THE IMPACT OF WEIGHT-LOSS DRUGS
development and limited to the people with the means to obtain the drug, the foodservice sector is wisely keeping an eye on these developments. Tis year, Nestlé will roll
out a new product line called Vital Pursuit, including frozen pizzas, developed for customers who are taking the drug. Te products are high
in protein, contain essential nutrients, and are portion- aligned to a weight loss medication user’s appetite. According to the American
A
s new weight-loss drugs, including Ozempic and Wegovy,
continue to gain traction, some food producers are looking to meet changing customer demands. Te two drugs, made by pharmaceutical company Novo Nordisk, are approved by the Food and Drug Administration (FDA) to treat diabetes, but doctors can also prescribe them to treat obesity. According to the European Medicines Agency, the active substance in Ozempic and Wegovy, semaglutide, acts in the same way as GLP-1, a hormone produced in the gut, by increasing the amount of insulin that the pancreas releases in response to food. Tis helps with the control of blood glucose levels, meaning that people who take the drugs experience less hunger. While still a recent
“My concern would be those taking weight-loss drugs thinking they can eat
analysts, strategists and associates explored the likelihood that obesity medicine would dampen demand for food and reshape the “food ecosystem.” Predicting that 24 million people in the US could take the drug over the next decade, the team asserted that those taking the drug may consume 20% fewer calories.
higher calorie food because they are on the medication”
Pharmacists Association, in the US alone, one in 60 adults were prescribed a GLP-1 medication in 2023 and the number is expected to jump in 2024. Additionally, J.P. Morgan Research predicts that total GLP-1 users in the US may reach 30 million by 2030 – or around 9% of the population. Early observations include
Walmart's CEO commenting that customers who take Ozempic buy less food. In the summer of 2023 a team of Morgan Stanley
FEWER CRAVINGS It concluded that demand for high-calorie, high-fat and sugary foods would likely be reduced. Similarly, there may be an increased demand for fortified foods, ensuring even smaller portions still contain enough vitamins and nutrients. Christine Guyott FCSI, executive principal with Rippe Associates and chair of FCSI Te Americas says unless consumers, even those on weight-loss drugs, choose the healthier options the companies won't change their offerings. “Tere are already
companies that have chosen to brand around healthier options. My concern would be those on weight-loss drugs thinking they can eat higher calorie food because they are on the meds,” she says. “Currently it seems the results for some people on the drugs is fewer craving, a feeling of fullness and some gastrointestinal issues, so they eat less.” Whatever happens, expect the wider industry to keep an eye on the direction of travel in the coming months and years.
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WORLDWIDE
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