Pfizer says consumer market for obesity drugs could mirror Viagra

Pfizer CEO Albert Bourla said the company is preparing for a large consumer market for obesity drugs and plans to launch 10 phase 3 studies of Metsera compounds by the end of the year.

Pfizer is preparing for a strong consumer market for obesity drugs, CEO Albert Bourla said at the J.P. Morgan Healthcare Conference in San Francisco. Bourla compared the emerging cash-pay market for these medicines to the consumer demand that developed for Viagra. Pfizer acquired weight-loss drugmaker Metsera in September 2025 and announced plans to run multiple late-stage trials of its obesity compounds. The company also said it does not expect to return to revenue growth until 2029 and expects the next few years to be bumpy. Key points: - Albert Bourla said Pfizer is preparing for a consumer-facing market for obesity drugs and likened current demand to the market that formed around Viagra. - Pfizer bought Metsera in a deal announced in 2025 for up to $10 billion and plans to launch 10 phase 3 studies of Metsera compounds by the end of the year. - Bourla noted significant cash-pay sales reported by rivals, citing Eli Lilly and Novo Nordisk as current market leaders outside reimbursement systems. - Pfizer said it expects near-term challenges including patent expiries, lower COVID-19 sales and U.S. price commitments, and does not expect revenue growth to resume until 2029. Summary: Pfizer has signalled a major strategic focus on obesity treatments, driven by observed consumer willingness to pay outside reimbursement systems. The company plans an extensive set of late-stage trials this year and has said its financial recovery will take time, with revenue growth not expected until 2029.