GLP-1 Drugs Threaten $73B Global Food Market

Lay’s and PepsiCo Snack Brands Face Highest Exposure

Lay’s ranks as the most exposed food brand globally, with $6.8 billion of its $15.1 billion brand value at risk, according to the Brand Finance findings. Confectionery, chocolate, and savory snacks account for 53% of the total brand value at risk in the analysis, even though they represent just 30% of overall brand value. PepsiCo’s five major snack brands collectively hold $14.1 billion in exposure.

Seven of the 10 most exposed food brands in the world are based in the United States, including Doritos, Hershey’s, Cheetos, Kellogg’s, and Reese’s, the report states. With consumers demanding fewer calories, shoppers are less inclined to reach for chips and similar snack products designed for mindless munching.

Shifting Consumer Habits and Market Impact

Around 11% of U.S. adults currently take appetite-suppressing GLP-1 medications for weight loss, according to a Gallup update issued in September, marking a steep climb from 3% in 2024. With 137 million Americans eligible for the drugs, the market is expected to grow. A Cornell study found that household grocery spending fell 6% in homes containing at least one person taking weight loss drugs.

A FAIR report from July noted that people using GLP-1s consume 700 fewer calories a day and tend to avoid processed foods, sugar-sweetened beverages, refined grains, and beef. Brand Finance valuation director Henry Farr stated that the challenge is not that consumers will stop buying chocolate or crisps altogether, but that everyday consumption decisions are becoming smaller, less frequent, or shifting toward different categories.

Food and Beverage Giants Respond to GLP-1 Trend

Several major companies are already adjusting their product lines to meet the needs of weight-loss drug users. Nestlé launched Vital Pursuit in 2024 as its first major U.S. brand in nearly three decades, targeting GLP-1 consumers and individuals focusing on weight management. Danone introduced an Oikos yogurt drink designed to help users build and retain muscle mass, while Conagra Brands added a “GLP-1 friendly” label to selected Healthy Choice frozen meals.

Nutella-maker Ferrero purchased oatmeal and granola brand Purely Elizabeth for an undisclosed amount, just 11 months after closing its Kellogg acquisition. Meanwhile, the beverage sector is finding upside. Brand Finance determined that U.S. beverage brands such as PepsiCo’s Gatorade and Aquafina, along with Coca-Cola’s Minute Maid and Monster energy drinks, are benefiting as consumers prioritize hydration, health, and functionality.

Frequently Asked Questions

How much brand value is at risk from GLP-1 drugs?

According to Brand Finance, the world’s 100 most valuable food brands face a $73 billion risk, representing roughly a quarter of their $278 billion total value.

Which food brand is most exposed globally?

Lay’s is the most exposed food brand worldwide, with $6.8 billion of its $15.1 billion brand value considered at risk, according to the report.

How are food manufacturers responding to the GLP-1 shift?

Companies are launching targeted products like Nestlé’s Vital Pursuit and Danone’s Oikos protein drinks, adding nutritional labels, and acquiring health-focused brands such as Purely Elizabeth.