Food companies are acknowledging that there are trends, and then there’s GLP-1.
Nestlé Health Science recently launched www.glp-1nutrition.com, “a platform that responds to consumer needs for nutritional solutions while on weight loss journeys”.
The weight loss opportunity is not new – but in the past decade, it was branded as “health journeys”. Product development was focused around better for you meals, usually with claims such as extra protein, less calories, and fat, more fiber, etc.
According to J.P. Morgan the GLP-1 market will exceed $100 bn by 2030, driven equally by diabetes and obesity usage, with a forecast of 30 million total users in the U.S. by 2030.
A 2024 survey from KFF found that one in eight adults (12%) say they have taken a GLP-1 agonist. Among those, 38% say they only took them to treat a chronic condition like diabetes or heart disease, 23% say they took them to both treat a chronic condition and to lose weight and 38% who have taken them only to lose weight.
Source: KFF Health Tracking Poll May 2024: The Public’s Use and Views of GLP-1 Drugs, May 2024
In a Morgan Stanley Research survey, weight-loss drugs users reported eating less food in general, with half of respondents cutting their consumption of sugary drinks, alcohol, confections and salty snacks.
A Circana research shows that GLP-1 households are making changes to their food and beverage choices, favoring products offering high protein, energy and hydration. According to Leigh O’Donnell, from Kantar, at the recent Sweets & Snacks Expo, 46% of users report they intend to make better food choices and 43% said they are overeating less. While 38% of GLP-1 users are snacking less, 75% say that treats are still important to them.
In the face of a “miracle drug” that makes everyone slimmer, faster, is there a place for old world health innovation? Apparently, the Venn diagram is surprising. Many of those who use GLP one drugs also look for healthier choices once they get this weight loss boost. According to Conagra Brands, GLP-1 users drove 8% growth in better for you single serve meals, and Nestlé launched a frozen meal solution targeted specifically at this group last month under the brand Vital Pursuit.
Daily Harvest also offers a dietitian curated “GLP-1 companion food collection” of pre-portioned, calorie-conscious meals.
Now, Nestle is targeting this group with its comprehensive solution, that includes content, advise, and of course, complementary products such as the upcoming launch of Vital Pursuit frozen meals.
Source: Nestle Health Science GLP-1 Nutrition website
According to Nestle’s press release: “The site, aimed at U.S. consumers, offers holistic and personalized care for consumers across their entire diet with tailored products from brands including Garden of Life, Nature’s Bounty and Boost. Users also benefit from expertise from medical professionals in the weight loss fields, nutrition guidance and coaching, and a community platform.
The products, resources, and tools are provided across different categories, including muscle preservation, gut health, micronutrient intake, hydration, skin and hair health, and weight rebound control. These categories address crucial aspects of weight management for individuals using GLP-1 medications.”
Simply Good Foods stated at its Q1 Analysts Call, that as part of the revitalization plans to improve Atkins’ performance and position, efforts will focus on targeted communication strategy to consumers interested in weight loss drugs.
At the latest CAGNY conference, General Mills stated “We’re innovating to meet evolving consumer weight management and nutrition needs by packing more protein into our Annie’s Mac and Cheese through a new Supramax offering, launching a protein-forward Progresso soup line and bringing lower sugar offerings to our Betty Crocker cakes, cookies and brownies.”
And retailers are also stepping in with content and advocacy. In late April, GNC launched a support program and a special section across all of its locations dedicated to assisting GLP-1 users in managing challenges associated with the treatment. Michael Costello, CEO, GNC. “Today, we’re staying on the forefront by supporting the millions of people around the world who are on a medical weight loss journey. The results of GLP-1 agonists are truly life-changing, but we also know that lifestyle and nutrition support are necessary companions to achieving long-term success. GNC is here to be the helping hand with our knowledgeable coaches in our stores, our science-backed products, and expert education and resources on GNC.com.” Its website dedicates content and product selection to support side effects associated with GLP-1 drug use.
source: GNC