Lower Prices, Bigger Market: The Next Phase of GLP-1 Drugs

Cheaper obesity medicines could unlock broader demand, while supply-chain bottlenecks and premium-drug innovation may also shape how the market evolves. Our analysts Terence Flynn and Thibault Boutherin break down the investor implications.

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Terence Flynn: Welcome to Thoughts on the Market. I'm Terence Flynn, Morgan Stanley's U.S. Pharma and Biotech Analyst. 

Thibault Boutherin: And I'm Thibault Boutherin, Morgan Stanley's Europe Pharmaceuticals Analyst. 

Terence Flynn: Today, how cheaper GLP-1 obesity medicines could reshape access, pricing, and supply chains; and what the first generic markets may signal for Europe and the U.S. 

It's Monday, July 13th at 10am in New York. 

Thibault Boutherin: And it's 3 pm in London. 

Terence Flynn: Around one billion people live with obesity worldwide, including over a 100 million in the U.S. Right now, the introduction of the first lower cost generics of semaglutide, a GLP-1 medicine, in some international markets, could have consequences on affordability and demand. 

Thibault, what are the first countries seeing the introduction of sema generics? What are the current dynamics, and why should global investors pay attention? 

Thibault Boutherin: Sure. So, so far generics are being introduced this year in three countries: in India, Canada and Brazil. And if we look at India, this is the first market where the generics are being introduced. The patent for semaglutide expired in March 2026, and 13 companies have launched 26 generics across different formulations: autoinjectors, vials, and pills, which price is lower than the branded drug. 

And because the India market was quite under-penetrated for GLP-1, we are seeing affordability driving volume expansion. In Canada, two generics have been launched so far. Four other generics are waiting for approval, and more are being filed. And finally, in Brazil, one generic was approved last month, and we are expecting these generics to be launched in Brazil in July. And 17 other generics are in different stage of regulatory review in Brazil, and we would expect more to enter the market by the end of this year. 

And the reason why we focus on these markets is because we believe they could provide a blueprint for what could happen later in the U.S. and in Europe; in particular for Canada, which shares some characteristics with Europe and the U.S. And the patent for semaglutide will expire in Europe in 2031 and in the U.S. from 2032. 

Terence Flynn: Great. Maybe on the India front, I know that's at the leading edge. What happened with patient demand when price came down? 

Thibault Boutherin: Sure. So, what we saw in India is a surge in volume when generics were launched, and the volume in April 2026 were already six times higher than the volume in February. And that expansion has been driven mostly by these generics launch, which captured 80 percent of semaglutide volume in April. And our India team expect that the GLP-1 market in India will actually expand in value from $125 million in [20]25 to more than $1 billion by 2030, despite lower prices as we see better, you know, greater volume and greater adoption of GLP-1s in India. 

Terence Flynn: The other thing, you know, you and I have discussed is the supply chain, and one of the questions is the ability of some of the generic manufacturers to scale semaglutide. So, maybe talk to us about the current capabilities. And could we see bottlenecks in the supply chain formation here? 

Thibault Boutherin: Yeah, sure. So, there are three key elements to watch on the supply chain. The first is the active pharmaceutical ingredient or API, and that's the semaglutide molecule itself. The second element is the device and the device components, and the third element is the fill and finish, which is basically putting all of these things together. 

On the API side, so semaglutide molecule, we believe there will be no bottleneck in supplying for generics as we see a handful of large Chinese companies, out of China, building multi-ton capacity for semaglutide. So, we believe there will be no shortage of API to supply the generic supply chain for injectables. 

On the device, these are the same device companies that are supplying the branded version of semaglutide, and other GLP-1s for the device that are also supplying the generic makers. And we are seeing meaningful investments being made, so we don't believe there will be a bottleneck here. 

Where we could see a bottleneck emerging is on the fill and finish side. Fill and finish requires highly controlled clean room space to minimize contamination. It requires regulatory approval, and it takes up to three years to build fill and finish capacity. And so, that's where if there is not more investment being made over the next few years, there could potentially [be] a bottleneck emerging for the generic companies. 

Terence, while semaglutide generics will definitely represent a challenge for the existing branded version of this GLP-1, there are some insights in these emerging dynamics that suggest that tirzepatide, the other GLP-1, could be less at risk. Can you touch a bit on some of these dynamics? 

Terence Flynn: Absolutely. So, just to remind listeners that semaglutide targets a pathway called GLP-1. Tirzepatide actually targets two pathways. The first is GLP-1, and the second is GIP. And there are some data comparing th