What’s driving development within the GLP-1 meals and beverage market? Summary
- GLP-1 market now value $53bn with 17.46% annual development fee
- UBS predicts 40 million world GLP-1 customers by 2029
- Major manufacturers launching GLP-1 pleasant meals, snacks and desserts
- Regulatory dangers slowing broader trade adoption
- Smart reformulation wanted to steadiness satiety, price and model enchantment
The GLP-1 market stays one of many nice unknowns in meals and beverage. That’s largely as a result of it actually solely entered the mainstream prior to now 5 years.
But, whereas it may be new to many, it’s amassed an enormous world following, taking the GLP-1 market worth to $53bn (€45bn), with a hefty CAGR of 17.46% (market analysts Grand View Research).
What’s extra, monetary providers agency UBS predicts the variety of GLP-1 customers worldwide will hit 40 million by 2029.
As a end result, many meals and beverage producers are speedily innovating to get GLP-1-friendly merchandise to market as quickly as attainable.
F&B innovating for GLP-1
Some of the largest meals and beverage producers within the enterprise are launching GLP-1-friendly merchandise. This consists of trade big Nestlé, which launched its Vital Pursuit prepared meal vary as a “companion” for GLP-1 weight reduction remedy customers.
“At Nestlé we want to be there for every moment in our consumers’ lives,” stated Steve Presley, CEO of Nestlé North America, when the vary was launched final yr. “As the use of medications to support weight loss continues to rise, we see an opportunity to serve those consumers.”
In the dessert aisle, ice cream model Two Spoons has launched its first high-protein ice cream with “GLP-1-friendly ingredients”, and candy treats model Sweet Freedom now markets itself as being “perfect for GLP-1 users”.
Meanwhile, multinational General Mills is taking a extra delicate method, growing newer variations of its legacy manufacturers to suit GLP-1 shopper wants. Cheerios, for instance, has launched Cheerios Protein.
And, US meals producer Conagra Brands has added “GLP-1-friendly” claims to its present Healthy Choice frozen meals vary.
Health-focused manufacturers are additionally leaning in to the GLP-1 meals and beverage area. Many are introducing high-protein, high-fibre, and nutrient-dense meals which might be geared toward serving to shoppers preserve muscle and power whereas consuming much less.
“These brands use terms like ‘balanced’ and ‘nutrient-rich’, but avoid direct references to GLP-1,” says Nandini Roy Choudhury, principal advisor for meals and beverage at Future Market Insights.
But, regardless of the noticeable trade shift in direction of supporting GLP-1 customers, there are nonetheless some producers which might be but to enter the area. Why?
F&B producers avoiding GLP-1
Despite the massive NPD alternatives created by the GLP-1 increase, meals and beverage producers additionally face vital challenges. The first of which is regulation.
“GLP-1 claims, such as ‘supports GLP-1′ can trigger scrutiny from regulators and consumers,” warns Future Market Insights’ Choudhury.
Added to this, regulators are analysing the safety of the drugs themselves and any negative outcomes could reflect badly on brands associated with them.
“Regulators have looked into safety signals like mood changes and suicidality with these drugs. No direct link was found, but the scrutiny continues,” says Choudhury. “A brand that markets too aggressively to GLP-1 users could easily be caught in negative headlines.”
Counterfeits, says Choudhury, are one other subject. Fake semaglutide has already appeared in professional provide chains. If a model seems too near the hype, it dangers being related to these counterfeit considerations.
Added to this, GLP-1 use is rising however uneven by class and nation.
“Over-pivoting away from indulgence could forfeit profitable occasions if impact proves smaller than feared,” says Choudhury. “Recent CPG commentary still shows mixed signals on category impact.”
Moreover, manufacturers threat alienating loyal prospects in the event that they begin to introduce express “for GLP-1 user” merchandise.
Finally, although to not be neglected, manufacturers are grappling with price considerations.
“Reformulating for satiety (more protein, fibre etc.) can raise the cost of goods sold (COGS), and smaller portion packs challenge line efficiency and price-pack architecture if not offset by premiumisation,” Choudhury explains.
Having stated that, if producers tread fastidiously, then the payoff may outweigh the prices, because the GLP-1 shopper base grows.
Navigating the GLP-1 frontier
The GLP-1 increase is undeniably reshaping shopper behaviour, and with it, the meals and beverage panorama.
While the market’s speedy development presents a golden alternative for innovation, it additionally calls for a nuanced method. Brands should steadiness agility with warning, making certain product improvement aligns with evolving shopper wants with out alienating core audiences or attracting regulatory scrutiny.
Ultimately, the winners on this area will probably be those that pay attention intently to each science and sentiment, crafting merchandise that aren’t solely GLP-1-friendly, however broadly interesting, nutritionally sound, and responsibly marketed.
As the class matures, it’s clear that GLP-1 isn’t just a fleeting pattern, however a sign of deeper shifts in how shoppers take into consideration meals, well being, and wellness.
The query now shouldn’t be whether or not to have interaction, however how to take action efficiently.
Tips for manufacturers contemplating GLP-1 innovation
- Quantify the “GLP-1 shadow” by class (switching, portion measurement, journey/basket results) utilizing panel knowledge and retailer telemetry earlier than reformulating at scale.
- Run A/B product sprints: a protein+fibre reformulation and a portion-smart pack vs present hero SKU in 2–3 take a look at markets, learn by means of retail media and loyalty datasets in 8–12 weeks.
- Claims & compliance guardrails: Avoid drug-adjacent phrasing; anchor on satiety, protein, fiber, micronutrients, and balanced diets (region-specific substantiation).
- Portfolio “hygiene”: Prune low-velocity indulgent tail SKUs; improve icons with smaller packs / no-artificial / higher macros; defend style first.
- Scenario plan for GLP-1 entry (provide/reimbursement) and aggressive responses, tie to S&OP and price-pack structure.
Source: Future Market Insights
Want to study extra about weight administration within the GLP-1 period?
How is the meals trade responding to the rise of GLP-1s like Ozempic or Mounjaro?
From reformulation to portion management, urge for food suppression to satiety science – the GLP-1 revolution is reshaping how we take into consideration meals innovation and weight administration.
Join us at our free digital summit to listen to from main consultants, manufacturers and researchers tackling the massive questions:
- What function can meals play in supporting GLP-1 customers?
- How are shopper wants and expectations evolving?
- What are the alternatives for innovation?
Weight Management: Food Innovation within the GLP-1 Era will probably be broadcast 13 & 19 November 2025.
