The widespread adoption of GLP-1 weight-loss medications, often called "slimming pens," is profoundly reshaping consumer behavior and, consequently, the food industry in Brazil. While only 2.4% of Brazilian households currently use these medications, this figure is projected to rise significantly, especially with the introduction of more affordable generic versions. This shift is already evident in retail data: a Scanntech survey in Brazil showed a decrease in volume for high-calorie categories like beer (-1.03%), snacks (-0.82%), and chocolates (-0.72%) since late 2025, while nutritional supplements grew 5.53% and fresh beef advanced 0.43%.
Consumers using GLP-1 drugs are exhibiting altered preferences. A Euromonitor International survey indicated that 54% of Latin American users reported reduced food cravings, 46% cut down on sugary drinks, and 41% increased exercise. This change is also reflected in retail sales, with major chains like GPA reporting a 40% rise in demand for lactose-free products, 35% for functional proteins, and 23% for gluten-free items. Carrefour noted a reduction in processed food sales and a surge in demand for proteins, fruits, vegetables, and high-value functional products. Users of GLP-1 medications reduced their mass-market consumer goods purchases by 12.9% in the three months ending February 2026, contrasting with an 18.7% increase among non-users.
The pharmaceutical market for GLP-1 medications is booming. Pague Menos saw a 153% increase in GLP-1 drug revenue in Q1, now accounting for 9.1% of its total sales. At RD Saúde, these drugs represent over 10% of sales, up from about 5% a year prior. The Brazilian formal market for GLP-1 drugs reached $14.6 billion in the 12 months leading to April 2026, marking a 110% year-over-year increase. Projections from Itaú BBA suggest the total market, including informal sales, could hit $27 billion by 2026 and $61 billion by 2030.
In response, the food industry is re-evaluating its strategies. JBS, for instance, is expanding its portfolio of nutrient-dense products, including frozen meals and egg-white-based beverages. Seventy-seven percent of manufacturers associated with the Brazilian Food Industry Association (Abia) plan to invest in protein or functional product lines by the end of 2026. Retailers are also dedicating more store space to health-focused categories, such as Pão de Açúcar's "Espaço Mais Equilíbrio" and Carrefour's "Viver Bem." Restaurants are adapting by offering smaller portions and healthier menu options, with 61% of Brazilian bars and restaurants noting changes in customer behavior related to these drugs.
Brazil currently has 5.5% of its population using GLP-1 medications, surpassing the global average of 3.7%. The recent expiration of the semaglutide patent in Brazil in March is expected to further drive down prices and increase accessibility, especially for middle and lower-income classes, intensifying these market shifts.
