It seems everyone is talking about GLP-1 drugs for weight loss. The results indicate this is more than hype or a trend; there are real and considerable improvements in body mass thanks to their appetite suppression.
While many in the food industry worry about their negative impact on sales, there are opportunities in providing users of Ozempic and other drugs with the right kinds of foods to maintain general health in the face of reduced appetite.
In the first half of 2024, online searches increased for formulated foods and dietary supplements in food formats (e.g., nutritional beverages) that included high-protein products targeting GLP-1 users. Many of these foods and drinks are being labeled GLP-1 companion products.
“My wife is on a wellness journey. Type 2 diabetes runs in her family, and we've seen them struggle,” says Chris Quevedo, director of commercial partnerships and business development at The Every Company, a manufacturer of egg protein from fermentation. “Ozempic has helped her control her pre-diabetes.”
Although Ozempic has reduced his wife’s diabetes risk, her suppressed appetite has made consuming a nutritionally adequate diet challenging. “To meet her caloric/nutritional needs, she should consume a small meal and a protein shake, but doing both at once makes her physically sick.”
According to a Harvard Medical School news webpage, the FDA has approved 10 GLP-1 drugs to treat type 2 diabetes or weight loss. Brand names include Rybelsus, Victoza, Ozempic, Wegovy, Mounjaro and Trulicity. All impact dietary choices.
“I've become engaged in the innovation of GLP-1-friendly foods because of my wife,” says Quevedo.
The GLP-1 market and dietary needs
Consumers and the food industry are keenly aware of the shifting landscape and emerging opportunities. According to Mintel's 2024 Global Consumer Food & Drink Report, 13% of U.S. adults agree that “diabetes drugs that reduce appetite are a good solution for weight loss.”
Additionally, J.P. Morgan predicts that by 2030, the number of GLP-1 drug users could reach 30 million, or about 9% of the U.S. population. Driven by diabetes and obesity concerns, this market is expected to surpass $100 billion.
“These medications, which mimic the hormone glucagon-like peptide-1, help reduce blood sugar levels and suppress appetite, leading to lower calorie intake,” says Jing Zhou, senior manager of nutrition science, global scientific and regulatory affairs at Ingredion Inc. “As GLP-1 users tend to eat less, ensuring proper nutrition becomes crucial,” adds Zhou. “Consumers managing their metabolism should grasp that what they eat matters as much as what they avoid.”
Recommended dietary changes include ensuring adequate fiber, vitamins and minerals that help address the reduced appetite and possible GI issues. Control of digestible carbohydrates is also crucial due to the diabetic status of many GLP-1 users.
“However, maintaining adequate protein levels is a particular challenge,” says Zhou. “High-protein diets aid in building and preserving muscle mass, promoting satiety and supporting overall health.”
Mark Messina, director of nutrition science and research for Soy Nutrition Institute Global, notes the importance of muscle in the body. “Weight loss results in a loss of fat (adipose tissue) and fat-free mass, about half of which is skeletal muscle mass,” he says. “Because muscle is the primary driver of metabolic rate and favorably influences glucose regulation, maintaining muscle mass is important for everyone, especially as one ages.”
The muscle loss during weight loss is driven by an increase in muscle protein breakdown, not a decrease in muscle protein synthesis. “Therefore, approaches that stimulate muscle protein synthesis may mitigate the loss of muscle mass, such as resistance exercise training and increasing dietary protein intake,” Messina further explains.
One study found that during weight loss, increasing protein intake by 50% from 0.8 g/kg body weight (the current RDA) to 1.2 g/kg body weight reduced the loss of fat-free mass by 45%. Since GLP-1 medications reduce caloric intake, additional protein must come from concentrated, high-quality sources.
Messina offers tofu as a good example of a higher-quality food, as protein accounts for 50% of the total calories in some types of this soy food. Protein supplements in powdered form, such as those based on whey and soy, are especially convenient ways to consume additional protein. These supplements can be added to various beverages, are shelf-stable and can be consumed in quantities determined by the consumer.
Packing-in protein
Formulating food products for individuals who need to prevent muscle loss but find it challenging to increase protein intake is a complex task. The Every Company addressed this issue by introducing Every Boost at the 2024 IFT Expo Startup Pavilion.
