The rapid rise in popularity of GLP-1 weight loss medications, like Novo Nordisk’s Ozempic and Wegovy, along with Eli Lilly’s Zepbound and Munjaro, is reshaping how Americans approach food and shopping habits.
This trend is also impacting business strategies among major companies.
Businesses are adapting by introducing new products and expanding existing categories, eager to take advantage of the shifts in lifestyle prompted by these widely-used medications.
“We’re really just scratching the surface on how these changes are influencing consumer behavior,” said Lisa Roos, Target’s chief merchandising officer for food, essentials, and beauty, during an interview.
Target has been keeping an eye on evolving trends to inform its purchasing decisions as it navigates traffic issues and stiff competition.
Roos mentioned that Target’s buyers are keen to stay attuned to cultural conversations, including the buzz from influencers and social media.
A significant behavioral shift is that these medications are steering customer preferences towards high-protein and high-fiber foods.
“There’s a big push for protein,” Roos noted.
However, it’s not just protein products that are gaining traction, she emphasized.
According to her, supplements are thriving as consumers seek ways to enhance their diets.
She explained that GLP-1 users can often experience undernutrition due to appetite suppression, which is increasing the demand for supplements.
“If you’re consuming fewer calories, you’re unlikely to meet your daily nutritional needs,” Roos pointed out.
To meet the surge in demand, Target plans to increase shelf space starting in early 2026 for more protein-rich offerings, including nutritional bars and supplements.
The shifts in consumer demand are not limited to food either.
Target is noticing a rise in interest in its apparel and home fitness products as consumers undergo weight fluctuations and pursue more active lifestyles.
“We’re definitely seeing growth in these areas,” Roos added, noting that Target is experiencing what she called a “tailwind in its growth” in categories like athletic wear and fitness equipment.
GLP-1 medications, initially developed for diabetes management, have swiftly gained traction for their weight loss benefits.
Morgan Stanley projects that the weight loss drug market could skyrocket to $150 billion by 2035, fueled by the rapid uptake of these medications.
Recent estimates from Morgan Stanley suggest that around 11% of the 1.3 billion eligible individuals globally could be using obesity medications by then, especially as studies hint at their potential in treating other health issues.
Right now, approximately 8 million patients in the U.S.—the largest market for these drugs—are on obesity medications, and this number may grow to around 30 million, accounting for about 20-25% of the obese population by 2035, which could open up an $80 billion market.
Target isn’t alone in tweaking its strategy around these medications.
In 2024, Anna Mohr, CEO of Nestlé Health Science, stated the company is “uniquely positioned” to accommodate the changing dietary needs of GLP-1 users. They’ve launched a platform that combines tailored products and professional medical insights for “comprehensive, personalized care.”
“Our range encompasses brands and expertise to aid in sustaining lean muscle, managing digestive issues, and ensuring adequate micronutrient intake. Alongside women’s health and healthy aging, GLP-1 companion products are critical solutions we’re focusing on,” Mohr remarked.
Conagra Brands has also begun identifying products as “GLP-1 friendly,” taking measures to label items that are high in protein, low in calories, and fiber-rich with an “on track” badge.
This initiative aims to guide consumers towards nutritious options that meet their dietary preferences, whether they’re taking or discontinuing GLP-1 medications, seeking natural weight management, or simply aiming for a healthier lifestyle.
In August, Danone North America introduced Oikos Fusion, a yogurt specifically marketed to meet the nutritional requirements of GLP-1 users.
Danone claims it’s the first yogurt of its kind, crafted to support muscle upkeep and digestive well-being for those on weight loss journeys, particularly for GLP-1 users facing specific dietary challenges.
