Daily GLP-1 tablets are widening access to weight-loss treatment and reshaping the sector.
Analysts expect the market to approach $200bn within the next decade.
Novo Nordisk has launched the first oral version of Wegovy in the US.
Early demand has been strong as patients switch from injections or start therapy for the first time.
Many prefer pills because they are cheaper, easier to use and require no refrigeration.
Eli Lilly is preparing a rival tablet, intensifying the race for new patients.
Tablets are less effective than jabs but attract people who are overweight or needle-averse.
Injections will likely remain the choice for severe obesity.
Rising global obesity, expanding insurance coverage and falling prices are driving growth.
Health economists believe pills could improve affordability for public systems.
Drugmakers say the number of untreated eligible patients remains vast, making this a pivotal phase for the industry.
