The remarkable surge in anti-obesity medications, specifically GLP-1 agonists, has taken the food industry by surprise. Walmart’s U.S. CEO, John Furner, highlighted the situation when he informed Bloomberg that individuals using weight loss medications tend to purchase less food. Retailers and food manufacturers are also feeling the repercussions, and investors are increasingly anxious about the implications, especially considering projections that suggest nearly 7% of the U.S. population could be on these medications by 2035.
Currently, the prevailing narrative suggests that food is losing the battle for better health, yet the question arises: can food find a way to thrive in a world dominated by Ozempic? The GLP-1 phenomenon may boost the food-as-medicine movement, but the food industry must adopt a new strategy for growth.
In the United States, over 40 million individuals live with diabetes, and more than 40% of the population is classified as obese, a significant increase from 30% just twenty years ago. GLP-1s have been introduced to help individuals shed up to 15% of their body weight and achieve reductions of around 1.5% or more in A1C levels, which directly correlates with healthcare expenditures. Pharmaceutical companies have heavily invested in their established direct-to-consumer strategies, with spending on GLP-1 drugs climbing from $8.9 billion in 2018 to $35 billion in 2022. The influence of social media marketing, particularly on platforms like TikTok, has also fueled their popularity, as evidenced by a study showing that Ozempic-related TikTok videos garnered over 70 million views and resulted in over a quarter of a million shares.
However, this convergence of factors presents an imperfect solution. At first glance, these medications seem like a quick fix for society’s escalating obesity and diabetes challenges, overshadowing the more complex and long-term approach of addressing fundamental health through dietary choices. But what are we sacrificing in this trade-off? The average annual cost of medications like Ozempic exceeds $10,000 per consumer, which is only marginally lower than the annual expense of maintaining a healthy diet. Moreover, numerous studies indicate that individuals often regain two-thirds of the weight they lost once they discontinue these medications.
While using these drugs, some consumers experience everyday side effects such as gastrointestinal issues, nausea, and muscle wasting, alongside more severe complications like pancreatitis and bowel obstructions. Many experts have noted that the research behind these medications often assumed a healthy diet and lifestyle, which may not always be applicable. We face a condition rooted in dietary habits, one that could be addressed through dietary interventions without adverse side effects. Instead, we are opting for costly medications that carry potential dangers, offer temporary results, lack long-term studies, and fail to tackle the core issue.
Food has been criticized—sometimes justifiably—as the problem, yet it can also serve as part of the solution, presenting food as an alternative to GLP-1s. Researchers are discovering that beta-glucan and other fermentable fibers found in oats, rye, and barley can stimulate GLP-1 secretion similarly to the drugs, enhancing insulin sensitivity, lowering blood pressure, and increasing feelings of fullness between meals. These foods can effectively replicate the drugs’ benefits.
Furthermore, food can complement GLP-1s by being designed and paired strategically to improve outcomes and mitigate the side effects of these medications. Recommended dietary guidelines emphasize the importance of complex carbohydrates and lean proteins at every meal, steering clear of fatty foods, and boosting fruit and vegetable consumption. Some food manufacturers, like Nestlé, are already exploring opportunities to align their products, such as Boost and Optifast nutritional drinks, with these dietary needs. There are also prospects for integrating foods with lifestyle change initiatives, such as those offered by Lark.
Additionally, food could serve as a transitional (‘step-down’) therapy. Most therapeutic interventions involving GLP-1s are temporary, lasting anywhere from a few months to a year. What happens when consumers stop taking these medications, and how might food support them in minimizing weight regain and maintaining the benefits achieved? Both consumers and their healthcare providers need to visualize a pathway toward sustainable change, rather than merely seeking a quick fix.
Programs that utilize food as medicine have the potential to yield significant returns on investment. Food companies must adopt a new perspective. They should develop food programs that target the food-as-medicine opportunity, leveraging the substantial public and private sector funding available to innovate in areas such as medically tailored meals, functional snacking, and addressing GLP-1-related needs. Food retailers also have the opportunity to connect their pharmacies with retail initiatives and medically tailored grocery programs that align with directed spending strategies.
By forming cross-sector partnerships with organizations focused on anti-obesity and chronic condition management, such as Vida Health; food-as-medicine entities like Season Health; and weight management firms like Weight Watchers, which is starting to view food programs as complements to their GLP-1 offerings, the food industry can drive innovation. There is also a need to rethink food product development by collaborating with upstream partners like Brightseed, which employs its Forager AI platform to create ingredients like bioactive fibers, as well as ingredient production entities like Shiru and bioinformatics companies like Canomiks to design and validate new health formulations.
Addressing obesity and diabetes is an essential challenge for the food sector. However, relying solely on medications is not sufficient; we also need smarter dietary solutions. The threat that GLP-1s pose to food is significant, but this immediate challenge can spur advancements in the role of food in health. Let us seize this opportunity to transform our concerns into innovative solutions.
Moreover, as we explore the intersection of food and health, it is crucial to consider aspects such as calcium citrate contraindications, which may affect dietary choices and health outcomes. By integrating such knowledge, we can further refine our approach to promoting health through food.