{"id":340174,"date":"2025-12-10T02:35:08","date_gmt":"2025-12-10T02:35:08","guid":{"rendered":"https:\/\/www.newsbeep.com\/us\/340174\/"},"modified":"2025-12-10T02:35:08","modified_gmt":"2025-12-10T02:35:08","slug":"target-stacking-up-on-protein-supplements-while-capitalizing-on-weight-loss-drug-trend","status":"publish","type":"post","link":"https:\/\/www.newsbeep.com\/us\/340174\/","title":{"rendered":"Target stacking up on protein supplements while capitalizing on weight loss drug trend"},"content":{"rendered":"

The rapid adoption of\u00a0GLP-1 weight loss medications\u00a0\u2014 drugs like Novo Nordisk\u2019s Ozempic and Wegovy<\/a> and Eli Lilly\u2019s Zepbound and Mounjaro \u2014 is reshaping how Americans eat and shop. <\/p>\n

It\u2019s also changing how major corporations do business.\u00a0<\/p>\n

From new product lines to expanding certain categories, companies are trying to capitalize on the lifestyle shifts prompted by the popular drugs.<\/p>\n

\u201cWe\u2019re like at the tip of the iceberg in terms of what I think this is going to mean for how it changes consumer behavior,\u201d Lisa Roath,\u00a0Target\u2019s chief merchandising officer\u00a0of food, essentials and beauty, told FOX Business.<\/p>\n

Target has been tracking emerging trends to help drive its product purchasing decisions as it contends with subdued traffic and stiff competition. <\/p>\n

Target buyers are expected to stay plugged into what\u2019s happening in culture, including what influencers are talking about and what\u2019s circulating in consumers\u2019 feeds, according to Roath.<\/p>\n

One core behavior trend is how medications are directly shifting customer demand toward higher-protein and higher-fiber items.<\/p>\n

\u201cEveryone\u2019s looking for protein,\u201d said Roath. <\/p>\n

But she said that it\u2019s not the only item in demand due to these drugs either.\u00a0<\/p>\n

Roath said the company is seeing supplements \u201ccontinue to explode as people are looking at what they can add to\u00a0their diet.\u201d <\/p>\n

She said GLP-1 users<\/a> often fall short nutritionally because of appetite suppression, which is helping drive demand in the category.<\/p>\n

The rise of weight loss drugs such as Ozempic and Wegovy has changed the way Americans eat and shop, along with how major corporations operate. REUTERS<\/p>\n

\u201cThe reality is, if you\u2019re taking in fewer calories, you\u2019re just not hitting the threshold, the minimum threshold that you might need in a day,\u201d she said.<\/p>\n

Target plans to expand shelf space in early 2026 to make room for more protein items like nutrition bars and supplements to cater to this uptick in demand.\u00a0<\/p>\n

But the changes go beyond just food. <\/p>\n

As consumers experience weight changes and adopt more active lifestyles, Target is seeing increased interest in apparel and home-fitness categories too.\u00a0<\/p>\n

\u201cBusiness is absolutely expanding across a number of those categories,\u201d Roath said, adding that Target is already seeing \u201ca little bit of a tail of that growth\u201d in areas like athletic wear and home-fitness equipment, including weights.<\/p>\n

Among those companies, Target has been alert to current trends to make product decisions necessary to keep up with its competitors. Getty Images<\/p>\n

In recent years, GLP1-s, which were originally created to help patients with diabetes, quickly became some of the most sought-after drugs because of their weight loss effectiveness. <\/p>\n

Morgan Stanley projected that the weight loss medication market could reach $150 billion by 2035 due to rapid adoption of the medication.<\/p>\n

About 11% of the global eligible population of 1.3 billion people could be on obesity drugs by that time, especially as research suggests other potential benefits of obesity drugs in the treatment of other diseases, according to estimates published by Morgan Stanley Research earlier this year.<\/p>\n

