GLP-1 boom shifts food brands from diet plans to protein
David Protein CEO Peter Rahal says weight-loss drugs are reshaping food trends and fueling demand for protein-heavy products.
By Daniel Okafor · Business Editor
3 min read
GLP-1 weight-loss drugs are changing how food companies read consumer demand, according to David Protein founder and CEO Peter Rahal. Rahal told Fortune that the annual cycle of new diet fads has faded as more consumers turn to medications for weight loss and body composition goals.
Rahal, who previously created RXBar and sold it to Kellogg’s for $600 million, launched David Protein in 2024 with protein bars and ice cream. He told Fortune that the usual January surge in diet trends such as keto or paleo did not arrive this year.
GLP-1 receptor agonists slow digestion and are used to treat diabetes and obesity by helping regulate appetite and insulin release. PwC has estimated that about 10% of the U.S. population has taken one of the drugs.
Morgan Stanley expects the GLP-1 market to reach $82 billion this year, Fortune reported. That growth has pushed food makers to rethink products for consumers who eat less but may need more nutrient-dense meals and snacks.
Protein demand rises with GLP-1 use
Some companies, including Nestlé and Conagra, have introduced products aimed at GLP-1 users, according to Fortune. Rahal sees a broader change: consumers who once might have tried diet programs for weight loss are increasingly choosing medication instead.
That shift has also helped drive the popularity of higher-protein foods, Rahal told Fortune. People using GLP-1 drugs may need added protein to help preserve muscle because the medications can reduce appetite.
New protein products have spread across categories. Fortune cited examples including Khloud, Khloé Kardashian’s protein popcorn brand, and Starbucks drinks that include whey protein cold foam.
Kathleen Wolfley, vice president at agriculture consultancy Ever.Ag Insights, told Fortune that GLP-1 users seeking weight loss and other health benefits need extra protein to maintain muscle mass and feel well. She said that creates firm demand in the market.
Whey prices climb
The protein push is already affecting suppliers. U.S. Department of Agriculture data cited by Fortune shows that high-protein whey concentrate prices have risen 40% in recent months, and some suppliers have sold out.
Rahal told Fortune that David Protein’s whey costs have climbed from $7 a pound to nearly $12 a pound since the company introduced its first products in late 2024. He said a prolonged shortage could lead some manufacturers to change recipes and use other protein sources, though rising demand could raise prices for those ingredients as well.
David Protein has continued to expand despite the cost pressure. Fortune reported that its products are sold in about 16,000 stores and that the company is expected to generate $300 million in revenue this year, citing Inc.
Rahal told Fortune that David Protein’s current plan is to absorb the higher whey costs rather than shift course. He said the next phase of food trends has become difficult to forecast because GLP-1 drugs have changed the old diet cycle.
This story draws on original reporting from Fortune.