This innovative protein was developed by incorporating a DNA sequence that produces chicken egg white protein into yeast, which then ferments sugars to produce the protein. The method creates a nature-equivalent animal protein without using animals. It requires significantly less water, energy and land than traditional agricultural methods. The final ingredient is free from sugar, genetically modified organisms and rDNA, says Nick Toriello, chief commercial officer of Every.
Every Boost boasts valuable properties: a neutral taste, a clear, colorless appearance and very low viscosity in solution. "It can effectively enhance protein content across various products,” Quevedo explains.
At the IFT Expo, attendees sampled a protein syrup in cold brew coffee with approximately 8gm/fl. oz. of Every Boost. Potential labels for this ingredient include “egg white protein (from fermentation)” or “egg white protein from yeast.”
Protein also impacts other crucial food characteristics beyond nutritional quality.
“Taste and texture remain crucial for consumer satisfaction and long-term adherence to weight loss and wellness goals,” says Tara Kozlowich, director of global segment marketing at Ingredion’s Healthful Solutions Protein Fortification.
Ingredion offers plant protein ingredients in a variety of protein levels to support protein claims. This summer, they launched Vitessence Pea 100 HD (84% protein dry basis), which helps maintain the softness of protein nutrition bars over shelf life. Its plant protein concentrates (55-60% protein dry basis) enhance nutrition with fiber and micronutrients, while flours from peas, lentils, chickpeas and faba beans (10-20% protein) diversify options.
Finally, Ingredion’s Homecraft Prista flour and Vitessence Prista protein concentrate — both sourced from North America — maintain clean flavors and nutritional integrity.
While not mentioning GLP-1 on product labels, The Simply Good Foods Company's Owyn protein shakes have a webpage titled “Protein Shakes While on GLP-1 Medications” to explain the product’s benefits. [https://liveowyn.com/glp-1-medications] Protein levels are quantified on the label.
Its Dark Chocolate non-dairy protein shake contains a 25g blend of pea protein and organic pumpkin seed protein that provides 17% of the Daily Value for protein. Its Pro Elite High Protein Chocolate Shake, which contains 32g of the two proteins, meets 38% of the Daily Value for proteins.
New products include Abbott’s launch of the Protality brand. A January press release notes that whether weight loss is pursued through “GLP-1 medications, undergoing a weight-loss surgery or following a calorie-restricted diet,” people risk losing 11-50% muscle. Protality has a blend of “fast- and slow-digesting protein[s] designed to feed muscles for up to seven hours.” A % Daily Value for protein is achieved with milk protein concentrate and sodium caseinate.
In June, Elo Health announced its “GLP-1 Muscle Retention Protein Formula,” designed to address muscle loss, digestive issues and nutrient deficiencies from GLP-1 therapy. Each serving includes 1B CFU of probiotics, psyllium husk fiber, 15 essential vitamins and minerals, an optimal electrolyte ratio and 24g of high-quality protein (whey or pea options).
Pure Protein also launched All in One Protein Powder in June. Its Rich Chocolate version contains 25g of protein (whey and collagen for a 32% daily value per serving), fiber, vitamins and minerals. The company notes that GLP-1 consumers can meet their nutritional needs with individual supplement purchases. Still, that approach is more complex and adds cost on top of the already expensive GLP-1 injections. The product label doesn’t mention GLP-1, but the website explains its benefits for this group.
In a high-profile May press release, Nestlé announced its Vital Pursuit brand will comprise companion products for “GLP-1 weight loss medication users and consumers focused on weight management.” Mintel's 2023 US Prepared Meals Report notes that 42% of U.S. adults opt for packaged meals for convenience,” a factor that should help drive the success of the Vital Pursuit line.
The product line includes fiber-rich, high-protein items with essential nutrients like vitamin A, potassium, calcium and iron, tailored to a weight loss user’s appetite. Twelve SKUs are set to launch in the fourth quarter of this year, including bowls with whole grains or protein pasta, sandwich melts and pizzas.
“While GLP-1 companion products are intended to support successful weight loss with these drugs, label claims, descriptions and statements must be carefully managed," says Lauren Swann of Concept Nutrition, a food labeling consultant. "This includes messaging on all branded online products and e-commerce pages, which are extensions of labeling subject to compliance with regulations.
“Communicating a food’s benefits to GLP-1 users without implying a drug claim can be a potential challenge food processors face in marketing these high protein foods, beverages and supplements,” Swann advises.
With a little care in labeling and communications and the thoughtful use of dietary proteins, the market for GLP-1 companion foods will surely grow.
