GLP-1 Weight Loss Drug Trends – September Updates & Industry Impact

Mounjaro prices rise in the UK

At the start of September, the list price of Mounjaro is increasing in the UK. Initial announcements stated the increase would be as high as 170%, reaching £330 a month from around £122. However, sources indicate manufacturer Eli Lilly has made commercial arrangements with providers resulting in a more moderate but still substantial increase of the highest dose to £247.50.

Eli Lilly launched its brand of weight loss drugs in the UK in 2024 at a price cheaper than in other European markets. The price change won’t impact the minority of users who receive the drugs through the NHS, and will only affect private patients. The move brings Mounjaro prices closer to competitor Wegovy.

In the long term, driven by increased competition and the expiry of patents, there’s much anticipation about price reductions for weight loss drugs. This unexpected news is a bump in the road. Studies indicate price sensitivity when it comes to usage, and according to IGD ShopperVista data, 41% of GB shoppers agree that the cost is too high. Current weight loss drug usage cuts across income brackets, so increased prices may skew the user base towards more affluent shoppers with greater disposable income. The rise also comes ahead of the golden quarter, and may see shoppers weighing up their weight loss against seasonal spend.

Greggs is adapting to GLP-1s

In its half-year results, the chain’s CEO, Roisin Currie, emphasised there was “no doubt” that weight loss drugs were changing how and what people eat. She underscored the relevance of protein-led options, portion size and suitable snack products for people on the medication.

Without adaptation to the emerging trend, away from home consumption is at risk amongst GLP-1 users. Earlier in the summer, analysis from Redburn Atlantic indicated a 1% (US$482m) impact on McDonald’s in the US, with warnings that this could slide up to 10%, sending share prices tumbling. Beyond growing uptake, the analysts warned of the ripple effect, beyond the GLP-1-using individual, to group dining and wider household routines.

One step closer to oral medication

Eli Lilly’s oral GLP-1 Orforglipron is one step closer to being submitted for regulatory approval after undergoing the latest of several phase three trials. In the ATTAIN-1 trial, users reported an average 12.4% weight reduction after the 72-week trial period. These results aren’t as impressive as the injectable alternatives, but oral medications hold appeal as an easier, more convenient medication format. The two big unanswered questions are where pricing will peg relative to injections, which could influence uptake, and whether the side effects will be softened as a result of daily versus weekly dosage, which could shape the types of products that will appeal.

GLP-1 celebrity advocacy: Serena Williams steps into the spotlight

Influence and advocacy are important in the world of weight loss drugs, a trend that is still in its infancy. While not the leading barriers to usage, stigma and lack of familiarity with the medication still play a part in holding some potential users back. Celebrities, including Elon Musk, helped accelerate interest in the medication when it first became available.

As a celebrated sportswoman, Serena Williams’ endorsement lends credibility to the medication. She may encourage more health-focused consumers to consider GLP-1s. As an African American, she may also inspire further debate about the inequities in access to GLP-1s for weight loss, encouraging greater diversity amongst users in the long term.