The emergence of GLP-1 drugs such as Ozempic and Wegovy is already reshaping the strategies of major food companies as they look ahead to the future. However, experts believe that a broader dialogue is necessary between professionals in the food, agriculture, retail, and healthcare sectors.
A recent study conducted by food product innovation specialist Mattson revealed that consumers using these medications are shifting their dietary preferences towards high-protein foods in smaller portions and beverages that promote hydration.
Morgan Stanley analysts predict that the global market for obesity drugs will reach $105 billion by 2030.
Leading food manufacturers like Nestlé have already invested resources in product innovation to cater to this evolving consumer base.
“It’s an existential threat to the food industry and particularly to the processed food sector,” stated Marion Nestle, an expert in nutrition and public health at New York University. She emphasized the need for a comprehensive discussion to address the potential challenges posed by the intersection of healthcare and food industries.
During the IFT conference in Chicago, industry experts engaged in a lively conversation about the implications of these changing dynamics on food production, agriculture, and public health.
“This is uncharted territory, but by combining these perspectives, we can start to make sense of the situation,” said Matt Beebe, a former executive in the healthcare industry.
Social media has played a significant role in promoting healthier lifestyles, but it has also posed challenges for companies trying to communicate effectively with consumers.
Retail health expert Annette Maggi highlighted the importance of transparency in celebrity endorsements of drugs like Ozempic and Wegovy to avoid unintended consequences.
From a dietitian’s perspective, Maggi raised concerns about the impact of these drugs on protein levels in the body and emphasized the need for a holistic approach to product development.
Mike Leonard, the chief innovation officer at Ingredion, emphasized the importance of thorough research and product design to ensure the success of health-focused products in the market.