The future of consumption is being quietly rewritten, and it starts with three letters: GLP

Tim Challis
Jul 10
2 min read

Updated: Jul 11

Written by Tim Challis, Research Associate, Sklar Wilton & Associates.

Medications like Ozempic and Wegovy are transforming how people eat, shop, and live. In January 2026, the game changes again when Ozempic loses its patent in Canada. That means generic versions with lower prices and greater accessibility will quickly flood the market.

To add fuel to the fire, the next generation of GLP-1s is showing even greater reductions in weight, leading to less caloric intake in the future.

This is the kind of moment every smart business leader should be watching.

Why it matters?

Today, 1 in 10 Canadian adults is using a GLP-1 drug. That number will rise fast once cost and insurance barriers fall. People on these treatments are:

Eating less
Dining out less
Buying fewer groceries
Cutting back on sugar, snacks, and alcohol

But here’s the kicker: it’s not just individual users changing. Whole households are shifting their habits. This is happening at the same time as immigration slows, meaning Canada’s calorie market is shrinking.

What’s at stake?

Fewer calories mean more competition for every bite. If you're in food, drink, grocery, wellness or hospitality, that changes everything.

So ask yourself:

Are you building strategies for smaller portions, smarter ingredients, and higher value?
Are you ready to fight for share in a tighter consumption landscape?
Have you factored GLP-1s into your forecasts, innovations, and positioning?

The brands that thrive in this next chapter won’t wait—they’ll adapt boldly, early, and with purpose.

At Sklar Wilton, we believe disruption brings opportunity. The GLP-1 revolution is here. We can help lead you and your business through it.

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