The Ozempic Effect: A Drug That Shook Global Markets

This year, Novo Nordisk increased its market value to an incredible $192.82 billion, making it the most valuable company in the entire European market and the sixtieth in the world. The name of this Danish pharmaceutical company may not be known to everyone, but its product Ozempic is so wildly popular that the term ‘ozempic face’ has already entered the urban dictionary, referring to the specific appearance of the face after higher doses of this drug, originally designed for diabetics and heart patients, but widely used for weight loss.

The impact of Ozempic transcends medicine and aesthetics as the changes it triggers are not limited to a slimmer waist but alter consumer habits, and then business models in dozens of other sectors. The reduced appetite of users, in fact, affects the food industry, especially the segments of snacks, sweets, and beverages. At the same time, cosmetic and aesthetic clinics are adjusting their treatment offerings for skin tightening and body shaping, while fashion houses and luxury goods brands are following new standards of appearance and lifestyle. Even the tourism, fitness, and wellness industries are witnessing changes in demand as users of drugs like Ozempic develop new habits of travel, movement, and care. This is a tectonic shift that, according to marketing experts, brands can no longer ignore.

GLP is the new AI

The marketing media The Drum recently reported that one in eight Americans uses GLP-1 drugs (Ozempic is the primary brand) for chronic conditions such as diabetes or heart disease, and as many as four in ten use it primarily for weight loss. Since 2018, Novo Nordisk has generated $50 billion in revenue, with 72 percent coming from the U.S. Last week, former X CEO Linda Yaccarino was appointed CEO of eMeda, a telehealth startup focused on GLP-1 drugs, which only confirms the thesis that this type of drug was initially just an American phenomenon but has now turned into a global one. Sensing this trend, the global marketing network Havas launched a consulting service that focuses exclusively on these drugs in response to disruptive innovations in health and wellness that will stimulate, and already are stimulating, planetary demand for quick pharmaceutical solutions when it comes to weight loss.

As The Drum notes, what Havas now sees, and what clients must understand, is that this is much more than a topic about health or weight loss. The consequences extend far beyond expected sectors such as food and beverages, all the way to tourism, fashion, luxury, beauty, and technology. Publicis Luxe is also preparing its clients. Deputy Director and Planning Lead Deborah Marino stated to The Drum that the real revolution in advertising is not the letters AI or GPT, but – GLP. Although it is banned from advertising in most countries, Ozempic has flooded social media. While many celebrities and well-known influencer faces (with exceptions) hide the secrets of their good figures, online users have ‘figured it out’ and turned this drug into the holy grail of good looks (according to Instagram standards). Such effective word-of-mouth marketing has made Ozempic the most sought-after product in recent years, but it has also slowly begun to change consumer habits, influencing broader life choices and consumption patterns across various sectors.

Opportunity or Doom

– A new target audience has been created, interesting and promising for some categories, but for others, it has triggered the need to mitigate risks – they stated from Havas.

In other words, there are brands for which GLP-1 opens up the possibility of expanding their portfolio or creating products that meet the needs of Ozempic users, while for others, this trend is frightening, as the beverage industry is already concerned about the consequences of consumers’ desire to maintain their figures. According to the marketing platform WARC, Morgan Stanley conducted a survey of three hundred people taking ‘miracle’ drugs and found that twenty to thirty percent have reduced their caloric intake (users of the drug generally report reduced appetite), and their consumption of sugary foods and beverages by two-thirds. Very similar data is reported regarding alcohol consumption.

If this trend continues, global demand for sweets, sugary drinks, and baked goods could fall by three percent by 2035, and alcoholic beverages by about two percent. Foods and products that serve to regulate weight, such as protein bars and shakes, could see an increase in demand. Last year, Walmart reported that Ozempic users are spending less on food. Although their overall spending has increased, they are spending less on food and more on lifestyle and fitness products, but also, interestingly, on those that alleviate the side effects of Ozempic such as diarrhea or nausea. Nestlé has responded to the Ozempic-based lifestyle, writes WARC, by launching Vital Pursuit, a frozen food brand that contains enough protein, fiber, and nutrients, packaged in smaller portions, ideal for consumers with reduced appetite. It is likely that other brands will respond with smaller packaging as well.

A New Mental Framework

WARC noted that customers are also spending less on delivery and restaurants, so this phenomenon will affect that industry as well and change the current offerings of brands from various categories. For example, they state that demand for smaller clothing sizes will increase, and beauty brands will develop solutions for ‘ozempic faces,’ as online users refer to the gauntness due to rapid weight loss. Although this may sound unrealistic, they also note that population weight loss could reduce fuel consumption in the airline industry (due to lighter planes), as well as activities in casinos – because Bank of America has already linked gambling to obesity rates. The Drum also notes that marketing communication will change.

According to Eric Weisberg, global creative director of Havas Health, the difference between GLP-1 drugs and other pharmaceutical products is that they behave like consumer brands, meaning consumers want to communicate with them and associate them with a healthier lifestyle. The messages currently focus on weight and obesity, but research shows a shift towards a different mental framework, a sense of control over impulses, and greater life satisfaction. Users report having a more positive outlook on themselves and the world around them, and since the drug quiets food noise in the brain, or obsessive thinking about food, consumers are turning to new hobbies, traveling more, and engaging in physical activities more frequently.

It is possible that the Ozempic phenomenon will also affect sexual life, dating habits, and the use of dating apps because, as The Drum notes, the drug alters dopamine regulation, making things that previously triggered strong cravings or habits less appealing. While one could write about how absurd it is to use a diabetes drug for weight loss, and that few talk about the side effects and consequences, the fact is that this quick weight loss trick has captivated the global population, which, as things stand, will aim to weigh less, thus changing their life habits and consumer behavior. Ozempic mania has not yet reached Croatia to the extent it has in America, but everything indicates that domestic brands will soon have to embrace a new mental framework that comes with modern beauty standards.