USA – Danone, the world’s largest yogurt maker, is experiencing a significant increase in sales for its protein-rich and low-sugar offerings, particularly Oikos, driven by the surge in popularity of GLP-1 weight loss medications like Ozempic among U.S. consumers.
According to reports, consumers using these medications often experience reduced appetite, making yogurt an appealing option due to its high protein content and ability to maintain muscle mass while controlling portions.
Danone is actively marketing its products to this growing segment, positioning yogurt as an ideal choice for those seeking to maintain overall health despite decreased food consumption.
Rafael Acevedo, president of yogurt at Danone North America, believes this trend reflects a lasting shift in consumer behavior.
Industry data reveals that yogurt consumption is nearly three times higher in households using GLP-1 drugs compared to the average U.S. household.
This has significantly benefited Danone, with Oikos witnessing a 40% increase in retail sales in 2024, as reported by Circana.
Other Danone brands, such as Too Good & Co and Light & Fit, have also experienced increased demand due to their nutritional profiles.
To capitalize on this opportunity, Danone is expanding its marketing efforts.
This includes engaging with healthcare practitioners, collaborating with retailers, and launching digital initiatives, such as a dedicated website for GLP-1 users offering nutrition guidance and product suggestions.
The company is also exploring product innovations within existing brands and expanding the distribution of recent launches like Oikos Pro Drinks and Shots.
“With an estimated 14% of U.S. adults having used GLP-1 medications for weight loss or disease management and another 20% expressing interest, the food industry is adapting.”
Meanwhile, Nestlé has introduced a pre-meal drink under its Boost brand and a new weight management brand, Vital Pursuit.
Conagra Brands has gone further, releasing over two dozen “GLP-1 friendly” Healthy Choice meals, marking the first major food brand to directly reference the weight-loss drugs on its packaging.
The rising popularity of GLP-1 medications is driving a significant shift in the food industry. Companies are developing targeted products and marketing strategies to cater to the evolving needs of consumers managing their food intake.
This trend reinforces the importance of nutrient-dense and portion-controlled foods in supporting balanced nutrition, with Danone and other major players positioning themselves to capture a significant share of this growing market.
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