Off-label use of diabetes management drugs like Ozempic, Wegovy, and Mounjaro for weight loss has become part of the cultural landscape in the 2020’s. They belong to the class of GLP-1 receptor agonists, and they alter how the brain and body perceive hunger and taste. These medications – which are usually injected – have the potential to drive major changes in food preferences, sales, and corporate strategy.

But there’s still a lot of debate within the food industry as to just how “major” this change will be. Critics point to the high cost of these medications, which can exceed $1,000 per month without insurance coverage, raising questions about long-term accessibility and affordability for the average consumer.

Some analysts argue that the initial surge in usage may be driven by early adopters and higher-income individuals, with broader market penetration facing economic barriers. What does not seem clear yet is whether there are very serious long term side effects that could derail further adoption. Known side effects such as nausea and gastrointestinal distress are being overshadowed by recently filed lawsuits claiming that these drugs are responsible for causing or exacerbating more serious conditions including neurological issues, blood clots, and even blindness.

There is also speculation about whether consumer behavior changes will persist if patients discontinue the drugs. Collectively, these factors contribute to a cautious outlook among food industry executives, some of whom view the “Ozempic effect” as a disruption that could fade over time rather than a permanent market shift. Whatever the future holds companies are facing some current factors they must acknowledge:

GLP-1 Drugs Alter Food Preferences
GLP-1 medications work by mimicking hormones that regulate appetite and blood sugar. This mechanism leads to a cascade of changes in taste perception and food cravings. Users of Ozempic and similar drugs often report:

  • Reduced cravings for high-calorie snacks like chips, cookies, and sugary treats.
  • Decreased interest in high-fat, starchy, and salty foods, which traditionally form the backbone of snack and fast-food consumption.
  • A shift in food appeal, as flavors once considered indulgent (like sweet and salty) lose their luster.

These changes are not just anecdotal. Walmart has observed lower purchase volumes from customers believed to be using these medications, particularly in categories like sweets and snacks. As GLP-1 adoption grows, this could accelerate broader shifts in consumer buying habits.

Some Impact on Food Industry Sales Seems Certain
Some industry analysts project significant declines in key food and beverage categories:

  • 4% decline in soft drink, alcohol, and salty snack sales over the next decade.
  • By 2035, 9% of the U.S. population could be using GLP-1 drugs, with calorie reductions of up to 30%. These numbers have sparked anxiety among executives of companies reliant on “impulse buys” and high-calorie snacking. With fewer consumers craving sugary, fatty, and salty products, the traditional snack economy faces existential risk.

It might be more than just another consumer fad
The industry has lots of experience in weathering trends like low-carb diets, plant-based foods, and the rise of wellness-focused products. However, this shift is different. It is driven by medical science, not consumer-driven trends. This difference could make the “Ozempic effect” more enduring due to its pharmaceutical roots; this may only be the beginning of the food/pharmaceutical nexus that the industry will face. In response leading edge industry players will focus on:

  • Product Innovation: Companies are accelerating the launch of low-sugar, low-fat, and health-forward alternatives.
  • Portion Control: Smaller package sizes are being explored, as appetite reduction among GLP-1 users makes “super-sized” options less appealing.
  • Geographic Diversification: Brands are focusing on emerging markets where GLP-1 drug penetration is expected to be lower in the coming decades.
  • Healthier Product Lines: Companies offering whole foods, nutrient-dense snacks, and health-conscious meal solutions may see an advantage as the market pivots.

We anticipate that the next “shoe to drop” in ongoing debate will come from court rulings stemming from the growing number of serious lawsuits that have been filed. The future is uncertain but it’s easy to see how GLP-1 drugs — along with upcoming medications in development — could significantly disrupt the food industry by reducing people’s appetite and altering their cravings.

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