During a recent NutraIngredients editorial webinar, Jonny Forsyth, principal strategist for Mintel food and drink highlighted that not a single country has reversed the upward trend in obesity prevalence on a national level in 44 years.
When the U.S. Food and Drug Administration (FDA) approved semaglutide (Wegovy) for weight loss by in 2021, many hoped the drug could offer a solution to the obesity crisis, but access constraints and discontinuation rates have begun to temper that outlook.
“Studies […] show various discontinuation rates, but on average, around one in two people discontinue within the first year,” Forsyth said. “Our data from the US, where the market is a lot more mature, really shines a light on the fact that it’s primarily cost that means people are stopping and also people having a negative reaction or bad side effects.”
Research based on data from 1,262 GLP-1 users and published in RAND Health Quarterly suggests that around half experience nausea, one third experience diarrhea, and a fifth experience vomiting.
Forsyth also highlighted data showing that Europe is generally more skeptical about GLP-1 drugs than other regions. For example, just 6% of Spanish respondents agreed that semaglutide and other diabetes drugs are a good solution for weight loss compared to 23% in India.
This combination of factors is feeding into demand for weight management supplements, Forsyth said, particularly considering the renewed societal pressures surrounding weight loss that these drugs have created.
“As GLP-1 hype makes obesity much more of a societal priority and much more a social norm to lose weight, I think we’re going to see more people generally seeking support for nutrient density and products that help with satiety,” he said.
Opportunities for the supplement sector
Three of the biggest opportunities for the supplement sector identified by Mintel are protein, fiber and hydration solutions, with GLP-1 drugs further accelerating these trends.
Protein is one of the fastest growing supplement categories, with around 70% of American consumers considering it a top priority nutrient, and roughly one third of GLP-1 users buying protein shakes (30%), powders (30%) and bars (29%), according to recent consumer data from insights firm Acosta Group.
High protein consumption among GLP-1 users is primarily driven by a desire to prevent muscle breakdown, with studies suggesting that muscle loss among people on these medications can range from 25% to 39% of the total weight lost over 36 to 72 weeks.
Brands are increasingly responding to this emerging consumer need, with both Nestlé and Atkins now offering protein products targeting the weight loss journey. Last summer, Danone North America introduced Oikos Fusion, a cultured dairy drink targeted at GLP-1 users for maintaining muscle mass and a blend of micronutrients to address concerns about nutrient gaps identified in the literature.
A narrative review published in Clinical Obesity found that 12.7% of GLP-1 users had a new nutritional deficiency at six months. Deficiencies identified included vitamin D (7.5%), iron (1.6%) and thiamine (0.02%), with percentages increasing at 12 months.
This is further supported by research conducted by multinational retailer GNC, which found that GLP-1 users are not consuming enough calcium, iron, magnesium, potassium, choline and vitamins A, C, D, E and K, with fiber and protein also lacking.
Fiber represents a particularly exciting opportunity, Forsyth said, due to its ability to help manage gastrointestinal and digestive issues and help consumers feel fuller for longer. This also aligns with the rapidly growing ”fibermaxxing" trend, which encourages higher fiber intake to support gut health and improve satiety.
“The big opportunity will be for products that claim to have high protein and high fiber, because protein is still much more popular as we can see from consumer data,” Forsyth said. “Products which really combine these two macros will be a really important differentiator going forward, [yet] our global new product database shows that only around 1% of products globally are making a combined high protein and high fiber claim.”
Forsyth also highlighted that hydration solutions present an untapped opportunity for the supplement industry, given that many GLP-1 users report symptoms like morning nausea, digestive discomfort and muscle cramps as a result of dehydration.
“Dehydration is one of the side effects of taking GLP-1 drugs […], and already we’re seeing a lot more consumer interest in hydration,” he said. “Sports drinks and electrolyte drinks have been doing really well over the past few years, and we’re seeing that some users are reporting symptoms which dehydration exacerbates.”
A growing number of brands are now repositioning electrolyte products and sports drinks for GLP-1 users as a result. For example, UK brand PortionIQ has launched an electrolyte blend with added vitamins, minerals and creatine, formulated to support individuals using GLP-1 medication.
