GLP-1 users aren’t getting the right nutrients – presenting a challenge and an opportunity for the food industry.
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Nutrient gaps in GLP-1 diets present a challenge and an opportunity for the food industry
GLP-1 drugs suppress appetite and reduce cravings. Users who once snacked constantly due to relentless ‘food noise’ now show little interest in meals. Or rather, interest in little meals.
That means the small portions they do consume must meet recommended dietary intakes to support a healthy, balanced diet. But food brands aren’t stepping up, and GLP-1 users are dropping kilos while missing key nutrients.
GLP-1 users aren’t getting the nutrients they need
The importance of GLP-1 users’ diets is becoming increasingly clear. There’s more pressure on this cohort to hit their nutritional needs – both macro and micronutrients – since reduced appetite means reduced portions.
But research shows their current diets don’t fit that brief. These consumers are undernourished.
That’s the finding from a study published in Frontiers Nutrition looking at the diets of this group.
Those taking the drugs are falling short on essential vitamins, minerals, and protein – while consuming too much saturated fat and too few fruits, vegetables, and whole grains.
How GLP-1 drugs work
These new drugs are also known as glucagon-like peptide-1 receptor agonists, because they mimic the effects of a natural hormone called GLP-1.
This hormone helps regulate blood sugar and slow down digestion, meaning users feel satieted (or fuller) and eat less.
What they need is nutritionally complete, portion-controlled foods. And this isn’t just a health issue, it’s a commercial opportunity.
Food industry responds to GLP-1 user demands, but not fast enough
Some brands are beginning to respond. Of the big-name CPGs, Nestlé was first out of the gate in September last year with its Vital Pursuit frozen meals, tailored for GLP-1 users. Just this month, dairy major Danone added a new Oikos drink aimed at helping these consumers retain muscle while losing weight.
How many people are using GLP-1?
It’s been estimated that 12% of US adults have tried a GLP-1 drug, with 6% currently using one.
These figures are likely to rise rapidly in line with the growing popularity of weight-loss injections.
But still, when it comes to the world’s biggest food manufacturers, those responding can be counted on one hand.
In the UK, hopes were high when reports suggested bakery chain Greggs would launch smaller portions and protein-rich options for GLP-1 users. However, the company quickly dismissed the rumours.
Also read → GLP-1 is changing taste: How can food makers reignite flavour?
Appetite is down and the need for nutrient density is up. The food industry must respond. Creating tasty, portion-controlled products packed with protein, fibre and essential nutrients isn’t easy – but it’s a clear opportunity.
GLP-1 users aren’t just looking for less food, they’re looking for smarter food. Why delay?
