The GLP-1 Revolution

What's changed in 2025?

If you’ve heard people talking about Ozempic, Wegovy, or Zepbound, you’ve already heard about GLP-1 drugs – the class of medications that’s reshaping how we think about weight, metabolism, and even chronic disease.

GLP-1 stands for glucagon-like peptide-1, a hormone that helps regulate blood sugar, slows digestion, and, most famously, reduces appetite. Originally developed for type 2 diabetes, these drugs quickly made headlines when people started losing significant weight while taking them.

Since then, GLP-1s have received approvals in many markets (certainly not all) for long-term weight management in obese or overweight adults. By late 2024, demand was so high that supply shortages hit the headlines.

While GLP-1s haven't dominated the public conversation everywhere (just 9% of Colombians say they've heard of them), they have undoubtedly entered the public consciousness in the US (74%), with awareness also high in Canada (70%) and many European countries.

GLP-1s continue to break new ground

But the GLP-1 revolution hasn’t stopped there. To date, these drugs have received qualified approvals to treat not just diabetes and obesity, but multiple related conditions: obstructive sleep apnoea, chronic kidney disease, cardiovascular disease, and metabolic dysfunction-associated steatohepatitis.

And there’ll be more to come. As we move into 2026, GLP-1 therapies are in trials for over 100 diseases including multiple cancers, neurological disorders, Polycystic Ovary Syndrome, and others.

The takeaway?

GLP-1 drugs are fast becoming multi-purpose medicines aimed at improving heart, kidney, and metabolic health more broadly.

3D rendering of a Glucagon-like peptide 1 molecule

Who’s using them – and how many?

Usage continues to surge. The Centers for Disease Control and Prevention (CDC) estimates that around seven million American adults with diabetes are on GLP-1s, which equates to nearly 27% of diabetes patients. And that’s just the start. Ipsos’ Consumer Obesity Monitor indicated that, by the end of 2024, 12% of Americans were taking a GLP-1.i That’s tens of millions of people.

Across the Atlantic in England – a market with a public healthcare system – GLP-1 use is significant despite higher barriers to access. One study suggests that only about 200,000 people are getting them from their GP/PCP, but over 1.4 million may be accessing them privately.

The price problem

The price tag for this popularity? Massive. Weight management drugs drove almost 47% of last year's total rise in US drug spending. This is compounded by a projected 73% growth in GLP-1 use in 2025.

With costs rising fast, employers and private insurers are experimenting with other models. Some employers are reimbursing gym memberships, for example, or putting on exercise-based initiatives for staff.

Generally speaking, GLP-1 coverage in the US varies widely across insurers. Many do cover them, but not always indefinitely and not always for all indications. Just recently, several major US insurers announced that they'll be excluding GLP-1 use for weight loss in 2026. And this landscape is a shifting one. Some consumers are experiencing policy changes mid-treatment, even having to switch brands.

Unfortunately, US federal health insurer, Medicare, still can’t cover drugs used specifically for weight loss – though it does pay for them when prescribed for approved conditions like heart or kidney disease. The cost is simply too great, despite estimates that about one in six US deaths are related to excess weight or obesity and one in three Americans considering it one of the greatest health problems facing the US.

Meanwhile, NHS England is taking a cautious, staged approach – expanding access while keeping tight reins on eligibility and cost. The goal? Make sure the right people get the drugs without overwhelming the health budget. A phased rollout of tirzepatide (Mounjaro) is currently improving public access, but it’s region-dependent and access criteria are very stringent. This is not surprising, given NHS modelling which shows that if all eligible people came forward, and seven in 10 started on tirzepatide, the cost could reach £3.1 billion (3.9 billion USD) in year one!

How brands are responding

The opportunity here for brands is significant and many have responded, but to give just a few examples:

Starting with pharma, Eli Lilly and Novo Nordisk have introduced initiatives that mark a departure from the traditional access model. Lilly has introduced a direct cash option (the ‘Self Pay Journey Programme’) for Zepbound, offering a discounted price for patients paying out of pocket through the LillyDirect online pharmacy. Similarly, Novo Nordisk is offering Ozempic and Wegovy directly to self-funding patients at a significantly reduced price through its NovoCare and partnered pharmacy platforms.

WeightWatchers launched its ‘GLP-1 Companion Programme’ this year, offering meal guidance, protein tracking, and workshops designed specifically for people on GLP-1s. The company also rolled out RxFlexFund, letting employers share costs with workers while locking in discounted pricing from drug manufacturers.

Digital health companies like Noom are following suit, bundling medical prescriptions with lifestyle support and monitoring tools. In other words, the next generation of weight management looks less like ‘take a pill’ and more like a complete ecosystem of medicine, tech, and behavioural support.

The GLP-1 boom is also transforming other industries. Food companies are starting to notice that people on these drugs often eat smaller portions and crave differently. Nestlé, for example, is broadening its product line targeted at GLP-1 users by introducing protein-rich drinks through its Boost product line. These incorporate a specialised whey protein microgel formulation designed to help regulate blood glucose levels and assist with hunger management.

There is also a cultural shift underway; GLP-1s are changing more than just dress size. Social media is full of people sharing their ‘Ozempic journeys’ and influencers are openly discussing both the benefits and the side effects – from nausea to muscle loss.

Influencer discussing GLP-1s on video streaming platform

The online conversation is driving much of the narrative and, globally, people are more likely to know about GLP-1s from social media (45%) than from traditional media (41%) or a medical professional (19%).

Looking ahead

If 2024 was the year GLP-1 drugs went mainstream, 2025 is the year they matured – expanding into heart, kidney, and liver health, getting integrated into national health systems, and sparking innovation across the food, fitness, and insurance sectors. Yet the big question remains: can healthcare systems afford them?

With more approvals on the horizon – including oral versions and combination drugs, and the much-anticipated Phase 3 trial results for Alzheimer’s – GLP-1 medications are set to stay in the spotlight. The next few years will determine whether they become a sustainable, long-term solution for the world’s obesity and metabolic health crisis, or an expensive trend that only some can afford.

Either way, 2025 has made one thing clear: the GLP-1 era has officially begun.

New data from Ipsos’ Global Consumer Obesity Monitor is available now, illuminating the attitudes, behaviours and experiences of consumers and GLP-1 users in 16 markets. Contact Roberto.Cortese@ipsos.com.