The GLP-1 Revolution: How Danone is Adapting to Changing Consumer Trends

One in eight U.S. adults has tried GLP-1 drugs, like Ozempic or Wegovy, leading to new consumer habits that are impacting the food industry.

Danone views this as a chance to capitalize on their 146 brands, especially as their marketing officer Linda Bethea highlights how GLP-1s demand more nutrient-rich food in smaller portions. The U.S.'s $40 billion 2024 spending on these drugs is projected to triple by 2030, driven by innovations such as a daily pill alternative by Eli Lilly. Danone, already benefiting with significant sales increases for products like Oikos and Light & Fit, leverages this movement with a comprehensive marketing strategy.

The Super Bowl 59 campaign is noteworthy, seeing a 50% rise in GLP-1 discussions, where Danone has targeted consumers through varied channels including social media and direct engagement, aiming to guide them in their nutritional journey amidst the GLP-1 surge. Their approach underscores a multi-channel strategy catering to consumers' evolving needs, preparing for future offerings tailored to GLP-1 users.