The news: Eli Lilly’s GLP-1 drug tirzepatide, marketed as Mounjaro and Zepbound, is projected to be the top-selling drug in 2026, generating more than $45 billion in global sales, according to Evaluate’s “2026 Preview” report.
Novo Nordisk’s semaglutide, sold as Ozempic, Wegovy, and Rybelsus, will drop to second place but is still expected to bring in $39.5 billion in sales.
The individual brand breakouts are $25.8 billion for Mounjaro, $19.7 billion for Zepbound, $19.5 billion for Ozempic, and $15.3 billion for Wegovy.
Why it matters: GLP-1 use surged in 2025 and will grow this year as the drugs expand beyond diabetes and weight loss into cardiovascular, kidney and liver disease, sleep apnea, and other indications in development.
-
18% of US adults have tried a GLP-1, and 12% are currently taking them, per KFF survey data in November.
- 43% of people diagnosed with obesity or are overweight and are not currently using GLP-1s are interested in taking them, as are 27% of people diagnosed with diabetes or heart disease, per KFF.
Adoption will also be fueled by the first-ever GLP-1 weight loss pills from both Novo and Lilly.
Implications for pharma marketers: The expansion into newly approved health conditions points to a growing role for GLP-1 drugs across chronic diseases. As more providers and patients adopt GLP-1s for multiple conditions in 2026, the drug class is becoming relevant to a broader range of long-term health needs.
For marketers, this shift means reshaping how GLP-1s are positioned and emphasizing long-term disease management rather than short-term weight loss. Brands and telehealth providers need to help set expectations around ongoing use and disease management across multiple conditions and offer tailored support for different patients to help them stay on therapy.
This content is part of EMARKETER’s subscription Briefings, where we pair daily updates with data and analysis from forecasts and research reports. Our Briefings prepare you to start your day informed, to provide critical insights in an important meeting, and to understand the context of what’s happening in your industry. Not a subscriber? Click here to get a demo of our full platform and coverage.