GLP-1: Why weight-loss medications are a tailwind for our business
One of the most significant shifts in consumer health behaviour in recent years has been the adoption of GLP-1 medications. Research from the KFF Health Tracking Poll found that nearly 12% of American adults have now used medication like Ozempic or Wegovy for weight loss, with consistent usage settling around 7–8%. Prescriptions for these treatments have increased 587% since 2019, according to FAIR Health. For an industry built on understanding what consumers need, that's a signal too significant for nutrition companies to ignore.
While headlines often centre around disruption to the food industry, when we look closer at GLP-1 user habits when they're on these medications, a different picture emerges – one that presents opportunities.
The science behind GLP-1 demand
GLP-1 medications work by regulating blood sugar and suppressing appetite. The result is often weight loss, but with that comes an important consideration. If protein intake is insufficient during that process, the body may not burn fat alone – it can also break down muscle tissue for energy. Research published in Circulation suggests that up to 40% of weight loss from GLP-1 treatment can come from lean mass rather than fat.
Protein is what builds and maintains lean muscle, which is critical for metabolic health, strength, and long-term wellbeing. Maintaining sufficient protein is vital for GLP-1 users. Consumers and healthcare professionals are increasingly aware that sustainable weight loss means preserving muscle, not sacrificing, and that puts protein at the centre of the conversation.
How GLP-1 users’ diets are changing
Recent Glanbia research paints a picture of how these consumers adapt to their diets. When asked about meal replacement options, GLP-1 users cite protein – across all formats – as their preferred choice.
The demand extends beyond protein alone, with energy and vitamin and mineral supplements also ranking high on the list of priority ingredients for this group. It's a logical response: since a smaller appetite leads to less food consumption, it’s crucial that what people are eating is maximising nutrient density. One observational study by Clinical Nutrition ESPEN found that over 20% of patients had nutritional deficiencies diagnosed within a year of starting GLP-1 treatment. Consumers are still seeking ways to meet a healthy balance.
This creates a broad opportunity for performance nutrition, lifestyle brands, ready-to-drink formats, protein snacks, and B2B ingredient solutions, who all stand to benefit as this consumer group grows and evolves.
How the industry is responding
The nutrition industry is already adapting to this mega-trend across multiple fronts.
Performance nutrition brands, traditionally associated with gym-goers and athletes, are finding renewed relevance among lifestyle-focused consumers who want high-quality protein without unnecessary additives. Clean ingredient lists and transparent labeling resonate strongly with GLP-1 users seeking products that align with their health goals.
On the B2B side, demand is growing for premix solutions that combine protein with vitamins, minerals, and functional ingredients. Food and beverage manufacturers are reformulating products to meet the needs of health-conscious consumers, and ingredient partners with expertise in metabolic health and weight management are well-positioned to support that shift.
Companies operating across both branded nutrition and ingredient solutions, serving consumers directly while also partnering with manufacturers, have a particular advantage since they can address the trend at multiple points across the value chain.
A global trend in the making
While GLP-1 adoption has been US-led up until now, momentum is building elsewhere. Regulatory approvals are expanding, costs are lowering, and awareness is growing in markets across Europe, Asia, and Latin America. What's happening in the US today may well be a preview of the trends and behaviours to come in other regions.
For nutrition companies with global reach, that means the opportunity isn't restricted to a single market; it's a bigger shift in how consumers think about weight management and the role nutrition plays in supporting it.
Looking ahead
The rapid adoption of GLP-1 medications is reshaping how consumers think about nutrition, particularly when it comes to maintaining strength, energy and overall wellbeing. Consumers on these medications need protein to protect their muscle mass. They need energy and micronutrients – and they're actively seeking products that deliver those needs.
"Protein as a macro is in strong demand for consumers who are taking GLP-1," Hugh McGuire, CEO, Glanbia, says. “They need energy, and they need vitamin and mineral supplementation. That plays across all parts of the Glanbia business. So, from our perspective, we see GLP-1 as a tailwind for our entire organisation.”