With 7 out of 10 Americans overweight or obese, this was bound to happen. A magical cure came along, and we embraced it…if we could afford it. At $800-$1200/ month without insurance, magic is not cheap.
In this blog, we'll dive into the GLP-1 market, and examine how consumers focused on weight loss and using GLP-1 therapies are driving innovation in the food and supplement sectors.
In recent years, significant changes have occurred in health and wellness due to GLP-1 receptor agonists. These medications, originally designed to treat type 2 diabetes, have become well-known for their ability to help with weight loss. They work by mimicking a natural hormone called glucagon-like peptide-1 (GLP-1), which increases insulin production, reduces appetite, and slows down how quickly the stomach empties. Together, these effects lead to weight loss.
GLP-1 drugs are impacting more than just waistlines. They're influencing the entire health and wellness market, creating consumers who are more intentional, more focused on nutrient density, and more demanding when it comes to product efficacy.
As the GLP-1 market continues to grow, it is reshaping consumer behavior and driving innovation across the food, beverage, and supplement industries, as people seek targeted solutions to support their weight loss and overall health goals.
GLP-1 users typically experience reduced appetite, leading them to prioritize quality over quantity. They're seeking functional foods and beverages that pack a nutritional punch in every bite and sip, driving demand for products that offer specific health benefits beyond basic sustenance.
What the Data Says: The NielsenIQ Homescan GLP-1 Panel Survey (Aug/Sep 2024) revealed that GLP-1 weight loss shoppers are intentionally purchasing products that are sugar-conscious (with an index of 179 vs. total panel), provide energy (index of 140), and support muscle health (index of 126). This shows a clear shift towards prioritizing targeted health benefits.
Growth Areas & Examples:
GLP-1 medications can affect nutrient absorption and utilization. This creates a need for targeted supplementation to address potential deficiencies and support overall well-being during weight loss. Consumers are seeking supplements that address specific needs related to their medication and weight loss journey.
Growth Areas & Examples:
To effectively engage the growing market of GLP-1 users, brands must tailor their offerings to meet their unique health-conscious needs. Here are five tips for targeting GLP-1 users:
The influence of GLP-1 drugs goes beyond individual health. They're changing how people behave as consumers and affecting the food and supplement industries. Leading brands in these categories have the opportunity to form a new, deeper bond with these consumers.
At Compass Marketing Boston, we specialize in helping brands like yours navigate the GLP-1 market online, in-store, and most importantly, in the hearts of their consumers. Whether it’s crafting targeted campaigns or developing innovative product strategies, we’re here to help you connect with this growing consumer base. Explore more Food & Beverage and Supplement brands we have helped grow.
Lynda is a consumer marketing expert with a track record of successful U.S. and global product launches. She has created new product innovations across consumer wellness, from personal care to digital health. She is a founding partner of Compass Marketing.
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