David Protein CEO says ‘diet trends are over’ because of GLP-1s: ‘What’s next is really hard to predict’

Every January, David Protein founder and CEO Peter Rahal knew what to expect: the emergence of a new diet trend like keto or paleo in “very volatile swings.” This year, however, was different. There was no new fad diet. David Protein’s 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’s for $600 million. “My general view on food trends is that because of GLP-1s, diet trends are over,” Rahal told Fortune. “It’s really impactful on food trends.” 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. 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. 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. “No one’s turning to a diet as an intervention for weight loss or body composition change. Everyone’s going to GLP-1s,” he said. 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. But where GLP-1s may be eliminating the need for certain trends, it’s also forming new ones. “That’s why protein is popular, is because it’s all fundamentally GLP-1-driven,” he said. “So then what’s next is really hard to predict.” The rise of ‘proteinmaxxing’ Indeed, David Pr