Danone says yogurt sales are rising among US consumers taking GLP-1 drugs

Danone says demand for its yogurt brands is climbing in North America in part because of consumers taking GLP-1 medications, and the company has begun marketing some products directly to that group ^[1]. The world's largest yogurt maker said its high-protein Oikos line posted a 40% retail sales increase in 2024, citing Circana data provided by the company ^[1].

About 14% of U.S. adults have taken GLP-1 drugs to lose weight or manage conditions such as diabetes, according to the company ^[1]. Rafael Acevedo, president of yogurt at Danone North America, told Food Dive that yogurt consumption is nearly three times higher in U.S. households where GLP-1s are used ^[1]. "We do believe that this is not a fad," Acevedo said. "This is a trend that is here to stay" ^[1].

Danone said its protein-heavy and low-sugar products have benefited most. Beyond Oikos, the low-sugar Too Good & Co brand and Light & Fit, which leans more indulgent but still carries protein, also saw sales rise among GLP-1 users ^[1]. The company has started partnering with healthcare practitioners, working with retailers and marketing online to reach those consumers, and in December it launched a website with recipes and product suggestions for people managing their weight ^[1]. Acevedo said Danone is exploring new products within its existing brands and expanding distribution for recent launches including Oikos Pro Drinks and Shots ^[1].

Other food companies are chasing the same shoppers. Nestlé launched a pre-meal drink under its Boost brand intended to help consumers feel full, after introducing Vital Pursuit in 2024 as its first major new U.S. brand in nearly three decades ^[1]. Conagra Brands said it would add a "GLP-1 friendly" label to more than two dozen Healthy Choice meals, which the company described as the first time a major food brand has called out the medication on packaging ^[1].

Not every category is gaining. A study from Cornell University and Numerator found households with at least one GLP-1 user cut grocery spending by about 6% within six months of taking the medication, with savory snacks such as chips, baked goods, sides and cookies falling between 6.7% and 11.1% ^[1]. Hershey CEO Michele Buck described the effect on the candy maker as "mild" in November and said the company is monitoring how consumer behavior evolves ^[1].

The sales figures behind Danone's GLP-1 claims come from Circana data the company provided, and the underlying survey or panel methodology has not been disclosed ^[1]. The estimate that yogurt consumption is nearly three times higher in GLP-1 households comes from Acevedo, not from a published study ^[1].

Why it matters for patients

People taking semaglutide, tirzepatide or other GLP-1 drugs are now a distinct target for food marketing, not just for drugmakers. The products the industry is pushing toward them — portion-controlled, high-protein, low-sugar items — are the same categories Danone says are selling best ^[1]. Conagra's planned "GLP-1 friendly" label means patients may soon see medication references on grocery packaging, a step past general diet and nutrition claims; whether that label language gets any regulatory review has not been reported ^[1].

The spending data points in the other direction on quantity. The Cornell and Numerator study found GLP-1 households spent about 6% less on groceries within six months, with snack categories down the most ^[1]. That suggests the shift is about what people buy, not how much they buy overall.

The reporting does not show whether any of these products improved nutrition, muscle mass or health outcomes for people on GLP-1s. Danone's framing — that people still need proper nutrition to maintain muscle mass and overall health while eating less — is the company's, delivered by its yogurt president ^[1]. No independent clinical results on these specific products were cited ^[1].

What happens next

Danone said it is expanding distribution for Oikos Pro Drinks and Shots and exploring innovations within existing brands, without giving dates ^[1]. Conagra said the "GLP-1 friendly" Healthy Choice labels would debut in January 2025 ^[1]. Danone has not said whether it will publish the methodology behind its GLP-1 user figures or release updated numbers ^[1]. No timeline has been disclosed for when the next round of GLP-1-linked sales data from these companies will appear ^[1].