As consumer habits shift due to the rising popularity of GLP-1 drugs like Ozempic and Wegovy, Danone, the French multinational food company, is adapting its marketing strategies. With one in eight U.S. adults already using GLP-1 drugs, Danone is leveraging its 146 brands to cater to the growing demand for nutrient-rich, smaller-portioned foods. The company is also capitalizing on the $40 billion market for these drugs, expected to triple by 2030, by tailoring its campaigns and product offerings to meet the needs of GLP-1 users
In response to shifting consumer trends driven by the increasing popularity of GLP-1 drugs like Ozempic and Wegovy, Danone, the French multinational food giant, is adjusting its marketing strategies to better meet the evolving needs of its consumer base. With one in eight U.S. adults now using GLP-1 drugs, Danone is viewing this as a unique opportunity to refine its approach and further strengthen its foothold in the U.S. market.
Danone, which oversees 146 brands, is tapping into this growing trend by aligning its products with the demand for nutrient-dense, smaller portion sizes—attributes increasingly sought after by GLP-1 users. These drugs, which are used for managing obesity and diabetes, have reshaped food consumption habits, making it imperative for food companies to respond with products that suit these changing needs. Linda Bethea, Danone’s Chief Marketing Officer, highlights the growing importance of smaller, nutrient-packed meals, a demand that is expected to surge in the coming years as GLP-1 use expands.
The U.S. market for GLP-1 drugs is expected to reach $40 billion by 2024, with projections indicating that this figure will triple by 2030. With such a significant market potential, Danone is positioning itself to capitalize on this rise. The company’s product lines, including popular brands like Oikos and Light & Fit, have already experienced considerable sales increases, further reinforcing the demand for healthier, more balanced meal options.
A standout moment in Danone’s strategy came during Super Bowl 59, where the company saw a 50% increase in discussions around GLP-1 and their related products. Danone’s targeted marketing campaign effectively engaged consumers across multiple channels, including social media and direct outreach, educating them on the benefits of GLP-1 drugs while promoting their nutrient-rich offerings.
As the market for GLP-1 drugs continues to grow, Danone is preparing for future offerings tailored specifically to these consumers, with a broader focus on supporting their nutritional needs. The company’s approach reflects a broader trend within the food industry, where brands are continuously adjusting to meet the needs of health-conscious consumers seeking balanced and efficient meal solutions.
Industry Insight:
With the rapid rise of GLP-1 drug use, food companies like Danone must continue to innovate to maintain their competitive edge. As the trend toward nutrient-rich, smaller portion foods accelerates, Danone’s ability to adapt and respond to these consumer demands will play a key role in shaping the future of the food industry.
