People's behavior in food consumption is driven by factors beyond just taste satisfaction: GLP-1s play a role
The growing prevalence of type 2 diabetes, obesity, and associated metabolic disorders has sparked a revolution in the pharmaceutical industry, with the rise of GLP-1 agonists like Ozempic, Wegovy, and Mounjaro. This trend presents significant opportunities and challenges for brands aiming to engage this rapidly growing market.
### Opportunities for Brands
The global GLP-1 market is expanding rapidly, with the nutritional support segment alone projected to grow from USD 4.1 billion in 2025 to USD 13 billion by 2035, at a robust Compound Annual Growth Rate (CAGR) of 12.2%. The GLP-1 agonists market is even larger, expected to reach over USD 52 billion by 2034, growing at about 10.2% CAGR. This shows enormous commercial potential.
GLP-1 drugs offer diverse applications, primarily for glycemic control and weight management, with effects including improved insulin secretion, delayed gastric emptying, and appetite suppression. This broad therapeutic value creates opportunities for brands to develop complementary nutritional products, support supplements, and innovative drug delivery technologies.
Fastest growth is seen in emerging markets like India (16.8% CAGR), China (15.4%), and Germany (12.7%), driven by surging diabetes incidence and domestic manufacturing capabilities. Brands can capitalize on emerging market demand as well as developed markets like the US, where strong regulatory support and insurance coverage are expanding access.
Pipeline GLP-1 formulations, including oral agents and combination drugs targeting both diabetes and weight management, are expected soon (late 2025 and 2026), further broadening market reach and patient segments. As GLP-1s gain popular awareness, brands can target more informed consumers seeking effective weight and metabolic health solutions. Educational marketing and lifestyle support can facilitate engagement and adherence.
### Challenges for Brands
Navigating strict regulatory environments and ensuring compliance will be challenging, especially for new nutritional supplements adjacent to GLP-1 therapies. GLP-1 drugs are often high-cost and insurance-dependent, which can limit widespread over-the-counter (OTC) adoption, especially in the US where prescription reliance is strong.
Competition and market saturation are also significant challenges. The rapid expansion has attracted many players, including pharmaceutical companies, nutraceutical brands, and digital health platforms. Standing out requires differentiation through innovation, quality, and trusted evidence-based positioning.
Since GLP-1 therapies impact complex metabolic processes, clear communication is crucial to avoid consumer misconceptions. Brands need to invest in credible education alongside marketing.
### Effective Strategies to Tap the GLP-1 Audience
Brands should focus on high-risk groups such as obese individuals, type 2 diabetics, and pre-diabetics in high-growth markets, using localized insights about cultural and medical needs. Multi-channel outreach, including digital platforms, healthcare professional partnerships, and pharmacy channels, can educate and promote GLP-1 support products and services.
Integrating medical and nutritional solutions, such as peptide-based nutritional supplements or digital coaching apps, can enhance GLP-1 drug efficacy or support lifestyle changes. Brands should advocate for policy and insurance support to expand coverage and acceptance of GLP-1-related nutritional and therapeutic products.
Staying ahead of pipeline developments, by monitoring emerging oral and combination GLP-1 agents, can align marketing and product development with the latest therapies coming to market.
In conclusion, brands that embrace innovation, foster education, navigate regulatory landscapes, and tailor experiences to the growing GLP-1 consumer base can unlock substantial growth in this fast-evolving space. The GLP-1 revolution is not just a drug market but a holistic metabolic health movement, offering diverse avenues for engagement and impact.
In the UK, grocery volumes have fallen by 0.4% over the four weeks to 15 June, which could be due to GLP-1 drugs as four in 100 households now include 'at least one GLP-1 user'. Interest in GLP-1 drugs and engagement drop to 24% among those who buy breakfast cereal, suggesting that "GLP-1 friendly" labels on these products may not perform as well as on other products.
Grocery shopping has declined 6.1% in the US due to people's reduced appetites and smaller portions. In May 2024, Nestlé introduced a new food line called Vital Pursuit, designed specifically for people taking GLP-1 agonists. However, 18% of GLP-1 users have reported experiencing negative side effects, which could potentially impact the trend's popularity.
There has been a 295% increase in dating and a 200% growth in people seeking therapy to cope with the changes they're undergoing due to GLP-1 drugs. Both the travel and fitness industries in the US have grown due to the boost in people's confidence from weight loss drugs. Fitness brands have a clear opportunity to step up as GLP-1 users turn to strength training to offset muscle loss.
GLP-1 medications are not just helping people lose weight, but also changing their consumption habits and creating ripple effects across other categories. For instance, 32% of consumers who buy sports clothing or equipment either take weight loss drugs or are interested in doing so, according to GWI's data. The travel and fitness industries have already experienced growth due to the boost in people's confidence from weight loss drugs, as previously mentioned.
The number of GLP-1 agonist users in the US is estimated to increase by 20% over the next five years. Brands that adapt to this changing landscape and seize the opportunities presented by the GLP-1 revolution can position themselves for significant growth in the metabolic health market.
- The growing market for GLP-1 agonists in health-and-wellness, such as Ozempic, Wegovy, and Mounjaro, offers immense commercial possibilities for brands.
- The nutritional support segment of the GLP-1 market alone is projected to grow at a CAGR of 12.2%, reaching USD 13 billion by 2035.
- Brands can develop complementary nutritional products, support supplements, and innovative drug delivery technologies to leverage the broad therapeutic value of GLP-1 drugs.
- Emerging markets like India, China, and Germany present promising opportunities due to surging diabetes incidence and domestic manufacturing capabilities.
- Brands should invest in credible education alongside marketing, and emphasize differentiation through innovation, quality, and trusted evidence-based positioning to stand out in the competitive landscape.
- Fitness brands can position themselves for growth, as GLP-1 users turn to strength training to offset muscle loss.
- The travel industry has also grown due to the boost in people's confidence from weight loss drugs, creating opportunities for travel brands catering to this demographic.
- Media outlets focusing on news, science, and health can capitalize on the growing interest in GLP-1 drugs, fostering informed discussions about metabolic health and trends in the pharmaceutical industry.
