Weight Loss Injection Reduces Appetite and Transforms Israel's Food Industry

Moti Azulai, a consumer behavior researcher, shares his personal experience of losing 13 kilograms after using a weekly weight loss injection, which drastically changed his relationship with food. He describes how the constant cravings and temptations at the supermarket disappeared, leading him to buy and consume significantly less. Azulai estimates that between 250,000 and 300,000 Israelis are experiencing similar appetite suppression, a shift that the food and restaurant industries are unprepared for.

Azulai explains that processed food companies have long engineered products to hit the "Bliss Point," a precise balance of salt, sugar, and fat that triggers cravings and encourages overeating. Traditional dieting relies on willpower against biology, but these new injections alter biological hunger signals, effectively changing consumer behavior and shrinking shopping baskets. A Cornell University study in the U.S. found that households with a member using such injections reduced food expenses by 5.3% within six months, with salty snack consumption dropping over 10%.

This shift is reversing decades of marketing focused on larger portion sizes and bulk packaging. Consumers now prefer smaller, precisely measured portions and are willing to pay more for quality and convenience. This trend extends to home kitchens, where smart ovens and advanced refrigerators that preserve food better are becoming popular, reducing the need for large freezers and bulk buying.

Food giant Nestlé responded by launching Vital Pursuit in 2024, its first major brand in 30 years designed for users of weight loss injections, featuring small, protein- and fiber-rich meals. Interestingly, 77% of buyers are households without anyone using the injections, indicating a broader market shift toward smaller, more nutritious food.

Azulai concludes by reflecting on the food culture transformation, noting that the cravings and quantities people once believed were natural were actually engineered by food labs. He poses a critical question for consumers, producers, and sellers alike: what remains of our food culture when we learn to enjoy eating without the urge for more?