Starbucks CEO Brian Niccol says rise of GLP-1s is behind company's protein push
- - Starbucks CEO Brian Niccol says rise of GLP-1s is behind company's protein push
Brooke DiPalmaJanuary 31, 2026 at 5:30 PM
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The use of GLP-1s is surging and Starbucks (SBUX) is positioning itself to take advantage of the shifts in consumer behavior that follow from the rise of weight-loss drugs.
"We're positioned really well for this," Starbucks CEO Brian Niccol told Yahoo Finance in an interview.
"What I've noticed, and as I've understood the behaviors associated with people that ultimately are on GLP-1s, [is] you end up with more snacking or smaller meals, and [are] more protein forward, more fiber forward."
Niccol reduced the menu by roughly 25% to 30% when he joined the company, but now he's adding items like protein balls, flatbreads, wraps, and baked goods into the mix.
The company has also added sugar-free options, like caramel syrup, as well as protein milk and cold foam, which it added in late September.
"2026 is the year where we're going to see an exponential increase in adoption of GLP1s," PwC partner and US consumer markets industry leader Alison Furman said at the National Retail Federation's Big Show in early January.
In 2025, US households with at least one GLP-1 user grew to 20% from 9%. And that's before Novo Nordisk (NVO) introduced a weight-loss pill under its Wegovy brand in January, which saw more than 18,000 prescriptions in its first week on the market.
"We're in the early innings, and we've already seen adoption increase that much," Furman said. Plus, the average household with a member on GLP-1s tends to spend about 4%-6% less on food and grocery goods, making for steeper competition to gain these consumers' dollars.
Raymond James analyst Brian Vaccaro pointed out in an industry note to clients that "increased GLP-1 usage as pills become more available and costs decline" is a risk to the sector at large.
Furman said that, at the same time, there is "tremendous opportunity for businesses" to "become a supportive destination to help [users] along their wellness journey."
Niccol thinks he's found the sweet spot.
"Complementing food with a drink, that is right in the wheelhouse of that trend of using GLP-1," Niccol told Yahoo Finance. Roughly 25% of the company's sales comes from food.
Now, the next bet for Niccol, who took the helm of the coffee giant in August 2024, is what he calls a "reset moment" in the afternoon. Amid competition from Dunkin', rising coffee chain Dutch Bros (BROS), and fast casual players like his former company, Chipotle (CMG), who recently launched a protein snack cup, Niccol offered, "The afternoon is a multibillion-dollar opportunity for us," adding, "We can have a peak that's just as powerful in the afternoon that we have in the morning."
Starbucks Chairman and CEO Brian Niccol speaks during the Starbucks Investor Day event, in New York, Thursday, Jan. 29, 2026. (AP Photo/Richard Drew) ()
Brooke DiPalma is a reporter for Yahoo Finance. Follow her on X at @BrookeDiPalma or email her at [email protected].
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Source: “AOL Money”
