GLP-1 receptor agonists have transformed the landscape of weight management for many individuals.
According to insights from Goldman Sachs Research, the global market for antiobesity medications (AOMs) is projected to reach a staggering $100 billion by 2030.1
This remarkable growth offers an unparalleled opportunity for food, beverage and dietary supplement manufacturers to tackle the unique challenges faced by consumers who are actively using these treatments or transitioning away from them.
All of this comes at a time when, according to the World Health Organization, 30% of the global population is overweight and, of these consumers, 60% of seek weight control.2
The rising availability of GLP-1 receptor agonists to consumers in various regions enables new avenues for them to reach their goals. However, there are pivotal needs that must be addressed.
Extensive consumer and market research conducted by ADM on the largest current demographic for GLP-1 medication use — United States consumers — has pinpointed how consumption habits change for those engaging with GLP-1 treatments and the nutritional needs that come with that.3
As many users eventually taper down or discontinue their use of AOMs, there will also be specific areas of nutritional support post-treatment. By catering to these needs, brands can support consumers at every step of their weight management journey while capitalising on this new market opportunity.
Five core focus areas for GLP-1 users
ADM analysis has identified five essential needs for individuals taking GLP-1 medications according to two categories: active users and those reducing or stopping treatment.
For active users of AOMs
It’s common to lose muscle mass when venturing down the path of weight loss, with studies estimating that 20–40% of weight loss is from muscle tissue.4 Muscle health is an important aspect of well-being, making maintaining muscle mass a key part of nutritional support for consumers taking AOMs.
Products that are high in protein can support this maintenance and may even contribute to muscle building. According to ADM’s new proprietary research among more than 1500 active AOM users in the US, approximately 40% state that they’re intentionally increasing their intake of plant-based proteins.3
This indicates an opportunity for brands to expand their selection of protein sources to alternative options such as soy, pea and wheat, along with wholesome ingredients and ancient grains.
Blends of different protein sources not only help to achieve high protein content, but also provide ingredient diversity and help to optimise the sensory experience for a more delicious protein-packed offering.
Another 40% of GLP-1 users state they often feel gastrointestinal (GI) discomfort.3 This is significant and can hinder the adherence to AOMs — as well as impact the overall quality of life and well-being of the consumer engaging with these medications.
To counteract this, brands can consider a combination of gut microbiome-supporting solutions. For example, prebiotic fibres have been shown to enhance the growth and activity of beneficial bacteria in the gut, including certain probiotics.
Ongoing clinical research is also expanding opportunities with specific strains of probiotics* and postbiotics* which may support gut health and digestive comfort.
Resilient solutions that can tolerate a wide variety of processing conditions and final formulations, such as postbiotics and spore-forming probiotics, can also be seamlessly integrated into various food and drink products.
Dehydration is also an area of concern for consumers taking GLP-1 treatments, with approximately 44% of GLP-1 users reporting experiencing dehydration.3 Staying hydrated is crucial for nutrient absorption, as well as efficient protein synthesis for muscle performance and overall well-being.
Although electrolytes and coconut water powder can help, brands must tailor beverage formulations to be specifically appealing to the changing palate of this consumer segment to help consumers achieve proper hydration levels.
This is when advanced flavour modulation technology comes into play, supporting the development of unique and great-tasting drinks that promote hydration.
For those reducing or ceasing the use of AOMs
A substantial benefit of GLP-1 medications is their ability to diminish persistent food-related thoughts or “food noise.” Upon discontinuing the medication, many individuals report a resurgence in cravings, making satiety a top priority. Fibres, resistance starches and plant-based proteins can work to foster a lasting sense of fullness.
Not putting the weight back on is a common hurdle for those stopping GLP-1 treatment, with research finding that up to two-thirds of the weight lost may be regained within a year.5
Formulations featuring biotics to support factors relevant to metabolic health and overall body composition, sweetening solutions for reducing sugars, carbohydrates and calories, and protein blends for high protein content, can assist with sustained weight management objectives.
How GLP-1 medications are reshaping consumer habits
The surge in GLP-1 medication usage has created a distinct consumer archetype — one that is acutely attentive to nutritional composition, flavour profiles and portion sizes.
Survey results revealed that 83% of US adults using GLP-1 medications find food products specifically designed for their unique needs while on these medications to be appealing.3
These consumers are not only open to exploring new offerings but are actively seeking products that align with their evolving wellness goals. Indicating the market potential, 81% of these consumers said they would be willing to pay more for these offerings.3
The influence of GLP-1 medications on eating behaviours and nutritional preferences has been transformative. A significant number of consumers report feeling fuller more quickly, which has naturally reduced their food intake.
Many have observed alterations in taste perceptions, with previously enjoyable foods now seeming excessively sweet. This also impacts rich and savoury snacks, with AOM users reporting snacking less throughout the day.3
In addition to shifts in food cravings and snacking patterns, behaviours regarding meal preparation are also being influenced; 83% of GLP-1 medication users report an increase in home-cooked meals.3
ADM research further revealed that more than 70% of these consumers are open to experimenting with new foods, signalling an unprecedented opportunity for creative product innovation.3
Yet, these consumers value more than novelty — they prioritise nutritional quality, flavour and portion control.3 With many emphasising factors such as protein and fibre content, carbohydrate levels and sugar reduction, it’s clear that targeted solutions are critical.
Pioneering innovation for a changing market
The dietary habits of GLP-1 users are reshaping the food and supplement industry. This group demands products that balance functionality and indulgence, delivering sophisticated flavour experiences in compact portions.
For example, an on-the-go protein-rich high-fibre pudding that is also low in sugar could cater perfectly to this audience, offering convenience, nutrition and enjoyability.
Additionally, the trend toward increased home cooking has a specific focus on breakfast, presenting opportunities for creative morning meal solutions. Stickpacks containing fibre or plant-based proteins that can be added to coffee, smoothies, water and even yoghurts are a prime example of how brands can tailor solutions to this segment.
The emergence of GLP-1 medications has created a dynamic and fast-evolving market with specific requirements that transcend conventional weight management products.
Food, beverage and dietary supplement manufacturers that proactively address these needs are setting themselves up to thrive in this interesting new space.
By leveraging a global supplier’s expertise, brands can create innovative, consumer-centric companion products that support the health and well-being of GLP-1 users, positioning their company for relevance and success in this transformative era of nutrition.
References
- www.goldmansachs.com/insights/articles/anti-obesity-drug-market.
- www.who.int/news-room/fact-sheets/detail/obesity-and-overweight.
- ADM Outside Voice℠, Anti-Obesity Medications Survey (September 2024).
- S.B. Heymsfield, et al., Obesity Reviews 15(4), 310–321 (2014).
- T.M. Powell-Wiley, et al., Circulation 143(21), e984-1010 (2021).
*Please note that in the EU, the term “postbiotic” is not permitted for use in finished products intended for final consumers … and the term “probiotic” is only allowed in certain countries. Therefore, alternative wording should be used in finished product artwork. It is the responsibility of the finished product manufacturer to ensure that all statements on the artwork comply with current regulations.