Eli Lilly had a breakout year in 2025, largely thanks to its new obesity treatment Zepbound. Alongside its diabetes-focused medication Mounjaro, Lilly’s products outsold all other pharmaceuticals in the first three quarters. The company’s strong sales performance helped it become the first drugmaker to hit a trillion-dollar valuation.
Novo Nordisk Racing to Close the Gap
Novo Nordisk is now pushing to regain market share with its oral obesity drug, Wegovy. The company had held back key clinical data for two years before submitting it to the FDA. Regulatory incentives for orforglipron may narrow Lilly’s lead, compressing the competitive window to just a few months.
Pills Offer New Opportunities
According to Lilly CEO David Ricks, oral GLP-1 drugs could appeal to patients who prefer pills over injections. These medications may also make it easier for patients who have already lost weight to maintain their results. In countries where shipping and storing injectable drugs is complicated, pills could become the preferred option.
Direct-to-Consumer Channels Key to Growth
Cash-pay services are playing a bigger role in obesity treatment sales. Lilly’s online pharmacy, which served roughly one million customers in 2025, lets patients see prices upfront and purchase medications directly. The service is now available in the U.K., with plans for further international expansion.
Ricks said many patients have tried numerous diet and exercise programs without success, and direct-to-consumer options simplify access to effective therapies. The online platform is designed to make the process faster and more transparent, reducing the need for patients to “shop around” for solutions.
