Danone Prepares for Shifting Consumer Habits as GLP-1 Drugs Reshape Eating Behaviors
With the adoption of GLP-1 weight loss drugs like Ozempic and Wegovy on the rise, FMCG companies are bracing for significant shifts in consumer behavior. Danone, one of the world’s leading food and beverage players, sees this development not as a threat—but as an opportunity to evolve.
GLP-1 medications, originally developed for diabetes, are driving transformative changes in how people approach eating by suppressing appetite and altering taste preferences. This could reduce demand for certain indulgent foods and prompt a broader reevaluation of convenience, nutrition, and portion sizes across the category.
Danone’s Global Chief Marketing Officer, Hugo Legrand-Nathan, emphasized the company’s preparedness to adapt, stating, “We welcome conversations that pivot around health.” He pointed out that Danone has a sizable portfolio of functional and health-driven brands, including Activia, Evian, and Alpro, which are well-positioned to meet evolving consumer needs.
Rather than seeing GLP-1s as just a new health trend, Danone views them as a catalyst to accelerate broader wellness adoption. Consumers using GLP-1s are already demonstrating deeper engagement with functional foods and beverages, which could create long-term opportunities for brands with credible health positioning.
Danone is responding by investing more heavily in science-based claims and marketing tailored to informed, health-conscious consumers. The company is also intensifying efforts around first-party data to sharpen its understanding of emerging preferences driven by GLP-1 use. This includes partnerships with major retailers and digital platforms to extract insights faster and improve targeting.
Brand strategy is also evolving. Legrand-Nathan noted that the company is focused on “value over volume,” concentrating on premiumization rather than price-driven promotions. This reflects a shift from short-term tactics to long-term brand building in a market likely to prioritize health benefits over quantity.
For FMCG professionals, GLP-1s represent more than a pharmaceutical trend—they signal structural changes in how consumers make food choices. Companies equipped with health-aligned portfolios, robust data strategies, and agile marketing operations will be best positioned to capture growth in the next wave of wellness-driven consumption.