In the U.S., currently the biggest market in the world for obesity drugs, there are about 8 million patients on the drugs. <\/p>\n

According to Morgan Stanley\u2019s May 2025 report, that number could rise to 30 million in 2035, or about 20% to 25% of the obese population, a potential market of $80 billion.<\/p>\n

Target has also increased apparel in its home fitness categories, with consumers experiencing weight changes and adapting to more active lifestyles. Tamara Beckwith<\/p>\n

Target is far from the only company adjusting its business around these medications.<\/p>\n

In 2024, Anna Mohl, CEO of Nestl\u00e9 Health Science, a division of Nestl\u00e9 that sells dietary supplements<\/a>, said it is \u201cuniquely positioned to support\u201d the changing nutritional needs of consumers who are using GLP-1s. It launched a platform to offer \u201cholistic and personalized care for consumers\u201d with tailored products and expertise from medical professionals.<\/p>\n

\u201cWe have brands and expertise across our portfolio to support needs that can include preserving lean muscle mass, managing digestive upset, supporting an adequate daily consumption of micronutrients and more. Along with women\u2019s health and healthy aging, GLP-1 companion products are a key solution that we\u2019re focusing on,\u201d Mohl said.\u00a0<\/p>\n

Major North American consumer packaged goods company Conagra Brands also began labeling items that it considers GLP-1 friendly. <\/p>\n

The products have what the company calls an \u201con track\u201d badge, indicating that the products are high in protein, low in calories and a good source of fiber.<\/p>\n

\u201cThe badge is designed to help consumers easily identify nutritious and convenient options that suit their dietary needs. Whether you\u2019re using GLP-1 medications, transitioning off them, working toward natural weight management or simply focused on maintaining a healthy lifestyle, these products are tailored to meet a variety of needs,\u201d the company said in its press release.\u00a0<\/p>\n

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Danone North America launched a yogurt, Oikos Fusion, in August that was directly advertised to support the nutritional needs of GLP-1 users.\u00a0<\/p>\n

Danone described it as the first yogurt in the category \u201cdesigned to support muscle maintenance and digestive health, tailored specifically for those on weight-loss journeys, including GLP-1 users who face unique nutrition challenges.\u201d\u00a0<\/p>\n","protected":false},"excerpt":{"rendered":"The rapid adoption of\u00a0GLP-1 weight loss medications\u00a0\u2014 drugs like Novo Nordisk\u2019s Ozempic and Wegovy and Eli Lilly\u2019s Zepbound…\n","protected":false},"author":2,"featured_media":340175,"comment_status":"","ping_status":"","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[61],"tags":[28,2605,97,269,5119,6594],"class_list":{"0":"post-340174","1":"post","2":"type-post","3":"status-publish","4":"format-standard","5":"has-post-thumbnail","7":"category-nutrition","8":"tag-business","9":"tag-drugs","10":"tag-health","11":"tag-nutrition","12":"tag-protein","13":"tag-target"},"_links":{"self":[{"href":"https:\/\/www.newsbeep.com\/us\/wp-json\/wp\/v2\/posts\/340174","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.newsbeep.com\/us\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.newsbeep.com\/us\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.newsbeep.com\/us\/wp-json\/wp\/v2\/users\/2"}],"replies":[{"embeddable":true,"href":"https:\/\/www.newsbeep.com\/us\/wp-json\/wp\/v2\/comments?post=340174"}],"version-history":[{"count":0,"href":"https:\/\/www.newsbeep.com\/us\/wp-json\/wp\/v2\/posts\/340174\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.newsbeep.com\/us\/wp-json\/wp\/v2\/media\/340175"}],"wp:attachment":[{"href":"https:\/\/www.newsbeep.com\/us\/wp-json\/wp\/v2\/media?parent=340174"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.newsbeep.com\/us\/wp-json\/wp\/v2\/categories?post=340174"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.newsbeep.com\/us\/wp-json\/wp\/v2\/tags?post=340174"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}