New entrants challenge Novo Nordisk and Eli Lilly in the $200 billion GLP-1 market, with 68% of sales from weight loss by 2031. Novo and Lilly expected to retain 70% of the market but are viewed as overvalued. Next-gen obesity drugs from Roche, Amgen, Pfizer, AstraZeneca, Boehringer, and others will disrupt the market, pressuring pricing. Novo and Lilly's next-gen pipelines also advancing. Public and private firms accelerating obesity drug development through acquisitions and innovative startups.