How GLP-1s do more than shed pounds
It is impossible to deny its popularity Weight loss drugs in the United States One in eight adults rely on GLP-1 to lose weight or treat a chronic condition, according to a November survey by the health policy organization KFF.
The GLP-1 industry generates billions of dollars in revenue and is growing. medications such as Ozempic and Wegovy Generated more than $31 billion in revenue For the Danish pharmaceutical company Novo Nordisk, it will constitute a significant part of Denmark’s GDP in 2024, Reuters reports.
Weight loss drugs have also spread rapidly in the cultural zeitgeist among celebrities Confirm and accept the use of the products. Social media is ablaze with discussions about drugs, with hashtags like “Ozempic face” being used to describe the apparent condition effects of rapid weight loss. And drugs that were once only injectables now mean we’re seeing more uptake of GLP-1. It is made in pill form.
But the impact of GLP-1s extends far beyond the health and well-being of those who use them: they impact revenues – for better or worse – across a range of industries.
appetite for change
Research shows that GLP-1 use contributes Reduce grocery and fast food expenses. Weight loss can change patients’ eating habits and appetite, according to New York City-based registered dietitian Nicolette Pace.
“When losing weight, people sometimes say, ‘I’m not that hungry,’ or ‘I’m not eating as much as I used to,'” Pace said. Independent.
Board-certified integrative medicine doctor in North Carolina, Dr. According to Will Haas, GLP-1s may also inhibit appetite because they affect “reward centers” in the brain.
Weight loss can change patients’ eating habits and appetite, according to New York City-based registered dietitian Nicolette Pace (Getty/iStock)
“You don’t get the same type of reward feedback loop from some ultra-processed foods,” he said. Independent.
Grocery store carts appear to be taking a hit. According to a study published in the peer-reviewed journal, shopping spending for households with at least one GLP-1 user dropped more than 5 percent in six months. Journal of Market Research In December.
A. to work A report published in January by consulting firm Bain & Company also found that U.S. consumers taking GLP-1 spent an average of 5 percent less on fast food.
Sales at some of the biggest fast food companies are already falling, and economic analysts have described weight-loss drugs as “demand disruptors” in the industry. CBS News reported.
McDonald’s could lose up to 28 million customer visits and $482 million a year due to the growing popularity of GLP-1 drugs, financial analysis firm Redburn Atlantic told CBS News.
A study found that U.S. consumers who took GLP-1 spent an average of 5 percent less on fast food (Getty Images)
Some food companies are trying new marketing plans to appeal to weight-loss drug users. More and more products are being labeled as “GLP-1 friendly” in grocery stores across the U.S., especially high-protein products. However, these labels are not subject to any regulation; This means patients should still read ingredient lists and consult their doctor about their diet. Associated Press.
Pace warns that people who want to lose weight should not only eat less, but also consider making healthier food choices.
“You think you’re spending less money on food. But how many people actually make the switch to making healthier food choices and they don’t eat exactly the same, they just eat less and let the pill do all the work? I’ve seen a lot of that,” he said.
give up drinking
It’s not just the food; Weight loss medications also show some users cutting back on alcohol and other beverages.
Haas says most of his patients who take GLP-1 “see decreased cravings and lower alcohol consumption in conclusion.” This means they will likely spend less money on alcohol when they go out.
Financial analysts observed a similar trend. About 44 percent of GLP-1 users drink less after starting the drug, and 82 percent continue their habit even after stopping the drug, according to a March 2025 survey. EY-Parthenon.
Alcohol stocks fell last summer, and increased GLP-1 use may have contributed to this decline in sales. Forbes. Brown-Forman, the company that produces Jack Daniel’s whiskey, has warned that the industry is facing pressure from a range of factors, including weight-loss drugs and declining demand from young adults.
Patients taking weight-loss medications may be drinking less because they are refocusing on their health.
“You’ll also have the secondary effect of people saying, ‘Hey, I’m making this investment in my health, I should probably make smarter health decisions elsewhere in my life,'” Haas explained.
Patients taking weight-loss medications may be drinking less because they refocus on their health (Getty Images)
GLP-1 users also report reduced consumption of other beverages, including coffee and soda. This could spell trouble for major beverage manufacturers; But some industry leaders aren’t worried. Food Dive.
Coca-Cola CFO John Murphy said the popular soda brand is “already well-positioned to deliver options and deliver options that cater to people’s respective motivations and needs” thanks to its low- or no-calorie beverage options. Food Dive reports.
Quick start
The growing popularity of GLP-1s means airlines are carrying slimmer passengers, which reduces fuel costs, according to a recent report from Wall Street firm Jefferies.
Analysts predict these drugs Could save major US airlines up to $580 million next year.
“A slimmer society = lower fuel consumption. Airlines have a history of being mindful of aircraft weight savings, from olives (pitted, of course) to paper stock,” the firm wrote in a note to customers it sees. CNBC.
fashion conscious
Weight loss drugs are of great importance disruptor of the fashion and beauty industries. According to a September study, sales of smaller sizes are growing steadily. Impact Analytics, A reversal of the previous trend towards an increase in larger sizes.
Yields are also rising, meaning fashion brands could lose revenue if they don’t adapt, the firm said.
“The rise of GLP-1s is collapsing traditional demand patterns at a pace retailers have never experienced before.” Founder of Impact Analytics wrote Prashant Agrawal. “Our data shows that billions of dollars of retail margins for inventory are at risk unless brands start planning for the 2027 customer instead of the 2022 customer.”
A woman walks past the British Burberry store at a shopping mall in Beijing on January 30, 2026. (Photo: ADEK BERRY / AFP via Getty Images) (AFP via Getty Images)
Some U.S. retailers are moving quickly. Avneet Singh, founder of menswear brand Regent Row, said: CNBC stores are already “putting fewer expanded sizes on the shelf.”
“Once you get to 2XL and up, you’ll see tighter size runs in store and more ‘online only’ labels,” he said.
The beauty industry is also taking notice.Vogue Some companies have begun producing GLP-1-specific skin care products because dry, tight skin is a reported side effect of weight-loss medications.
to muscle up
Dr. Haas is seeing more patients investing in their fitness and learning which exercises are important to combine with weight-loss medications.
“A lot more people are talking about going to the gym to do a resistance exercise workout. That’s another big shift I’m seeing: people are now embracing the concept that cardio isn’t great. Because they’re hearing the importance of not losing that muscle mass,” Haas said.
Gym owners appear optimistic that GLP-1s will benefit the industry, axios reports. Some companies, such as Life Time, even create special fitness programs for GLP-1 users, according to the outlet.
“We know that if you want to be successful with GLP-1s, you need to learn how to exercise. You’ll need to do some resistance exercise to maintain lean muscle, and you’ll need to have appropriate nutritional guidance,” said Jim LaValle, Life Time’s chief scientific officer. axios.
