Welcomer to the mass market era of GLP-1

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Source: Tom Ellis, Linkedin



 If 2025 was the year GLP-1s grabbed the headlines, 2026 is the year they go mass market. The Economist has already flagged "Ozempic, but better" as a top 10 trend for the year. At Brand Genetics we believe 2026 is the tipping point where this evolves from a Western luxury into a global commodity.


Here are five reasons why 2026 changes the rules of the game:

1. The Friction is Vanishing
Barriers to entry are collapsing. We are moving from needles to pills, shifting GLP-1 from a "medical procedure" to a "daily vitamin". Crucially, patents are expiring in key markets like Brazil, China and India. With generics set to slash prices by up to 80%, access will democratise overnight

2. The "Godzilla" Effect
The next generation of drugs are terrifyingly effective: Eli Lilly’s so called "Godzilla" drug (retatrutide) is showing ~24% weight loss in trials. But the real shift is quality: new treatments are designed to burn fat while preserving muscle. The goal is no longer just "skinny" — it’s "fit"

3. Beyond Weightloss
The narrative is changing. New data confirms GLP-1s don't just cut weight; they reduce heart risks and slow kidney disease. This changes the drug from a "cosmetic cheat" to a "lifespan essential." Once insurers and governments view this as chronic disease management, access will explode.

4. The Economic Imperative
With obesity expected to cost the global economy $4.32 trillion by 2035, this is no longer just a consumer desire; it is a healthcare necessity. Health services in Europe especially are waking up to the reality: they can't afford not to fund this.

5. The Grocery Disruption
The data is already biting. Households with a GLP-1 user cut grocery spend by ~5%, with steep declines in snacks (-10%) and sugary drinks (-7%). While this puts pressure on "indulgent" categories, opportunities like in areas like protein, hydration and nutrient density. As we saw with Marks and Spencer launching their "nutrient-dense" range last week, smart businesses are already pivoting.

2026 marks the moment GLP-1 shifts from a Hollywood luxury to a household commodity.

The question is no longer 'Will people do this?'

The question now is: is your business built for a world where biology can be hacked on a budget?

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