（Singapore, 25.12.2025）The U.S. food industry is preparing for another major shift in consumer behavior as new weight-loss pills are expected to hit the market in early 2025. Analysts say the approval of appetite-suppressing GLP-1 medications in pill form could accelerate changes already underway at packaged food companies and restaurant chains, pushing them to rethink portion sizes, ingredients, and product positioning.
Until now, most popular GLP-1 weight-loss treatments have been injectable, a factor that limited adoption among people uncomfortable with needles. That barrier may soon disappear. U.S. regulators have approved Novo Nordisk’s Wegovy in pill form, with availability expected as soon as January. A similar oral medication from Eli Lilly is widely expected to receive approval sometime next year.
The shift from injections to pills could significantly expand the number of users. Pills are expected to be cheaper and easier to take, making them more attractive to people who were previously hesitant. Analysts believe this broader adoption will have long-term implications for how Americans eat — and what food companies sell.
The market reacted quickly to the news. Shares of several food companies fell following the approval announcement, reflecting investor concerns that reduced appetites could mean weaker demand for traditional packaged foods and fast food.
Changing What People Buy and Eat
Weight-loss drugs that target the GLP-1 hormone reduce appetite and slow digestion, leading users to eat smaller portions and make different food choices. Food manufacturers have already begun adjusting to this reality as injections gained popularity over the past two years. The arrival of pills could amplify these trends.
Analysts say GLP-1 users tend to cut back on salty snacks, sugary drinks, baked goods, and alcohol. Instead, they focus more on protein- and fiber-rich foods that help them feel full longer.
“We’re seeing people pull back on snacks and indulgent categories and shift toward protein and fiber,” said JP Frossard, a consumer foods analyst at Rabobank. “As access to these drugs increases, more products will be designed specifically with GLP-1 users in mind.”
Andrew Rocco, a strategist at Zacks Investment Research, described the approval of the Wegovy pill as a turning point. He noted that the pill offers similar weight-loss results as injections at a lower cost. “Food companies will need to focus on higher protein, smaller portions, and functional benefits,” he said.
A Large and Growing Market
The potential impact is significant. About 40% of American adults are classified as obese, according to U.S. government data. Meanwhile, roughly 12% of adults say they are already taking GLP-1 drugs, based on a recent survey by health policy research group KFF.
Research suggests these medications are already changing spending habits. A recent study by Cornell University found that households using GLP-1 drugs reduced grocery spending by about 5% and fast-food spending by roughly 8% on average. The study analyzed purchasing data from around 150,000 households.
While spending patterns tended to return to normal once people stopped using the medication, researchers believe weight-loss pills could lead to more lasting effects. Pills are easier to use and likely cheaper, which may encourage people to stay on the drugs longer.
“The reductions we observed could extend across a much broader group of consumers,” said Sylvia Hristakeva, one of the study’s authors. She added that longer-term use could deepen the impact on food demand.
The study found only modest increases in spending in categories such as yogurt and fresh fruit, but companies appear eager to build on those early signals.
How Food Companies Are Responding
Major food companies are already adjusting their strategies. Conagra Brands has begun labeling certain Healthy Choice frozen meals as “GLP-1 friendly,” highlighting high protein and fiber content. The company says these products are selling faster than similar meals without the labeling.
Conagra plans to expand the range next year and work with large retailers such as Walmart and Kroger to promote the products more prominently.
Danone, the French dairy group behind Oikos Greek yogurt, has reported double-digit growth in its high-protein offerings. The company said demand for these products has accelerated alongside rising GLP-1 usage.
Nestlé has also moved into this space with a new line of frozen meals called Vital Pursuit, designed specifically for GLP-1 users. While the company has not commented publicly, the launch signals how seriously major players are taking the trend.
Restaurants are also responding. Fast-casual Mexican chain Chipotle recently introduced a “High Protein Menu,” featuring items such as single cups of chicken or steak designed to meet protein needs without excess calories.
Other restaurant chains are experimenting with smaller and lower-priced portions. Olive Garden and similar brands have added lighter menu options in recent months, reflecting a growing demand for meals that feel satisfying without being overly filling.
Stephen Kennedy, head of marketing at Noodles & Company, said these changes are about giving customers more control. “It’s about offering options that satisfy without going overboard,” he said.
Analysts believe the approval of GLP-1 pills marks the beginning of a deeper transformation in the food industry. While indulgent foods are unlikely to disappear, companies that adapt quickly to changing eating habits may be better positioned for the future.
As weight-loss pills make appetite suppression more accessible, food makers and restaurants alike may need to rethink not just what they sell, but how they define value, portion size, and nutrition in a world where many consumers simply want and need less food.
