GLP-1 Agonists: Opportunities for the Food Industry
The U.S. obesity market is forecasted to reach $44B in 2030, up from 0.5Bin 2020. Weight management (body shaping, losing fat, and/or maintaining or building muscle) is a key unmet need among consumers interested in personalization. In our research, 52% of consumers interested in personalized nutrition are also trying to lose weight. Interestingly, another 39% are trying to maintain or gain weight.
Regardless of health goals, it’s hard to talk about weight management without talking about glucagon-like peptide-1 agonists (GLP-1A), like Ozempic®, Wegovy®, and Zepound®. These injectable drugs were initially developed to support type 2 diabetes and have gained popularity as weight loss drugs as they mimic the actions of GLP-1 to reduce hunger and cravings.
JP Morgan predicts that about 1 in 10 people will be on a weight loss drug by 2030, and if this is true, GLP-1As are well on their way to becoming a $100B market. As this market grows, it will create significant opportunities for industries that can support attaining and maintaining a healthy weight.
Unsurprisingly, food and beverage companies are interested in investing in this opportunity. CNN ran an article last year about how the food industry will react to GLP-1As. The CEO of Conagra Brands responded that the company would adjust to meet consumer demands, including adjusting nutrients, pack sizes, and portion sizes.
Recently, Nestlé launched Vital Pursuit, a new frozen food brand of portion-controlled meals high in protein plus fiber, designed to be a companion for weight management.
Despite being a large and rapidly growing market, GLP-1A users purchase about 8% less food than the average consumer, which could be challenging for sales. So today we will explore part 1 of this series, focusing on what consumers seek in this space and how we can put this information to use.
What do we know about GLP-1A consumers?
Corbion Foods, a Dutch ingredient company that supports food and beverage companies, conducted a survey earlier this year. They reported that GLP-1A users:
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How can you use this information?
This information provides innovation insights for developing precision nutrition products for GLP-1A users.
- Help consumers make the easy choice, a healthy choice. Focus on convenient, prepackaged, portion-controlled meals and snacks that deliver needed protein, fiber, healthy fats and other nutrients of concern.
- Align products with key eating styles or diet tribes. Last year, more than half of consumers tried one or more different eating patterns. High protein and low carb choices are among the most popular with GLP-1A users.
- Focus on Natural. Look to ingredients that come from natural, recognizable sources that can support weight loss and maintenance of lean muscle. Also, consider ingredients that can support related areas, such as managing side effects.
- Demonstrate Benefits. Consumers seek evidence of efficacy. Companies should invest in product research. This is an opportunity to create a sustainable point of difference and communicate your unique benefits.
- Make it Personal. We know there are opportunities to better understand individual differences in biology, side effects, and behaviors in GLP-1A users. Understanding these differences will create innovation opportunities for better and more effective products.
In part 2, we continue discussing how more personalized nutrition solutions can optimize outcomes for people using GLP-1As.