On the Horizon is a New Glarus 360 feature looking beyond today’s headlines at larger economic, demographic, technological and cultural changes that may eventually reach our community. The goal is not to predict the future, but to recognize consequential changes while they are still far enough away to prepare for them.

For generations, success in the American food business has often meant selling more: larger portions, bigger packages, more snacks and more meals consumed away from home.

A new class of medications could begin pushing the country in the opposite direction.

GLP-1 drugs, including Wegovy, Ozempic and similar medications, are changing how many Americans eat. The drugs can reduce appetite and food intake, causing users to feel full sooner and consume less during meals. Tirzepatide, sold for weight management as Zepbound, works through two related hormonal pathways but is commonly included in the broader public discussion about GLP-1 medications.

If their use continues to grow, the effects could reach far beyond doctors’ offices and bathroom scales. They could begin changing grocery stores, restaurants, food packaging, agriculture and the kinds of products consumers value most. Emerging research and consumer surveys also show that many people on these medications report reduced interest in alcohol. In a community whose tourism and identity are closely tied to craft beer, that parallel effect deserves attention.

And that combination could have surprisingly large implications for New Glarus and Green County.