Diet pills and apps: the future of obesity drugs, an estimated $150 billion market in the next decade

The global industry of slimming treatments is preparing for a major transformation, as GLP-1 drugs evolve from classic medical therapies into consumer products, easy to access, digitally managed and promoted through online platforms, writes News.ro, citing a Reuters analysis.

Health industry executives liken the future of these treatments to monthly streaming subscriptions, phone apps that manage doses, or purchases as simple as buying a pair of sneakers.

That's the direction the market is headed as companies like Novo Nordisk and Eli Lilly prepare to launch pill versions of their successful injectable treatments and expand their presence through telemedicine and direct payment channels.

It is estimated that the global obesity market could reach $150 billion in the next decade, and GLP-1 drugs are already considered revolutionary.

And the industry adapts quickly to respond to the behavior of consumers, who want flexible solutions, integrated in everyday life, between going to the gym and daily activities.

Representatives of the digital health sector are talking about the emergence of dedicated GLP-1 applications, which would work alongside banking or weather applications, offering reminders, dose monitoring and personalized advice. Telemedicine also plays a central role, with many patients preferring online consultations instead of traditional doctor visits.

Pill versions, taken daily, could appeal to people who avoid injections, allow finer adjustment of doses or seasonal use, for example before the holidays. These options pave the way for consumption models in which treatment is purchased directly, without depending exclusively on health insurance.

Novo Nordisk is set to launch the daily Wegovy pill in the United States early this year, and Eli Lilly is awaiting approval for its own oral treatment. Both companies announced starting prices of $149 per month for out-of-pocket customers, significantly more affordable than many current injectable treatments.

This change has important medical and social implications. Although GLP-1 drugs have shown additional benefits for cardiovascular health or sleep apnea, they can also have serious side effects. Experts warn that direct access to consumers should not replace proper medical supervision.

Currently, nearly three-quarters of American adults are overweight or obese, but only about 12% use GLP-1 treatments. Pills could significantly expand this segment, accelerating the “consumerization” of obesity, a process in which the treatment is promoted not only as a medical solution, but as part of a lifestyle.

Platforms such as Noom, Ro or WeightWatchers become key intermediaries, combining access to prescribers with lifestyle applications and intensive marketing on social networks such as TikTok or Reddit. The messages emphasize energy, self-confidence and quality of life, rather than treating a condition.

Analysts believe that pills will not replace injections, but they will expand the market and change consumer behavior. Weight loss drugs will no longer be just treatments, but products integrated into a daily routine, supported by technology, digital marketing and the promise of a better lifestyle.