May. 4 at 3:31 PM
About 1 in 8 US adults is now on a GLP-1 weight-loss drug, w/ usage more than doubling since early 2024. As prices fall, the next wave of mass-market demand is imminent
Recent FDA approval of Foundayo, Eli Lilly’s new once-daily oral weight-loss pill is priced aggressively at
$149/month - t is roughly 85% cheaper than the initial list prices of injectable predecessors, moving GLP-1s from "luxury tier" to "mass market"
A common side effect is fueling real demand for hair treatments, scalp serums & supplements
GLP-1s all list hair loss as a possible side effect. Doctors say it is tied to fast weight loss in general - less protein, fewer nutrients, more stress on the body - & not the GLP-1 itself
Circana ests GLP-1 households spend about +30% more on beauty products than non-GLP-1 households
Hair treatment products take 3-6 months to show results. That makes the GLP-1 customer especially valuable to brands - this makes the GLP-1 user an "anchor customer" for brands, as they are statistically more likely to retest and reorder during their weight-loss journey
Accenture's global beauty industry lead, called the size of the GLP-1 market "unprecedented" - money is flowing into pharma & personal care companies trying to build new solutions
Further, many users reduce their intake of certain foods (processed foods are seeing some of the steepest drops in demand), which has caused shifts in consumer behavior & demand
These households are shifting that budget toward high-protein dairy (+20%) and fresh produce (+55%) to combat muscle loss and nutrient gaps.
JPMorgan ests 25M Americans will be on a GLP-1 by 2030 (up from 5M currently) - a 5x increase
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