After decades of failure, weight loss drugs seem finally poised to become big pharma’s newest blockbuster category.

Bloomberg Intelligence sees the U.S. obesity drug market alone as worth $12 billion in 2028. Morgan Stanley Research recently made a far more bullish prediction, forecasting global sales of obesity drugs could reach $54 billion by 2030.

The enthusiasm is merited. These newer drugs offer more profound and sustained weight loss than any of the medicines that came before them and there are many people who could benefit from them. According to the U.S. Government Accountability Office, between 2013 and 2016, only 3% of the people eligible for an obesity medication were taking one.