GLP-1s: The Next Wave of Weight Loss

Magic bullet, miracle weight loss. Consumers continually seek quick, easy solutions to dropping excess weight. Today, there’s no denying the popularity of the next weight loss trend: anti-obesity medications, particularly glucagon-like peptide-1 (GLP-1) receptor agonist medications like Ozempic, Wegovy, and Rybelsus. And food manufacturers and dietary supplement makers are taking notice, responding with product innovations designed to support GLP-1 consumers in their quest to lose weight.

What Are GLP-1s?

A large and increasing number of people say they have heard about GLP-1 drugs. About eight in 10 adults (82%) say they have heard at least “a little” and about three in 10 (32%) say they have heard “a lot” about these drugs, according to a KFF Health Tracking Poll (Montero et al. 2024). In addition, one in eight adults (12%) say they have taken a GLP-1 agonist, including 6% who say they are currently taking such a drug.

Initially, GLP-1 medications like Ozempic and Rybelsus were developed to help people with type 2 diabetes control their blood sugar levels. GLP-1 is a naturally occurring hormone in the body, released from the gut after eating. It boosts the amount of insulin the body makes to keep blood sugar within a normal range and also provides satiety.

The GLP-1 receptor agonist medications bind to GLP-1 receptors, triggering the effects of the GLP-1 hormone on insulin regulation and appetite. People often notice changes in their appetite and weight during the first few weeks of taking GLP-1s. The makers of Wegovy, a GLP-1 medication approved for weight management, shared the results of a 68-week medical study of 1,961 adults living with obesity or overweight and a related medical problem. Study participants who took the drug, followed a reduced-calorie diet, and increased physical activity achieved a 15% weight loss on average. Adults taking placebo (an inactive injection) in the study lost an average of about 2.5% body weight.

Another study recently found that approximately 136 million adults in the United States, which constitutes over half of the adult population of the country, were eligible for semaglutide treatment based on three major indications: diabetes status, weight management, and cardiovascular disease prevention (Shi et al. 2024). For diabetes management, an estimated 35 million adults qualified. A much larger group of approximately 129 million adults qualified under the weight management criteria. Furthermore, the cardiovascular disease prevention criteria resulted in the qualification of nearly 9 million adults aged 45 and older. The study also highlighted demographic variations within these groups: the mean age of eligible individuals was 50.7 years, with about half identifying as female.

Food Industry Opportunities

J.P. Morgan Research forecasts that the GLP-1 market will exceed $100 billion by 2030, driven equally by diabetes and obesity usage. Total GLP-1 users in the United States may number 30 million by 2030, or around 9% of the overall population.

This popularity creates a unique opportunity for food and beverage manufacturers. Circana released a report on GLP-1 medications highlighting opportunities to enhance the products that support consumers’ well-being (Circana 2025). The research revealed that GLP-1 weight loss users make fewer food and beverage purchases during the first three months of use and return closer to benchmark levels by the end of their first year on the medication. Additionally, at grocery retail, GLP-1 weight loss users spend more on foods that support GLP-1 balance and make fewer purchases of products they’re recommended to avoid. Categories such as high-protein, ready-to-eat meals and portion-controlled snacks are well-positioned to meet the needs of GLP-1 users, showing potential for growth.

Food, beverage, and dietary supplement companies are already taking notice of the GLP-1 trend, addressing some of the dietary concerns of GLP-1 users. In January of this year, Conagra Brands introduced badges on select Healthy Choice Products, leading consumers to GLP-1-friendly options. The company’s Healthy Choice line features an “On Track” badge on 26 existing items, indicating that the products are high in protein, low calorie, and a good source of fiber, which make these items “GLP-1 friendly.” In November 2024, Smoothie King launched a line of GLP-1 Smoothies, packed with protein, fiber, and containing 0 grams of added sugar, and GNC added a dedicated section in its U.S. stores with vitamins, protein shakes, and supplements tailored to people using GLP-1 medications. Last year, Nestlé introduced the Vital Pursuit product line to help support the diet of GLP-1 users and consumers focused on weight loss and management. The products are high in protein, a good source of fiber, contain essential nutrients like vitamin A, potassium, calcium, or iron, and are portion-aligned to a weight loss medication user’s appetite.

