How Ozempic was able to create new categories in food, beauty and apparel

Imagine suddenly not wanting to do an activity you’ve always loved, like cooking or hiking.

Now imagine that almost 1 in 10 people experience the same change. How will that change our culture?

This is part of how appetite suppressants like Ozempic and Munjaro work on users. The drug was originally intended to treat diabetes and can stimulate hormones that control satiety, suppressing appetite and preventing overeating. But these GLP-1 drugs can change the taste of food, causing chemical reactions that can make many delicious foods and drinks suddenly unappetizing, Healthline reports.

The Guardian newspaper has described the effect as “the Clockwork Orange of junk food, the eating disorder of injections”.

If the clockwork is right, many observers predict that these GLP-1 drugs could cause havoc for food manufacturers and retailers. But changes could extend beyond the food industry to apparel, beauty, and even community sentiment.

Weight loss innovations can be a burden on communities

Still, nearly 9% of the U.S. population, or about 30 million people, could be using GLP-1 drugs such as Ozempic, Munjaro and Wigoby by 2030, according to JPMorgan Research. This means that his 9% of the population may lose their natural desire to enjoy many of the foods and drinks they once enjoyed, often in the company of other people.

A Bon Appétit writer said this while talking about a friend who underwent Ozempic treatment whose Thanksgiving was “ruined” because he had no appetite. Especially as a way to connect with others. ”

Wow! It sounds bleak, but there are reasons not to fear this outcome. Food manufacturers and retailers may offer solutions in the form of nutritional and other products that are GLP-1 compatible.

please think about it. Other major diet trends that threatened food sales, such as ketogenic, vegan, and Whole30, only fueled food innovations that fostered new category empires. There is ample evidence when considering dairy alternatives. The more expensive products are made from oats, almonds, coconut, rice, potatoes, quinoa, and soybeans.

Potential Category Effects of GLP-1 Drugs in Retail

As expected, food manufacturers such as Nestlé and General Mills
GIS
They are developing products that the Wall Street Journal calls “companions” to boost muscle mass and nutrition, as well as natural alternatives to drugs. These new products may finally satisfy our hunger to share bread with our loved ones while managing our weight.

There are also other categories that may be looking for innovative ways to address how weight loss drugs shape our spending. Some of the opportunities include:

Fill the beauty hole: As actor Catherine Deneuve famously said, “It’s either your fanny or your face.” The GLP-1 drug clearly targets both, reducing sunken faces and sagging breasts. It’s creating demand for beauty products and procedures that help fill out the butt. An article in Forbes Health suggests that people who suffer from an “Ozempic face” may benefit from facial microneedling and dermal fillers such as Sculptra and Radiesse. Some of these same treatments, especially fillers and skin-tightening procedures, may be helpful for “wiggoby butts,” Healthline reports. On the other hand, some “thin” products may lose market share. Social media searches for facial contouring cosmetics fell 10.6% year over year, Insider Intelligence reported in December.

Transitional wardrobe changes. Lean shoppers are more likely to exercise and invest in gym memberships and equipment to shape their new bodies. Wellness company Equinox has launched a workout plan specifically designed for members taking GLP-1 medications, People magazine reported in January. If widespread enough, increases in physical activity and gym membership will translate into increased demand for performance wear. Retailers may also want to stock transitional clothing that consumers can wear during their weight loss journey, so they don’t have to invest large sums of money in clothing that is only suitable for short stages of body change. I don’t know.

How to pour yak proof. Thanks to Dry January and the Sober Curiosity movement, the beer, wine and spirits industry is well-positioned to develop non-alcoholic beverages for social gatherings. As GLP-1 becomes more widely used, its ripple effects could stimulate further innovation in this category. Because drinking is a social activity, and drug users simply don’t drink. want If you don’t want to drink anymore, the people you’re with may also decline drinks. One report citing the Washington Post predicts that widespread use of weight loss drugs could cost the industry $3.5 billion in alcohol sales. The trick for the industry will likely be to offer alcohol-free alternatives that appeal to suppressed appetites by incorporating the necessary nutrients. How about a protein-packed non-alcoholic drink, or maybe a serving or two of fruits and vegetables?

Make backgammon a FOMO activity. A reported side effect of anorexia is boredom caused by the inability to enjoy luxuries such as eating out and having a few drinks. One scientist told Wired (quoted in Healthline): ” People who start to feel bored may start looking for social outlets other than the gym or non-alcoholic drinks. Manufacturers and sellers of board games, puzzles, and hobbies can do well by promoting activity groups or sponsoring contests on social media.

But what about the pleasure of eating?

Many of these category expansions address the consequences of changes in consumption, but what about the psychological and emotional toll? The relationship between people and food is essential. It shapes social gatherings, stimulates conversation and lifts the mood. Losing that relationship hurts.

Retailers and food manufacturers probably know this, or preferably would. Drugs like Ozempic and Munjaro won’t spell the end of champagne, roast turkey, and cheesecake. To meet consumer needs (and maintain wallet share), retailers must pursue Ozempic-friendly products, but they also need to address the causes of enjoyment deprivation and the obesity epidemic in the first place. there is.

Eventually, many will quit drugs and return to the arms of their favorite pastime, missing their old lifestyle. Retailers should be waiting for it. Not a bacon cheeseburger, but with support.