Food industry scrambles to respond to GLP-1 craze
The GLP-1 boom is expected to transform the food industry, totally changing the way people eat.
The market could be massive, with some predicting that it may be worth more than the iPhone was in its own first decade. Already, one in eight people in the US have tried GLP-1s.
How is the food industry responding to such a potentially momentous transformation?
How is the industry responding to GLP-1s?Several key industry players have responded to the trend, targeting GLP-1 consumers.
Last year, NestlĂ© released its nutrient-dense Vital Pursuit, both high in the necessary vitamins and minerals (such as fibre, protein and calcium) and âportion-alignedâ to reflect diminished appetites.
Conagra Brands also responded, giving some of its Healthy Choice frozen meal products âGLP-1 friendlyâ labels to attract people on the drugs.
More recently, even smaller companies have got in on the action. For example, ready meal brand Field Doctor started curating meals specifically aimed at GLP-1 users earlier this year.
What product trends has the GLP-1 craze created?It isnât just NestlĂ© and Conagra: the popularity of GLP-1s has spread like wildfire across food, heralding an industry-wide shift, says Alon Chen, CEO and co-founder of Tastewise.
The weight-loss drugs have âsparked rapid product innovationâ, explains Chen.
Major brands have changed their positioning to aim towards GLP-1 consumers, and reformulated so that products are nutritionally compatible with a GLP-1 userâs diet.
Brands are seeking to address the needs of consumers who have smaller appetites, different nutritional needs and altered functional ingredient preferences, all shaped by the way GLP-1s change the way they eat.
âIn addition to product innovation, companies are investing in packaging, marketing, and digital messaging that speaks directly to the GLP-1 experience.â
Hershey and Kraft Heinz are just two examples of companies following this trend. They are exploring portion-controlled variants and GLP-1 aligned reformulation, explains Chen.
Is industry focusing on GLP-1 consumers?There are two ways in which industry can respond to the GLP-1 craze. On the one hand, they can, like Nestlé, create smaller portions that are more nutrient-dense, in order to appeal directly to GLP-1 users.
On the other, they can try to mimic the effects of the drugs by helping consumers target satiety-enhancing foods. Start-ups such as Vitakey are taking this approach.
Which of these is the industry choosing? âThe answer is both,â explains Chen.
âWhile many brands are explicitly targeting the estimated 12% of US adults who have used GLP-1 medications, a parallel strategy is emerging â products designed to functionally mimic GLP-1 effects for the broader wellness-oriented audience.”
Products driving this latter trend include yerba mate, green tea, olive oil, and the viral âoatzempic,â an oat drink that aims to mimic the satiety-inducing effects of GLP-1.
Such products are being taken both by GLP-1 users themselves and those drawn to the âassociated lifestyleâ, Chen explains.
Brands that have embraced this tactic include US restaurant chain Smoothie King, which has introduced drinks designed to enhance satiety, incorporating fibre, protein and gut health enhancers.
