Target is capitalizing on the growing trend of weight loss drugs by beefing up its protein and supplement offerings. The rapid adoption of GLP-1 medications, such as Novo Nordisk's Ozempic and Eli Lilly's Zepbound, is reshaping consumer behavior and driving demand for higher-protein and higher-fiber items. Lisa Roath, Target's chief merchandising officer of food, essentials, and beauty, notes that the company is seeing a surge in supplement sales as people look for ways to add to their diets. GLP-1 users often fall short nutritionally due to appetite suppression, which is helping drive demand in the supplement category. Target plans to expand shelf space in early 2026 to make room for more protein items like nutrition bars and supplements. But the changes go beyond just food. As consumers experience weight changes and adopt more active lifestyles, Target is seeing increased interest in apparel and home-fitness categories too. Major North American consumer packaged goods companies, such as Conagra Brands and Danone North America, are also adjusting their business around these medications by labeling items that are considered GLP-1 friendly and launching products specifically designed to support the nutritional needs of GLP-1 users. However, Target is far from the only company making these adjustments, as Nestlé Health Science has also launched a platform to offer holistic and personalized care for consumers using GLP-1s.