Regulatory hurdles
Other brands are taking a different approach, offering weight management supplements either as alternatives to GLP-1 therapies or to support users as they taper off these drugs.
The latter reflects a common consumer need, as GLP-1 users reportedly regain an average of 0.4 kg per month after discontinuing treatment, with most returning to their baseline weight within two years. This has been estimated to occur at a rate roughly four times faster than with diet and physical activity changes.
However, in the European Union, supplements cannot legally be marketed as direct alternatives to GLP-1 therapies or as a method to address the symptoms, according to Kristy Coleman, a legal consultant and co-founder of consultancy firm AK-Collective.
“Regulatory advisers have cautioned that supplement brands must avoid implying medicinal effects or equivalence to GLP‑1 drugs and must not suggest they address symptoms arising from prescription treatments, as this can stray into medicinal territory, which is not permitted for food supplements,” she said. “In addition, GLP‑1 medicines are licensed prescription treatments for diabetes and obesity, so supplements must be especially careful not to appear to treat or manage conditions associated with their use.”
In the UK, for example, the Advertising Standards Authority (ASA) treats slimming and weight control as one of the most complaint‑heavy areas, covering everything from conventional calorie‑controlled diets to cosmetic products and unsubstantiated “miracle” claims.
Coleman highlighted that the ASA has called out a number of brands for using language such as ‘faux-zempic’ or ‘natural GLP-1’, as well as talking about food noise reduction—essentially anything that suggests a product can mimic semaglutide and the way that it works. These added protections largely stem from the classification of GLP-1 users as a vulnerable population.
“Consumers taking GLP-1s are […] often experiencing side effects, and a lot of them are looking for alternative solutions either to GLP-1s or to help with their symptoms,” she said. “So, when a brand is targeting that particular set of consumers, they shouldn’t be, because you’re preying on that vulnerability.”
However, Coleman noted that there is space to promote products which support GLP-1 users or even support weight loss but this has to be handled very carefully and sensitively.
“The scope is very narrow, but you can do it,” she said. “Focus on nutrient replenishments or dietary routine support. Those are the phrases that are acceptable and not targeting the physiological pathway of GLP-1 medications.”
These tight regulations are a huge source of frustration for supplement brands such as PURA Collagen and Wild Nutrition, both of which have recently launched weight management supplements.
Isabelle Nunn, head of nutrition at Wild Nutrition, said the company’s weight management product is backed by decades of scientific research and that restrictions on how the brand communicates this research to the public are a major source of frustration.
“It is a very difficult position to be in,” she said. “We want to talk about the science, and we need to lean on the nutrients we have in our formulations to talk about it in a certain, specific way. It’s a real shame because, unfortunately, some supplement [brands] are doing it way beyond where they should be, and that’s why we are in this position. We don’t want to mislead the consumer, but we want to provide enough education that is rooted in science and evidence.”
Jennifer Mo, co-founder of UK-based collagen brand PURA Collagen, agreed, arguing that these restrictions leave European consumers underserved, as the scientific evidence exists but is not being communicated effectively to them.
“We want to guide consumers in the best possible way,” she said. “We really rely heavily on our packaging to convey benefits […], and we spend so much time and effort and investment looking for the best ingredients so we can give our consumers the absolute best outcome for what they’re looking for, and then to not be able to discuss that is hugely frustrating for us, especially in this space where […] the science often leapfrogs regulation.”
Both Mo and Nunn identified nutritional support as a huge area of opportunity for the supplement industry, given that GLP-1 users are often lacking both micro and macronutrients. The industry could also play a key role in addressing the symptoms of GLP-1 use, they said, from well-recognized side effects like nausea and gastrointestinal issues to lesser-known issues such as hair loss.
“I think this particular segment really needs signposting,” Mo said. “There’s this huge educational journey that we need to take consumers on. I think if you have turned to this medication just for weight loss alone, that’s your sole focus, and you’re not necessarily thinking about the health impact that’s there. So as an industry, we could be taking this further and wider than just weight loss, it doesn’t have to just be that message.”
