Target stacking up on protein dietary supplements while capitalizing on weight loss drug pattern

The speedy adoption of GLP-1 weight loss drugs — medication like Novo Nordisk’s Ozempic and Wegovy and Eli Lilly’s Zepbound and Mounjaro — is reshaping how Americans eat and store.

It’s also altering how major firms do business. 

From new product strains to increasing sure classes, firms are attempting to capitalize on the lifestyle shifts prompted by the in style medication.

“We’re like at the tip of the iceberg in terms of what I think this is going to mean for how it changes consumer behavior,” Lisa Roath, Target’s chief merchandising officer of meals, necessities and wonder, told FOX Business.

Target has been monitoring rising traits to help drive its product buying choices because it contends with subdued site visitors and stiff competitors.

Target consumers are anticipated to remain plugged into what’s occurring in tradition, including what influencers are speaking about and what’s circulating in customers’ feeds, according to Roath.

One core habits pattern is how drugs are straight shifting buyer demand towards higher-protein and higher-fiber objects.

“Everyone’s looking for protein,” said Roath.

But she said that it’s not the only item in demand attributable to these medication both. 

Roath said the company is seeing dietary supplements “continue to explode as people are looking at what they can add to their diet.”

She said GLP-1 users often fall short nutritionally because of urge for food suppression, which helps drive demand in the class.

The rise of weight loss medication such as Ozempic and Wegovy has modified the manner Americans eat and store, together with how major firms operate. REUTERS

“The reality is, if you’re taking in fewer calories, you’re just not hitting the threshold, the minimum threshold that you might need in a day,” she said.

Target plans to develop shelf space in early 2026 to make room for more protein objects like nutrition bars and dietary supplements to cater to this uptick in demand. 

But the adjustments transcend just meals.

As customers experience weight adjustments and undertake more energetic existence, Target is seeing elevated curiosity in attire and home-fitness classes too. 

“Business is absolutely expanding across a number of those categories,” Roath said, including that Target is already seeing “a little bit of a tail of that growth” in areas like athletic put on and home-fitness gear, including weights.

Among those firms, Target has been alert to current traits to make product choices essential to hold up with its opponents. Getty Images

In latest years, GLP1-s, which have been initially created to help sufferers with diabetes, rapidly grew to become some of the most sought-after medication because of their weight loss effectiveness.

Morgan Stanley projected that the weight loss medication market may attain $150 billion by 2035 attributable to speedy adoption of the medication.

About 11% of the global eligible population of 1.3 billion people might be on obesity medication by that time, particularly as research suggests other potential advantages of obesity medication in the treatment of other illnesses, according to estimates revealed by Morgan Stanley Research earlier this yr.

In the U.S., at the moment the largest market in the world for obesity medication, there are about 8 million sufferers on the medication.

According to Morgan Stanley’s May 2025 report, that quantity may rise to 30 million in 2035, or about 20% to 25% of the overweight population, a potential market of $80 billion.

Target has also elevated attire in its home fitness classes, with customers experiencing weight adjustments and adapting to more energetic existence. Tamara Beckwith

Target is much from the only company adjusting its business round these drugs.

In 2024, Anna Mohl, CEO of Nestlé Health Science, a division of Nestlé that sells dietary supplements, said it’s “uniquely positioned to support” the altering dietary wants of customers who’re utilizing GLP-1s. It launched a platform to offer “holistic and personalized care for consumers” with tailor-made merchandise and experience from medical professionals.

“We 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’s health and healthy aging, GLP-1 companion products are a key solution that we’re focusing on,” Mohl said. 

Major North American shopper packaged items company Conagra Brands also started labeling objects that it considers GLP-1 pleasant.

The merchandise have what the company calls an “on track” badge, indicating that the merchandise are high in protein, low in calories and a good source of fiber.

“The badge is designed to help consumers easily identify nutritious and convenient options that suit their dietary needs. Whether you’re 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,” the company said in its press release. 

Danone North America launched a yogurt, Oikos Fusion, in August that was straight marketed to assist the dietary wants of GLP-1 customers. 

Danone described it as the first yogurt in the class “designed to support muscle maintenance and digestive health, tailored specifically for those on weight-loss journeys, including GLP-1 users who face unique nutrition challenges.” 

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