Yogurt sales of Danone, one of the world’s largest yogurt makers, are soaring amid rising use of GLP-1 medications. These appetite-suppressing drugs have reshaped dietary habits, leading to a spike in demand for high-protein, nutrient-dense foods. As a result, Danone’s brands, including Oikos and Light & Fit, are experiencing significant growth.
Why People Are Choosing Yogurt
GLP-1 medications like Ozempic and Wegovy help users feel full longer, reducing overall food intake. Around 14 percent of adults in the U.S. have used GLP-1 drugs to shed pounds or manage type 2 diabetes. Yogurt consumption, specifically, has skyrocketed triple times in households where there are GLP-1 users.
However, patients still need protein and essential nutrients. Yogurt, with its particularly low-sugar and high-protein varieties, meets this need perfectly. In addition, users prioritize portion-controlled snacks like yogurt that support muscle maintenance while managing hunger. Data from Circana indicates that consumers are once again purchasing more snacks and groceries, back to pre-GLP 1 boom levels.
As a result, consumers are increasingly turning to Greek yogurt because of its balance of protein, probiotics, and essential nutrients. Retail sales of Danone’s Oikos brand, for example, saw a 40% surge in 2024. Meanwhile, other protein-packed yogurt lines, such as Too Good & Co and Light & Fit, are also benefiting from the trend.
“We’re in a good position of leveraging our portfolio to satisfy the needs of those consumers,” said Danone North America president of yogurt, Rafael Acevedo, speaking to Food Dive. “We believe in yogurt that we’re very well positioned to capture a lot of those opportunities.”
Yogurt Brand Danone’s Strategy
Recognizing this development, Danone has strategically positioned itself as a go-to brand for GLP-1 users. Correspondingly, the company has ramped up marketing efforts, emphasizing its yogurt products’ nutritional benefits. In December 2024, Danone launched a nutrition hub to educate consumers about healthy eating while using weight-loss medications.
Additionally, Danone has strengthened partnerships with healthcare professionals and dietitians. These experts recommend high-protein dairy options to GLP-1 users, further fueling yogurt’s popularity. The company is also working closely with retailers to ensure its products are available in convenient formats.
The Food Industry’s Response
Danone isn’t the only company capitalizing on the growing influence of GLP-1 medications. Other major food manufacturers, such as Nestlé and Conagra Brands, are developing products for this new consumer segment. As demand for nutrient-dense, easy-to-digest foods such as yogurt increases, more brands will likely follow suit.
However, some companies remain on the cautious side. Processed food giants worry that long-term GLP-1 drug use could reduce overall food consumption. As a result, brands are shifting their focus to reformulating products to adapt to changing dietary preferences.
Is This Trend Here to Stay?
Industry experts believe the shift in eating habits could be more than a passing trend. As more people use GLP-1 medications, the demand for high-protein and functional foods will likely remain. Moreover, Danone executives expect continuous growth in the yogurt market, especially as consumers seek convenient, nutritious options.
“We do believe that this is not a fad,” said Acevedo. “This is a trend that is here to stay.”
Photo by Daniel Cabriles on Unsplash
