Ozempic and similar GLP-1 weight-loss drugs are posing a noteworthy threat to the beef industry in 2025.
Here’s why: A recent study, published in the Food Quality and Preferences journal, surveyed nearly 2,000 consumers and found that 45% of those that were on GLP-1 drugs eat less beef now than they did previously – and that number rises to half for those that had previously injected the drug.
That may not seem like a massive deal – until you consider the prevalence of GLP-1 drugs. One in eight Americans have already injected a drug used for the treatment of diabetes and obesity, according to an article by Green Queen.
By 2028, estimates are that the number of regular GLP-1 drug users could rise to anywhere between 10 to 20 million.
Additionally, by the end of the decade, the weight-loss medications will represent a $105 billion market, according to Green Queen.
Ozempic’s Appetite Shift
“This trend is a legitimate concern,” Dr. Raj Dasgupta, chief medical advisor for Sleepopolis, told The Food Institute. “As more people take GLP-1 medications like Ozempic and Wegovy, their appetites decrease significantly, especially for calorie-dense or protein-heavy foods like red meat.
“If a sizable portion of the population shifts their eating habits, it could affect demand patterns, especially in the restaurant and meat production industries.”
The reason behind the sudden aversion to certain foods, like beef, is that GLP-1 medications work by slowing gastric emptying and reducing hunger signals, which can make high-fat or high-protein foods like meat feel heavy or even nauseating, Dr. Dasgupta explained.
“Some users develop taste aversions or simply no longer crave meat the way they used to. It’s a biological shift in how the brain and gut communicate; meat just isn’t as appealing when satiety signals are amplified,” he added.
Alt-Protein Opportunities
While this is a threat to meat companies, it’s a huge opportunity for plant-based companies. Consumption of beef has gone down, but the demand hasn’t gone anywhere, the article by Green Queen noted. Companies using meat alternatives can fine-tune their products to satisfy the new cravings, an advantage they have over meat-based companies.
Is this the end for meat-based companies? Of course not.
“This trend is something meat producers and meat-heavy restaurants should be paying attention to – but not panic over,” said Baltazar Villanueva, a certified personal trainer and nutrition coach.
This shift isn’t necessarily permanent or universal, he said. For businesses, it’s less about cutting meat and more about adapting: offering smaller portions, diversifying the menu with more high-protein alternatives like fish, eggs, or plant-based options, and educating customers on how to balance protein intake on a GLP-1, Villanueva said.
“Most importantly, many users on these meds are being coached to center protein at every meal to maintain muscle mass. Restaurants and producers who can tap into that narrative – with leaner cuts, better sourcing, and flexibility in portion sizes – will be better positioned to meet this changing demand,” he adds.
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