The billion-dollar impact of GLP-1 drugs on consumer markets
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From snacks to smoking, PreScouter identifies the categories losing ground and the ones set to surge.

CHICAGO - illiNews -- Chicago, IL — PreScouter, a Chicago-based strategy consulting firm, has released a new report that uncovers hidden opportunities in the GLP-1 era, well beyond appetite control. GLP-1 drugs like Ozempic and Wegovy are curbing more than hunger. From rewired reward pathways to shifting spend patterns, the ripple effects are already being felt across pharma, food & beverage, supplements, and wellness, opening the door to white space innovation. The report serves as a strategic playbook, spotlighting which segments are at risk and where forward-looking brands can seize the next wave of growth.

"This is more than a trend; it's a major shift in how people approach food, health, and wellness," notes Thuy Ngo, report co-author and Project Architect at PreScouter. With more than 1 in 8 adults in North America already using a GLP-1 drug—and the market projected to reach $238 billion by 2034—GLP-1 adoption is driving measurable shifts in consumer behavior. For instance, early clinical trials report alcohol use dropping by 41%, smoking rates dropping from 40% to 24%, and household spending moving away from fast food and snacks toward smaller, higher-protein grocery items. These changes are reshaping daily habits and revealing new opportunities for brands positioned to meet evolving needs.

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"GLP-1s may be one of the most disruptive drug classes in decades. These drugs are exposing weaknesses in categories built on habitual consumption," said Dr. Gareth Armanious, report co-author and Technical Director at PreScouter. "The focus is shifting from fullness to function. Brands built solely on weight loss narratives are already losing ground, and the broader market implications are only beginning to surface."

Key report findings include:
  • Key findings from the report include:
    • Reduced alcohol and nicotine use, signaling disruption in vice-driven markets
    • Lowered demand for processed snacks and sugary drinks
    • Increased interest in high-protein, nutrient-dense products
    • Growing emphasis on resistance training and bone health
    • Rising need for behavioral and nutritional support during treatment
Mental health meets metabolic health: Anxiety, compulsive behaviors, and mood swings are emerging during and after treatment, creating white space for integrated behavioral and nutritional support.

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The report provides a comprehensive SWOT analysis of the behavioral and therapeutic disruptions tied to GLP-1 drugs, outlining the strategic implications across industries. It highlights over a dozen product innovations that directly address shifting needs in food, beverage, supplements, and digital health. Additionally, the report maps opportunities for healthcare, retail, and insurance sectors responding to the GLP-1 shift.

Link to full report: Beyond Appetite: Uncovering Hidden Opportunities in the GLP-1 Era (https://www.prescouter.com/inquiry/beyond-appetite-uncovering-hidden-opportunities-in-the-glp-1-era/#elementor-action%3Aaction%3Dpopup%3Aopen%26settings%3DeyJpZCI6IjUxMjI2IiwidG9nZ2xlIjpmYWxzZX0%3D)

Media contact:

Mariam Jomha
872-222-9225
mjomha@prescouter.com

Source: Prescouter
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