The rising use of GLP-1 weight-loss drugs is a “structural disruption” to the food and drinks sector and “not a fad”, new GlobalData research suggests.
Figures released by GlobalData, Just Drinks’ parent, says at least 5% of US adults are taking the medication and at least 12% have tried them at least once.
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The data and insights group is forecasting usage could grow by around ten times by 2035.
“GLP-1 drugs are not a passing trend – they are redefining how, what, and how much people consume,” the researchers say.
“With millions of users already and rapid growth ahead, the ripple effect on food and beverage is too big to ignore. The winners will be those who anticipate the shifts now and capture the new value pools as the market reshapes.”
GlobalData argues most major beverage manufacturers are currently assessing GLP-1 “primarily as a threat, rather than a potential opportunity for growth and innovation”.
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By GlobalDataHowever, the company’s researchers point to the launch of protein drinks launched by Nestlé and Danone as examples of companies that are trying to target GLP-1 users.
“GLP-1 targeted products are projected to grow 5–15% annually by category through 2035,” the researchers said.
