The convergence of anti-obesity medications and evolving food policy could significantly boost protein consumption in 2025, creating new opportunities for broiler producers, according to Nick Fereday, executive director at Rabobank‘s research department. At the 2025 Chicken Marketing Summit, Fereday outlined two transformational trends reshaping the U.S. food landscape: the widespread adoption of GLP-1 weight loss drugs and the growing influence of the Make America Healthy Again (MAHA) movement on food policy.
GLP-1 impact creates market shift
An estimated 8-10 percent of U.S. adults — roughly 20-25 million people — are now taking GLP-1 medications for weight loss, far exceeding initial forecasts of 1-2 percent adoption by 2030. These drugs are driving a reduction in calorie intake while pushing consumers toward healthier food choices, including increased protein consumption.
“People on these drugs are eating less, but they’re also eating differently,” Fereday explained. “They’re moving away from highly processed foods toward more natural alternatives, and they’re supplementing their diets with more protein to preserve lean muscle mass during weight loss.”
The market expansion accelerated after the U.S. Food and Drug Administration (FDA) placed these drugs on a shortage list, allowing compound pharmacies to produce generic versions at significantly lower costs.
MAHA movement reshapes food policy
Simultaneously, the MAHA movement is driving unprecedented legislative activity, with over 100 bills in 35 states promoting “food as medicine” policies. The movement’s emphasis on whole foods and criticism of ultra-processed products aligns with the dietary shifts observed among GLP-1 users.
“We haven’t seen anything like this in the world of food policy,” Fereday noted, highlighting the movement’s focus on removing artificial colors, dyes and additives from food products.
Protein consumption continues climbing
These trends are reinforcing an already strong protein demand trajectory. Per capita chicken consumption reached 213 pounds in recent forecasts, with projections showing continued growth through 2027. Surveys consistently show 70% of American adults seeking more protein, with two-thirds preferring animal sources.
For poultry producers, Fereday sees significant opportunities in developing products that appeal to health-conscious consumers influenced by both GLP-1 medications and MAHA policies.
“Both trends point toward more protein consumption,” Fereday concluded. “The question for the industry is how to position products to capture this growing demand while navigating the evolving regulatory landscape.”
Attend the 2026 Chicken Marketing Summit
The 2026 Chicken Marketing Summit will be held at the Innisbrook Resort in Palm Harbor, Florida, on July 27-29, 2026. Serving a unique cross-section of the chicken supply chain, the Chicken Marketing Summit explores issues and trends in food marketing and consumer chicken consumption patterns and purchasing behavior.
