Eli Lilly $LLY has intensified its presence in the surging obesity drug market with new clinical data that places its medication, Zepbound, ahead of Novo Nordisk’s $NOVO-B.CO Wegovy in five key metrics of weight reduction. Released on Sunday, the results of the first head-to-head study between the two blockbuster drugs underscore Lilly's competitive advantage just as the sector is projected to exceed $150 billion annually within the next decade.