My wife has been using Mounjaro, generically known as tirzepatide, is an injectable medication initially approved by the U.S. Food and Drug Administration (FDA) in May 2022 for the treatment of type 2 diabetes. She does not have diabetes but has struggled with weight for most of her adult life. She has lost about 35 pounds and is extremely happy with her slimmed-down body. About four months ago, I went on this medication too. I was not overweight but still had a belly, which means metabolic syndrome. I did not think it was healthy. I was 162 pounds when I started and am now around 145. Both my wife and I are about to go on maintenance doses. That will be the next challenge, I think.

Equally significant are all the improvements we have seen in our labs. While we were both pretty healthy, especially for our age, there were a number of indications of inflammatory disease. Not anymore. Our labs are excellent. This is one of the reported effects. In my case, I have seen improvements in blood pressure (I was in the normal range, but now it is lower), glucose going from 1.0 (mg/dl) to 0.7, etc. 

I believe that drugs like this are going to have an almost unimaginable impact on health and longevity. We will see very positive effects on the cost of health care. However, we will also see increases in health span/longevity. The economic impacts of this are almost incomprehensible. I think governments should make these drugs free and encourage everyone to take them. The USA is very aggressive in prescribing these drugs, but then again. More than 40% of Americans are obese. If we add overweight to this, we have almost 2/3. Europe is much lower than many other parts of the world. It would be ironic if the USA ends up with significant improvements in longevity and reductions in health care costs as a result of Americans being fat. 

I should say something about side effects, particularly the long-term potential negative effects. There are side effects, but in general, they are not very serious. We don’t know a lot about the long-term effects of these drugs, but we do know the long-term impact of being overweight.

Here is an article from the Het Financieele Dagblad in the Netherlands (translated). It discusses many aspects of this phenomenon 

A Quarter Less Human: How Appetite Suppressant Ozempic is Changing the Food Industry

By Julia Cornelissen & Lisa van der Velden

Key Points:

• Medications like Ozempic and other appetite suppressants are becoming increasingly significant economically. Analysts predict that the market for weight-loss drugs will be worth nearly €140 billion by 2030.

• These medications could disrupt several sectors, forcing investors to balance companies at risk with those positioned to benefit.

• Apart from Nestlé, no major food company has adjusted its product lines, despite the potential for food brands with healthier offerings to emerge as “Ozempic winners.”

The spectacular success of appetite suppressants like Ozempic is set to change the world and disrupt businesses. Yet, the food industry still seems to be hoping the hype will pass. That approach may cost them dearly.

In Leisureland, a fictional American colony in the film Downsizing (2018), everyone appears wealthy, healthy, and happy thanks to a revolutionary invention: a machine that shrinks people to just 13 centimeters tall. This not only benefits the planet (smaller humans consume fewer resources), but also their wallets—main character Paul can suddenly afford a luxurious villa due to lower living costs in Leisureland.

While the film is far from realistic, a real-world revolution is underway that similarly revolves around “shrinking.” Not in height, but in weight: Ozempic. Or more specifically, GLP-1 medication, as Ozempic is just one of the appetite suppressants currently dominating the market through pharmaceutical giants Novo Nordisk and Eli Lilly.

Two or three years ago, the name Ozempic was barely known. Today, it dominates the stock market and boardroom discussions. A quick refresher: the active ingredients in these weight-loss injections mimic a hormone called GLP-1. This “hunger hormone” stimulates insulin production, reduces appetite, and slows the stomach’s emptying process. As a result, people eat less, shedding pounds quickly. The latest generation of weight-loss drugs promises an average weight reduction of 25%, or a quarter of total body weight.

The potential target audience is vast. In 2022, over 40% of the adult global population was overweight—a condition linked to hundreds of diseases and skyrocketing healthcare costs. Over 1 billion people now qualify as obese.

For decades, obesity seemed like an unstoppable epidemic. But in early October, U.S. obesity rates showed a cautious decline for the first time in 50 years—likely due to Ozempic and other GLP-1 medications. Currently, one in eight Americans injects themselves with appetite suppressants.

