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 Beef can help GLP-1 users meet their protein and nutrient needs The rising use of GLP-1 Receptor Agonist (GLP-1) medications is on Canada Beef’s radar, increasingly so since Health Canada authorized the first generic semaglutide injection in April and a second one on May 1. Semaglutide is a type of GLP-1 and is prescribed under brand names such as Ozempic and Wegovy. Health Canada’s move gave Canada the distinction of being the first G7 country to authorize a generic version of semaglutide. Marketed in Canada since 2010, GLP-1s were initially approved for the treatment of diabetes. More recently, GLP-1 drugs have skyrocketed in popularity due to the discovery that they can be extremely effective when prescribed for weight loss. While people on GLP-1s generally eat less food and calories, research shows their protein and nutrient needs remain high. Protein foods are especially important to people on GLP-1s to help prevent muscle and bone loss while losing weight. A study published in 2026 found that GLP-1 use increases consumers’ willingness to pay for meat products and a mind-shift change from quantity to quality.  Beef’s protein and nutrient density make it well-suited to helping people taking GLP-1s to meet their protein and nutrient needs. Canada Beef’s new GLP-1 consumer education brochure, Healthy Eating on Weight Loss Medication, provides simple strategies to help users prioritize protein. The brochure is available to order or download at Thinkbeef.ca. This is the first time a resource on this topic will be available to order through The Sample Cupboard—a national distribution channel that reaches more than 84,000 physicians and nurse practitioners, as well as 11,000 pharmacists. The “Healthy Eating on Weight Loss Medication” brochure will be added to the catalogue and available to order July 1, 2026. In terms of what GLP-1 use looks like in Canada, in 2024, a national survey by Dalhousie University estimated that 10% of the adult population uses GLP-1. According to the survey, this represents between 900,000 and 1.4 million Canadians. A Leger Healthcare survey on prescription GLP-1 use in Canada and the U.S. found that weight loss was the leading reason for considering a GLP-1 or an alternative (Canada: 58%; U.S.: 71%). Cost/coverage is the leading factor shaping the likelihood of use in Canada, noted the Leger Survey. Demand for GLP-1s is expected to rise as new uses for the drugs beyond diabetes and obesity (such as for heart, kidney, and brain health) are discovered, and market innovation and competition make them more accessible for consumers, states Canada Beef’s Beef Watch report, Growing use of GLP-1 drugs – Considerations for the beef industry. That growth could come soon enough; Health Canada noted in its May 1 announcement, it was reviewing seven other submissions for generic semaglutide by different companies and expects to make regulatory decisions on more of these submissions soon. Canada Beef recently completed a White Paper research review on GLP-1s and Diet to inform a strategy to help the Canadian beef industry address this growing demographic. Submitted by Gina Teel, Director, Stakeholder Communications Back to main page  KARINE REKUNYK Director, Health & Nutrition |
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You’re receiving this newsletter because you’ve subscribed to Canada Beef Performs. No longer interested? Forward to a friend? Editorial contributor and oversight provided by Gina Teel, Director, Stakeholder Communications, Canada Beef. CONTACT US [email protected] canadabeef.ca © 2026 Canada Beef. All rights reserved. 
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