Walmart and Lilly's Discount Drive Transforms Obesity Drug Access

The adult obesity rate in the U.S. has fallen from a record high, creating a surge in demand for weight-loss drugs and fueling a boom in the pharmaceutical industry. Big pharma, led by companies like Eli Lilly and Novo Nordisk, is reaping the benefits as mainstream sales of GLP-1 receptor agonists such as Zepbound and Mounjaro soar. A pivotal development in this market is Eli Lilly's partnership with Walmart to expand access to Zepbound, a blockbuster drug for obesity and diabetes, through discounted retail pricing and in-store pickup options, according to a CNBC report.

Eli Lilly and Walmart announced in mid-October 2025 that patients with a prescription could purchase single-dose vials of Zepbound at 50% or more off the list price through Walmart's 4,600 pharmacy locations or via home delivery starting in mid-November. This collaboration marks the first time LillyDirect, Eli Lilly's direct-to-consumer platform, is integrated with a retail pharmacy network. The move aims to streamline access to Zepbound, which has become a key battleground for Eli Lilly against Novo Nordisk, its primary competitor in the GLP-1 space, the CNBC report said.

The partnership aligns with broader efforts by the Trump administration to reduce drug costs by promoting direct-to-consumer models that bypass insurance middlemen. Under this model, patients pay a fixed price-$349 per month for the starting dose and $499 for higher doses-regardless of whether they opt for home delivery or in-store pickup. Jennifer Mazur, General Manager of LillyDirect, emphasized that the initiative addresses barriers to chronic disease management, stating, "Managing obesity is a significant physical, emotional, and financial burden. This collaboration with Walmart reduces that burden by streamlining access to prescribed treatment" in a Walmart press release.

The expansion of Zepbound's reach is part of Eli Lilly's broader strategy to dominate the GLP-1 market. Direct-to-consumer sales now account for over a third of new Zepbound prescriptions, a milestone driven by cash discounts introduced in August 2024. Meanwhile, Novo Nordisk faces its own retail challenge, as it partners with CVS and Caremark to distribute Wegovy, its competing weight-loss drug. Walmart's role as the fifth-largest pharmacy in the U.S. by prescription volume positions it as a critical player in shaping patient access to these therapies, the CNBC report added.

The GLP-1 market's explosive growth is underscored by industry data. U.S. prescriptions for GLP-1 analogues surged 160% year-over-year between 2023 and 2024, with the global market projected to exceed $299 billion by 2033, according to a PR Newswire release. This growth is fueled by the drugs' dual efficacy in weight management and diabetes care, as well as their appeal to a population increasingly prioritizing preventive health. Japan, another key market, saw its GLP-1 sector reach $2.1 billion in 2024, with projections to surpass $8.7 billion by 2033 according to that release.

Despite the optimism, challenges remain. Eli Lilly's direct-to-consumer model has yet to fully address insurance coverage gaps, and the high out-of-pocket costs for higher-dose prescriptions could limit accessibility for some patients. Additionally, the Trump administration's "most favored nation" policy, which ties U.S. drug prices to international benchmarks, has not yet secured pricing agreements with Eli Lilly, unlike with Pfizer and AstraZeneca, the CNBC report noted.

Looking ahead, the competition between Eli Lilly and Novo Nordisk is expected to intensify. Novo Nordisk recently announced a $4.1 billion investment to expand Wegovy's global supply, while Eli Lilly is advancing a triple-hormone agonist, "Retatrutide," into clinical trials, per the PR Newswire release. The industry's focus is also shifting toward combination therapies and next-generation delivery systems, with companies like Sanofi and AstraZeneca developing dual GLP-1/GIP analogues for metabolic disorders.

As the obesity crisis evolves, so too does the pharmaceutical landscape. The convergence of retail partnerships, regulatory pressures, and innovation is reshaping how patients access life-changing treatments-and how billions of dollars in revenue are captured by the sector's leaders.