For the uneasy, the commercials may not be the most pleasant to watch: Overweight Americans sticking themselves with a needle to lose weight. But GLP-1 drugs may be good for the meat industry.
The commercials may also give protein producers discomfort as they follow the success of the drugs in helping Americans eat less food. Does it make financial sense to invest the focus, dollars, and livelihood in meat production if diet drugs are curbing Americans’ hunger for food?
Don’t give up on those hogs, cattle, sheep, or chickens yet.
GLP-1 Users More Likely to Eat Meat
A Kansas State University researcher has learned something that may surprise some people who raise or invest in livestock. Dr. Glynn Tonsor, an agricultural economist told American Farmland Owner from his office in Manhattan, “We found that people using GLP-1 drugs are much more likely to eat meat regularly compared to non-users,” Tonsor said.
Dr. Glynn Tonsor bio:
Professor of agricultural economics at Kansas State University
KSU faculty since 2010
Leads Monthly Meat Demand Monitor
Grew up on farrow-to-finish swine farm in Monroe City, Missouri
GLP-1 is the abbreviation for glucagon-like peptide-1
“GLP-1 agonists are a class of medications that mainly help manage blood sugar (glucose) levels in people with Type 2 diabetes,” the Cleveland Clinic website’s explains.
“Some GLP-1 agonists can also help treat obesity. GLP-1 agonists are most often injectable medications, meaning you inject a liquid medication with a needle and syringe.
You give the shots in the fatty tissue just under your skin (subcutaneous injection). Areas of your body you can give the injections include your belly, outer thighs, upper buttocks and the backs of your arms.”
Ozempic, Mounjaro, Trulicity, and Wegovy are among the most well-known GLP-1’s.
RELATED: This “CBS This Morning” report looks at the pros and cons of using GLP-1 diet drugs to lose weight. Watch that here.
The growing popularity of the drugs has sparked significant conversation in the health and wellness world. While these medications are primarily used for weight management, their increasing availability and widespread advertising are also beginning to impact consumer behavior in surprising ways.
Tonsor has been analyzing how these trends could influence the meat industry. He works with fellow agricultural economist, Dr. Justin Bina from Arizona State University (Bina earned his three degrees from Kansas State).
GLP-1 Gaining in Popularity
Although GLP-1 drugs themselves have been around for a while, they are becoming increasingly accessible to the public, with more aggressive marketing and claims surrounding their benefits.
“The products themselves aren't necessarily new, but they're more available. And there are more claims around them,” Tonsor explained.
“We’ve seen these ads everywhere, and even The Economist magazine covered them, signaling the growing public interest.”
Tonsor’s research, which tracks trends in consumer food behavior, found that roughly 15% of U.S. adults are now using GLP-1 drugs, a figure on the higher end of public estimates. This number has risen steadily, aligning with the rising prominence of these drugs in the media and medical communities.
Tonsor and Bina look at how GLP-1 use intersects with meat demand. They collaborate on the Monthly Meat Demand Monitor, which tracks consumer behavior related to meat consumption.
They found that people using GLP-1 drugs are consuming meat more frequently than those not on these medications. “This supports the notion that these drugs, while designed to help with weight loss, are leading some individuals to be more selective about their food choices.”
That selectivity, their research found, is positive news in the meat industry. “In many cases, this means a higher consumption of protein-rich foods like meat.”
GLP-1 Users Seek High-Protein Food Sources
The study shows that the majority of GLP-1 users are focused on eating high-protein foods, which can help them manage their calorie intake while still providing the nutrients their bodies need.
Tonsor explained, “The logic is that when people on GLP-1 drugs are more conscious of nutrient content, they tend to favor high-protein foods like beef, pork, and chicken. By choosing nutrient-dense proteins, they are able to satisfy their appetite with fewer calories overall, which fits into their weight management strategy.”
For a U.S. meat industry concerned about whether President Donald Trump’s increased tariffs will limit exports, it can see potential in continued domestic demand aided by some GLP-1 users.
“If GLP-1 use continues to grow, we could see more stable meat demand, even in the face of rising food prices,” he noted.
“One reason for this is that GLP-1 users tend to be less price-sensitive when it comes to purchasing meat. This is particularly true for higher-income individuals, who are more likely to be using these drugs. These consumers are less impacted by price increases, as their purchasing decisions are driven more by habit and nutritional value than by cost.”
Tonsor’s research found that GLP-1 users are generally more affluent and less sensitive to price fluctuations. “GLP-1 users are typically male, younger than 45, and have higher household incomes, typically above $100,000,” Tonsor shared.
“This demographic is less likely to be swayed by price hikes, meaning that even in a more inflationary food environment, they may continue to purchase meat as part of their regular diet.”
RELATED: Here is what Dr. Glynn Tonsor was seeing with meat consumption when he talked with American Farmland Owner last April. Watch or listen here.
