GLP-1 is Shrinking Waistlines, but What About Sales?

The weight loss industry has seen many trends come and go and the methods promising quick and easy results command the strongest hold over consumers.

Consider the grip slim-fast had over the 80s, the Atkins craze of the 90s, or how Keto swept the 2010s. But none of these trends have had the same effect as Hollywood’s “secret” weight loss drug for the stars.  

We’re sure you’ve heard one famous name, but for our purposes, we’ll use the medical term to discuss this class of drug: “glucagon-like peptide-1" or GLP-1.  

Here's the skinny...

The first and most famous GLP-1 was approved as an injectable medication for Type 2 diabetes in 2017. It grew in popularity based on the rapid weight loss results people achieved by taking it, even though this was not its intended use.   

When used properly, GLP-1 is administered weekly by injection into either the stomach, the front of the thighs, or the back of the arms. It mimics a hormone within the body called ‘semaglutide’ to help boost the natural production of insulin and lower blood sugar.   

Since its inception, other versions of the drug have been released—one containing stronger doses of the active ingredient semaglutide and designed specifically for weight loss. But this version wasn’t introduced until four years after the original had gained a stronghold.  

So, who spilled Hollywood’s weight loss secret?  

From Diabetes Drug to Skinny Legend 

Most celebrities have attempted to distance themselves from being associated with using GLP-1, but its miraculous weight loss effects were hard to hide. Eventually, big-name celebrities like Elon Musk, Amy Schumer, Chelsea Handler, and even Oprah confessed to using the drug to lose weight.  

With trending hashtags flooding social media and circling through online forums like Reddit, word spread so quickly that even Jimmy Kimmel cracked a joke about GLP-1 at the 2023 Oscars.

It was official, GLP-1 had gone mainstream.  

Quid Monitor: Depiction of online forums where GLP-1 is discussed and the number of posts for the past year.  

But what’s causing this extreme interest in weight loss? Diet culture isn’t new, but the recent fervor surrounding GLP-1 is notable. The rise of skinny culture could be the culprit. Simultaneously, as GLP-1 made its rounds through Hollywood and the internet, early 2000’s fashion trends were on the rise; Micro miniskirts, low-rise jeans, crop tops, and even a Mean Girls reboot were leading the return of the aughts. Beyond fashion, cosmetic procedures like buccal fat removal—a procedure that removes facial fat for seriously sculpted cheekbones—were also appearing on notable faces and causing a stir online.  

Although the use of GLP-1 has made it easier for people to lose weight and conform to the societal pressure to be thin, it has not existed without controversy and its adverse effects have become more widespread. 

Currently, side effects like nausea, headaches, stomach pains, extreme fatigue, and kidney failure have all been associated with the drug. It’s important to note that GLP-1s are still new, and it will take time to understand the extent of their side effects—especially on people they are not intended for. After long-term use of the drug, many people have complained about extreme facial thinning otherwise known as, “GLP-1 Face”. Others have mentioned gaining their weight back after stopping its use, and even some surprising effects like a reduced desire to drink alcohol have been recorded.   

These side effects, however, haven’t dimmed GLP-1's popularity, and major brands are taking notice.  

Quid Monitor: Word cloud depicting the top emotions in conversations about GLP-1 for the past year.  

The Big Picture [No Pun Intended]  

Despite slimming waistlines, GLP-1 is bigger than ever; forcing fast food retailers, sweets, and beverage brands to consider if this new wave of diet culture will affect their bottom line.  

Although concerns that widespread interest in GLP-1 will negatively affect sales are not unfounded, the public’s interest in the drug may not be as great a threat as they believe. Again, while overall sentiment surrounding GLP-1 is positive, concerns about its negative side effects take up the largest percentage of the conversations happening online.  

Quid Discover: Network depicting the key topics in conversations about GLP-1 online for the past year.  

Additionally, even though later versions of GLP-1 have been designed specifically for weight loss—albeit for people struggling with obesity and mild obesity—there is greater awareness that GLP-1 was originally designed for diabetics. News about its misuse and the resulting shortages preventing access to those who need it has caused GLP-1 manufacturers to ask healthcare providers to refrain from prescribing the drug to new patients. Add the fact that without insurance GLP-1 is cost-prohibitive—often going into the thousands—the ability to obtain the drug may be significantly limited as time goes on.   

Finally, a major criticism of GLP-1 is that it’s not a healthy way to lose weight or more condemning, it’s a lazy way to lose weight—a narrative that drives shame around taking the drug. Ultimately, people interested in taking the GLP-1 solely for weight loss are often looking for a quick fix and not necessarily to transition to a healthier lifestyle as indicated by reviews where GLP-1 users often comment that their diet has remained the same; only their appetite has changed.   

Brands should be aware that the hype surrounding GLP-1 isn’t dissipating, but the conversations about who it’s for, its long-term effects, and the shame that surrounds taking the drug should be very closely monitored. Brands would also do well to track news and information surrounding the shortages, as this is a key indicator of the overall demand.  

Either way, brands looking to take preventative measures and ensure their survival amidst this weight loss phenomenon and alternatively brands that want to ride the wave can do so with the right tool that enables them to surface actionable insights.