INSIGHTS TO ACTIVATE
RESHAPING SOCIETY
How GLP-1 drugs change the game for food and beverage, retail, travel and beyond
Key Takeaways
1
More than half of Americans are interested in taking a medication for weight loss
2
Half of Americans taking the drugs (49%) say they have reduced their consumption of “snack foods” as a result
3
Beyond food and restaurant shifts, people will need new clothing, travel demands could shift, and new opportunities may emerge in cosmetics
A class of drugs known as GLP-1s have gained rapid attention as groundbreaking treatments for obesity, a condition that affects millions globally.
But their impact goes beyond just weight – and the behavior changes they induce have the potential to make a massive impact on the global economy. The drugs work by mimicking the effects of a hormone called glucagon-like peptide-1 (GLP-1), which regulates appetite, insulin secretion, and glucose metabolism.
By activating GLP-1 receptors, these medications reduce hunger, increase feelings of fullness, and improve blood sugar control. Originally developed as a treatment for diabetes, uptake has been staggering since the drugs were approved for weight loss, reflecting GLP-1s’ efficacy and growing acceptance.
10% of U.S. respondents to a June 2024 Ipsos survey reported that they were currently taking a GLP-1-based medication – which, in the U.S., currently include semaglutide (Wegovy by Novo Nordisk), liraglutide (Saxenda, also by Novo Nordisk) and tirzepatide (Eli Lilly’s Zepbound).
And the potential uptake is far higher: an Ipsos Consumer Tracker survey in October 2024 found that more than half of all Americans (53%) are interested in taking a drug that would help reduce cravings to eat, resulting in weight loss.
The percentage of Americans who say they would be interested in a medication that helped reduce cravings for eating generally, resulting in weight loss.
Source: The Ipsos Consumer Tracker, a poll of 1,024 Americans fielded Oct. 15-16, 2024
With all this growth potential, other pharmaceutical companies are now developing new GLP-1 agents or similar products; some are exploring oral GLP-1 drugs, while others are investigating combination therapies. In fact, there are more than 100 drugs in development for obesity and related conditions, according to a report from Iqvia, and a recent estimate by Morgan Stanley predicts that the global obesity drug market will reach $105 billion by 2030.
Ultimately, GLP-1s’ unprecedented and sudden popularity, the promise they’ve shown in treating multiple other diseases, and the myriad conditions that could be prevented or alleviated by weight loss all point to a coming revolution in healthcare. However, this report looks beyond healthcare, exploring how the changing consumption habits of this emerging population can impact sectors far beyond health and wellness.
Read on to learn more about how a slimmer population is likely to immediately affect sectors like food, beverage and restaurants, as well as sectors like retail, beauty and even aviation.
"The biggest question for me is about food consumption and is America going to get healthier? Back in 2010 to 2012, there was a lot of hype about America getting healthier and all you've seen is obesity grow. There's a lot of hype again, more driven by GLP-1 drugs. But the question is, will Americans consume food differently?"
Amit Philip Chief Strategy and Growth Officer
