GLP-1: Less Consumption but More Protein (Abygail Petersen, NEFB)

It is impossible to watch TV today and not see a GLP-1 ad — whether it's Serena Williams promoting it to lose weight and become “healthier” or pharmaceutical advertisements highlighting the drug’s impact on quality of life. Opinions are wide and varied on this “quick fix" for weight loss, but there is no doubt that GLP-1’s increase in popularity is changing food markets along the way.

Protein has made an incredible comeback in the past couple of years. And not any proteins — whole, natural, and lean proteins have gained immensely in the public eye. The National Frozen and Refrigerated Foods Association (NFRA) commissioned a study on the impact of GLP-1 on diets and found that 46% of users were more likely to buy a product with a higher protein content. Easy protein is on the rise too. Frozen, refrigerated, and ready-to-eat protein has seen a tremendous increase in demand, with the NFRA stating that around 80% of GLP-1 users are more interested in trying frozen foods that match their dietary preferences. Convenience and high protein are the clear message that shoppers are sending.

Figure 5. Per-Person Meat Supplies (Beef, Pork, & Chicken)

Beef, pork, and chicken have all seen an increase in demand. Even through beef’s record prices last year, consumer demand remained strong. As Figure 1 above shows, protein demand has continued to grow, largely driven by consumer trends and high protein demands. While consumers are demanding more proteins overall, GLP-1 users are demanding less total food. There has also been a significant decline in sugar and sugary products. Products marketed with high protein such as yogurt, beef sticks, bread, coffee mixes, and many others are drawing the attention of today’s consumers. This “fad” may be a trend, but it has had a definite market impact. The recent rise of GLP-1 drugs for weight loss is fairly new, and the long-term trends and impacts have yet to be seen. But for now, livestock and protein producers have an increasingly demanding consumer and a clear market direction.