Novo Nordisk secured FDA approval for the first oral version of its flagship GLP-1 therapy in December and immediately leveraged its direct-to-consumer channels. In its first week on the market, the oral Wegovy pill generated over 18,000 prescriptions, and prescriptions climbed to more than 26,000 in the second full week, according to IQVIA data. The rapid uptake reflects strong consumer demand and broad patient interest, suggesting that the oral formulation may capture new segments previously deterred by injection-based treatments.

After a challenging 2025 during which the share price declined by 41%, Novo Nordisk's equity has rebounded sharply, climbing 26% in early 2026. Analysts point to the company’s modest forward price-to-earnings ratio of 17—substantially lower than peers above 50—as evidence that the stock remains undervalued. With consensus expectations for sustained double-digit revenue growth and the oral GLP-1 launch likely to drive top-line momentum, many strategists see potential for further upside as the product cycle unfolds.

Data from MediaRadar show Novo Nordisk spent an estimated $316 million on Wegovy and $169 million on Ozempic advertising in the U.S. between January and September 2025, representing year-over-year increases of 54% and 44%, respectively. Combined marketing outlays of $487 million more than doubled the approximately $214 million spent by its closest rival over the same period. The increased investment follows supply constraints in 2024 and coincides with plans to initiate direct-to-consumer promotion of the oral Wegovy pill, underlining Novo Nordisk’s commitment to maintaining its leadership in both obesity and diabetes markets.

Novo Nordisk faces a class-action lawsuit alleging it orchestrated an anticompetitive scheme to delay generic competition for its Type 2 diabetes therapy Victoza. Plaintiffs claim the company implemented a reverse payment agreement with Teva to postpone generic launches until June 2024, extending monopoly pricing by approximately 16 months. Victoza generated over $5 billion in U.S. sales in 2018, and the lawsuit seeks recovery of alleged overcharges tied to both Victoza and subsequent Ozempic prescriptions. The outcome could affect future profit margins and competitive dynamics in the GLP-1 segment.