How the supplement industry is bridging Ozempic’s nutrition gaps

The rise of GLP-1 receptor agonists such as semaglutide has thinned the waistlines of millions and opened the door for innovation in the US$200 billion supplement and nutraceutical industry. As the accessibility of drugs like Ozempic and Wegovy increases, users are eating less and discovering the biological effects of rapid weight loss.

Though the medication may potentially save lives, it can also reduce lean muscle mass, induce nutrient deficiencies, and significantly slow the digestive system. The nutrition industry is responding with ingredient companions that can aid in areas such as nutrient density and fortification.

Innova Market Insights’ data suggests that products making GLP-1-related claims have risen 124% CAGR over the past five years, with North America making up the majority (83%) of that growth.

The question for brands is how to keep users healthy while losing weight. To better understand this rapidly evolving space, Nutrition Insight sits down with experts from ADM, FrieslandCampina Ingredients, Gnosis by Lesaffre, and Saanroo.

According to Alicia Humpert, the global marketing director, microbiome at ADM, the rise of anti-obesity medications (AOMs), including GLP-1s, creates major opportunities for food and supplement brands. The company’s own research shows 74% of users feel fuller faster, while 73% prioritize portion control. Importantly, 69% say they now value nutrition more, driving demand for specialized protein shakes, bars, and supplements tailored to their needs.

“Products with ingredients that help minimize common side effects of AOMs, such as biotics for digestion, alternative hydration solutions, and alternative proteins that support muscle health, can benefit the growing AOM market,” Humpert explains. “Metabolic health and weight maintenance support, along with satiety, are areas where brands can provide solutions for those stopping medication.”

Evelien Bikker, the marketing manager for performance and active nutrition at FrieslandCampina Ingredients, points to the recently released Wegovy pill, which offers GLP-1’s metabolic benefits without the need for weekly injections, as an innovation that increases consumer convenience and expands the white space for innovation in the nutrition industry.The approval of the pill is increasing access to the GLP-1 receptor agonist and expanding the space for industry innovation.

“Studies show that GLP-1 users eat around 20% less, yet calorie distribution — including from protein — often falls short, leaving gaps in essential micronutrients,” Bikker details. “As a result, the body may lack the nutritional building blocks needed to preserve muscle during rapid weight loss.”

Filling the gaps

Maggie McNamara, VP of global marketing at Saanroo, points out that the introduction of oral semaglutide could make the medication even more mainstream. Wider availability means that brands should widen their focus toward supporting customers throughout their extended journeys — from starting medication through establishing habits and sustaining long-term results.

“Over the next three to five years, we anticipate increasing demand for ingredients that help brands create complementary and supportive solutions, rather than products positioned as alternatives to prescription therapy,” says McNamara.

“This includes formulations that support satiety signaling, metabolic health, and ensure daily consistency, as well as products designed to integrate seamlessly alongside GLP-1 use without adding unnecessary complexity or tolerability issues.”

“Nutritional ingredient suppliers will shift focus to support ‘companion products’ that are high in protein, fiber, and fortified with nutrients to help manage side effects of reduced caloric intake, such as muscle loss and digestive issues. Demand for ingredients will move from ‘weight loss’ to supporting the overall health of the GLP-1 user.”

Bikker at FrieslandCampina Ingredients highlights how functional foods and beverages tailored for GLP-1 users can help address these gaps. She spotlights that proteins like whey and casein support muscle maintenance and boost satiety during and after treatment.

Moreover, as these medications become more widely available, the number of people facing these and other common side effects will also likely increase. Ingredients that support gut health, including prebiotic fibers and fermented solutions, can help users manage discomfort.

“Rather than just cutting out so-called ‘bad’ ingredients, brands should look to add value through fortification for this growing demographic,” Bikker emphasizes. “Importantly, evidence shows that when consumers discontinue GLP-1 agonists, weight regain can occur rapidly — often with a higher proportion of fat relative to muscle.”

“This underscores the opportunity for compact, high-protein, and fiber-rich formats that support body composition and metabolic health both during and after GLP-1 usage.”

Biotics and beyond

ADM highlights that its solutions platform helps manufacturers create products specifically for GLP-1 users by leveraging its health and wellness portfolio — including plant-based ingredients, sweetening solutions, and flavor modulation — to address the segment’s unique needs and fill current market gaps.As GLP-1 users lose weight, avoiding nutrient deficiency is critical.

The company’s key offerings include biotics for digestive concerns, such as DE111 (Bacillus subtilis), aiming to boost overall gut and digestive health, and Bifidobacterium longum CECT7347 (ES1), which can support digestion and reduce bloating. 

Additionally, ADM/Matsutani LLC’s Fibersol prebiotic has been shown to support gut health, and the company’s “clean-tasting” soy, pea, and wheat proteins help maintain muscle mass.

“For those discontinuing use of GLP-1s, metabolic health and satiety become key focus areas. Our BPL1 (Bifidobacterium animalis subsp. lactis CECT8145) probiotic and postbiotic target factors relevant to metabolic health,” Humpert reveals. “Emerging and in vitro evidence also suggests BPL1 postbiotic — in combination with diet and exercise — may help support visceral fat reduction, a healthy waist circumference, and metabolic health pathways.”

“Prebiotic dietary fiber can also support feelings of satiety. When consumed at 10 g with a meal, Fibersol may increase appetite-regulating hormone GLP-1 as part of a normal physiological response in healthy individuals.”

