GLP-1 weight loss drugs reshape food markets in Brazil and France

The rise of GLP-1 weight loss medications, such as Ozempic and Mounjaro, is significantly altering consumer behavior and market strategies in Brazil and France.

In Brazil, the food industry is adapting to the ‘Ozempic effect.’ Companies like Liv Up report that 10% of their customer base now uses these medications, leading to a surge in demand for high-protein, smaller-portion, and healthy meal kits. Research from NielsenIQ suggests that users are eating less and making more conscious food choices, which pressures the food service sector to shift from volume-based models to health-oriented offerings.

In France, while current usage remains low at approximately 4%, an Ifop study for Darwin Nutrition indicates a massive potential market. Nearly 19% of the adult population, or roughly ten million people, express interest in using these treatments. The study notes a unique trend where men, particularly those under 35, show higher interest than women. This growing interest follows the implementation of reimbursement policies for certain adults with severe obesity.