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The rapid adoption of GLP-1 Weight Loss medications — drugs like Norvo Nordisk’s Ozempic and Wegovy and ELI Lilly’s Zepbound and Mounijaro — is also driving Americans to eat more. And it’s changing how giants do business.
From new product lines to the expansion of certain categories, companies are trying to capitalize on the exchange of methods caused by popular drugs.
“We’re kind of at the tip of the iceberg in terms of what I think this is going to mean in terms of how it’s changing consumer behavior,” said Fox’s chief marketing officer, Target.
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Target has been tracking emerging trends to help drive its purchasing decisions as it battles competition for traffic and stuff. Consumers are expected to be connected to what’s happening in the culture, including what influences they’re talking about and what’s circulating in consumer behavior, according to Roath.
One practice of basic behavior is the way medicine directly changes the customer’s need for high-protein and high-fiber products.
Store at Target store in Jersey City, NJ, November 25, 2025. (Michael Nagle/Bloomberg via Getty Images)
“Everybody wants protein,” Roath said. But he said it is not the only thing in demand because of these drugs.
Roath said the company sees supplements “continue to explode as people look at what they can add to their diet.” He said that users of GLP-1 tend to fall healthy due to appetite suppression, which helps the consumption of the figure in the section.
“The truth is, if you take in fewer calories, you don’t hit the limit, the minimum threshold that you might need in a day,” she said.
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Target plans to expand shelf space by early 2026 to make room for more protein products such as food bars and supplements to meet this demand.
Customers shop at a Target store in Rosemead, Los Angeles County, Calif., March 4, 2025. (Zeng hui / xinhua via Getty Images)
But the changes go beyond just food. As consumers discover weight changes and adopt active lifestyles, the brand is seeing more interest in introductions and at-home categories as well.
“Business is booming in a whole bunch of those categories,” Larth said, adding that the rock is already seeing “a little bit of that growth” in areas like home fitness equipment, including weights.
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In recent years, GLP1-S, which was originally designed to help patients with diabetes, quickly became one of the most sought-after drugs due to its weight loss effectiveness. Morgan Stanley has indicated that the weight loss market will reach $150 billion by 2035 due to the rapid acceptance of drugs.
About 11% of the world’s eligible population of 1.3 billion may be on remission drugs at that time, especially since research shows some potential benefits to the risks of remission of other diseases, according to estimates published by Morgan Stanley Research at the beginning of the year.
In the US, currently the largest market in the world for obesity drugs, there are about 8 million patients on drugs. According to Morgan Stanley’s May 2025 report, that number could rise to 20 million by 2035, or 20% to 25% of the world’s 80 billion people.
Shoppers at a Target store in Jersey City, NJ, November 25, 2025. (Michael Nagle/Bloomberg via Getty Images)
Target is far from the only company that adjusts its business to these drugs.
In 2024, Anna Mohl, CEO of Nestlé Health Science, a division of Nestlé that sells food supplements, said “it is reserved for the needs of healthy food using GLP-1S. It launched a platform to offer “complete and customized care for consumers” with complementary products and expertise from medical experts.
“We have the diversity and expertise across our portfolio to support needs that may include muscle tissue preservation, healthy women’s consumption management and healthy aging,” said the GLP-1 partner.
Wegovy injection pens are scheduled for waterbury, vt., April 28, 2025. (Knowing Shelby/Bloomberg via Getty Images)
Major North American consumer goods company Compagra Brands also began labeling products that are GLP-1 friendly. The products have what the company calls the “e-track” badge, which indicates that the products are high in protein, low in calories and a good source of fiber.
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“The badge is designed to help consumers easily identify healthy and appropriate options that meet their dietary needs. Whether using environmental stewardship, or focusing on the bottom line, this company is geared toward fulfilling a variety of needs,” the company said in a press release.
Danone North America launched a yogurt, Oikos Fusion, in August that was specifically marketed to support the nutritional needs of GLP-1 users.
Danone described it as the first yogurt in the category “designed to support muscle repair and digestive health, specially designed for those with glp-1 challenges facing unique dietary challenges.”
