GLP-1 weight loss medications have become hugely popular in recent years and they’re not slowing down. Drugs like Ozembic and Wegovy are household names and it’s estimated that over 10% of American adults are currently utilizing these types of medications. The prescription weight loss industry is projected to reach $200 billion by the end of the decade, with practically every major drug manufacturer currently working to bring their own version to the market. So how does the popularity of these drugs impact the food industry? In this article we’ll explore the changing landscape and potential opportunities to better position your food products.

GLP-1s are changing the food industry landscape

We can already see the impact of weight loss medications on the food industry. With more and more people on weight loss drugs it’s no surprise to learn that food consumption is down. But GLP-1 users aren’t only cutting down on how much they eat, they’re also looking for healthier options.

Protein is king. Along with losing weight, people on these drugs are prone to losing muscle, which is estimated to account for 20% - 40% of their overall losses. Since they’re eating less (~25% fewer calories), these consumers have a greater interest in nutrient dense foods, especially those with high levels of protein to offset potential muscle loss. Brands that can clearly articulate their nutritional benefit are coming out on top. One category we see this happening in is yogurt, where the consumption is up 3x in households on anti obesity medications. In 2024, sales of Danone’s Oikos yogurt product, which touts its high protein content, skyrocketed by 40%.

GLP-1 Marketing Opportunities for Food Manufacturers

The ubiquitous nature of these new weight loss medications may seem threatening for certain food businesses. However, this shift represents a huge opportunity for up-and-coming brands and those nimble enough to adapt to the evolving landscape. While the amount of food being eaten is decreasing, the quality is on a rise - and this is where food entrepreneurs often shine - with health-focused, high quality products that tell a story.

Here are three ways the food business can seize the opportunity created by the rise in weight loss medications (and the fall in food consumption):

1. Highlight existing product features

In many cases, the selling features that weight loss medication consumers are looking for are already part of your product and just need to be brought to the forefront. On the surface, string cheese may not seem like the most GLP-1 friendly snack, but at 7g of protein per serving, 0 carbohydrates, and under 100 calories it becomes very attractive if you lean into the value proposition. Ratio does a great job of this with their yogurt where the amount of protein is larger than any other element on the packaging - it’s impossible to miss.

Keep in mind, any nutrition claim that you make needs to be represented on the nutrition fact panel. So while listing Vitamin C is typically optional, if you make a claim about it then you have to show it within the nutrition fact panel. With protein, normally you only have to list the weight in grams. However, if a protein claim is made then you also have to show the % Daily Value (and make sure to have an accurate PDCAAS).

2. Reformulate products to better match customer goals

While some products just need to better showcase their existing components, others can gain traction among GLP-1 consumers by making targeted changes to their recipe. Within ReciPal’s nutrition analysis software, our nutrition breakdown makes it easy to see how each ingredient contributes to the overall nutrition of the recipe. This tool enables you to test alternate ingredients, play around with ingredient proportions, and change serving sizes to formulate a recipe specifically tailored to the GLP-1 audience. In this case that means optimizing for smaller portions, higher protein, and less sugar.

We put together a real world example of this where we reformulate a bar to optimize its protein and carbohydrates:

Big brands are leveraging their name recognition and reformulating to cater to this emerging market. SNICKERS Hi-Protein is a prime example of this strategy.

3. Address GLP-1 Audiences Directly

Beyond highlighting the nutritional benefits, surveys have shown that people are looking for products that are designed specifically for GLP-1. There’s a targeted marketing opportunity to call out your product directly supporting the efforts of GLP-1 drugs. One company that is already jumping on this strategy is the Atkins Brand. They have a new product line built just for this purpose that in their words, “is designed to be an ally to individuals working hard to keep the weight off following their GLP-1.”

Wrapping it up

There’s no denying that GLP-1 medications are changing the way lots of people eat. Even after coming off these medications, consumers are looking for healthier options to maintain their achievements. Positioning your product to better attract this market is an opportunity for huge growth. These changing consumer preferences are a perfect environment for new brands to make a name for themselves or successful brands to use their name recognition to launch new lines. ReciPal provides the tools to easily understand the nutrition of your products, optimize it for a specific audience, and effectively market it through compliant labeling.