The Ozempic Effect: Opportunities in the USA for Selling Food Products

GLP-1 receptor agonists are revolutionizing consumer preferences in the United States, creating new sales opportunities in the American market.

What are we talking about? We're referring to Ozempic, Wegovy, and Mounjaro, antidiabetics that have almost accidentally become weight loss drugs. These medications have generated a growing list of endorsements from celebrities and ordinary people who desired weight loss: the result of all this has been a five- or six-fold increase in sales of weight loss drugs in just 5 years.

But the “Ozempic Effect” has also paved the way for Italian companies in the agri-food sector looking to expand in the United States. Let's see how.

Overview of the Phenomenon in the USA

More people than ever in America are taking Ozempic and similar drugs to lose weight, and their appetite-suppressing effects are being felt at the grocery store. Consumers have reduced their food spending, their tastes have changed, and companies are trying to keep up by launching new products in hopes of attracting them.

Ozempic has radically changed how people interact with food. According to a Morgan Stanley report, food spending has decreased by up to 9% among households using weight loss drugs. The products that have suffered the most are snacks and sweets. In contrast, consumers have been buying more yogurt, fish, fruits, vegetables, and whole grains. The institution has also predicted that the consumption of soft drinks, baked goods, and snacks could decrease by up to 3% by 2025.

We mentioned that some companies have already tried to capitalize on this food revolution to increase their U.S. revenue: Daily Harvest launched a line of Ozempic-friendly meal kits, while Nestlé announced a line of frozen foods adapted to the nutritional recommendations for those taking weight loss drugs to be released at the end of 2024.

The target? Both people suffering from obesity and individuals concerned with health and overall wellness

Key Data on the Ozempic Effect (American Market)

• GLP-1 Sales: Expected to reach $125 billion by 2033 in the USA, Europe, and Japan.
• GLP-1 Consumption: 13% of American adults have tried these medications. 2 out of 5 have used them solely for weight loss.
• New Users in the USA: Every week, 25,000 people start using Wegovy.
• Calorie Reduction: These drugs allow for a reduction in calorie intake by 20-30%.

Opportunities for the Italian Industry in the Diet Food Market Niche

Weight loss-stimulating drugs tend to make users less hungry and less impulsive, and they can also make fatty or heavy foods less appealing or difficult to digest. What they don't do, however, is eliminate the physiological need to eat, which offers the Food & Beverage companies the chance to leverage this Ozempic “craze” to their advantage.

How?

For food brands, any group with a particular set of unmet desires is a market waiting to be tapped, and in Reddit and Facebook communities of people taking Ozempic, Wegovy, and Mounjaro, newcomers always ask the same questions. Among them, the main one is: “What do you eat when you're on these drugs?”.

In the next paragraph, we give you some ideas to seize the opportunities offered by the U.S. market.

Key Trends for Selling Food in America in the Ozempic Era

Diet Meals for GLP-1 Users

• Nutrient-rich meals and mini-meals for reduced appetite.
• High protein and fiber content to prolong satiety.

Meals for Metabolic Health

• Food solutions that naturally support metabolic health.
• Innovation with incretin hormones.
• Balancing proteins, complex carbohydrates, and healthy fats.

Snacking

• Nutritious snacks in small portions.
• High fiber content for gut health.

Getting enough protein is particularly important for people taking antidiabetics as it helps maintain muscle mass during weight loss. Proteins and fiber will become even more crucial for the food industry as the number of weight loss drug users increases.

Just as there are keto-friendly and gluten-free options, we expect to see a growing number of GLP-1-friendly foods on the U.S. market, including “small pleasures” in much smaller portions.