Big Food adapts as weight-loss drugs reshape eating habits |
Packaged-food companies are adapting to the rapid growth of GLP-1 weight-loss drugs, which suppress appetite, can alter taste, and could cost the food and beverage industry $30bn to $55bn in annual revenue as early as 2030, according to JPMorgan. Morgan Stanley estimates that as many as 55 million Americans, or 15% of the population, could be using the drugs by 2035. Conagra is experimenting with smaller portions, more protein, familiar flavors, and new marketing language, while General Mills is using AI-powered consumer personas to develop products aimed at changing dietary preferences. Kraft Heinz is also targeting GLP-1 users and other members of their households with protein-focused meal ideas. With one in five U.S. households now including a GLP-1 user, food manufacturers increasingly view the shift as a lasting change rather than another diet trend. Companies are betting that protein, fiber, portion control, convenience, and familiar flavors can help offset declining demand as consumers eat fewer calories.