Webinar preview: ADM on how brands can tap into GLP-1 boom with innovative products

As the market for anti-obesity medications (AOMs) like GLP-1 receptor agonists (RAs) expands, ADM sees a significant opportunity for food and nutrition brands to serve this growing consumer group with complementary products. Consumers engaging with GLP-1 RA medications have a unique set of needs, and brands that best understand and can best meet these needs have opportunities for new growth. 

In the upcoming webinar “Designing companion products to meet the needs of GLP-1 RA users,” Brad Schwan, ADM’s VP of Global Category Marketing, will provide research-backed insights into how brands can create personalized products across categories. ADM highlights that 83% of GLP-1 RA users strongly desire products tailored to their specific needs.

Nutrition Insight will host the webinar on March 25 at 16:00 CET — viewers can register here. 

Join the webinar on March 25 at 16:00 CET.We speak with Schwan to give attendees a sneak peek at the webinar. He notes consumers on GLP-1 medications face three primary challenges — maintaining muscle mass, managing gastrointestinal discomfort, and staying hydrated — each presents an opportunity for targeted product development.

What is the biggest weight-loss opportunity for food, beverage, and supplement brands?
Schwan: We see a substantial opportunity to create companion products that can meet the unique needs of the GLP-1 RA medication user and support them on their journey. Properly designed products can serve consumers in this way, and it’s exciting that many product categories can do so. Some of the categories where we see the highest potential for companion products include specialized nutrition, ready meals, yogurt and yogurt drinks, beverages, bars and snacks, and dietary supplements.

What are the top needs of GLP-1 RA users, and how can brands meet them?
Schwan: GLP-1 medications have introduced unique nutritional needs with significant brand opportunities. For consumers currently using AOMs, three key challenges are maintaining lean muscle mass, managing gastrointestinal discomfort, and remaining hydrated. 

Maintaining muscle mass, managing gastrointestinal discomfort, and staying hydrated present opportunities for innovation.Maintaining muscle mass is critical, as studies estimate that 20–40% of weight loss may come from muscle tissue. High-protein snacks, bars, shakes, and ready meals can help support muscle mass maintenance and may contribute to muscle building. Additionally, 44% of GLP-1 users report experiencing dehydration. This creates an opportunity for functional beverages. However, these beverages must also address shifting taste preferences to encourage consumption, a challenge that can be overcome using tailored natural flavor and sweetening systems and advanced flavor modulation.

How can companies create beneficial products for GLP-1 RA users?
Schwan: In this case, it all comes down to the science. Companies must focus on providing solutions that benefit consumers and are backed by clear science. Whether the desired solution includes plant-based proteins, added fiber, or pre/pro/postbiotics, the science must be robust to earn the consumer’s trust.

What trends should nutrition companies watch out for with the rise of GLP-1 RA use?
Schwan: One additional trend to watch is the opportunity created when people ramp down or stop taking GLP-1 RA medications. Data on consumer behavior suggests that a fairly large number of consumers stop taking the medications in the first year for various reasons. GLP-1 medications help diminish persistent food-related thoughts or “food noise,” but when individuals discontinue use, they report a resurgence in cravings. This makes promoting satiety one of the most crucial components of ongoing weight management. Prebiotic dietary fibers like Fibersol may delay hunger, stimulate appetite-regulating hormones, and increase satiety perception.