From Our Print Edition

In last month’s issue, we published a story about the impact of popular weight loss drugs on food sales. While estimates vary, a recent Numerator survey found that in households where at least one person was taking GLP-1s such as Ozempic or Wegovy, monthly spending on groceries decreased anywhere from 6% to 9%. Not surprisingly, categories such as ice cream and snacks were most negatively impacted.

SAVVY COMPANIES LEAN IN

However, I have been encouraged by the response of a handful of retailers and manufacturers, which, instead of panicking over lost sales, are leaning in to the movement and looking for ways to support consumers in their weight loss journey. While the cynics among you might say they’re simply trying to “cash in” on the trend, I prefer to believe companies really do care about the health of their shoppers. Among the more notable moves, Costco recently expanded its partnership with Sesame, offering its members three months of specialized health care for weight loss for $179. And on the manufacturer side, Nestlé SA CEO Ulf Mark Schneider told analysts that the company is expanding its Lean Cuisine frozen meal and OPTIFAST protein shake lineups, which it’s marketing as good sources of adequate nutrients for those taking weight loss drugs. The folks at Conagra also smell opportunity, citing the veggies and high protein in its portion-controlled Healthy Choice meals.

These are appropriate responses to a trend that shows no signs of slowing. In fact, Morgan Stanley predicts that 7% of the U.S. population will be on weight loss drugs by 2035. That’s more than 25 million people. So it makes sense for retailers and manufacturers to do whatever they can to win their business.

But not every company is on board.

Although it started long before the current crop of weight loss drugs began making headlines, the so-called “anti-diet” movement appears to be picking up steam, aided by social media influencers and Big Food. (I won’t name names, but several kids cereal makers are leading the charge.) Although proponents claim they’re combatting weight stigma and food shaming that lead to lowered self-esteem and eating disorders, it all sounds a bit disingenuous and self-serving to me. Sen. Richard Blumenthal, who recently co-sponsored legislation to establish more prominent front-of-package food labeling, agrees.

“I think it’s really reprehensible for the food industry to prey on the vulnerabilities of people who suffer from diabetes or obesity or diseases that are caused by excessive sugar, fat and perhaps other ingredients that do them harm,” he says. “To tell people they should be proud of eating the wrong things, that’s hardly doing them a service.”

GIVE ‘EM THE FACTS

While I think “reprehensible” is a bit strong…the man’s got a point. No one wants consumers to feel bad about indulging in a bowl of ice cream or some deep fried mozzarella sticks, but attempting to hide nutritional facts isn’t the way to do that. Instead of trying to convince consumers that this product or that is “healthy,” wouldn’t it be better to meet them where they are and focus on creating food that not only tastes good but is also good for you?