Dietary Considerations

With a decreased appetite, people taking GLP-1s need to prioritize their nutrient intake in smaller portions of food. Food product innovation specialist Mattson found consumers using these medications are changing their eating habits and seeking out foods that are packed with protein in small portions and beverages that aid hydration (Mattson 2024). According to these findings, the most common advice GLP-1 users receive includes:

• Increase protein intake
• Reduce carbohydrate intake
• Increase water intake
• Reduce portions and meal frequency
• Reduce or avoid sugary foods and beverages
• Avoid fried, fatty, and processed foods
• Eat vegetables

The top three nutritional concerns for GLP-1 users are protein, dietary fiber, and hydration.

Protein. A significant amount of weight can be lost when taking GLP-1s, which makes adequate protein intake a must. Muscle mass, not just fat, is lost as part of weight loss, so muscle preservation is key. To help minimize muscle loss, GLP-1 users need to eat enough lean protein throughout the day and exercise regularly, especially strength or resistance training.

Mayo Clinic offers information on diets for weight-loss medications such as GLP-1s. The website has a sample Protein Balance for GLP-1s Meal Plan specifically designed for individuals taking GLP-1s with low appetites. This higher-protein meal plan helps preserve muscle tissue and includes easy-to-consume, lower-volume meals along with tips and guidance to achieve healthy weight loss and ensure nutritional needs are met. Examples of suggested meals include vanilla overnight oats with banana and peanut butter; butternut and lentil soup; sheet-pan chicken, broccoli, and sweet potato; and salmon and cucumber wrap.

Fiber. Fiber intake is important as it promotes a healthy gut microbiome, helps relieve some gastrointestinal discomfort sometimes experienced by GLP-1 users, and provides other health benefits related to heart health, blood sugar control, and digestion. In addition to helping with gastrointestinal discomfort, certain dietary fibers, like some resistant starches, digestive resistant maltodextrin, polydextrose, and certain fermentable fibers, have also been shown to boost GLP-1 in the body as well as promote satiety after consumption.

Hydration. Staying hydrated is important because GLP-1 users may not be drinking enough as their appetites are lowered. Proper hydration can also help with some side effects of GLP-1 medications like nausea, digestive discomfort, constipation, or diarrhea. In addition to water, some GLP-1 users may look for electrolytes, like sodium, potassium, chloride, calcium, and magnesium, to aid hydration.

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Boosting GLP-1

Consumer attention has also turned to other ingredients that may promote GLP-1 in the body. Research is in its infancy, so it remains to be seen how effective these may be, but some, like berberine and a few probiotics, are popping up in weight management supplements.

Berberine is an alkaloid found in some medicinal plants, like barberry and goldenseal, that has been used in Chinese and Ayurvedic medicine. The herbal dietary supplement may have potential benefits in areas like atherosclerosis, type 2 diabetes, and obesity (Och et al. 2022). It positively contributes to elevated levels of fasting, postprandial blood glucose, and glycosylated hemoglobin, while decreasing insulin resistance. It stimulates glycolysis, improving insulin secretion, and inhibits gluconeogenesis and adipogenesis in the liver.

Akkermansia muciniphila is a probiotic that can be found in the human intestinal tract. Like berberine, it is used as a dietary supplement for potentially benefiting weight loss. When it comes to the mechanism of A. muciniphila in controlling obesity, evidence indicates that this probiotic stimulates GLP-1 production via intestinal cells, leading overall to an improvement in insulin sensitivity, glucose tolerance, and appetite suppression.

Proper Nutrition Still Key

It’s an intriguing time observing the effects of GLP-1 medications on the food industry. While these offer a tool in weight loss efforts, it’s evident that exercise and proper nutrition are still needed for healthy weight loss and maintenance when taking these medications.ft