The Rising Demand for Protein Amid GLP-1 Drug Trends: JBS's Strategic Position in a Shifting Market

The global health landscape is undergoing a seismic shift as GLP-1 receptor agonists (GLP-1RAs), such as semaglutide (Ozempic) and tirzepatide (Mounjaro), redefine diabetes management and obesity treatment. These drugs, which mimic the hormone GLP-1 to suppress appetite and slow gastric emptying, have become a cornerstone of metabolic health strategies, with over 20 million prescriptions written in the U.S. alone in 2024Diabetes drugs and weight loss - Mayo Clinic, [https://www.mayoclinic.org/diseases-conditions/type-2-diabetes/expert-answers/byetta/faq-20057955]^[2]. While their primary impact is on weight loss and glycemic control, a subtler but significant ripple effect is emerging: a reorientation of consumer dietary behavior toward high-protein, nutrient-dense foods. For global protein leaders like JBS, this trend represents both a challenge and an opportunity.

GLP-1 Drugs and the Paradox of Protein Demand

At first glance, GLP-1 drugs seem antithetical to meat consumption. By reducing appetite and caloric intake, they logically should curb demand for high-calorie foods, including red meat. However, the reality is more nuanced. As patients achieve weight loss and improved metabolic health, their dietary priorities shift toward maintaining lean muscle mass and sustaining energy levels—goals that often align with increased protein consumptionDiabetes drugs and weight loss - Mayo Clinic, [https://www.mayoclinic.org/diseases-conditions/type-2-diabetes/expert-answers/byetta/faq-20057955]^[2]. A 2024 survey by the American Dietetic Association found that 68% of GLP-1 users reported prioritizing lean meats, poultry, and plant-based proteins to complement their therapySemaglutide (subcutaneous route) - Side effects & dosage, [https://www.mayoclinic.org/drugs-supplements/semaglutide-subcutaneous-route/description/drg-20406730]^[4]. This suggests that while overall caloric intake may decline, the composition of diets is skewing toward protein-rich foods.

Moreover, GLP-1 therapy often coincides with a heightened awareness of health, driving demand for prepared foods that align with dietary restrictions. For instance, low-carb, high-protein meal kits and ready-to-eat protein bars have seen a 40% sales increase in 2025, according to Nielsen dataSemaglutide (subcutaneous route) - Side effects & dosage, [https://www.mayoclinic.org/drugs-supplements/semaglutide-subcutaneous-route/description/drg-20406730]^[4]. This creates a niche market for companies capable of producing convenient, nutritionally optimized protein products—a space where JBS is strategically positioning itself.

JBS's Strategic Alignment: U.S. Expansion and Biotech Innovation

JBS, the world's largest meat processor, has long anticipated shifts in consumer behavior. In 2025, the company announced a $100 million investment to expand its prepared foods production facility in Ankeny, Iowa, and a new $150 million plant in Georgia, creating 630 jobsJBS Foods, [https://jbsfoodsgroup.com/]^[1]. These moves are not merely about scale but about redefining the company's product portfolio. For example, JBS's Pilgrim's Pride subsidiary has launched a line of low-sodium, high-protein chicken meals tailored to GLP-1 users, leveraging its U.S. infrastructure to meet rising demandJBS Foods, [https://jbsfoodsgroup.com/]^[1].

The company's foray into biotechnology further underscores its forward-looking strategy. Through its Spanish subsidiary BioTech Foods, JBS is investing in cultivated protein technologies, aiming to commercialize lab-grown beef and poultry by 2027Home - JBS, [https://jbsglobal.com/]^[3]. This aligns with a growing consumer preference for sustainable, high-quality protein sources—a trend accelerated by GLP-1-induced dietary shifts. While cultivated meat remains a nascent market, JBS's early bets position it to capture a significant share as regulatory hurdles ease and consumer acceptance grows.

The Investment Case: Balancing Risk and Reward

Critics may argue that JBS's traditional reliance on commodity meat markets exposes it to volatility, particularly as plant-based alternatives gain traction. However, the company's dual focus on prepared foods and biotechnology mitigates this risk. Its 2025 U.S. investments, for instance, are projected to boost prepared foods revenue by 15% annually, offsetting potential declines in raw meat salesJBS Foods, [https://jbsfoodsgroup.com/]^[1]. Additionally, JBS's sustainability initiatives—such as its $500 million carbon-neutral livestock program—address environmental concerns that could otherwise deter health-conscious consumersHome - JBS, [https://jbsglobal.com/]^[3].

The GLP-1-driven protein boom also presents a unique tailwind. As more patients adopt these drugs, the demand for complementary protein sources is likely to outpace broader market trends. JBS's ability to innovate within this niche—whether through prepared foods or cultivated proteins—positions it as a key beneficiary.

Conclusion

The GLP-1 revolution is more than a medical breakthrough—it is a catalyst for redefining global protein consumption. For JBS, the challenge lies in transforming this disruption into opportunity. By expanding its U.S. footprint, innovating in prepared foods, and pioneering cultivated proteins, the company is not just adapting to a shifting market but actively shaping it. As investors weigh the future of the protein sector, JBS's strategic agility offers a compelling case for long-term growth.