, as always – quite a one – tries to anticipate trends. Apart from the counteroffensive with new specific products (probably more expensive) for people on a diet, it reviews demand and its supply in aspects such as foods now demonized or portion and serving sizes. The restaurant sector does the same. Thus, some already offer glp-1 friendly menus, adapted to dieting customers (the portion and content). Burger King, for example, launched mini hamburgers. The most visionary sector? Apparently, tapas and pinchos.
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