Daily GLP-1 tablets are widening the race between Novo Nordisk and Eli Lilly and could bring many new patients into treatment.
The pills copy the effect of weight-loss injections but are easier to take, cheaper and require no refrigeration.
Analysts say this shift could help the market grow to about $200bn by the early 2030s.
Novo’s oral Wegovy has recorded a rapid US launch, with tens of thousands of weekly prescriptions.
Many users are switching from injections because of insurance changes, cost or convenience.
Others are starting treatment for the first time because they want to avoid needles.
Injectable drugs still produce greater weight loss in studies, so people with severe obesity are likely to remain on jabs.
Pills are expected to attract those who are overweight or mildly obese and expand overall demand.
Health systems are watching closely because high prices limit access.
Researchers believe tablets could improve cost-effectiveness if prices fall further.
At the same time, regulators are reviewing safety, side-effects and long-term use.
Lilly is preparing to launch its own pill, while several biotech groups and AstraZeneca are developing competing treatments.
Falling costs, broader insurance coverage and new drug types are turning obesity medicine into one of the pharmaceutical industry’s biggest growth areas.
