Havas has launched a new docuseries examining how GLP-1 medications are impacting consumer behavior and reshaping food industry dynamics. The series, titled “Shape Shifting,” features medical experts and creators exploring the broader implications of these medications beyond their primary use for diabetes and weight management.

GLP-1s: A Growing Market with Significant Impact

Research from J.P. Morgan cited in the series estimates that the GLP-1 market could reach $100 billion by 2030. The medications’ appetite-suppressing effects are already affecting consumer purchasing habits, with users buying about 8% less food. Categories like snacks, soft drinks, and high-carb products are seeing the largest declines.

According to Campaign US, major food companies are adapting their product strategies in response. Nestlé has introduced Vital Pursuits, a new line focusing on high-protein and high-fiber meals. GNC has created dedicated retail sections for GLP-1 users, while Daily Harvest has developed a specialized food collection targeting this demographic.

J.P. Morgan’s analysis predicts an overall 3% reduction in food intake by 2030, with packaged foods likely experiencing the most significant declines. Ken Goldman, J.P. Morgan’s lead equity research analyst for U.S. food producers and retailers, suggests that grocers may fare better than packaged food companies due to their ability to pivot toward fresh food offerings.

Docuseries Highlights: Education and Practical Guidance

The docuseries, with episodes ranging from seven to 15 minutes, is co-written by doctors and scientists. Key topics include:

• Medication mechanisms: Understanding how GLP-1s function.
• Side effects: Common issues like dehydration, nausea, and fatigue, as well as rarer complications such as gallbladder disease, discussed by Dr. Camila Rubio, a biologist and GLP-1 user.
• Dietary considerations: Practical advice such as increasing water intake and opting for smaller, more frequent meals to manage side effects.

Beyond weight management, the series explores other promising applications of GLP-1s:

• Cognitive health: Early trial results suggest potential reductions in brain shrinkage by nearly 50% and cognitive decline by 18%.
• Cardiovascular benefits: The medications may lower post-menopausal cardiovascular disease risks, as Havas’ accompanying Superwomen report highlights.

Addressing Social Conversations with Expert Perspectives

“The rise of GLP-1s demands more than commentary—it requires leadership,”  Lars Bengston, Havas’ Chief Content Officer, said in a news release. “‘Shape Shifting’ is a clear demonstration of what’s possible when we invest in our own editorially driven platforms. By anchoring the series on YouTube and following the principles of cross-platform publishing, we’re meeting audiences where they are, showcasing how brands can build sustained engagement around their expertise.”

Donna Murphy,  Global CEO of Havas’ Creative & Health Networks, described “Shape Shifting” as the “first-ever” docuseries that covers “all different aspects” of GLP-1s. “We’re really excited to educate folks because there’s nothing else like this,” she said in a statement. “We launched this docuseries to educate the community.”

The series emphasizes that successful outcomes require lifestyle changes beyond medication use, with episodes providing practical advice such as increased water intake and more frequent, smaller meals to manage side effects.

Five episodes are available on YouTube, featuring hosts including plus-size model and actress Chelsea Dalton and television presenter Trace Dominguez.