GLP-1 success market creates major F&B NPD opportunities

Early adopters of GLP-1 drugs have now lost the weight and are starting to transition away from them.

(Image: Getty/nensuria)

Early adopters of GLP-1 drugs have lost the weight and are beginning to transition off them. How can F&B support the shift?The GLP-1 industry is booming, and it’s taking food and beverage with it, creating considerable NPD opportunities for manufacturers looking to capitalise on the craze.

But where food and beverage previously focussed attentions on those actively taking the popular weight-loss drugs, they’re now starting to consider the needs of those transitioning off them.

Many of the first shedders to get their hands on GLP-1 drugs like Ozempic and Mounjaro, are reaching the end of their weight-loss journey and preparing to transition away from them.

This is opening the door to big opportunities for food and beverage manufacturers as they innovate to cater to the new and growing ‘ex-GLP-1′ market.

GLP-1 MarketOriginally designed to treat diabetes, GLP-1 drugs have now been tried by a staggering one in eight adults (KFF)

The global GLP-1 market is now worth a colossal $56.62bn (€52.27bn) and is predicted to grow at a CAGR of 21.3%, taking it to an eyewatering $322.85bn by 2034 (Polaris Market Research).

Supporting consumers transitioning off GLP-1“Most people use GLP-1 for six to twelve months,” says Hira Malik, pharmacist at Oushk Pharmacy.

She goes on to explain that the key to maintaining weight-loss results is through sustained lifestyle changes alongside medication. Diet being one of those fundamental lifestyle changes.

But participants have struggled to maintain a low calorie diet.

“By day three I would say I had no suppression. By day five the cravings had kicked in,” said Instagram user, Mounjaro.Em, as she transitioned off GLP-1 (Mounjaro).

Though this is to be expected as Malik explains that GLP-1 medications work by suppressing appetite and enhancing satiety.

This creates a major opportunity for the food and beverage industry to create products tailored to support people in their lives after GLP-1.

“A diet rich in protein, fibre, and healthy fats is crucial for maintaining satiety and stabilising blood sugar levels,” says Malik.

Foods rich in Omega-3 fatty acids, found in salmon, walnuts, and flaxseeds, help to reduce inflammation and support metabolic health. (Image: Getty/hxyume)Focus innovation on:Lean proteins such as chicken, fish, tofu, and eggs, that will help keep GLP-1 transitioners fuller for longer, as well as supporting muscle massHigh-fibre vegetables like leafy greens, broccoli, and Brussels sprouts are also important, aiding digestion and helping to prolong fullnessHigh-fibre nuts, seeds and legumes, including almonds, pistachios, hazelnuts, peanuts, macadamia nuts, Brazil nuts, walnuts, chia seeds, flaxseeds, and lentils support digestion and promote satiety, helping to maintain fullness for longer periodsHealthy fats, including avocados, nuts, Greek yoghurt and olive oil, play a key role in regulating appetite and metabolismWhole grains such as quinoa, brown rice, and oats provide sustained energy and help prevent blood sugar fluctuations, supporting long-term metabolic healthOmega-3 fatty acids, found in foods like salmon, walnuts and flaxseeds, contribute to reducing inflammation and supporting metabolic healthFermented foods like kimchi, yoghurt, and kefir promote gut health, which is closely linked to appetite regulation and overall metabolic balanceManufacturers should be focussing new product development on food and beverage products that maintain a balanced, whole-food diet, supporting stable blood sugar levels and long-term metabolic health.

People transitioning off GLP-1 are advised to follow a diet high in protein. (Image: Getty/Jelena Danilovic)GLP-1 for lifeWhile most will transition off GLP-1, after reaching their target weight, others may need to return to use of these drugs.

“The likelihood of needing to restart GLP-1 therapy depends on various factors, including an individual’s metabolism, genetics, and ability to sustain lifestyle changes,” says Oushk Pharmacy’s Malik.

And some may need to continue to take the drugs permanently.

“Those managing chronic obesity or type 2 diabetes may require longer-term treatment,” says Malik.

Plus there are some who have made the decision to take GLP-1 for life.

“I’m gonna be a Mounjaro lifer,” says Instagram user, Changing Charlie.

But whether people choose to transition away from GLP-1 drugs or stay on them for life, it’s clear they’re revolutionising the food and beverage industry.