How can the food industry innovate for GLP-1 drug users?

The use of GLP-1 drugs for weight loss has surged.

In January, the market value of Novo Nordisk, the Danish pharmaceutical giant behind leading GLP-1 drug brands Wegovy and Ozempic, reached 500 billion USD, after the company reported​ sales of its obesity care products had increased by 154% in 2020. The category of pharmaceuticals now makes up 18% of its total revenue.

It’s estimated that the use of this class of drugs, which are also used to treat type 2 diabetes, could reach 125 billion USD in Europe and the US by 2033, according to a report by data analytics firm, GlobalData.

Already this growth has sparked innovation from some of Europe’s biggest food manufacturers.

In May, for example, Nestle announced it was launching a new line of high-fibre, protein-packed foods intended as a ‘companion’ for GLP-1 weight loss medication users. Called Vital Pursuit, the frozen meals range are ‘portion-aligned’ to reflect the reduced appetite of users, high in protein, and contain vitamin A, potassium, calcium or iron. There are also gluten-free options, and some air-fryer ready items.

So, how might other manufacturers follow in its footsteps and innovate for the rapidly growing GLP-1 user market?

‘Opportunity’ to serve users​

According to the European Medicines Agency, there are currently three branded GLP-1 drugs approved for use in weight management in Europe: Saxenda, Wegovy and Mounjara. All three can only be supplied via prescription from a licensed medical practitioner.

Each of these drugs contains the active ingredient semaglutide, which works by mimicking a gut hormone called glucagon-like peptide (GLP-1), to both regulate blood sugar levels and reduce appetite.

The resulting impact on diet and nutrition means there is “absolutely” a growing opportunity in Europe for bespoke products for GLP-1 drug users, says Suketu Patel, global chief medical officer at Havas, which launched its own consultancy dedicated to GLP-1 innovation in June.

“As the use of medications to support weight loss continues to rise, we see an opportunity to serve those consumers,” agreed Nestle CEO Steve Presley.

Its own Vital Pursuit range provides “great-tasting food options that support the needs of consumers in this emerging category,” he added. “We’re leveraging our deep understanding of consumers and nutritional science to stay ahead of the trends that are shaping consumer behaviours and innovating across our portfolio to deliver products people will love.”

A multi-pronged approach​

There are several strands for manufacturers to think about when it comes to product development for GLP-1 users, believes Patel.

The first is the impact of the drugs on appetite. Research by J.P. Morgan found that current users purchase on average 8% less food - including snacks, soft drinks and high-carb products - compared with non-users. “Some of the reports show varying levels of caloric reduction in patients taking GLP-1s, but it can be up to 17% in the first six months,” says Patel. “A lot of the research also shows that patients who are taking GLP-1 drugs are also less inclined to consume sugary or high-fat foods and lean instead toward healthier options.” Offering users smaller pack sizes of existing snacks or lower-calorie alternatives could therefore be one route for manufacturers to explore. 

“The second impact is on gut motility,” he adds. Research​ has shown that the use of GLP-1 drugs slows the rate at which the stomach empties - a side-effect, which has also seen it linked to serious digestive issues - and which, says Patel, could make users more inclined toward smaller, more frequent meals. “So, you’re looking at [products that encourage] more mindful eating,” he says. “The translation for the food industry would be how things are packaged and presented to a person perhaps.”

Supplements or nutrient-dense foods that tackle the secondary impact of reduced calories on micro and macronutrient intake is another potential area of opportunity, believes Jana Abelovska, superintendent pharmacist at Click Pharmacy. Users “might be feeling less hungry, but they still need to eat - so healthy foods like fruits, vegetables and protein sources are ideal,” she says. “They are nutrient-dense, meaning that even if the patient is eating less than before, they are still getting a good balance of vitamins, minerals, and protein - much better than filling up on empty calories.

“However, some healthy foods like cruciferous vegetables - including broccoli and cauliflower - might in some cases worsen bloating for people using Ozempic, because of the high fibre content,” Abelovska points out. “It’s always a balance between foods that are packed with healthy nutrients and foods that are easy on the stomach.”

Foods that help support users with weight rebound - “one of the big unknowns right now” - could be yet another avenue for manufacturers to explore, suggests Patel.

What’s clear is that, as the use of GLP-1 drugs for weight management increases, the market for targeted foods is likely to grow with it, creating myriad opportunities for manufacturers quick enough to make the move.