Hidden deficiencies

Silvia Pisoni, the global operational marketing director at Gnosis by Lesaffre, highlights the need to boost specific nutrients in order to maintain cardiovascular health. She adds that recent data show that the majority of GLP-1 receptor agonist users fail to meet the recommended intake for vitamin K2, a mineral that helps to protect arteries and strengthen bones.

“We believe that anyone on these medications may want to optimize their vitamin K2 intake,” Pisoni stresses. “Although there is currently no strong evidence linking vitamin K2 deficiency specifically to GLP-1 treatment, we know that even healthy people do not have optimal intake — in the US, almost 70% of people have lower vitamin K intake than recommended.”

“This means that many GLP-1 users likely start treatment already with low vitamin K2 status. And based on human clinical research demonstrating the link between vitamin K2 as MenaQ7 and bone status, low intake can amplify concerns relevant to GLP-1 users, such as preservation of bone density and arterial flexibility.”

At the same time, McNamara at Saanroo highlights early research suggesting that the company’s Trpti’s OEA (oleoylethanolamide) compound works with GPR119, a G protein-coupled receptor (GPCR) that plays a role in glucose metabolism and aids in blood sugar control and natural GLP-1 production. 

She notes that this can help companies create practical products such as daily appetite-support supplements, metabolism boosters, and weight-maintenance programs that work alongside healthy lifestyle changes. These offerings make the most sense as part of a complete wellness approach — not as substitutes for medical treatments prescribed by doctors.

“It’s equally important to clearly define the limits,” McNamara explains. “Endogenous pathway support should not be considered equivalent to prescription GLP-1 receptor agonists in terms of magnitude, clinical outcomes, or therapeutic goals.”

“Prescription GLP-1s work through direct receptor activation and are backed by extensive clinical data, while ingredients like Trpti are meant to support normal physiology within appropriate regulatory and scientific boundaries.”Brands should focus on products that aid users in areas like satiety and digestion across the GLP-1 journey.

Small portions, big nutrition

Bikker at FrieslandCampina Ingredients states that effective formulations need to align with consumers’ real-world nutritional needs. That means providing sufficient protein, along with all essential amino acids, to preserve lean muscle mass and boost satiety. She notes that experts recommend 1.2–1.6 g protein per kg bodyweight for muscle maintenance, while the daily fiber intake recommendations are set at 30 g — a target Bikker says many people miss.

She adds that product development teams must create offerings that realistically support these requirements in smaller portions while maintaining palatability and digestibility. However, she notes that functionality alone isn’t enough since modern consumers want to enjoy familiar foods and beverages without compromising their weight management goals. This drives demand for consumer-first functional products — delicious yogurts, bites, shakes, bars, and ready-to-drink options.

Different ingredients offer distinct advantages. Bikker explains that casein provides steady amino acid release, and supports sustained satiety and muscle synthesis, while calcium caseinate delivers high essential amino acid levels. Meanwhile, whey proteins offer rapid amino acid delivery and versatility across compact, nutrient-dense formats ideal for smaller eating occasions.

Beyond standalone proteins, she says that FrieslandCampina Ingredients’ Fermentis solution, which combines whey protein with prebiotic galactooligosaccharides (GOS) and postbiotics, allows brands to deliver protein coupled with gut and digestion-supporting ingredients in one format.

“Such multifunctional solutions may be particularly relevant for GLP-1 users seeking nutrient density, convenience, and holistic well-being, both during use and when transitioning back to a regular dietary routine,” Bikker underscores. “Ultimately, the right choice depends on the nutritional objective and product format, but across our casein, whey, and fermented solutions, we offer flexible tools to help brands respond to the evolving needs of this consumer group.”

What comes next?

Humpert emphasizes that as GLP-1 users develop new preferences around flavor, nutrition, and wellness because their appetites shrink and taste perceptions shift, ADM will continue to guide its partners in creating products that address users’ real needs.

The goal for consumers will be to get the most amount of nutrients in the most convenient and tasty formats.“As GLP-1 usage continues to grow, brands should view AOMs as a lasting shift instead of a short-term trend,” she highlights. “AOM users represent a distinct consumer segment influencing the broader weight management sector and product line extensions, new product developments, and reformulations that serve consumers both during and after GLP-1 use set brands up for long-term success.”

McNamara agrees and further spotlights that Saanroo recommends that its brand partners use encouraging language such as supporting satiety cues, metabolic health, and healthy routines, and to avoid language that suggests pharmaceutical equivalence.

“From a lifecycle perspective, brands are increasingly designing step-by-step systems that evolve with the consumer, from initial engagement to long-term support,” she explains. “Education, transparency, and well-defined expectations are crucial, especially as oral GLP-1 options raise awareness and reshape consumer views on weight management.”

Finally, Bikker at FrieslandCampina Ingredients points out that as GLP-1 drugs continue to reshape eating habits, brands must recognize that “there is no one-size-fits-all” solution, as consumers need tailored approaches that address unique challenges.

“The needs of someone at the start of their GLP-1 journey versus someone who is micro-dosing in the long term are very different — and lifecycle strategies need to adapt accordingly,” she explains. “The brands that win will be the ones that speak to real, everyday concerns — whether that’s helping fill nutrient gaps from eating less or simply making the GLP-1 experience easier and more comfortable.”

“With GLP-1 adoption accelerating, addressing users’ needs at every stage with targeted positioning and claims will be crucial in engaging the right consumers at the right time,” Bikker concludes.