The surge in the use of GLP-1 weight-loss drugs in the US is creating unexpected demand in the meat industry, according to meat producer JBS SA. As more consumers adopt medications like Ozempic, which suppress appetite, they reportedly increase their protein intake to preserve muscle mass—translating into stronger demand for products like chicken and beef.
This trend comes as meat supplies remain tight, further supporting price and volume growth in the protein segment. While many food and beverage companies have seen revenue decline due to reduced grocery spending among users of weight-loss drugs, protein-heavy categories appear to be benefiting.
The shift aligns with broader movement toward high-protein, low-calorie diets, as noted by other producers like Danone, which has reported growth in its US yoghurt lines tailored to similar consumer preferences.