A Quarter Less Human

The financial impact of “a quarter less human” should not be underestimated. Analysts expect the market for weight-loss medications to be worth nearly €140 billion by 2030. Novo Nordisk and Eli Lilly, the leading producers, already have a combined market capitalization exceeding $1 trillion.

But Ozempic’s influence extends beyond weight loss. People using semaglutide—the active ingredient in Ozempic—are less likely to suffer from heart disease. Research even suggests that GLP-1 medication may slow brain shrinkage and cognitive decline associated with Alzheimer’s disease. Another striking observation: users of these appetite suppressants report lower risks of alcohol abuse and overdose.

Of course, there are negative side effects. Many users experience gastrointestinal issues, such as nausea, vomiting, and diarrhea. GLP-1 medications also increase the risk of pancreatitis and gastric paralysis. Health economist Marcel Canoy warns about the “alarming lack” of long-term data, particularly since these drugs must be taken for life to maintain weight loss.

Canoy argues that the focus on Ozempic obscures the harmful role of the food industry. “That’s a terrible signal,” he says. Companies continue to produce and market unhealthy food, adds Diena Halbertsma, director of the Diabetes Fund. She is frustrated by the lack of action. “The food industry is making us fat and unhealthy, and the pharmaceutical industry is swooping in to fix it.”

Economic Impact

What about the economy? Imagine a world without obesity: people age healthier, miss work less often, and retire later. This could lower healthcare costs and boost productivity.

But consumer behavior would also change. People who feel fuller and less hungry buy fewer groceries. The clothes they buy are smaller, requiring less material. Nights out at the bar? Less frequent and less indulgent, as Ozempic users tend to drink less. On an even grander scale, healthier people who bike more and consume fewer resources could positively impact the climate.

While these scenarios are extreme, the stock market is already feeling the effects. Shares of Weight Watchers have lost nearly 90% of their value this year—people who eat less no longer need diet plans. Even Philips, which makes medical equipment, might suffer from the weight-loss craze, as demand for devices to treat sleep apnea (linked to obesity) could drop.

Gyms report that clients now focus more on strength training than cardio, as GLP-1 users don’t need to run on treadmills to lose weight. They must, however, build muscle to counteract side effects like muscle loss and the dreaded “Ozempic butt,” characterized by sagging skin. In the fashion world, the trend toward thinner models, reminiscent of the “heroin chic” era, is making a comeback.

The Food Industry’s Response

In the U.S., the effects are already visible on the streets. In Bowling Green, Kentucky, dubbed “Ozempictown” by Bloomberg, clinics dispensing injections are on every corner, and pharmacies are overwhelmed with demand.

In Europe, Ozempic is less ubiquitous, as weight-loss medications are often only reimbursed for diabetics or the severely obese. But this could change, says Cyrille Filott, a food industry expert at Rabobank. “Price and side effects are the main growth barriers,” he notes. Prices are expected to fall as patents expire and cheaper alternatives, including pills, become available.

Food companies are particularly vulnerable. GLP-1 users spend an average of 11% less on groceries, a trend confirmed by Walmart.

Dietitians recommend high-protein diets for GLP-1 users due to their rapid weight loss. According to Filott, “Sugar and alcohol are losing ground, while protein-rich foods are gaining.”

New Consumer Preferences

GLP-1 users report surprising food preferences. Many discuss eating only fruits, protein shakes, yogurt, or cottage cheese, while avoiding heavy or greasy meals due to nausea. On Reddit forums, users rave about cucumbers and carrots as if they were delicacies. Meanwhile, sugary sodas, salty snacks, and red meat are off the table.

Nestlé is among the few companies seizing this opportunity. In the U.S., it launched a new brand, Vital Pursuit, offering high-protein, fiber-rich products in smaller portions.

Other food companies remain hesitant. Mondelez (maker of Oreo and Milka) downplayed concerns, citing its global reach outside the U.S., where obesity is less prevalent. McDonald’s, a potential “loser” in this trend, claims it is focusing on sustainability and guest experience rather than consumer medication use.

Conclusion

Ozempic is transforming consumers into “Caterpillar Enough.” Food companies that fail to adapt to this shift risk losing relevance, while those embracing healthier, tailored products stand to win big in the new era of appetite suppression.