GLP-1: Changing Paradigm of Weight Loss and Consumer Behavior

Projections indicate that the GLP-1 market will surpass $100 to $150 billion by 2030, fueled by the surge in GLP-1 receptor agonists (GLP-1 RAs) like Ozempic, Wegovy, and Mounjaro for weight management.

Weight management and well-being benefits of GLP-1 drugs not only reduce food cravings but also lower the desire for addictive substances and alcohol. This marks a significant shift for CPG companies, as traditional indulgent products like sugary snacks, processed foods, and large portions are declining among GLP-1 users. Customers are increasingly opting for nutrient-dense foods, functional options, and smaller portions, which offer greater satisfaction and health benefits. Brands must reconsider formulation, positioning, and product design to gain a competitive edge and adapt to this evolving landscape.

The blog covers digital health platforms supporting GLP-1 users, innovation trends in the F&B and CPG segment, various GLP-1 user customer personas and preferences regarding appetite changes and addiction insights, ending with a future outlook for CPG brands.

Digital Health Platforms: New Frontier of Weight Management

In the GLP-1 era, weight loss or management is not solely about medication but also holistic lifestyle support delivered via digital health platforms. Companies such as Noom, HealthifyMe Found, Omada Health, and Calibrate provide integrated programs inclusive of GLP-1 prescriptions, exercise plans, regular monitoring, personalized nutritional coaching, and behavioral therapy.

These digital platforms or apps allow users to manage and reduce the side effects of GLP-1 medications and maintain weight loss after discontinuing their use. For example, Omada Health’s “GLP-1 Care Track” provides solid evidence of how lifestyle support can help prevent weight regain after stopping medications. This digital ecosystem provides strategic collaboration opportunities for CPG brands, enabling them to partner in creating science-backed product packages, such as hydration options, meal kits, and functional snacks, tailored to the needs of GLP-1 users. This helps increase brand visibility and build trust among health-conscious consumers.

GLP-1 Users Personas Driving CPG Brand Product Offerings

The GLP-1 trend is gaining rapid momentum, with 1.5 million people in the UK using these drugs. Currently, in the US, 12% of adults are consuming GLP-1 drugs. By 2034, households in the US that consume GLP-1 are expected to account for 13% of F&B unit sales. GLP-1 users vary in lifestyle, product needs, and motivation. A proper understanding of such personas helps CPG companies to innovate and position their products accordingly:

• Health Hackers: These customers are proactive wellness seekers who prioritize long-term health. They prefer functional foods, such as hydration blends and protein bars, enriched with premium protein and fiber, providing digestive support.
• Remedy Reachers: Customer managing chronic health conditions like diabetes and are using GLP-1s to improve their health. They consider food as medicine and look for gut-friendly alternatives, fortified snacks, and low-glycemic smoothies in line with medical guidance.
• Glow Getters: These are transformation-focused consumers who aim to improve their self-image and overall lifestyle. They seek portion-conscious treats and beauty-boosting nutrition in formats such as smoothies and functional waters.

Appetite Shifts & Addiction Insights: New Consumer Trends and Product Innovations

• Sensory changes are common in GLP-1 users, with about 85% reporting shifts in food and beverage preferences. Notably, they tend to avoid deli meats, alcohol, coffee, and foods with dense or sticky textures.
• Clinical trials revealed that semaglutide lowers alcohol consumption, cravings, and heavy drinking days. Early studies indicated that GLP-1 may reduce nicotine use and other substance abuse, as GLP-1 users show low rates of substance use disorders, stimulants, alcohol, and cannabis.
• All GLP-1 users need small, nutrient-rich portions that provide hydration, fiber, and protein effectively, without intense flavors. Thus, brands need to match the pace and offer wellness-aligned alternatives.
• Industry players like Bay State Milling’s SowNaked Oats and HealthSense Wheat Flour introduced oats with 40% more protein and lower carbon emissions than conventional oats, appealing to health- and environmentally conscious GLP-1 users. Additionally, dairy giant Danone launched the Oikos drink to help GLP-1 users retain muscle while losing weight by offering a nutrient-dense, portion-controlled, and tasty product.
• Other product innovations include Nestlé’s Vital Pursuit line of portion-controlled, high-protein meals and Abbott’s Protality, a protein-enriched, low-carb shake designed to combat muscle loss from medication use.

Final Words: What’s Ahead for CPG Brands

GLP-1 medications are revolutionizing how millions of people approach eating, self-identify, and shop in the weight loss industry. This shift demands urgent changes from CPG brands, which need to innovate and offer portion-controlled, tasty options tailored to specific audiences. Furthermore, CPG brands can carve out a unique market niche by tapping into trends such as partnering with digital health platforms and creating formats that shift appetite suppression from a mainstream practice to a specialized market.

However, quickly adapting to the next wave of innovation while maintaining growth is challenging for companies, and that’s where Stellarix comes in. With over 15 years of experience and excellence in innovation and strategic support, it is helping several leading CPG & F&B brands decode disruptions and single out signals from market noise. Its comprehensive strategic and market intelligence has helped companies reinforce their market positions, build business resilience, and integrate sustainable business practices. For more information, please contact Stellarix’s CPG Consultants.

Disclaimer: The information provided in this article is for general informational purposes only and does not constitute medical advice. Consult a healthcare professional before making any decisions related to health or medical treatments.