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Sales of Danone’s popular yogurt brands are taking a more prominent place on menus. It targets consumers who eat less as a result of using Ozempic and other popular weight loss drugs.
Danone, the world’s largest yogurt maker, has seen a surge in North American demand for Oikos and other popular brands. This has been driven in part by consumers seeking to meet their nutritional needs when eating portions. GLP-1 drug. The company’s protein-rich, low-sugar products have benefited most from this trend, and Danone has begun selling its products directly to users of these popular weight-loss drugs.
“We believe this is not a trend,” Rafael Acevedo, president of yogurt at Danone North America, told Food Dive. “This is a trend that is here to stay.”
About 14% of American adults have taken GLP-1 drugs for weight loss or to manage other diseases, such as diabetes. Appetite-suppressing medications have caused anxiety about food. The industry believes that the growing popularity of these drugs could lead to a significant decline in food consumption and sales.
But reduced consumption doesn’t change the fact that people still need proper nutrition to maintain muscle mass and overall health. This presented an opportunity for yogurt and other nutrient-dense products to fill the gap.
whyAccording to Acevedo, ogurt consumption is nearly three times higher in U.S. households using GLP-1. For Danone, this has led to a surge in sales for some of its larger brands, especially those promising nutritional benefits. Yogurt is also portion controlled, making it ideal for those who are cutting calories.
Oikos, with its high protein content, was one of the biggest beneficiaries. According to Circana data provided by Danone, retail sales increased by 40% in 2024. Sugar-prioritized Too Good & Co and protein-rich Light & Fit also saw sales increase among GLP-1 users.
“We are well positioned to leverage our portfolio to meet consumer needs,” Acevedo told Food Dive. “We believe yogurt is very well positioned to capture many of those opportunities.”
Rafael Acevedo, President of Danone North American Yogurt
Permission granted by Danone
Another 20% of households are interested in using GLP-1. medicationDanone and other food companies are taking more aggressive steps to reach consumers.
To promote yogurt as a solution for people taking GLP-1 medications, Danone North America is working with healthcare practitioners, working with retailers and marketing the product directly to consumers online. In December, Danone North America launched a website outlining nutritional priorities for GLP-1 users, including recipes and product suggestions for consumers interested in weight management.
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Provided by Danone
Acevedo said CPG manufacturers are also looking to innovate within existing brands to capitalize on the increased use of GLP-1. At the same time, Danone is expanding distribution of some of its recently launched products in the U.S., such as Oikos Pro Drinks and Shots.
Other food manufacturers are positioned to benefit from the increased use of GLP-1 by designing products specifically designed for these consumers or promoting the dietary benefits of existing products.
Nestlé, which makes Hot Pocket and DiGiorno Pizza, Launch of aperitif drinks under the Boost brand Last month, we worked to help consumers curb hunger and feel full. Early 2024, Nestle has launched its first major U.S. brand in nearly 30 years, Vital Pursuit. Intended for consumers taking GLP-1 medications and others focused on weight management.
Conagra Brands will debut more than two dozen of the company’s products this month. Healthy Choice products labeled as “GLP-1 friendly” for meals,” making the company the first major food brand to mention the popular weight-loss drug on its packaging.
Recent research Cornell University and Molecules Households with one or more GLP-1 users experienced a reduction in grocery spending of about 6% within six months of taking the drug. Salty snacks were hit particularly hard, with spending on products like chips, baked goods, sides and cookies falling between 6.7% and 11.1%.
Hershey CEO Michele Buck said in November that the maker of Kisses and Reese’s “Weak” effects of GLP-1.
“We are carefully monitoring this behavior and how it is evolving, and we make sure we understand what the needs of our consumers are,” Buck said in the earnings call. “So as we continue to evolve our portfolio… we are confident that we are providing the right products for those consumers.”
