The concept of food-as-medicine is shifting as access to weight-loss medications like Ozempic and Wegovy expands. With this will come changes to the perception of what foods are considered healthy.
According to the journal JAMA Health Forum, prescription fills for Ozempic increased by more than 400% between January 2021 and December 2023, and projections suggest that 9% of Americans will be using GLP-1 drugs by the year 2030; so it’s something the poultry industry definitely needs to be paying attention to.
GLP-1 drugs mimic hormones that signal to the brain that your stomach is full, slowing digestion and reducing cravings. Consumers taking these drugs will prioritize leaner, protein-rich foods in smaller portion sizes. This is good news for poultry, which is already perceived by many consumers as the healthiest protein.
In less good news, an October 2023 study from Walmart linked growing use of GLP-1 drugs to decreased food sales, although the decline was primarily seen in categories like sweets and snacks rather than in protein.
The poultry industry should also keep in mind that these consumers will likely opt for grilled or roasted options over the fried chicken offerings so popular today.
“As we look forward to 2025 and beyond, these weight loss drugs could really change consumer focus when it comes to health,” Jenny Zegler, director, Mintel Food and Drink, said during a webinar on 2025 food trend predictions. “What we’re predicting with this trend is that consumers are going to pare down to the basics.”
My advice? This is one trend smart poultry companies will look at to see if changes in breeding, feeding or marketing strategies are needed to meet demand.
