Weight-loss drugs are reshaping Whole Foods, one aisle at a time

"Some seven million Americans are now on GLP-1 weight loss drugs, a figure expected to rise to 24 million by 2035. These medications curb users' appetites for fatty, ultra-processed foods, and grocery stores are noticing: total sold units of doughnuts, cakes, and cookies are down by 10%, 19%, and 13%, respectively, compared to five years ago. With this drop in revenue from junk food, grocery stores need to think about how to make more money from other categories."

"For Whole Foods, there's one aisle that brims with potential: supplements. Today, Whole Foods is introducing a new line of Japanese-inspired supplements called Apothékary onto its aisles. The brand is known for its distinct form factor factor: While many supplements are sold as gummies, capsules, or powders, Apothékary sells tinctures, which can be dropped under the tongue, or incorporated into drinks."

"Apothékary is part of the booming supplements industry, currently valued at $192 billion, and projected to grow to $415 by 2033. The brand has been growing rapidly thanks to its recent expansion into all 350 of Ulta Beauty stores and 400 Sprouts grocery stores. But the move into Whole Foods is its biggest one yet, and offers insight into how consumers are spending their grocery dollars as their food spending goes down."

Approximately seven million Americans currently use GLP-1 weight-loss drugs, with projections rising to 24 million by 2035. These drugs reduce appetite for fatty, ultra-processed foods and correspond with unit declines in doughnuts (10%), cakes (19%), and cookies (13%) over five years. Grocery retailers are seeking new revenue streams as food spending shifts. Whole Foods is launching Apothékary, a Japanese-inspired supplement brand selling tinctures for sublingual use or mixing into drinks. The supplements market is valued at $192 billion and projected to reach $415 by 2033. Founder Shizu Okusa launched Apothékary in 2020 after previously selling Jrink in 2019, and draws on family roots and traditional Japanese farming techniques.

Read at Fast Company