Novo Nordisk and Eli Lilly face competition from 16 new obesity drugs expected to launch by 2029, driving a $70 billion GLP-1 market by 2031. Price declines may accelerate over 10% annually by 2027. Rivals include Roche, Amgen, Pfizer, AstraZeneca, Boehringer, Viking Therapeutics, and Structure Therapeutics. The report predicts better efficacy, convenience, and tolerability for upcoming drugs.