The GLP-1 revolution: how the nutrition industry is evolving for weight management

GLP-1 drugs and weight loss: the benefits and challenges

GLP-1 drugs do exactly what they’re designed to do – help people lose weight. Unfortunately, the journey isn’t always a pleasant one. 

Unintended health consequences include nutrient deficiencies, muscle loss, and a disrupted microbiome, amongst countless other side effects. 

For many though, this is a trade-off they’re willing to make in order to lose weight and look slimmer. 

And coming to the rescue with a whole host of products designed to help GLP-1 users manage the side effects? Well… everyone. 

The role of nutrition in GLP-1 weight loss

Unsurprisingly, nutrition can play a huge role in helping GLP-1 users manage side effects and unintended health consequences. 

Top of the agenda sit protein, essential for preserving muscle mass during rapid weight loss, and products that support the microbiome to help maintain gut health despite disrupted digestion.

Good quality, nutrient-dense foods are also important to ensure users still consume vitamins and minerals with a reduced appetite. 

But the reduced appetite is a big stumbling block here: many GLP-1 users simply don’t feel like eating. 

And this is where we’re going to see a lot of innovation – easy-to-consume products that deliver the required nutrients or help with a specific side effect. 

Case study: Boost’s Pre-Meal Hunger Support Drink

Nestle’s brand, Boost, has introduced a brand new liquid protein shot: Pre-Meal Hunger Support Nutritional Drink.

It’s been formulated to help patients manage hunger and feel satisfied when consumed 10 to 30 minutes before a meal, and is designed to help promote the body’s natural production of GLP-1 in response to a meal.

With each shot providing 10g of “power protein” per 125ml it clearly packs a punch, all while remaining fat-free, containing 1g of sugar and only 45 calories. 

Case study: GLP-1 and the rise of protein powders

GLP-1 presents brands with an opportunity to cleverly market ‘standard’ protein supplements as being GLP-1 orientated. 

YouTheory’s GLP-1 Support Muscle Guard Protein is a prime example of a protein powder turned GLP-1 companion product. This powder incorporates the clinically-studied myHMB alongside grass-fed whey protein to help prevent muscle breakdown.

However, Dr. Stephanie’s GLP-1 Buddy – a clear whey protein powder positioned towards GLP-1 users – fails to provide anything beyond your standard clear whey protein powder.

Unjury has taken a similar approach with its Protect & Restore Advanced Protein+, while The Fast 800 has gone one step further by creating a page on its website tailoring products for GLP-1 users. 

Have these products been specially curated for GLP-1 users? No. They’ve simply been positioned differently to target this specific audience.

What this means for the industry

The rise of GLP-1 drugs marks a renaissance in weight management, and it will impact every brand and ingredient supplier in one way or another. 

The question is whether specialist brands will emerge to cater specifically to GLP-1 users, or existing generalist brands will pivot to tap into this booming market?

Another big question is consumer perception. Do people want to see ‘GLP-1’ explicitly mentioned on packaging? Or would they rather stick to familiar products like high-protein options that simply align with their new needs?

No matter how you look at it, the weight management industry is entering a new era. Now it’s up to the industry to respond.

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