The world’s top food brands could lose $73 billion in value if appetite-suppressing GLP-1 drugs remain widely adopted, according to new research. The 100 most valuable brands in the sector collectively hold $278 billion in value, but nearly a quarter of that total is now under threat as consumer eating patterns change.
Among global snack brands, Lay’s stands out with $6.8 billion of its $15.1 billion valuation at risk. PepsiCo’s five leading snack brands together face $14.1 billion in exposure. The data shows 11% of U.S. adults now use GLP-1 medications, a rise from just 3% in 2024, and with 137 million Americans potentially eligible for prescriptions, the market for these drugs is projected to expand dramatically. This rapid adoption rate shows the scale of the challenge facing traditional snack manufacturers, as even modest shifts in consumer behavior could reshape demand across entire product categories.
A Cornell study found households with GLP-1 users spend 6% less on groceries. Another analysis revealed these consumers reduce daily calorie intake by 700 calories, avoiding processed foods, sugary beverages, refined grains, and beef. The shift extends beyond individual purchases: a FAIR report from July 2025 confirmed these trends, showing GLP-1 users systematically cut back on high-calorie, convenience-oriented foods. Categories like confectionery, chocolate, and savory snacks, representing 30% of total brand value, account for 53% of the financial risk, highlighting how concentrated the exposure is within specific product segments.
Seven of the top 10 most exposed brands are based in the U.S., including Doritos, Hershey’s, Cheetos, Kellogg’s, and Reese’s. Lay’s faces the greatest vulnerability, with 45% of its value tied to categories likely to see reduced demand. The trend reflects a shift in consumption patterns rather than an outright rejection of treats, but the structural risk is particularly acute for brands whose core offerings align with mindless snacking habits that GLP-1 users are actively avoiding.
