Beyond the Scale: How the GLP-1 Boom is Reshaping Diets, Wallets, and Industries
The American embrace of GLP-1 receptor agonists—medications like Ozempic and Wegovy—has moved far beyond a health trend. With one in eight U.S. adults now reportedly using such drugs, according to a KFF survey, their ripple effects are cascading through the economy, forcing industries from fast food to fashion to adapt to a shifting consumer landscape.
Novo Nordisk, the Danish pharmaceutical giant behind several leading GLP-1s, reported over $31 billion in revenue from these drugs in 2024, a figure so substantial it notably impacts Denmark's national GDP. As these treatments evolve from injectables to pills, their cultural and economic footprint is set to expand further.
At its core, the shift is behavioral. "These medications don't just reduce appetite; they can alter the brain's reward response to food," explains Dr. Will Haas, an integrative medicine physician in North Carolina. "Patients often report that ultra-processed foods simply lose their appeal." Registered dietitian Nicolette Pace of New York adds a note of caution: "The goal shouldn't just be eating less. I see many patients letting the pill do the work without transitioning to healthier, nutrient-dense choices."
The financial data underscores this change. A study in the Journal of Market Research found grocery spending in households using GLP-1s dropped by over 5% within six months. Consulting firm Bain & Company reported a similar decline in fast-food expenditure. Analysts have labeled these drugs "demand disruptors," with firms like Redburn Atlantic projecting that McDonald's could face millions fewer annual visits due to their influence.
The disruption extends to the beverage aisle. Surveys indicate many GLP-1 users reduce alcohol, coffee, and soda intake. While alcohol stocks have felt pressure, some beverage giants remain confident. Coca-Cola's CFO has pointed to the company's portfolio of low- and no-calorie options as a buffer against changing habits.
Perhaps one of the more unexpected impacts is in the skies. Analysts at Jefferies estimate top U.S. airlines could save up to $580 million annually on fuel as the average passenger weight declines—a modern twist on airlines' historical obsession with reducing aircraft weight.
Meanwhile, retail is scrambling. "The rise of GLP-1s is collapsing traditional demand patterns at a speed retailers have never experienced," warns Prashant Agrawal, founder of Impact Analytics. His firm's data shows a sharp rise in sales of smaller clothing sizes and an increase in returns, putting billions in retail margins at risk. Men's clothier Avneet Singh notes stores are already stocking fewer extended sizes, pushing larger options primarily online. The beauty industry is pivoting too, with brands developing skincare lines targeting "Ozempic face" and other side effects of rapid weight loss.
Conversely, the fitness industry sees an opportunity. Gyms like Life Time are creating tailored programs for GLP-1 users, emphasizing resistance training to preserve muscle mass. "Success with these drugs requires learning how to exercise and getting proper dietary guidance," says Life Time's chief science officer, Jim LaValle.
Voices from the Conversation
David Chen, 42, Financial Analyst, Boston: "This is a classic case of unintended economic consequences. We're modeling second and third-order effects for clients across consumer staples, retail, and healthcare. The volatility presents both risk and opportunity."
Maria Rodriguez, 38, Small Business Owner (Boutique Clothing), Austin: "It's stressful. My inventory planning is a guessing game now. I'm ordering more medium and small sizes, but what if this trend plateaus? I can't pivot my entire stock overnight."
Dr. Anya Sharma, 51, Endocrinologist, Chicago: "The focus on economics misses the point. These are powerful tools for metabolic health. The positive spin-offs—reduced alcohol intake, more focus on fitness—are profound public health wins we should celebrate."
Ben Carter, 55, Former Fast-Food Franchisee, Dayton: (Sharply) "Celebrate? It's wrecking livelihoods. They call it 'disruption' to make it sound sleek. I call it watching a lifetime of work evaporate because a drug changed how people eat. Wall Street gets richer on Novo Nordisk stock, while Main Street restaurants empty out. Where's the analysis on that?"