The global food industry is being reshaped by the blockbuster success of weight-loss drugs — and executives from meatpackers to soda makers say protein is emerging as the biggest winner.
At the annual Consumer Analyst Group of New York, or CAGNY, conference last month, companies including JBS, Hormel Foods and PepsiCo made clear that the rise of GLP-1 injections is not just a healthcare story but a structural shift in how consumers eat.
As drugs such as Ozempic, Wegovy and Mounjaro gain traction, food makers are reformulating portfolios to pack more protein into everything from frozen meals to tortilla chips.
The market for GLP-1–based obesity treatments is projected to more than double to $158 billion by 2035, according to estimates presented by Hormel Foods during the event. While penetration remains below 8% of consumers, usage is expected to reach double digits in the coming years, Conagra Brands told investors.
“What we are seeing is more than a trend — it’s a structural change in consumption habits,” Gilberto Tomazoni, chief executive officer of JBS, said in his presentation. Ingredient supplier International Flavors & Fragrances described the adoption of weight-loss injections as “the most transformative force of our time.”
For food companies, the implications go beyond smaller appetites. Consumers using GLP-1 drugs are cutting calories but actively seeking protein to preserve lean muscle mass, while prioritizing satiety and nutrient density. Each portion, executives say, must deliver more.
Hormel CEO John Ghingo said two in three consumers intentionally eat protein for benefits such as weight management, fullness and energy. “Consumers are looking for protein for breakfast, lunch, dinner and all their snacks in between,” he said.
Estimates presented by the company the global protein market expanding to $74 billion by 2033, from $38.5 billion in 2024.
Reinventing Food
The response from the industry has been quick. Companies are pushing higher-protein, higher-fiber formulations, portion-controlled meals and snacks positioned as functional foods.
For meat producers such as Hormel and JBS, the shift represents a demand tailwind rather than a threat. “Our portfolio is perfectly positioned. We don’t need to change it — we need to enhance it,” Tomazoni said.
He outlined three attributes driving protein purchases: convenience, brand trust and nutritional simplicity. Products must be quick to prepare — or ready to eat — and suitable for daily consumption, not just special occasions. Quality, in consumers’ minds, is closely tied to brand, he added, while leaner cuts and simpler ingredient lists are increasingly valued.
Conagra echoed the focus on convenience, arguing that frozen foods stand to benefit as consumers seek portion control and reliable protein content. Its innovation pipeline includes meals with up to 46 grams of protein, bowls with 30 grams per serving and protein-forward snacks.
Hormel CEO pointed out the value of producing protein “the old-fashioned way”. “Why do consumers love real food protein? It’s joyful, delicious, energizing, comforting, sustaining, exciting, and nourishing”, he said. The challenge of being a real food protein for decades is making it conveniently available and accessible. “We are in the business of helping make protein easy for our consumers and our operator partners.”
Even beverage makers are adapting. Coca-Cola said more than 70% of consumers want more protein and fiber in their daily diets and highlighted offerings such as Core Power as aligned with that demand.
At PepsiCo, protein has been elevated to one of four core growth platforms, alongside fiber, hydration and energy. As the company expands its portfolio of functional foods, it plans to introduce in the coming months Doritos Protein in the Northern Hemisphere — an example of what the company has been doing to layer health-focused attributes onto brands long associated with indulgence.
