The speedy adoption of GLP-1 weight reduction medicines — medicine like Novo Nordisk’s Ozempic and Wegovy and Eli Lilly’s Zepbound and Mounjaro — is reshaping how Individuals eat and store. It is also altering how main firms do enterprise.
From new product strains to increasing sure classes, firms are attempting to capitalize on the life-style shifts prompted by the favored medicine.
“We’re like at the tip of the iceberg in terms of what I think this is going to mean for how it changes consumer behavior,” Lisa Roath, Goal’s chief merchandising officer of meals, necessities and sweetness, instructed FOX Enterprise.
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Goal has been monitoring rising traits to assist drive its product buying choices because it contends with subdued site visitors and stiff competitors. Goal patrons are anticipated to remain plugged into what’s taking place in tradition, together with what influencers are speaking about and what’s circulating in customers’ feeds, in keeping with Roath.
One core habits development is how medicines are straight shifting buyer demand towards higher-protein and higher-fiber objects.
A consumer at a Goal retailer in Jersey Metropolis, N.J., Nov. 25, 2025. (Michael Nagle/Bloomberg by way of Getty Pictures)
“Everyone’s looking for protein,” mentioned Roath. However she mentioned that it is not the one merchandise in demand as a consequence of these medicine both.
Roath mentioned the corporate is seeing dietary supplements “continue to explode as people are looking at what they can add to their diet.” She mentioned GLP-1 customers usually fall quick nutritionally due to urge for food suppression, which helps drive demand within the class.
“The reality is, if you’re taking in fewer calories, you’re just not hitting the threshold, the minimum threshold that you might need in a day,” she mentioned.
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Goal plans to broaden shelf area in early 2026 to make room for extra protein objects like diet bars and dietary supplements to cater to this uptick in demand.
Clients store at a Goal retailer in Rosemead, Los Angeles County, Calif., March 4, 2025. (Zeng Hui/Xinhua by way of Getty Pictures)
However the adjustments transcend simply meals. As customers expertise weight adjustments and undertake extra energetic existence, Goal is seeing elevated curiosity in attire and home-fitness classes too.
“Business is absolutely expanding across a number of those categories,” Roath mentioned, including that Goal is already seeing “a little bit of a tail of that growth” in areas like athletic put on and home-fitness gear, together with weights.
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Lately, GLP1-s, which had been initially created to assist sufferers with diabetes, rapidly grew to become a few of the most sought-after medicine due to their weight reduction effectiveness. Morgan Stanley projected that the load loss treatment market might attain $150 billion by 2035 as a consequence of speedy adoption of the treatment.
About 11% of the worldwide eligible inhabitants of 1.3 billion individuals could possibly be on weight problems medicine by that point, particularly as analysis suggests different potential advantages of weight problems medicine within the therapy of different ailments, in keeping with estimates revealed by Morgan Stanley Analysis earlier this yr.
Within the U.S., at present the largest market on the earth for weight problems medicine, there are about 8 million sufferers on the medicine. Based on Morgan Stanley’s Might 2025 report, that quantity might rise to 30 million in 2035, or about 20% to 25% of the overweight inhabitants, a possible market of $80 billion.
Buyers at a Goal retailer in Jersey Metropolis, N.J., Nov. 25, 2025. (Michael Nagle/Bloomberg by way of Getty Pictures)
Goal is much from the one firm adjusting its enterprise round these medicines.
In 2024, Anna Mohl, CEO of Nestlé Well being Science, a division of Nestlé that sells dietary dietary supplements, mentioned it’s “uniquely positioned to support” the altering dietary wants of customers who’re utilizing GLP-1s. It launched a platform to supply “holistic and personalized care for consumers” with tailor-made merchandise and experience from medical professionals.
“We have brands and expertise across our portfolio to support needs that can include preserving lean muscle mass, managing digestive upset, supporting an adequate daily consumption of micronutrients and more. Along with women’s health and healthy aging, GLP-1 companion products are a key solution that we’re focusing on,” Mohl mentioned.
Wegovy injection pens organized in Waterbury, Vt., April 28, 2025. (Shelby Knowles/Bloomberg by way of Getty Pictures)
Main North American shopper packaged items firm Conagra Manufacturers additionally started labeling objects that it considers GLP-1 pleasant. The merchandise have what the corporate calls an “on track” badge, indicating that the merchandise are excessive in protein, low in energy and a very good supply of fiber.
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“The badge is designed to help consumers easily identify nutritious and convenient options that suit their dietary needs. Whether you’re using GLP-1 medications, transitioning off them, working toward natural weight management or simply focused on maintaining a healthy lifestyle, these products are tailored to meet a variety of needs,” the corporate mentioned in its press launch.
Danone North America launched a yogurt, Oikos Fusion, in August that was straight marketed to assist the dietary wants of GLP-1 customers.
Danone described it as the primary yogurt within the class “designed to support muscle maintenance and digestive health, tailored specifically for those on weight-loss journeys, including GLP-1 users who face unique nutrition challenges.”
