NutraIngredients caught up with NeilsenIQ’s vice president of Total Wellness at Expo West to see if the trends on the show floor matched with the data she presented at the Weight Management Summit.
Frey said traditional weight management supplements are facing headwinds. She explained that the category is losing consumers as they turn to GLP-1 medications and seek complementary solutions. Rather than disappearing, demand is being redistributed across adjacent categories as users look to seek products positioned for gut health, mental performance and overall wellness.
Discovery and purchasing behaviors are also undergoing a significant transformation. TikTok Shop has quickly emerged as a major retail force, particularly in vitamins, supplements and beauty. Frey highlighted its dual impact, serving as both a discovery engine and a frictionless purchasing platform. However, Frey remains uncertain as to whether these impulse-driven purchases translate into long-term brand loyalty.
“It’s pretty easy for me to go ahead and make a purchase, which has actually been a real exciting thing for the industry because it’s able to drive a lot of sales,” she said. “The one thing that we really watch as we watch TikTok Shop is do the consumers continue to come back? Do you have the loyalty or do you just get that first purchase when they kind of get them in that moment of when they’re looking for something?”
Another defining trend is the rise of “benefit stacking.” Consumers are increasingly seeking products that deliver multiple outcomes in one bottle, which Frey said reflects a broader desire for simplification and efficiency. In response, brands are formulating products that address multiple health needs simultaneously.
The convergence extends beyond product claims into formats and categories. Frey noted a growing overlap between food, supplements and even beauty, driven by shared functional ingredients and consumer demand for holistic solutions. Increasingly, consumers are less concerned with format and more focused on outcomes.
Looking ahead, Frey predicts that GLP-1s will not be a short-term trend, but rather a long-term force. With a large addressable market and continued adoption, weight loss meds are expected to reshape the industry for years to come. She added that the focus is shifting from weight loss to metabolic health, largely fueled by a shift to greater consumer access to personal health data.
