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1Fix the driver behind crashes, sound loss and screen glitches2Clear out junk files and repair common Windows errors3Scan for outdated or missing drivers - takes under a minuteNot in the literal sense implied by the headline. “Novo Nordisk Is Getting Absolutely Destroyed” was the framing of a Futurism article published April 18, 2025 about a share-price setback and competitive concerns. Later company reports show a more mixed picture: sales and obesity-care revenue grew in 2025, diabetes market share weakened, and Novo’s 2026 forecast was revised from a larger expected decline to a smaller one that still allows for contraction.
What did “getting absolutely destroyed” mean?
The phrase came from a market-news headline, not a standard measure of Novo Nordisk’s financial health. The April 18, 2025 Futurism article linked the share-price setback to Eli Lilly’s Phase 3 orforglipron results, supply concerns, and investor perception that Lilly was gaining ground. That explains the headline’s context; it does not establish Novo’s current share-price performance or prove that a competitor has won the market.
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For a personal-finance reader assessing the company as an investment, separate three questions: how its business performed, how its outlook changed, and how investors valued its shares. The figures below address the first two. They do not provide a current stock return, valuation comparison, or independent head-to-head assessment of Novo and Lilly.
How did Novo Nordisk perform in 2025?
Novo reported total sales of DKK 309,064 million for 2025, an increase of 10% at constant exchange rates and 6% in Danish kroner. Its results were not uniform across its major treatment areas.
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| Measure | Novo’s 2025 reported result | What it measures |
|---|---|---|
| Total sales | DKK 309,064 million; up 10% at constant exchange rates and 6% in Danish kroner | Company-wide revenue growth, with the two growth rates using different currency bases. |
| Obesity-care sales | DKK 82,347 million; up 31% at constant exchange rates | Revenue from the company’s obesity-care business. |
| Branded obesity GLP-1 volume share | 59.6% global share | A volume-share measure for branded obesity GLP-1 medicines, not diabetes value share. |
| Diabetes-care sales | Flat in Danish kroner; up 4% at constant exchange rates | Revenue growth for diabetes care, not market share. |
| Diabetes value market share | 30.1%, down 3.6 percentage points | A value-based diabetes market measure; it is not directly comparable with obesity GLP-1 volume share. |
These are company-reported figures from Novo Nordisk’s 2025 annual report. The distinction between volume share and value share matters: the 59.6% obesity figure and 30.1% diabetes figure concern different markets and measurement bases. Growth in obesity care does not erase the diabetes-share decline, and the share decline does not mean total company sales fell in 2025.
How did Novo’s 2026 outlook change?
Novo’s forecast became less negative between February and August 2026, but the updated range still included a sales decline. Both outlooks below are adjusted growth rates at constant exchange rates.
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| Announcement date | Adjusted sales growth outlook | Adjusted operating-profit growth outlook |
|---|---|---|
| February 3, 2026 | -5% to -13% | -5% to -13% |
| August 4, 2026 | 0% to -6% | 0% to -6% |
Novo’s February 3, 2026 outlook announcement cited pressures including lower realised prices, US market conditions, competition, Medicaid coverage changes, a US Most Favoured Nations agreement, and loss of semaglutide exclusivity in some international markets. On August 4, the company raised its forecast, saying higher expectations for GLP-1 product sales supported the improvement.
The company’s joint Chair and CEO message accompanying the 2025 annual report had said: “As you can see in our financial outlook for the year ahead, we are projecting a sales decline in 2026 and are not promising a rapid return to the extraordinary growth rates of recent years.” That statement reflects the outlook expressed with the annual report; the August revision came later.
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What could support growth, and what could keep pressure on results?
Potential growth drivers
Novo’s August 2026 interim report said the Wegovy pill had received more than 5 million US prescriptions since launch. That is a company-reported prescription count, not an independent market-share measure. The company also identified continued pill adoption and rollout of its 7.2 mg product as growth drivers. Novo reported Wegovy availability in 52 countries at the end of 2025.
Risks and constraints
The outlook still reflects the possibility of lower sales and operating profit in 2026. The company’s cited pressures include lower realised prices, competition, US market conditions, and semaglutide exclusivity losses in certain markets. Continued demand for GLP-1 medicines is a potential offset, but it does not guarantee a return to earlier growth rates.
Novo describes its commercial strategy as defending and expanding its position in an increasingly competitive GLP-1 market. That is the company’s characterization of its strategy, not independent confirmation of market leadership.
What should an investor take from the headline?
- Do not read the 2025 headline as a current financial verdict. It described a market reaction tied to events reported in April 2025.
- Separate operating results from share performance. Sales growth does not establish that a stock is attractively valued or has outperformed.
- Look at the business by segment and measure. Obesity-care growth and diabetes value-share losses tell different parts of the story.
- Use dated forecasts. The August 2026 outlook was materially better than February’s, but it still ranged down to a 6% decline in adjusted sales and operating profit.
The available company figures show a business under competitive and pricing pressure, but not one that simply collapsed: 2025 sales increased, obesity care grew strongly, diabetes value share fell, and the 2026 outlook improved while remaining cautious. These metrics alone cannot determine whether Novo shares are a good investment; that requires current share-price, valuation, risk, and portfolio analysis.
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