Unexpected Beneficiaries of Anti-Obesity Drugs... Foods with Surging Consumption

Possibility of Increased Protein Intake to Prevent Muscle Loss

There is an interpretation that meat companies in the United States are enjoying indirect benefits as anti-obesity drugs like Wegovy gain popularity.

According to Bloomberg on May 16 (local time), Gilberto Tomazoni, CEO of JBS, the world's largest meat supplier, stated at a conference held in New York that "people using GLP-1 class drugs appear to be driving up demand for chicken and beef." He explained that these consumers are adding more protein to their diets in order to avoid losing muscle mass.

Bloomberg reported that meat companies including JBS saw a sharp increase in profits as demand for chicken surged. Pixabay

GLP-1 (glucagon-like peptide-1) class drugs, which are considered "game changers" in the obesity treatment market, include Wegovy, Ozempic, and Mounjaro. GLP-1 is known to suppress appetite by sending satiety signals to the brain or by regulating stomach motility so that the stomach does not empty food too quickly.

As anti-obesity drugs become increasingly popular, there is analysis that consumers prescribed these drugs are reducing their grocery spending, which has dealt a direct blow to food and beverage companies. However, Bloomberg predicted that some segments of the food and beverage industry could see unexpected benefits.

Global food company Danone announced that demand for high-protein, low-calorie yogurt has surged in the United States due to the obesity treatment trend. Photo by Getty Images

Global food company Danone, headquartered in France, announced that demand for high-protein, low-calorie yogurt has surged in the United States due to the obesity treatment trend. Danone reportedly saw this sales change despite not conducting any special marketing targeting consumers undergoing anti-obesity drug treatment. Bloomberg also reported that meat companies, including JBS, saw a sharp increase in profits as demand for chicken surged.

Meanwhile, it is estimated that about 30 million Americans are taking GLP-1 drugs. As these consumers reduce their food intake and change their diets, food companies are focusing on targeting anti-obesity drug users by launching low-calorie, high-protein products.