One Wegovy Pill Reshapes McDonald's: Food Industry Rushes to Launch GLP-1-Friendly Menus

◆ Park Si-jin's Global Pick \<4\>

From injections to oral pills, GLP-1 drugs gain worldwide popularity

One in eight Americans now taking the drugs… reducing food intake

Users projected to exceed 30 million by 2030… 70% cut back on snacks

'Quality over quantity' — companies shrink portions and boost nutrients

PepsiCo adds protein to Doritos, fiber to SunChips

Labeling products 'GLP-1 friendly' on packaging becomes essential

In Korea, GLP-1 (glucagon-like peptide-1) class obesity treatments such as Wegovy and Mounjaro have recently surged in popularity. GLP-1 is a hormone produced in the distal small intestine and parts of the brain and pancreas. Wegovy and Mounjaro are substances that mimic this hormone. GLP-1 boosts insulin secretion when blood sugar rises after eating and slows the movement of food from the stomach to the small intestine. It also acts on the brain to increase satiety while suppressing appetite — effectively curbing hunger in both body and mind. Riding the "healthy pleasure" trend, these treatments have gained popularity across all age groups and genders. Nimble pharmaceutical companies are rolling out a range of products from injectables to oral pills. Novo Nordisk launched a Wegovy pill in January, and Eli Lilly plans to release its own oral formulation this year.

These drugs are especially popular among Americans, where obesity rates are high. According to a KFF Health Tracking Poll by the nonprofit health policy tracker, roughly one in eight U.S. adults currently takes a GLP-1 drug such as Ozempic or Zepbound. That figure covers only current users; a separate 18% of respondents said they had previously taken the drugs and resumed use. As the drugs have become mainstream, prices for GLP-1 medications have fallen, and easier-to-take pill forms are entering the market. According to JP Morgan, 10 million Americans are receiving GLP-1 treatment this year, a number projected to exceed 30 million by 2030.

The popularity of GLP-1 drugs has dealt a direct blow to the food and beverage industry. According to KPMG, adults taking GLP-1 drugs consume an average of 21% fewer calories and have cut grocery spending by roughly one-third. Seventy percent of users said they reduced snack consumption, and 45% reported eating less at meals and drinking less alcohol. JP Morgan estimated that the effects of GLP-1 drug use could reduce annual food and beverage industry revenue by $30 billion to $55 billion by 2030.

In response, the food and beverage (F&B) industry has begun shifting strategy to defend profitability. Companies are racing to introduce products rich in protein and fiber. Don K. Johnson, strategy and execution leader at Ernst & Young, said, "Companies are making changes to target health-conscious consumers, such as labeling products as GLP-1 friendly, reducing serving sizes, and emphasizing protein content and hydration."

GLP-1 drugs reduce users' calorie intake, making the quality of those calories more important — literally "quality over quantity." Protein is essential to prevent muscle loss, dietary fiber supports gut health and digestion, and adequate hydration is critical to mitigate side effects such as nausea and headaches.

Food and beverage companies have diversified their product lines toward healthier options to capture this demand. In recent months, PepsiCo launched high-protein Doritos and unveiled fiber-rich SunChips and Smartfood popcorn. Nestlé printed "GLP-1 friendly" on the packaging of its Vital Pursuit frozen food line. J&J Snack Foods introduced protein-enriched soft pretzels and Luigi's Italian Ice containing antioxidants and hydration ingredients in the frozen food aisle.

Restaurant chains are also making changes. GLP-1 users are not only cutting back on dining out for dinner but also skipping breakfast altogether. According to a Bernstein research report, dining-out frequency among GLP-1 users could decline by up to 45% depending on food type and occasion. Fast-food dinner sales fell 0.4%, and restaurant foot traffic dropped more than 6%.

McDonald's is developing menus tailored to GLP-1 users' preferences. Chipotle launched protein bowls for convenient consumption. Olive Garden opted not to introduce a separate low-calorie menu but instead adopted a strategy of reducing portion sizes and lowering prices on its signature dishes.

If GLP-1 drugs become available as daily oral pills, even more users are expected to adopt them. Restaurants and food suppliers are leveraging the latest data on GLP-1 users' eating habits to develop products that match consumer preferences immediately. Marty Thompson, CEO of Nestlé USA, said, "We are considering launching products specifically designed for GLP-1 users, as well as supplementary products that emphasize protein and dietary fiber." He added, "In the beverage market, we also plan to introduce new protein shakes to target GLP-1 customers." As GLP-1 users are rapidly growing in Korea as well, it is time for the domestic food and beverage industry to consider preemptive response strategies.

*※ Subscribe to [Park Si-jin's Global Pick] to receive the latest global trends first.*