Lay's identified as most vulnerable food brand to GLP-1 weight-loss drugs

The rise of GLP-1 weight-loss medications is creating financial risks for major food brands by reducing consumer appetite for processed snacks. An analysis by Brand Finance identifies Lay's as the most globally exposed food brand, noting that 45% of its brand value is tied to product categories at risk due to reduced eating habits.

Other American brands identified as highly vulnerable include Doritos, Hershey's, Cheetos, Kellogg's, and Reese's. The impact is particularly significant for companies reliant on frequent snacking, as savory snacks, confectionery, and chocolate represent a large portion of the brand value under pressure.

Data from Gallup indicates that GLP-1 use for weight loss among U.S. adults has increased to approximately 11%, up from 3% in 2024. Research from Cornell University and other reports suggest that GLP-1 users consume significantly fewer calories per day and tend to reduce consumption of processed foods, sugar-sweetened beverages, and refined grains.