{"id":2417,"date":"2026-06-28T12:12:31","date_gmt":"2026-06-28T12:12:31","guid":{"rendered":"https:\/\/crosscountrymovingteams.com\/?p=2417"},"modified":"2026-06-28T12:12:31","modified_gmt":"2026-06-28T12:12:31","slug":"david-protein-ceo-says-diet-trends-are-over-because-of-glp-1s-whats-next-is-really-hard-to-predict","status":"publish","type":"post","link":"https:\/\/crosscountrymovingteams.com\/?p=2417","title":{"rendered":"David Protein CEO says \u2018diet trends are over\u2019 because of GLP-1s: \u2018What\u2019s next is really hard to predict\u2019"},"content":{"rendered":"<div>\n<p>David Protein\u2019s chief executive is familiar with food trends. Before launching the David brand of protein bars and ice cream in 2024, he created the RXBar, eventually selling it to Kellogg\u2019s for $600 million.<\/p>\n<p>Read more <a href=\"https:\/\/crosscountrymovingteams.com\/?p=2415\">Anthony Scaramucci on America 250: where have you gone, Joe DiMaggio?<\/a><\/p>\n<p>\u201cMy general view on food trends is that because of GLP-1s, diet trends are over,\u201d Rahal told <em>Fortune<\/em>. \u201cIt\u2019s really impactful on food trends.\u201d<\/p>\n<div>\n<div>\n<div><\/div>\n<\/div>\n<\/div>\n<p>About 10% of the U.S. population has taken a GLP-1 receptor agonist, a medication that slows digestion and is used to treat diabetes or obesity, as it can regulate the release of insulin and appetite. <\/p>\n<p>The drug is expected to swell to a $82 billion market this year, according to Morgan Stanley, and as it changes the nature of weight loss, the food industry is expected to change along with it.\u00a0<\/p>\n<p>While food brands like Nestle and Conagra roll out special products specifically for GLP-1 users to capture this emerging market, Rahal sees a fundamental difference in how people view trends around food, particularly diet programs designed for people to lose weight.<\/p>\n<p>\u201cNo one\u2019s turning to a diet as an intervention for weight loss or body composition change. Everyone\u2019s going to GLP-1s,\u201d he said.<\/p>\n<div>\n<div><\/div>\n<\/div>\n<p>Last year, WeightWatchers filed for Chapter 11 bankruptcy as GLP-1 drugs zapped demand for traditional weight loss programs. Soon after, it announced partnerships with the makers of GLP-1s like Wegovy and Mounjaro, while also expanding its platform to offer dietitians and behavioral coaches for those using the drug.<\/p>\n<p>But where GLP-1s may be eliminating the need for certain trends, it\u2019s also forming new ones.\u00a0<\/p>\n<div>\n<div>\n<div><\/div>\n<\/div>\n<\/div>\n<p>\u201cThat\u2019s why protein is popular, is because it\u2019s all fundamentally GLP-1-driven,\u201d he said. \u201cSo then what\u2019s next is really hard to predict.\u201d<\/p>\n<p>Read more <a href=\"https:\/\/crosscountrymovingteams.com\/?p=2413\">Even Apple supply chain maestro Tim Cook couldn\u2019t dodge the memory chip \u2018RAM-ageddon\u2019 crisis. Here\u2019s why PC prices are soaring this summer<\/a><\/p>\n<div>\n<div><\/div>\n<\/div>\n<p>Indeed, David Protein is among myriad food brands capitalizing on the rising trend of \u201cproteinmaxxing\u201d that Rahal attributed to the GLP-1 boom. The intake of protein helps GLP-1 users preserve muscle, as the medication can suppress appetite and require users to consume nutrient-dense food to avoid muscle loss.<\/p>\n<div>\n<div><\/div>\n<\/div>\n<p>Rahal called the emergence of protein-packed snacks now lining shelves \u201cprotein capitalism.\u201d New products range from Khloud, Khlo\u00e9 Kardashian\u2019s protein popcorn, to Starbucks\u2019 new line of beverages, including some topped with whey protein cold foams.<\/p>\n<p>The rise in protein popularity is so immense it already has meaningful impacts on food supply chains, including a shortage of whey protein, a popular isolate due to its good taste and stability in packaged foods.\u00a0<\/p>\n<p>\u201cFolks that are supplementing with GLP-1s for weight loss and for other health maintenance, they need that additional protein to maintain muscle mass and feel good about themselves,\u201d Kathleen Wolfley, vice president of agriculture consultancy Ever.Ag Insights told <em>Fortune<\/em>. \u201cSo I think that there\u2019s an element of very, very firm demand in the market.\u201d<\/p>\n<p>According to U.S. Department of Agriculture , the price of high-protein whey concentrate has soared 40% over the past few months, with some suppliers already selling out of the product. Rahal said that since David Protein released its first products in late 2024, the cost of the whey protein it uses has increased from $7 per pound to nearly $12 per pound.<\/p>\n<div>\n<div>\n<div><\/div>\n<\/div>\n<\/div>\n<p>Rahal said the shortage could continue to change the market around protein products, forcing some companies to change recipes by pivoting to other sources of proteins, potentially causing a \u201cdemand destruction\u201d of whey. However, increased demand for other protein sources risks raising prices for other ingredients.<\/p>\n<p>David Protein, for its part, plans to ride the proteinmaxxing wave. It\u2019s been able to absorb the increased cost of whey and bank on the rising popularity of its products, which are in about 16,000 stores and expected to rake in $300 million in revenue this year.<\/p>\n<p>Read more <a href=\"https:\/\/crosscountrymovingteams.com\/?p=2411\">The retired college professor fighting a $313 trespassing ticket in Wisconsin thinks he\u2019s part of a national struggle<\/a><\/p>\n<p>\u201cThe strategy is just, like, survive versus changing anything,\u201d Rahal said.<\/p>\n<\/div>\n","protected":false},"excerpt":{"rendered":"<p>About 10% of the U.S. population has used GLP-1 drugs, helping to create a projected $82 billion market this year.<\/p>\n","protected":false},"author":1,"featured_media":2416,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[169],"tags":[],"class_list":["post-2417","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-food-and-drink"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.7 - 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