Could the rise of weight-loss drugs reshape food markets in the Global South?

A new article published in Globalization and Health warns that the rapid rise of GLP-1 weight-loss drugs in high-income countries could have unintended consequences for food environments in low- and middle-income countries.

GLP-1 medicines such as Ozempic, Wegovy, and Zepbound are already changing food purchasing and eating patterns in wealthier countries. Early evidence suggests that users tend to reduce overall food spending, especially on snacks, sweet products, fast food, and other energy-dense foods. In response, major food and beverage companies are beginning to adapt their products and marketing strategies, including through smaller portions, reformulated products, high-protein options, and “GLP-1-friendly” branding.

The article argues that if demand for ultra-processed foods softens in high-income markets, transnational food and beverage corporations may seek to protect growth by intensifying their activities in low- and middle-income countries, where regulatory systems are often weaker and access to GLP-1 medicines remains limited and unequal.

The authors identify several possible pathways for this “spillover effect,” including stronger corporate lobbying, more aggressive marketing, expansion of modern food retail, greater use of price promotions and small pack sizes, and the introduction of “healthier-for-you” ultra-processed products in urban markets.

“This is not a claim that the shift is already happening,” said Brice Even, lead author of the article and researcher at the Alliance of Bioversity International and CIAT. “But the early market signals are strong enough to justify precaution. If GLP-1 medicines reduce demand for unhealthy foods in rich countries, we need to ask where companies will look next for growth.”

The article calls for stronger food environment policies in low- and middle-income countries, including restrictions on unhealthy food marketing, especially digital marketing to children; effective taxes on sugar-sweetened beverages and other unhealthy products; stronger management of conflicts of interest in food policy; and better monitoring of corporate practices, retail environments, promotions, and pack sizes.

The authors emphasize that GLP-1 medicines may play an important role in obesity treatment, but should not replace policies that address the commercial drivers of unhealthy diets.

“Obesity medicines may help many people,” Even said. “But they cannot solve the deeper problem if the global food system continues to make unhealthy, ultra-processed products cheap, available, and aggressively marketed, especially in countries with fewer regulatory protections.