The rise of weight loss drugs is shifting consumer preferences toward lean proteins, prompting changes in animal feed strategies. Aidan Connolly, the President of AgriTech Capital LLC, says feed producers will need to prioritize lean growth and protein efficiency, while feed additive manufacturers focus on gut health and amino acid absorption.
The rapid rise of GLP-1 inhibitors such as Ozempic and Wegovy is transforming global eating habits and forcing the animal feed and additives sector to rethink long-standing strategies. Originally developed to manage diabetes, these drugs suppress appetite and reduce calorie intake by up to 20%—roughly 800 kcal per day—and are now reshaping consumer protein preferences.
With 15.5 million U.S. adults already using GLP-1 medications and adoption projected to reach 9% by 2030, the global GLP-1 market is forecast to surge from $47 billion today to nearly $500 billion by 2032. Aidan Connolly, the President of AgriTech Capital LLC, states that the first impacts have been on ‘junk’ foods but snacks and other players are adapting, releasing products that are based on less fat, fewer ingredients and less further processing. For the feed industry, this shift heralds a new era where health-driven diets are dictating demand across the protein chain.
CHANGING PROTEIN PREFERENCES
Consumers on GLP-1 drugs move away from high-fat meat cuts, high fat snack foods, opting instead for leaner proteins, particularly those from poultry and fish. This change challenges traditional feed formulations designed to maximize weight gain and fat deposition.
To adapt, Connolly says that feed producers will need to focus on optimizing lean growth, prioritizing protein efficiency and muscle development over caloric loading. For feed additive manufacturers, the opportunity lies in innovation. Products that enhance amino acid absorption, gut health, and lean muscle growth—such as protected amino acids, probiotics, and enzyme supplements—are poised to see rising demand, while additives designed to promote fattening will decline as a proportion of the overall market.
MARKET IMPACTS ACROSS THE PROTEIN CHAIN
The broader agricultural impact will be uneven. While overall livestock output may decline modestly (0.5–1% over the next decade), sectors tied to high-fat red meat could face sharper reductions. Morgan Stanley projects a 4% drop in fatty food consumption by 2035, pushing feed strategies toward lean protein supply chains.
We may also see a shift in land use away from traditional feed crops like corn and wheat toward crops supporting lean protein production, such as legumes and alfalfa for ruminants, Aidan Connolly foresees. These dynamics will require close collaboration between feed producers, additive developers, and livestock breeders to maintain profitability while meeting changing consumer demands.
GLP-1 adoption is also accelerating interest in alternative proteins to meat, milk and eggs. While highly processed plant-based meats may struggle as consumers prioritize single ingredients, hybrid products blending animal and plant proteins could gain traction. Additionally, sustainability concerns will amplify. Feed formulations that reduce emissions, improve digestibility, and minimize waste are likely to gain competitive advantage in a health- and eco-conscious market
Connolly notes that the GLP-1 era signals a structural shift for the animal feed and additives sector:
1) Declining demand for food and high-fat animal proteins,
2) Opportunities for lean protein optimization,
3) Greater focus on sustainability, nutrient efficiency, and gut health,
4) Integration with alternative protein systems and hybrid production models.
As GLP-1 medications reshape global diets, animal feed producers and feed additive innovators must evolve to meet the demands of a leaner, more discerning future unlike the traditional feed industry model that we have been used to, Aidan Connolly concludes.
