Global pharmaceutical giant Novo Nordisk (NVO) officially launched Wegovy tablets, the world’s first GLP-1 oral medication for adult weight loss, in the U.S. market on January 5. This move marks a new phase in obesity treatment in the United States. Boosted by this positive news, the company’s stock price rose significantly during Monday’s trading session, with an intraday increase of nearly 5%. In contrast, its main competitor, Eli Lilly (LLY), saw its stock price fall by nearly 4%.
Novo Nordisk has developed a flexible and competitive pricing strategy for this newly launched oral medication. The starting doses of 1.5 mg and 4 mg are priced at $149 per month, with the discounted price for the 4 mg dose valid until April 15, after which it will increase to $199. This measure aims to lower the initial barrier for patients. Higher doses of 9 mg and 25 mg are priced at $299 per month. The company stated that for patients with insurance coverage, monthly out-of-pocket costs could be as low as $25. Additionally, through agreements with relevant channels, self-paying patients will soon be able to access the starting doses via specific direct-to-consumer platforms for $149 per month. This series of pricing initiatives positions its cash price at the lower end of the market, potentially alleviating the high-cost issues previously observed in the injectable market.
The launched semaglutide tablets received approval from the U.S. FDA last December for weight management and cardiovascular risk reduction. The once-daily oral administration significantly enhances convenience and patient acceptance compared to injectable formulations, thereby expanding the market to a broader population. Currently, the starting doses are available in over 70,000 pharmacies across the United States, with higher doses set to be fully accessible later this week. Novo Nordisk executives noted that the launch of this oral medication provides new treatment options for over 100 million obese Americans, aiming to redefine the possibilities of weight management.
The rapid launch of the oral weight-loss drug market will help Novo Nordisk consolidate and expand its market share in the fast-growing GLP-1 segment. Analysts believe that by 2030, the global GLP-1 market could reach approximately $100 billion, with oral formulations potentially accounting for around 24% of the market. Novo Nordisk’s early entry gives it a significant first-mover advantage. Meanwhile, competitors such as Eli Lilly are actively preparing their oral product, orforglipron, and plan to price its entry dose at $149 per month upon approval in early 2026. Analysis generally suggests that current pricing strategies will directly test payers’ willingness and quickly shape the future competitive landscape, positioning oral medications as the next key battleground for pharmaceutical giants.
