The upward trajectory of GLP-1 agonists like Ozempic, Wegovy and Mounjaro is expected to receive a further turbo-boost thanks to the recent introduction of oral pills (Wegovy, pictured). Indeed, J.P. Morgan Global Research forecasts that the global incretin market, which includes GLP-1s, will reach US$200bn by 2030.
Rising usage means new consumer preferences and needs are challenging the food industry to provide solutions that pack a highly-nutritious punch in smaller portions.
“We see consumers who are using or have used GLP-1 medications becoming much more intentional with their food choices,” said Emma Cahill, Global Marketing Director, Sweeteners, Fibres and GLP-1 at Tate & Lyle. “They are eating less, but they want more from what they do eat, whether that is nutrient density, fibre, protein, taste or overall quality.”
The world’s largest food and beverage company, Nestlé, views the expansion of GLP-1s as “an opportunity for Nestlé to be there for our consumers in new and different ways by offering convenient, nutritious food, beverage and supplement options that can support them on their weight management journeys,” a spokesperson told Food Formulator.
In 2024, Nestlé became the first major food company to announce a frozen food brand for individuals using GLP-1 medications. Called Vital Pursuit, it features portion-aligned products which are high in protein and contain essential nutrients like vitamin A, calcium and iron.
During treatment, smaller portions and reduced appetite are changing eating habits, making it harder for users to meet their nutritional needs through food alone
Penny Antonopoulos, Marketing Manager for Performance and Active Nutrition at FrieslandCampina Ingredients, said the Dutch proteins and prebiotics specialist is seeing changing demand at every stage of the GLP-1 journey.
“During treatment, smaller portions and reduced appetite are changing eating habits, making it harder for users to meet their nutritional needs through food alone,” she explained. “This is driving greater interest in nutrient-dense foods and beverages, particularly those delivering protein, fibre, vitamins and minerals.
“After treatment, we’re seeing an increased focus on recovery and maintenance, particularly protecting muscle mass and metabolism as users transition off the medication.”
For Tate & Lyle, one of the biggest opportunities lies in adding more fibre that is easy to digest and fits seamlessly into everyday foods and beverages. “Current GLP-1 users are often thinking about digestive comfort, so the type of fibre and the amount per serving really matter,” said Cahill.
Wider GLP-1 usage has also seen increased consumer interest in bone health support, she notes. “A little-known piece of the science is that it is not just about having calcium in the diet,” Cahill adds. “The gut microbiome can play a role in calcium absorption and retention.”
As a result, Tate & Lyle has seen new interest in its PROMITOR Soluble Fibre, 10g per day of which has been shown to increase calcium absorption and retention for bone health.
Some consumers report changes in taste preferences while using GLP-1 medications, which may influence what they enjoy and what they are willing to spend on
FrieslandCampina Ingredients’ whey and casein proteins – specifically its Excellion caseinates and Nutri Whey ProHeat – are being applied in GLP-1-friendly drinks, snacks and bars, while demand is also high for its Fermentis ingredient, which brings together whey protein, prebiotic galacto-oligosaccharides (GOS) and postbiotic cultures to support the gut-muscle axis.
Not only do these provide muscle support, they “are designed to formulate easily into tasty, convenient formats, from creamy café-style beverages to soft-baked, protein-rich snacks,” said Antonopoulos.
Beyond nutrition, Cahill also points to “interesting sensory shifts,” explaining that “some consumers report changes in taste preferences while using GLP-1 medications, which may influence what they enjoy and what they are willing to spend on.” As an example, people currently using GLP-1 typically prefer snacks like premium dark chocolate over sweet or indulgent options.
Antonopoulos adds that, while savoury and sweet snack markets have been negatively impacted, “snack adjacencies, such as protein bars, yogurts and functional snacks, have shown growth, as these categories deliver more function and reassurance per eating occasion.”
