The increasing use of GLP-1 drugs like Ozempic and Wegovy is prompting major shifts in consumer eating habits, compelling big food companies to rethink their future strategies. This transformation has sparked a broader discussion among experts in food, agriculture, retail, and healthcare.
According to a study by food product innovation specialist Mattson, consumers on these medications are increasingly seeking small, protein-rich meals and hydrating beverages. Analysts at Morgan Stanley project that the global market for obesity drugs could reach $105 billion by 2030.
Companies like Nestlé are already investing in product innovation to cater to this growing demographic. However, experts warn of the need for a larger dialogue to prevent the healthcare sector from continually addressing issues created by the food industry and vice versa.
Marion Nestle, an emeritus professor of nutrition, food studies, and public health at New York University, emphasized the gravity of the situation. “It’s an existential threat to the food industry, particularly the processed food sector,” she told the New York Times. “Various factors are converging in unprecedented ways.”
At the IFT conference in Chicago, the topic generated lively debate among industry experts. Matt Beebe, former general manager of U.S. Therapeutic Nutrition at Abbott Nutrition, highlighted the complexity of the issue. “There are no experts in this field, but combining diverse perspectives can provide clarity,” he said during the GLP-1 Opportunity panel.
Social media’s role in promoting healthier lifestyles has complicated corporate messaging strategies. “The environment is extremely noisy. Brands need to avoid contributing to that noise to succeed,” Beebe noted.
Retail health expert and consulting dietitian Annette Maggi offered a different viewpoint. She pointed out that some celebrities’ lack of transparency about using drugs like Ozempic and Wegovy has led to unintended negative consequences. She cited actress Mindy Kaling, who initially did not disclose her use of these medications, despite advocating for body positivity.
Maggi also warned of potential health risks associated with these drugs. “People on GLP-1s can lose significant protein, which isn’t easily regained even if weight is,” she explained. “This could result in a biochemical imbalance, leaving individuals worse off than they started.”
Mike Leonard, Ingredion’s new chief innovation officer, emphasized the importance of caution in product development. “The trend is powerful, but we must ensure the science and product design are correct before rushing to market,” he said. Leonard stressed the need for integrity and thorough scientific research, especially in the B2B food ingredient sector.
Ingredion has made it a priority to collaborate with healthcare professionals to ensure their product offerings are backed by solid science. “We’ve always engaged with the healthcare and dietitian community, and with consumers expecting more from their food, we are reinforcing that commitment,” Leonard stated.
Panelists at IFT agreed that the impact of GLP-1 drugs extends beyond any single company. Tyler Groeneveld, North America grains & oils lead at Corteva Agriscience, highlighted the agricultural sector’s role. “We need to explore how to grow more nutritious crops and ingredients that meet consumer needs. While we can’t solve everything, engaging in these discussions is crucial for driving meaningful change,” he said.
As the industry continues to adapt to these new realities, the intersection of food, healthcare, and agriculture will remain a critical area of focus. The challenge lies in balancing innovation with consumer health and ensuring that new products meet evolving demands.
