Danone’s yogurt sales surge among US consumers using GLP-1 drugs

Sales of Danone’s popular yogurt brands are finding a more prominent place on the menu with consumers who are eating less as a result of using Ozempic and other popular weight-loss drugs.

Danone, the world’s largest yogurt maker, has seen North American demand for Oikos and its other popular brands soar, driven in part by consumers looking to fill their nutritional needs when taking GLP-1 medications. The company’s protein-packed and low-sugar offerings have benefited the most from the trend and Danone is beginning to market its products directly to users of these popular weight-loss medications. 

“We do believe that this is not a fad,” Rafael Acevedo, president of yogurt at Danone North America, said in an interview with Food Dive. “This is a trend that is here to stay.”

Roughly 14% of U.S. adults have taken GLP-1 drugs to lose weight or manage other diseases like diabetes. The medications, which suppress appetites, have created worries in the food industry that the rise in the popularity of these drugs could lead to a meaningful drop in food consumption and sales. 

Still, a decline in consumption hasn’t changed the fact that people still need the proper nutrition to maintain muscle mass and overall health. This has provided an opportunity for yogurt and other nutrient-rich offerings to fill the void.

Yogurt consumption is nearly three times higher in U.S. households where GLP-1s are used, according to Acevedo. For Danone, that has led to a boom in sales for some of its biggest brands — particularly those that promise nutritional benefits. Yogurt also is ideally positioned for those cutting calories because it is portion-controlled.

Oikos, which touts its high protein content, has been one of the biggest beneficiaries. Retail sales surged 40% during 2024, according to Circana data provided by Danone. Too Good & Co, which prioritizes low sugar, and the more indulgent but protein-laden Light & Fit also have seen an uptick in sales among GLP-1 users.

“We’re in a good position of leveraging our portfolio to satisfy the needs of those consumers,” Acevedo told Food Dive. “We believe in yogurt that we’re very well positioned to capture a lot of those opportunities.”

With another 20% of households showing an interest in using GLP-1 medications, Danone and other food companies are taking more aggressive steps to reach consumers. 

To promote its yogurts as a solution for people taking GLP-1 medications, Danone North America is partnering with healthcare practitioners, working with retailers and marketing its products directly to consumers online. In December, Danone North America launched a website outlining the nutrition priorities for GLP-1 users, with recipes and product suggestions for consumers concerned about weight management.

Acevedo said the CPG manufacturer also is exploring innovations within existing brands to capitalize on growing to GLP-1 usage. At the same time, Danone is expanding distribution for some of its recent launches in the U.S., such as its Oikos Pro Drinks and Shots.

Other food manufacturers are positioning themselves to benefit from the uptick in GLP-1 use by designing products specifically geared for these consumers or by promoting the dietary advantages of existing offerings.

Nestlé, which makes Hot Pockets and DiGiorno pizza, launched a pre-meal drink under its Boost brand last month to help consumers suppress their hunger and create a feeling of being full. Earlier in 2024, Nestlé launched its first major U.S. brand in nearly three decades called Vital Pursuit for consumers taking GLP-1 medications and other people focusing on weight management. 

Conagra Brands is debuting this month more than two dozen of the company’s Healthy Choice offerings that will feature a label indicating the meals are “GLP-1 friendly,” making the company the first major food brand to call out the popular weight-loss medication on its packaging.