New York, Jan 13, 2026, 10:50 (EST) — Regular session
- Pfizer shares dipped roughly 0.7% in early trading
- At JPM’s healthcare conference, CEO Albert Bourla highlighted a cash-pay obesity market larger than anticipated
- Investors are eyeing the Feb. 3 results for clearer signs on 2026 strategies and updates on the obesity pipeline
Pfizer Inc (PFE) shares slipped about 0.7% to $25.10 Tuesday morning as investors digested the company’s latest obesity drug strategy unveiled at the J.P. Morgan Healthcare Conference in San Francisco. CEO Albert Bourla described the booming out-of-pocket weight-loss market as “almost like Viagra” now. Pfizer aims to launch 10 phase 3 trials for its Metsera obesity drugs by the end of 2026. The company has indicated it doesn’t expect revenue growth to resume until 2029. 1
The obesity market has turned into a fierce arena for deals and capital spending among major drugmakers—and costs are soaring. Analysts predict the weight-loss drug sector could top $150 billion annually by decade’s end. Viking Therapeutics CEO Brian Lian noted that strategic interest in acquisitions is “broader than is visible.” Last November, Pfizer snapped up Metsera for $10 billion after a bidding war with Novo Nordisk. 2
Rivals are shifting the targets. Novo Nordisk executive Ludovic Helfgott now expects oral drugs to grab “a third-plus” of the GLP-1 obesity market by 2030—a bigger slice than initially predicted. He also pointed to a market increasingly driven by consumers, with many patients footing the bill themselves. Earlier this month, Novo rolled out a daily oral version of Wegovy in the U.S., priced at $149 per month. 3
The cash-pay market forces patients to pay out of pocket, usually because insurers restrict coverage or impose tight eligibility criteria. GLP-1 drugs mimic a gut hormone that suppresses appetite and regulates blood sugar, and they’ve become the focal point of pharma growth discussions.
Pfizer is scrambling to catch up in a space largely controlled by Novo and Eli Lilly, whose injectable products have delivered strong results and wide reach. Bourla admitted Pfizer underestimated the speed at which the cash-pay market would develop when it struck the deal for Metsera.
Phase 3 trials are large, late-stage studies that usually form the backbone of regulatory submissions. Starting 10 in a single year would be a major challenge, ramping up pressure on everything from patient enrollment to manufacturing logistics.
The timeline keeps surfacing because it’s a double-edged sword. Bourla’s 2029 growth target buys Pfizer time to fund trials and develop its pipeline, yet it also leaves the market plenty of room to penalize any setbacks.
But the obesity race is ruthless. Safety concerns, slower trial launches, or demand falling short beyond insurance coverage could delay returns even more, while rivals introduce fresh formats and keep pressing on pricing and access.
Investors are zeroing in on concrete milestones — trial launches, data release dates, and Pfizer’s realistic market expectations — rather than broad updates. Conference chatter is loud, but stock shifts hinge on the specifics.
The next major event is Feb. 3, when Pfizer will report its fourth-quarter corporate results. Investors will be tuned in for updates on 2026 guidance and clearer signals on how the obesity program is advancing. 4
