NEW YORK CITY, New York: The arrival of new appetite-suppressing weight-loss pills is expected to speed up changes already underway across the food industry, forcing manufacturers and restaurant chains to rethink products, portions, and marketing, analysts say.

The U.S. rollout of GLP-1 weight-loss pills in January could draw in millions of new users who were previously hesitant to inject themselves, broadening adoption of the drugs and amplifying their impact on eating habits. Analysts say pills are likely to be cheaper and easier to use than injections, expanding the addressable market.

The U.S. Food and Drug Administration approved Novo Nordisk's Wegovy GLP-1 pill, sending shares of major food companies lower the following day. Rival pill treatments from Eli Lilly are expected to win regulatory approval next year.

Food manufacturers such as Conagra Brands and Nestle have already been responding to shifting consumer preferences linked to injectable GLP-1 drugs, including demand for higher-protein foods and smaller portions. Analysts expect those trends to accelerate as pill use expands.

To adapt, companies are reformulating products, adding protein and fiber, adjusting portion sizes, updating labels to flag GLP-1-friendly options, and working more closely with retailers on targeted marketing.

"We are seeing people cut (back) specifically on salty snacks, liquor, soda, drinks, and bakery snacks, and more focused on protein and fiber, so we expect food companies and also restaurants to cater to this audience that is growing," said JP Frossard, consumer foods analyst at Rabobank.

"We'll see more access to those drugs and a higher addressable market for products that have in mind the needs of the GLP-1 user," he said.

Andrew Rocco, a stock strategist at Zacks Investment Research, described Novo's pill approval as "groundbreaking," citing its lower cost and comparable weight-loss results versus injectable versions. "High protein, smaller portions, and functional food innovation will be necessary," he said.

About 40 percent of U.S. adults are obese, according to government data, and roughly 12 percent say they currently use GLP-1 drugs, a recent poll by health policy research group KFF found.

A Cornell University study published last week showed that households using GLP-1 medications cut grocery spending by 5.3 percent and fast-food expenditure by about eight percent on average, based on purchase data from roughly 150,000 households collected by Numerator. Those declines essentially reversed after people stopped using the drugs.

"The decreases we saw will likely show up in a much broader slice of the population" because of weight-loss pills, said Sylvia Hristakeva, a co-author of the study. She added that lower prices and easier use could also lead people to stay on the medication longer.

Some companies are already adjusting. Conagra has begun labeling certain Healthy Choice frozen meals as "GLP-1 friendly," highlighting high protein and fiber content. A spokesperson said those products are selling faster than similar offerings without the label. New recipes with the same branding are planned for May, alongside marketing efforts with retailers including Walmart and Kroger.

French dairy group Danone, maker of Oikos Greek yogurt, said it is seeing double-digit growth in high-protein products, a trend that has accelerated with the use of GLP-1.

Nestle has launched a frozen-meal line called Vital Pursuit aimed at GLP-1 users, while fast-casual chain Chipotle has added a "High Protein Menu." Other restaurants, including Olive Garden, are testing smaller, lower-priced portions.

Noodles & Company marketing head Stephen Kennedy said such changes were about offering guests "options that satisfy without going overboard."