The rise of GLP-1 drugs for diabetes and obesity is beginning to affect much more than just the pharmaceutical industry. From supermarket shopping carts to sporting goods and personal care products, the spread of these therapies is creating new winners and losers in the consumer goods market.
In Greece, this trend is reflected in the performance of Novo Nordisk Hellas, the subsidiary of the Danish group that is one of the key players in the GLP-1 market with Ozempic and Wegovy. Last year, the Greek subsidiary’s revenue reached €115.8 million, up 25%, while net profit stood at €3.95 million, compared to €181,000 a year earlier. Although the financial statements do not explicitly mention Ozempic and Wegovy, the improvement in these figures coincides with the period during which the Danish group’s global growth has been driven primarily by GLP-1.
The number of Greeks who have switched to these treatments remains unknown. In the U.S., however, according to data from Circana, 23% of American households already have at least one GLP-1 user, a percentage expected to rise as access to these therapies expands.
Reduced appetite limits consumption of snacks, sweets, and high-calorie foods. However, consumers are not simply buying fewer products; they are changing their habits overall. Circana reports an increase in purchases of fresh foods and wellness products, while 83% of consumers say they engage in some form of self-care. At the same time, categories such as sporting goods, activewear, personal care products, and premium beauty are gaining traction, as weight loss is linked to broader investments in health and appearance.
The impact even extends to categories not directly linked to diet. Circana reports increased demand for oral hygiene products and low-calorie gum, as many consumers are replacing traditional snacking with chewing gum.
In Greece, the toothpaste market grew by 3.2% in 2025, while in the first quarter of 2026, growth accelerated to 8.9%. Similarly, the chewing gum market grew by 11% last year and by 9.9% in the first quarter of 2026.
These changes are forcing consumer goods companies to reevaluate their strategies. At the same time, the rapid spread of GLP-1 suggests that one of the most significant changes in retail over the next decade may not come from a new business model, but from a pharmaceutical category that is transforming the daily habits of millions of consumers at the supermarket shelf and in the HORECA sector.