A parallel universe

GLP-1 is everywhere, and it very much felt like the trend of SupplySide West. We’ve also spoken about it as part of our outlook for 2025. But beyond it being the buzzword of the moment, what’s really going on? 

The emergence of Nestle's companion site for their portfolio of brands is an interesting use case, while Vitamin Shoppe also has an online destination point. In store, Vitamine Shoppe also has a dedicated aisle which is a reflection of the industry's acceptance that GLP-1 is here to stay and needs a dedicated destination. 

At this stage, companion products are the focus. Protein (waters not shakes) seem the obvious winner, while we are aware that protein shots are already in development. The microbiome is also another area of focus. But for now at least, they remain companion products to support the risk of muscle loss, not GLP-1 target focused products specifically. 

There are also new innovations hitting the shelves. 

Ensure has rebranded one of its shakes as a dedicated GLP-1 product. This is the hybrid move of being a branded GLP-1 specific companion product, not just a re-communication of an existing branded product.

Next comes the products looking to address GLP-1 directly, or similar areas. Rousselot's Nextida GC is just the start of an industry's move to target this area with more focus. 

‍