The rapid rise of GLP-1 weight‑loss medications, such as Novo Nordisk’s Ozempic and Wegovy and Eli Lilly’s Zepbound and Mounjaro, is transforming not only how Americans eat and shop but also how big brands operate. Companies are seizing on the lifestyle shifts these drugs drive, from fresh product lines to expanded categories, in an effort to ride the wave of changing consumer behavior.
Target’s leadership team frames this as just the beginning of a broader shift. Lisa Roath, Target’s chief merchandising officer for food, essentials, and beauty, told FOX Business that the industry is at the tip of the iceberg regarding how consumer habits will evolve. The retailer continues to monitor cultural trends—from influencer chatter to what appears in feeds—to guide its purchasing decisions amid softer store traffic and stiff competition.
A central pattern dozens of shoppers are exhibiting is a demand tilt toward higher‑protein and higher‑fiber foods, a shift Roath attributes to the GLP‑1 phenomenon. “Protein is in demand right now,” she noted. Yet she emphasized that demand isn’t limited to protein alone. Supplements are also surging as people search for dietary additions that support their goals while on these medications.
Roath explained that GLP‑1 users often face nutritional gaps because appetite suppression can reduce daily caloric intake below typical minimum thresholds, which in turn fuels interest in supplement products. “If you’re consuming fewer calories, you may not hit the daily minimums your body needs,” she said.
In response to these trends, Target plans to expand its shelf space in early 2026 to accommodate more protein items—nutrition bars and various supplements—to meet the growing demand.
The shifts extend beyond food. As weight changes and more active lifestyles take hold, consumers are showing greater interest in apparel and home‑fitness products as well. Roath added that Growth is already visible in athletic wear and home‑fitness gear, including weights.
GLP‑1 medications, originally developed for diabetes, have quickly become some of the most sought‑after weight‑loss treatments due to their effectiveness. Morgan Stanley projects a weight‑loss drug market potentially reaching $150 billion by 2035, driven by rapid adoption. Research also points to possible additional benefits of obesity drugs for other diseases, contributing to a broader addressable market. In the United States—the largest market for obesity drugs—about 8 million patients are currently using them. Morgan Stanley’s May 2025 report suggests this could grow to 30 million by 2035, roughly 20%–25% of the obese population, potentially creating an $80 billion market.
Target isn’t alone in recalibrating around these medications. In 2024, Nestlé Health Science CEO Anna Mohl described the company as uniquely positioned to support the evolving nutritional needs of GLP‑1 users. Nestlé launched a platform offering holistic, personalized care with products and clinical guidance tailored to this audience, focusing on preserving lean muscle mass, managing digestive comfort, and ensuring micronutrient adequacy—alongside women’s health and healthy aging. GLP‑1 companion products are a key area of focus.
Conagra Brands, another major North American consumer‑packaged‑goods company, started labeling items as GLP‑1 friendly with an “on track” badge. The badge signals high‑protein content, lower calories, and ample fiber, helping consumers quickly identify nutritious and convenient options suitable for GLP‑1 users, those transitioning off medications, or anyone pursuing natural weight management and a healthy lifestyle.
Danone North America introduced Oikos Fusion yogurt in August, marketed specifically to support muscle maintenance and digestive health for those on weight‑loss journeys, including GLP‑1 users who encounter unique nutritional challenges.
The broad takeaway is clear: medications that aid weight loss are reshaping consumer demand and prompting retailers and manufacturers to realign assortments, labeling, and messaging. This is only the start of how a medical breakthrough can ripple through shopping habits, product development, and brand strategy—pushing industries to adapt faster to a landscape where wellness, nutrition, and convenience intertwine more than ever.
Thought-provoking question: as the GLP‑1 trend evolves, will the emphasis on high‑protein, high‑fiber products persist, or will new wellness narratives and regulatory shifts redirect consumer focus? Share your perspective in the comments on how you think food, supplements, and apparel brands should respond to this ongoing shift.
