Are we approaching a paradigm shift…where the conversation elevates from “quantity” to “quality” of weight loss? And if true…what could that mean for “muscle health” CPG products, which have benefitted greatly from the current GLP-1 market dynamics? The first wave of GLP-1 receptor agonists, which I’m dubbing the “quantity” paradigm, has been nothing short of revolutionary…with Wegovy Ozempic and Zepbound Mounjaro demonstrating significant weight loss, often exceeding reported data from Novo Nordisk and Eli Lilly clinical trials respectively. This unprecedented efficacy fueled a massive surge in demand and Morgan Stanley projects annual GLP-1 sales will soon become the biggest drug class in history. However, the initial conversation was dominated by how much weight could be (and how quickly it was) lost. Therefore, as these medications became more widely used…critical concern emerged surrounding how a significant portion of the lost weight was not just fat but also valuable lean body mass. But this concern has catalyzed the move toward a next wave in the GLP-1 market, which I’m dubbing the “quality” paradigm…where the focus is on what kind of weight is being lost. Recognizing that health is about more than just a number on a scale, the shifted goal would now be (still) maximizing fat mass reduction but while simultaneously preserving, or even enhancing, lean mass. Also, the “quality” paradigm emphasizes an integrated approach to weight management…as patients seek outcomes that support an active, healthy lifestyle. Accordingly, many CPG companies (explicitly those positioned across the intersecting categories of food, beverage, and dietary supplements) have progressively adapted to support the specific nutritional needs of individuals prescribed GLP-1 medications. In fact, my introductory statement referred to how these GLP-1 market dynamics have been beneficial to certain CPG products (particularly ones aiding in “muscle health”). Also, just to clarify my definition of “muscle health” CPG products that are benefitting greatly from current GLP-1 market dynamics…I’m mainly talking about protein (the tried-and-true nutritional cornerstone of building muscle), but also creatine (a natural fuel source for muscles) and HMB (that helps protect muscle mass). Though, if we want to fully understand any potential “muscle health” CPG categorical impacts stemming from next-gen pharmaceutical innovation aimed at improving long-term metabolic health and functional outcomes. According to analysts at TD Cowen, combination treatments designed to help individuals preserve muscle while losing weight with popular GLP-1 drugs by Novo Nordisk and Eli Lilly could generate more than $30 billion in sales by 2035. And maybe the most closely watched mid-stage drug trials have revolved around bimagrumab, which is a muscle-preserving drug that was part of an almost $2 billion Eli Lilly acquisition from mid-2023. Regardless of possible regulatory challenges still remaining, my strong conviction centers around eating less (with the help of current GLP-1 medications) can only do so much to better your health…thus “weight loss while maintaining muscle mass” is far too important for long-term health outcomes. Accordingly, these will become the next holy grail of obesity treatment (as we move closer to the 2030s). And if that prediction is directionally correct (which I believe is highly probable), it means eating/drinking culture will be reshaped further, accelerating a pivot toward nutrient density and functional benefits!