There is no silver bullet to weight loss – or is there?
The current megatrend surrounding weight loss injections has landed the scientific community in a spot of hot water. On the one hand, there are those praising the glucagon-like peptide-1 (best known as GLP-1) as the way out of the current obesity epidemic, while others are questioning the potential dangers of the long-term effects of these drugs. When it comes to commercial appeal, it’s a landslide victory for consumers – and the pharmaceutical industry. The $50bn market (as of 2024) is predicted to triple its value by 2030, with approximately 9% (30 million) of the US population using them by the end of the decade.
For other companies, the GLP-1 boom is far from a commercial boon. In the US, the weight loss brand WeightWatchers recently filed for bankruptcy, primarily in response to its prior debt struggles and major competition from GLP-1 producers, like Ozempic and Mounjaro. While fast food chain McDonalds suffered a dip in shares after analysts raised concerns over the growing use of GLP-1s, estimating that 28 million customer visits in the US could be lost as a result of the jabs.
Wider economic impact
Fast food and weight loss companies aside, the life sciences, food and beverage industries must look at the wider economic impact of the GLP-1 megatrend. The weight loss jabs are not just altering our waistlines, they are now shaping our purchasing habits too. Part of the allure of the jabs for many is that it reduces how much you can eat. They mimic a natural hormone in the body to reduce blood sugar and help suppress appetite and increase satiety, so that users no longer need to rely on willpower alone to lose weight. While this isn’t a new mechanism of action (as appetite suppression weight loss supplements have been around for many years), it is the first drug of its kind to become such a viral hit. However, recent research has noted that when taking GLP-1s, it can make food taste dull, metallic or even bitter, especially those foods that are not as nutrient-dense. So, even if a user wanted to eat fast food, the side effects of doing so would often outweigh the need.
This poses an issue for brands that have built their empire on snack or calorie-dense products that offer little in the way of nutrition. A recent Kantar Worldpanel survey of 12,000 UK households reported that 64% of individuals were snacking less as a result of the drugs, 23% cut back on alcohol, while 63% scaled back on ready-made options like frozen or chilled pizza. In addition, 8.6% of households were spending less on out-of-home foods, such as visiting fast food chains or even cafés and coffee shops.
The impact of weight loss jabs therefore calls for brands to switch up their portfolios on offer. Brands need to support users with healthier and smaller pre-portioned meals that deliver on both great taste and nutrition. In fact, there is a real need for food and beverage businesses to help educate consumers here, as while the jabs help shed weight, they do not encourage users to eat well for long-term health. What happens when users stop injecting – do they return to their old habits and reignite the yo-yo diet?
The big shift
The good news is that major brands are responding. In the US, Nestlé has introduced a new line of foods called ‘Vital Pursuit’, which is aimed at those taking GLP-1s. These are ‘high in protein, a good source of fibre, contain essential nutrients and are portion-aligned’ to those on the jabs, according to Nestlé. For brands that have the financial backing, this could be a lucrative market to enter as the number of GLP-1 users continue to grow worldwide.
In areas like the UK, the GLP-1 trend is still emerging, so food and beverage brands need to move quickly to benefit from the commercial boom. Nutrient-dense foods such as yoghurt, produce and nutrition bars remain a big hit with consumers looking to eat well, as do those pre-made meals that are high in protein or fibre. However, brands need to take care not to just chase the trend, but to be mindful of their response to GLP-1s. This should be about building confidence, trust and loyalty with consumers that want to change their eating habits for life.
The sentiment that consumers want to feel good, not just look good, is backed by a recent PwC Voice of the Consumer survey, which found that 51% want more products that are targeted to specific health requirements. In addition, 42% want food and beverage brands to inform and educate them about health and nutrition, while 46% want an increase in nutrition in the core product offerings. Essentially, if consumers are eating less, they want foods to pack a punch that’s nutritional, rewarding and satisfying. Brands that reformulate their premium product ranges to hit those targets stand to profit well in a population that’s moving towards fortified foods.
Side effect awareness
There is, of course, an elephant in the room. When it comes to GLP-1s, the side effects are widely reported. From common gastrointestinal reactions to the more pertinent and fatal issue of pancreatis, using GLP-1s are not without risk. For the latter, there is now a Yellow Card Biobank initiative in effect to investigate whether the risk of acute pancreatitis could be influenced by a person’s genes. With more widespread use of the drugs, schemes like this can help save a user’s life, as well as inform consumers of the initial risks.
For food and beverage brands, it is important to be aware of the side effects and to understand that we do not yet know if prolonged use of GLP-1s can cause long-term ill-health consequences. If opting to reformulate product lines to address common side effects like digestive discomfort, brands must ensure there is sufficient scientific evidence aligned to support their efficacy before taking to market.
So, are GLP-1s a silver bullet to weight loss? Perhaps not, but they come remarkably close for many users today, so long as they help influence and change their eating habits for life. Here, less really is more.
