Why Novo Nordisk's Pricing Shift Could Unlock a Much Larger Obesity Market

By Prosper Junior Bakiny – Apr 3, 2026 at 5:02PM ESTKey PointsThe market for weight loss drugs still has plenty of room to grow. Novo Nordisk's new subscription model for Wegovy could help expand its reach.The stock looks attractively valued at current levels. Over the past two years, Novo Nordisk (NVO +1.23%) has lost its lead in the anti-obesity space to its biggest competitor, Eli Lilly (LLY 1.98%). The Denmark-based pharmaceutical leader has tried several things to bounce back, including new drug launches and label expansions for its famous weight management medicine, Wegovy. Novo Nordisk has also worked on making the drug more accessible, and a recent move it announced along those lines could help it expand the market. Here's what investors should know. Image source: Getty Images. A subscription plan for Wegovy First, it's essential to note that, despite the popularity of GLP-1 drugs, many patients who could benefit from them are not currently taking them. Here's how we know that. As of a few years ago, about 40.3% of adults in the U.S. were obese, using the standard definition of having a body mass index (BMI) equal to or above 30. This definition has some drawbacks. Insofar as excess weight is dangerous, the risk comes mostly from visceral fat, which is stored in the abdomen region. BMI, however, doesn't distinguish between visceral and subcutaneous fat (the latter of which is far less dangerous), nor can it tell the difference between muscle and fat. Using a different definition that accounts for these (and other) limitations, some researchers recently found that the prevalence of obesity in the U.S. could be more like 70%. And of course, it is linked to everything from diabetes to hypertension. Yet, as of last year, only 12% of people in the U.S. were on GLP-1s, with about 18% having ever taken these drugs. ExpandNYSE: NVONovo NordiskToday's Change(1.23%) $0.45Current Price$36.93Key Data PointsMarket Cap$125BDay's Range$35.64 - $36.9552wk Range$35.12 - $81.44Volume584KAvg Vol24MGross Margin80.90%Dividend Yield4.87% Here's the bottom line: The market arguably remains underpenetrated, even going by the standard BMI-centric definition. Meanwhile, price remains a challenge for cash-paying patients.

Enter Novo Nordisk, which recently announced Wegovy prescriptions for three, six, or 12 months. Patients who take Novo Nordisk up on the offer -- which they can do so through various telehealth platforms -- will save on their prescriptions, and the longer their subscriptions, the more money they save. This initiative could help Novo Nordisk reach significantly more people. Is this how the pharmaceutical leader grabs the lead back from Eli Lilly? Probably not, as Eli Lilly is likely to adjust its prices accordingly. That said, Novo Nordisk should succeed in launching newer medicines, including some targeted at patients at even higher risk, which will have stronger pricing power. Novo Nordisk's pipeline progress could help it bounce back in the next few years. And in the meantime, investors can purchase its shares at a discount, as Novo Nordisk is trading at 11x forward earnings, compared to the average of 17.3x for healthcare stocks. Novo Nordisk looks like a buy at current levels. Read NextApr 1, 2026 •By Prosper Junior BakinyCould This New Approval Be a Turning Point For Novo Nordisk?Mar 27, 2026 •By Motley Fool YouTubeNovo Nordisk: A Strong Contender in the Pharmaceutical ArenaMar 26, 2026 •By Rachel WarrenCan You Invest in Ozempic in 2026?

Everything You Need to KnowMar 24, 2026 •By David Jagielski, CPAThink Novo Nordisk Can't Keep Up in the GLP-1 Market?

Its Latest Drug Approval Could Be a Game ChangerMar 20, 2026 •By David Jagielski, CPADown Near Its 5-Year Low, Is Novo Nordisk Stock Too Cheap to Pass Up?Mar 19, 2026 •By Prosper Junior Bakiny1 Reason I'm Never Selling Novo Nordisk StockAbout the AuthorProsper Junior Bakiny is a contributing Motley Fool healthcare analyst covering biotechnology, pharmaceuticals, and healthcare stocks.

Before The Motley Fool, Prosper wrote about investing topics ranging from stock market news to private equity for various companies. He holds a master’s degree in corporate finance from the University of Maryland Global Campus.TMFPBakinyStocks MentionedNovo NordiskNYSE: NVO$36.93(+1.23%)+$0.45Eli LillyNYSE: LLY$935.58(-1.98%)-$18.94*Average returns of all recommendations since inception. Cost basis and return based on previous market day close.