Anti-obesity medications (AOMs) like Ozempic, Wegovy, Mounjaro, Rybelsus and Saxenda have dramatically risen in popularity, forcing food producers – particularly those in the bakery and snacks sectors – to shift strategies to stay relevant.
Originally developed for diabetes, GLP-1 drugs have become widely used for weight loss, with Ozempic and Wegovy alone generating a combined $4.3bn in Q2 2023. Their popularity lies in suppressing appetite and has been further driven by celebs like Oprah Winfrey and Sharon Osbourn, who have openly discussed their use. In fact, households with GLP-1 users are already cutting back on food spending at a faster rate than those without, according to a Numerator survey.
“The appetite-suppressing effects of GLP-1 drugs like Ozempic and Wegovy are significantly reshaping consumer demand in the bakery and snack categories,” Sheleena Jain, senior commodity specialist for WNS Procurement – which is powered by research and analytics platform The Smart Cube – told Bakery&Snacks.
“According to a Numerator survey, households with GLP-1 users decreased food spending by -1.6% in the first nine months of the year versus the year before – three times faster than non-GLP-1 households (-0.5%).”
Consumers moving away from high-calorie bakery treats and indulgent snacks has prompted innovation in two main areas: creating lower-calorie alternatives and developing products that work with the effects of these drugs. Companies like Nestlé and Smoothie King were among the first to respond, releasing products tailored for GLP-1 users. Nestlé’s Vital Pursuit line offers high-protein, fibre-rich frozen meals, while Smoothie King introduced a GLP-1 Support Menu, with smoothies designed to enhance satiety and muscle maintenance.
These early moves reflect a broader shift as companies explore how to align their offerings with the preferences of a growing demographic of health-conscious, calorie-aware consumers.
Industry adaptation: Insight from an expert
Bakery and snack manufacturers are not only adjusting product offerings but rethinking R&D strategies to keep up with demand for health-focused options.
Jain told Bakery&Snacks GLP-1 users are steering away from traditional snacks in favour of lower-calorie, nutrient-rich options like fruit-based snacks and products with sugar substitutes.
“Manufacturers are now exploring sweet enhancers and modulators, such as 11-oxoisomogroside V and Doux Matok’s Incredo sugar, to reduce sugar content without sacrificing taste,” she said.
Producers are also looking at technologies to block sugar absorption or reduce its impact. BioLumen, for example, has developed micro-cellulose sponges made from fibres that can be added to baked goods like cookies to trap glucose, fructose and sucrose, preventing them from being absorbed in the gut.
Sweeteners, natural ingredients and clean labels
Manufacturers are increasingly adopting alternative sweeteners to reduce the sugar content of their products without compromising flavour.
According to Jain, popular alternatives include steviol glycosides, isomaltulose, erythritol and inulin, which offer the sweetness of sugar without the added calories.
“Various combinations of sweetening agents across ingredient types – such as sugars, sugar alcohols and fibres – are being leveraged to optimise the taste profile of end products to offer improved functionalities and balanced sweetness, reduced aftertaste and texture that resembles sugar,” Jain told us.
Switzerland-based Hello Sweety, for instance, has developed a sugar replacement that uses steviol glycosides and other ingredients to replicate the texture and sweetness of sugar in baked goods like bread, biscuits and pastries.
The demand for clean-label ingredients is another growing trend, particularly as more consumers on GLP-1 drugs seek health benefits from their treats.
“Some are also exploring other naturally derived ingredients, including specific microbes, plant-based options and dairy derivatives that enhance GLP-1 activity.”
Companies like Supergut are responding with snack bars and shakes that incorporate resistant starches and beta-glucan, which support gut health in ways similar to the appetite-regulating effects of GLP-1 drugs.
“Meanwhile, fibres like those found in Comet’s Arrabina are gaining traction for their ability to stimulate hormones that aid in appetite suppression and glucose control, aligning with bakery products aimed at health-conscious consumers.
Some companies are investigating microbe-based ingredients to boost insulin sensitivity, while others are turning to plant-based sweeteners like stevia and monk fruit.
“The latter is considered better due to its pleasant flavour, absence of bitter aftertaste, potential antioxidative properties and less refined nature compared to stevia,” said Jain.
Portion-controlled packs
With the US AOM-user base projected to reach 7% of the population by 2030, many brands are betting on a strong shift towards smaller, portion-controlled products.
“This will no doubt expediate this behavioural shift among consumers,” said Jain, noting that Mondelez has already followed that route, introducing smaller portion sizes of its popular snacks to meet the needs of calorie-conscious consumers in October last year.
Companion products
While weight loss can be remarkable, GLP-1 drugs do come with a downside and many users often suffer side effects like nausea and fatigue.
“Many companies are already looking to invest in companion products that focus on improving gut health and diminishing side effects for GLP-1 users,” said Jain, adding this enables these forerunners to carve out a unique space in the market to reinforce their appeal to a health-oriented consumer base.
“Some notable examples include confectionery giant Nestlé‘s patent for a glycine and N-acetylcysteine-based food composition aimed at preventing muscle loss. Additionally, Herbalife has introduced the Herbalife GLP-1 Nutrition Companion, which supports the maintenance of muscle mass and promotes digestive health.”
AI and data analytics
Jain recommends leveraging AI and data analytics to better understand the preferences of GLP-1 users.
“As GLP-1 drug adoption continues to grow, the bakery and snacks sectors are likely to evolve to take advantage of this trend rather than viewing it as a threat to their existing product range. These drugs present a creative opportunity for food marketers and formulators to cater to both new and exciting markets, focused on health and wellness.
“Companies can utilise AI and data analytics to analyse consumer surveys and identify the food preferences of GLP-1 users, which can guide new product development. Promising AI-generated food concepts that have resonated well with focus groups include pre-portioned, high-protein snacks and hydration-focused items, such as electrolyte-enhanced fruit popsicles.”
Additionally, companies like Danone, Unilever and Nestlé are exploring a range of appetite-regulating hormones and peptides, including gastrin, amylin and Peptide YY (PYY). These compounds support appetite control, glucose metabolism and satiety, pointing to a future where food innovation may target specific dietary needs beyond GLP-1 alone.
Navigating the GLP-1 landscape
With GLP-1 drugs promising to reshape consumer eating habits, brands face both challenges and opportunities. Beyond the immediate pressure to reformulate, OAMs open new avenues to innovate around health and wellness.
Rather than a passing trend, the rise of GLP-1 drugs represents a significant shift in how people approach food, spurring companies to rethink traditional offerings and look toward a future where indulgence, convenience and health co-exist in harmony.
