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Novo Nordisk is entering the new year under mounting pressure after a dramatic reversal of fortunes that has turned the once high-flying drugmaker into one of Europe’s weakest large-cap performers. The Danish pharmaceutical group is now fighting to regain investor confidence as competition intensifies in the lucrative U.S. weight-loss market.

Shares in Novo suffered their steepest annual decline since the company began trading in Copenhagen more than three decades ago. The selloff followed repeated guidance cuts, growing market share losses to rival Eli Lilly, leadership turmoil, and the rapid spread of lower-cost copycat drugs in the United States.

Investor sentiment received a brief boost late last year when U.S. regulators approved Novo’s oral version of Wegovy, making it the first GLP-1 pill authorized for weight loss. The announcement sent the stock sharply higher, offering a rare moment of relief after months of negative headlines.

Analysts say the approval highlights both the opportunity and the urgency now facing the company.

Pills Could Reshape the Weight-Loss Race

Novo’s entry into the oral weight-loss market could help it recover ground lost in injectables. The company’s pill version of Wegovy demonstrated average weight loss of 16.6% over 64 weeks in clinical trials, putting it ahead of some competing oral treatments still awaiting approval.

Eli Lilly is expected to introduce its own pill-based option later this year, setting up a closely watched head-to-head battle. Analysts note that oral treatments are likely to attract a wider patient base due to convenience, easier storage, and fewer distribution hurdles.

“This approval adds an important new layer to the obesity treatment landscape,” said Sydbank analyst Søren Løntoft Hansen. “It gives Novo Nordisk a real chance to regain market share if it executes well.”

Novo executives have emphasized that the pill delivers comparable effectiveness to injectable Wegovy, potentially removing the traditional tradeoff between convenience and results.

U.S. Consumers Hold the Key

Unlike many blockbuster medicines, weight-loss drugs rely heavily on consumer demand rather than broad insurance coverage. That dynamic places the U.S. market at the center of Novo’s recovery strategy.

Direct-to-consumer sales are becoming increasingly important as pricing pressures grow and insurers limit reimbursement. Agreements reached late last year to lower prices for certain public programs and offer discounted cash-pay options could help Novo compete more effectively, though cheaper compounded alternatives remain a significant challenge.

Morningstar analyst Karen Andersen noted that oral GLP-1 drugs are particularly well suited to direct sales, which could accelerate a shift toward cash-pay models across the industry.