Daily weight-loss tablets are widening the market for GLP-1 treatments.
The new oral Wegovy from Novo Nordisk has drawn strong early demand in the US.
Analysts say easier dosing could push the sector towards a $200bn value.
Patients are switching from injections such as Zepbound because of cost, convenience and steady appetite control.
Pills remove the need for needles and refrigeration and may attract new users.
They are usually cheaper, though many people still pay privately.
Rival Eli Lilly is preparing its own tablet, intensifying competition.
Insurance coverage in the US will soon expand to include these drugs.
In the UK, regulators are still reviewing the oral treatment.
Injections remain more effective for major weight loss.
Tablets are likely to serve people who are overweight or mildly obese.
With global obesity rising fast, drugmakers see vast untapped demand and a pivotal growth phase.
