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.
The GLP-1 Effect: A New Consumer Landscape
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.
Functional Foods & Beverages: Beyond Basic Nutrition
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.
- Added sugar is a no-go: 27% of Food & Beverage sales are over 10g of added sugar per serving.
- Sodium needs to be limited: 25% of Food & Beverage sales are over 300mg of sodium per serving.
Growth Areas & Examples:
- High-Protein Everything: Think protein-packed yogurts, shakes, and even snacks. These consumers are looking for convenient ways to meet their protein needs with less overall volume. For example, RxBar has made headway by offering high-protein bars with minimal ingredients. But there is room for many more bars, according to RxBar founder Peter Rahal, who sold RxBar to Kellogg’s in 2017 for $600 mil. In late 2024, Rahal launched the “David” bar, calling it “the most effective portable protein on this planet” targeting GLP-1 weight loss shoppers. The brand raised $10 million in seed round funding.
- Fiber-Fueled Innovation: Fiber is crucial for satiety and digestive health, making it a key ingredient for GLP-1 users. A trend we're seeing is increased demand for products with high fiber content. For example, Bay State Milling's HealthSense® Flour offers 10x the fiber of traditional flour, making it a game-changer for baking and food manufacturers. This flour is a 1:1 swap for traditional flour and enables a clean label.
- Better-for-you beverages: Non-alcoholic wine and beer sales are experiencing tailwinds thanks to GLP-1 shoppers.
Supplements: Targeted Support for a Changing Body
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.
- What the Data Says: GLP-1 users show heightened interest in supplements supporting microbiome health, with a 107.6% unit change for GLP-1 users versus non-prescription users (NielsenIQ, Aug/Sep 2024).
Growth Areas & Examples:
- Gut Health is Paramount: Probiotics, prebiotics, and digestive enzymes are becoming an increasingly popular trend as GLP-1s can impact digestion. Seed Health has been a pioneer in the probiotic space, emphasizing science-backed formulations and a focus on gut health education. Prebiotic fiber, when introduced to the gut, helps produce short-chain fatty acids, a precursor for natural GLP-1 production in the body.
- Personalized Vitamin Packs: Companies like Care/of, Root, and Bioniq that offer personalized vitamin packs based on individual needs are well-positioned to cater to GLP-1 users. They can tailor supplement recommendations based on potential deficiencies or specific health goals.
Five Tips for Targeting GLP-1 Users
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:
- Prioritize Nutrient Density: Make every calorie count by focusing on high-quality ingredients and optimal nutrient profiles.
- Emphasize Targeted Benefits: Clearly communicate the specific health benefits of your products, whether it's supporting gut health, boosting energy, or building muscle.
- Offer Convenient Solutions: GLP-1 users are busy. Make it easy for them to incorporate your products into their daily routines.
- Promote Transparency: Be upfront about ingredients, sourcing, and manufacturing processes to build trust with discerning consumers who are monitoring everything going into their bodies.
- Educate and Empower: Provide valuable information about GLP-1s, nutrition, and overall wellness to position your brand as a trusted resource and supporter of this lifestyle change.
In Closing: Are you missing an opportunity to grow?
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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