The GLP-1 revolution
How weight loss has been transformed
The traditional solution to body weight issues is to eat less or eat better. But modern medicine now offers a new option: GLP-1 drugs, which work by signalling to your brain that you are full.
GLP-1 based drugs increase insulin secretion to lower blood sugar and slow down gastric emptying. Together, these effects lead to improved blood sugar control and promote weight loss by reducing overall food intake.
The rise of Ozempic, Mounjaro and others has not just boosted the share price of drug companies but also filled health advice columns around the world.
GLP-1 drugs are not a cheap option and therefore are only widely available in wealthier markets. Our research shows us that awareness of these drugs corresponds broadly to higher global income patterns, with greater awareness in Europe and North America as well as in Saudi Arabia.
Many brands have already recognised the potential impact of these drugs on their product lines and are investing in new innovations to ensure they remain relevant with those consumers using GLP-1 drugs.
Danone, for example. is already looking at its products in North America to manage the fact that some GLP-1 users are eating 40% fewer calories. Its cultured dairy drink Oikos Fusion is now tailored for GLP-1 users, containing more protein and fibre to support muscle retention and digestive health.
The opportunity for brands to help can also be seen in the success of The Skinny Food Company in the UK. Originally founded in 2018 to support diabetic family members, its range covers syrups, condiments, and protein and snack bars. It has recently seen 12.4% value growth, with GLP-1 users being twice as important to the brand as the market average.
While the number of people taking GLP-1 drugs may be relatively small today, it has huge potential to upend consumer choices across categories. FMCG spending in households where someone is considering taking these medications is $241bn globally, and some of that is at risk if brands fail to adapt.
