America’s GLP-1 Spending Soared From $14B to $72B in 5 Years
As GLP-1 use is predicted to grow in the coming years, fitness, wellness and food and beverage brands are rethinking their playbooks
A new research letter published in the Journal of American Medical Association shows that consumer spending on GLP-1 receptor agonists (RA) — which include well-known drugs like Ozempic, Wegovy and Mounjaro — skyrocketed in the United States from $13.7 billion in 2018 to $71.7 billion in 2023 — with the largest growth rates seen between 2022 to 2023.
The study, led by researchers from the American Medical Association and the Centers for Disease Control and Prevention, pulled GLP-1 RA spending data from Symphony Health, capturing 85% of retail and 74% of mail-order prescription fills. The study measured the direct spending by patients and insurers on GLP-1 RA prescription fills at the point of sale, with all amounts inflation-adjusted to 2023 dollars.
The data revealed that total spending grew by 34% per year on average from 2018 to 2022 and then grew by 62% from 2022 to 2023, although the study notes changes in spending between 2018 and 2023 varied by product:
- Semaglutide (Ozempic) spending increased from $0.4 billion to $26.4 billion
- Dulaglutide (Trulicity) spending grew from $5.6 billion to $17.6 billion
- Combined spending on liraglutide (Victoza) and exenatide (Bydureon, Byetta) fell from $7.1 billion to $3.1 billion
- Liraglutide (Saxenda) spending rose slightly from $0.6 billion to $0.9 billion
- Meanwhile, spending on newer products — semaglutide (Rybelsus and Wegovy) and tirzepatide (Mounjaro) — has consistently increased since their launch
Market Share Shifts (2018–2023):
- Dulaglutide (Trulicity) share declined from 41% to 25% of total GLP-1 RA spending
- Combined liraglutide (Victoza) and exenatide (Bydureon, Byetta) share dropped from 52% to 4%
- By 2023, semaglutide products (Ozempic, Rybelsus, Wegovy) and tirzepatide (Mounjaro) made up 70% of all spending
- Specifically, Mounjaro accounted for 17% and Wegovy for 10% of share, with both products released in 2021
The study also found that in 2023, products approved for type 2 diabetes accounted for 89% of all spending, while products approved for obesity accounted for 11%. One potential limitation of the dataset is that it excluded sales from compounding pharmacies, did not capture prescription indications and did not adjust for rebates or discounts — factors that can vary by manufacturer and may be substantial, often ranging between 40% and 60%, particularly for newer products.
The researchers added that expanded indications and future coverage decisions could continue to drive growing demand and spending on the blockbuster drugs.
While a 2024 KFF (formerly Kaiser Family Foundation) poll found that roughly one in eight U.S. adults have used a GLP-1, J.P. Morgan Research projects that the weight loss medication market could reach 30 million users by 2030—about 9% of the overall population—potentially boosting biotech sectors while creating headwinds for the food and beverage industries. Household names like PepsiCo and Coca-Cola have begun signaling a push to add low-sugar, “better-for-you” products to their portfolios, while some startups, like Two Spoons, have launched high protein ice cream marketed to GLP-1 users and health conscious consumers.
Notably, a separate research letter shows that the number of adolescents and young adults with GLP-1 RA dispensing increased 8,722 to 60,567 (594.4%) between 2020 and 2023.
While appetite for weight loss medications continues to grow among consumers and fitness and longevity brands who have begun adopting them as part of their offerings, the space is neither without scrutiny nor free from drama.
Wellness TikTok influencer Janelle Rohner, who has more than 5 million followers and sells a $200 course on macro-based nutrition, is currently under fire after admitting she had been using GLP-1 medications. Rohner, who said she lost 10 to 15 pounds on the popular medications before switching to a monthly microdose, faced swift backlash from followers who accused her of misleading them. She has since offered refunds to anyone who purchased her course within the past 11 months.
Beyond influencer-related controversies, the GLP-1 space has been rocked by shortages, a crackdown on compounded versions, a class action lawsuit targeting Kourtney Kardashian’s Lemme GLP-1 Daily supplement (which contains extracts of lemon, orange and saffron) for alleged misleading marketing and an overall questioning of its alignment with the body positivity movement.
Drugmakers, meanwhile, are forging ahead. Eli Lilly’s experimental weight loss pill — orforglipron — could be a game-changer, offering a daily alternative to weekly injectables. The company plans to seek regulatory approval for the pill for weight management later this year, with a separate filing for diabetes treatment expected in 2026. The medication is also being studied as a potential treatment for obstructive sleep apnea and hypertension in adults with obesity.
The rising use of weight loss medications has also prompted The National Academy of Sports Medicine (NASM) to launch a new course, “Understanding Weight Loss Medications” for fitness and wellness professionals to better serve and guide the growing demographic of users safely and effectively.