One out of every eight individuals residing in the United States has used a type of medication known as glucagon-like peptide 1 (GLP-1) for weight loss and related issues, as per a 2024 survey conducted by the Kaiser Family Foundation (KFF). This figure is likely higher today, given that the same survey reported a significant increase in awareness about these drugs among adults, with 32% in 2024 stating they were well-informed, up from 19% the previous year. These statistics have spurred food companies to develop new snacks and menus tailored to GLP-1 users.
Tom McGough, co-chief operating officer at Conagra Brands, spoke at the Consumer Analyst Group of New York conference in Florida in February 2024, highlighting the company’s strategy to attract more GLP-1 users and health-conscious consumers to their brands. Conagra seized the opportunity in December by introducing “On Track” badges on select Healthy Choice products denoting high protein and fiber content, positioning them as “GLP-1 friendly” and becoming the first major food company to explicitly target GLP-1 users on its packaging.
Bob Nolan, vice president of demand science at Conagra Brands, expressed enthusiasm about the role GLP-1 medications play in supporting individuals managing diabetes and weight loss, emphasizing the company’s commitment to offering nutritious meal options with the “On Track” badge. Daily Harvest also embraced this trend, launching the GLP-1 Companion Food Collection in January 2024, featuring dietitian-curated meals designed to complement weight management efforts. The collection includes smoothies, pasta, and desserts characterized as pre-portioned, calorie-conscious, high in fiber, low in saturated fat, cholesterol-free, and without added sugars.
Expert advice stresses the importance of a balanced diet for GLP-1 users to counter potential muscle loss caused by elevated insulin levels. Dr. Ali Chappell, a nutrition and reproductive endocrinology expert, underscores the necessity of avoiding high-glucose foods like sugar and starch while focusing on a balanced diet.
Lean proteins, such as eggs, fatty fish, non-starchy vegetables, fruits, and healthy fats like nuts, seeds, and avocados, are essential components of a balanced diet. Adequate protein intake is crucial for preserving muscle mass, but overall dietary adjustments are equally important for maintaining a healthy metabolism and preventing muscle loss. Dr. Michelle Cardel, PhD, MS, RD, the chief nutrition officer at WeightWatchers, emphasizes the significance of a higher-protein diet in preserving muscle mass and promoting satiety. She suggests consuming at least one gram of protein per kilogram of body weight daily, although individual protein needs may vary based on factors like exercise routines and age.
In addition to protein and fiber, individuals using GLP-1 medications must consider the impact on digestion. GLP-1s slow down digestion, leading to food remaining in the stomach longer and potentially causing nausea. To mitigate this, consuming smaller, more frequent meals is recommended. This advice has financial implications for food companies, as households with GLP-1 users have been found to reduce grocery spending, particularly on calorie-dense processed items like savory snacks.
Despite the challenges posed by changes in consumer spending patterns, there is a silver lining for food companies. Research indicates a rise in purchases of nutrient-dense foods like yogurt and fresh produce within the first six months of GLP-1 medication use. This trend has prompted brands to focus on offering products rich in vitamins and protein, catering to the needs of individuals on weight management journeys.
For instance, Nestlé introduced its Vital Pursuit line in 2024, tailored to support GLP-1 medication users and consumers focused on weight management. While these products are aligned with health goals, companies are careful not to directly link their offerings to medication on packaging to comply with regulations and cater to a broader consumer base. Emphasizing that they are food products, not medications, allows them to maintain a versatile market appeal.
The emphasis on nutritious food choices extends beyond GLP-1 users, as experts highlight the benefits of incorporating fruits, vegetables, healthy fats, and lean proteins while reducing sugars and starchy foods. These dietary practices have a positive impact on metabolism, energy levels, and overall well-being, making them beneficial for everyone, regardless of medication use.
As the food industry adapts to changing consumer preferences and health trends, the focus on nutrient-dense offerings remains paramount. Brands are navigating the evolving landscape by promoting products that align with health-conscious choices, aiming to appeal to a wider audience seeking to enhance their dietary habits for improved wellness.
