As if food manufacturers and restaurant operators didn’t have enough challenges, there is another one looming worthy of discussion. It’s a weight loss drug that makes consumers less hungry and focused on protein.

GLP-1, initially designed as a drug for diabetes treatment, is now a go-to drug for weight loss. Currently one in eight Americans have used GLP-1 medications with roughly 6% currently using the drug. According to KFF Health Tracking, about 40% are using the drug for weight loss. Those who use GLP-1s for weight loss are consuming 30% less calories. 

---

When They Get On The Pill

Currently, GLP-1’s are injectable only, with a high cost to the user. Around the corner are second generation products in pill form and potentially at a lower cost.

PwC, a global business consultancy projects, that by 2030–35, 20–25% of obese Americans—or ~30 million people—could be GLP‑1 users, with oral forms boosting weight-loss-specific usage to perhaps 10–15% of total U.S. adult population. 

Some health officials have cautioned consumers about side effects and potential long-term impact of the medicine. Yet, the ease of an effective weight-loss product in pill form that costs less is compelling. The outlook of more and more consumers who are less hungry and abandoning carbohydrates in favor of proteins is worthy of attention.

---

Current Impact On Restaurants & Supermarkets

Technomic, a leading data provider to food companies and restaurant chains, says that GLP-1 users are avoiding certain menu mainstays, with 55% of users avoiding french fries and 58% shying away from desserts and 51% avoiding fried foods within quick service menus.

It’s even worse for casual dining. French fries are being avoided by 59% of GLP-1 users, desserts are a no-no for 62%, bread by 54% of casual customers and beer by 54%. Currently, overall traffic to casual restaurants by GLP-1 users is down six percent for this year. Pill form products will make a more significant impact on restaurants, supermarket retailers and food processors. KPMG, another consultancy, says the impact could cut food and beverage spending by up to $55 billion dollars a year.

---

Getting Ahead Of The Curve

Developing strategies for addressing the trend now is smart. Here are some that we are advising Creative Energy clients:

• Gravitate toward higher protein, nutrient dense options as GLP-1 users are advised to preserve muscle mass.
• Offer ½ portions or products
• Include ingredient-forward messaging and labeling, such as “rich in natural GLP-1-supporting protein” or fiber.

Early adopters of a GLP-1 strategy on menus or products will gain market share even when some Americans are less hungry.

---

Let’s Discuss Your Challenges

So now you know how we are helping clients address current and future challenges and opportunities. If you are an agency that will help you stay ahead of the curve, we would love having a conversation.