U.S. — The rise of GLP-1 drugs has ended diet trends and is reshaping the protein food industry, according to Peter Rahal, CEO of David Protein. Rahal stated in 2026 that the impact of these medications is impactful on food trends.

Rahal created the RXBar brand before launching David Protein. He sold RXBar to Kellogg's for $600 million. David Protein launched its brand of protein bars and ice cream in 2024.

Rahal said, "My general view on food trends is that because of GLP-1s, diet trends are over." He added that "No one's turning to a diet as an intervention for weight loss or body composition change." Rahal noted that "Everyone's going to GLP-1s," and said, "That's why protein is popular, is because it's all fundamentally GLP-1-driven."

Approximately 10% of the U.S. population has taken a GLP-1 receptor agonist, which are medications used to treat diabetes or obesity by slowing digestion and regulating insulin and appetite. Morgan Stanley projects the GLP-1 drug market will reach $82 billion this year. In 2025, WeightWatchers filed for Chapter 11 bankruptcy. Following this, the company announced partnerships with makers of GLP-1 drugs, including Wegovy and Mounjaro, and expanded its platform to offer dietitians and behavioral coaches for users of these medications.

Protein intake helps GLP-1 users preserve muscle mass because the medications suppress appetite and require consumption of nutrient-dense food to avoid muscle loss. The increased demand for protein has led to a shortage of whey protein. The U.S. Department of Agriculture data indicates that the price of high-protein whey concentrate rose 40% over several months. Some suppliers have sold out of high-protein whey concentrate, and the cost of whey protein used by David Protein increased from $7 per pound to nearly $12 per pound since late 2024.

Kathleen Wolfley, vice president of agriculture consultancy Ever.Ag Insights, stated, "Folks 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." David Protein products are available in around 16,000 stores and are expected to generate $300 million in revenue this year. Rahal commented on the current market, saying, "The strategy is just, like, survive versus changing anything."