Protein, fiber, and GLP-1: What ingredient suppliers want brands to know

According to proprietary research from Tate & Lyle, one in three US citizens surveyed have already used a GLP-1 medication. That figure signals that the weight loss pharmaceutical is a present reality and a significant trend that nutrition brands must meet now. For the nutrition industry, this trend may represent radical shifts as consumers change what they eat, how much they eat, and what they expect food and supplements to do for them.

For ingredient suppliers, the shift is both a challenge and a clear opportunity. In our second report on the future of GLP-1, Nutrition Insight sits down with leading suppliers Beneo, Carbery, Sensus, and Tate & Lyle to map out how the GLP-1 era is reshaping product development and ingredient strategy, while examining how the industry can help brands meet the changing consumer demands in this fast-moving market.

“We are strongly encouraging brands to look at the behavioral arc across the GLP-1 user journey and to segment product offerings to support consumers at the different stages, being mindful of the different nutritional, sensory, and habit creation support needs,” explains Emma Cahill, the global marketing director for sweeteners, fibers, and GLP-1 at Tate & Lyle. 

“This requires intentional messaging, formulation, and nutrition support, and can really make a difference in an individual’s success or rebound with their weight loss journey with GLP-1 medications and the foods and beverages we design to support them.”

Laurens Delameilleure, the global key account manager at Sensus, a subsidiary of Royal Cosun, agrees, noting company expectations that the latest GLP-1 advancements will accelerate the shift, not only in North America, but across the globe.

“We’ve seen a strong surge in innovation and product development in the food and supplement categories catering to GLP-1 patients, ” he reveals. “The chief focus is to make them as nutritiously efficacious as possible to offset potential side effects due to reduced caloric intake.”

At the same time, Karel Thurman, the portfolio director at Beneo, affirms that GLP-1 isn’t changing the fundamentals of nutrition; it is changing the type of nutritional and lifestyle support consumers will be looking for. Moreover, he notes that even for consumers who are not using GLP-1 therapies, the innovation has pushed weight management to the forefront.Ingredient suppliers aim to help brands map out smarter formulations to support the booming GLP-1 trend.

“Whether a GLP-1 therapy or other weight loss method is chosen, long-term success for brands means formulating in ways that support the nutritional needs of the ‘weight-conscious community,’” Thurman underscores. “Offering producers solutions for nutrient-dense food and drink products that support different phases from weight loss to weight maintenance will be key over the coming years to allow brands to benefit from the weight management momentum.”

Helping consumers meet their goals

Recently, we spoke with industry leaders who noted that, as GLP-1 adoption continues to proliferate, especially with the introduction of oral semaglutide, consumers will expect more calories and nutrients while eating less food. Fiona Rawlinson, the head of marketing-nutrition at Carbery, states that this puts a premium on ingredients that can help them through this maintenance phase.

“Over the next three to five years, we expect brands to lean into premium ready-to-drink (RTD) and ready-to-mix (RTM) formats and formulations that naturally complement weight management goals,” Rawlinson highlights. “Our focus is helping them innovate quickly with whey solutions built for this new consumer reality.”

According to Cahill at Tate & Lyle, the company’s sweetener portfolio — which includes sucralose, allulose, stevia, and monk fruit — contains ingredients gaining popularity among GLP-1 medication users, according to its consumer research. Cahill points out that this is likely due to the proven effect these ingredients can have on managing blood glucose response and weight management.

Additionally, she states that the inverse was shown with sugar, among the GLP-1 group, when compared to the non-GLP-1 adopting control group.

“In protein shakes, for example, our sweetening portfolio can be used to enhance optimal perception of the fruity or chocolate flavors they tell us they are seeking out most,” Cahill explains. “Our sensory data hones in on sweetness and mouthfeel preferences between the two groups.”

“It’s worth noting that the nutritional and sensory needs of both groups are coming through as very different.”

Meanwhile, Delameilleure at Sensus points out that rather than trying to compete with GLP-1 medication, food formulators and food brands should look for formulations that support patients receiving this therapy. This shifts the focus toward helping these users to maintain healthy habits and nutrition before, during, and after GLP-1 use — meaning that there is opportunity in all stages.

“GLP-1 consumers are expected to switch away from mainstream diet products to more sought-after nutritional benefits with added fiber and protein in mainstream foods and beverages that deliver sought-after nutritional value (snacks, healthy indulgence, breakfast products),” he stresses. “As these nutritional products become more prevalent, we expect dosage ranges to evolve from targeted bite-sized snacks and drinkable beverages to higher-end meals and meal replacers.”Laurens Delameilleure, the global key account manager at Sensus.

“Benefit profiles will likely focus on high nutrient density, natural satiety support, and muscle maintenance.”

The lifecycle approach

All four companies agree that the best strategy for innovation lies in addressing the totality of the weight management timeline for consumers utilizing these medications — this includes looking at what consumers need before, during, and after GLP-1 therapy — with scientifically backed ingredients. 

Beneo spotlights three ingredients that can be used for formulation targeting the GLP-1 use timeline — Orafti Inulin, Orafti Oligofructose, Orafti β-Fit, and Palatinose.

Orafti Inulin and Oligofructose prebiotic chicory root fibers improve digestion, weight control, and mood. They also enhance nutrition by reducing sugar and fat in foods. The wholegrain beta-glucan-rich barley flour, Orafti β-Fit, boosts fiber intake, promotes fullness, and supports heart health. Palatinose, Beneo’s low-glycemic beet carbohydrate, naturally boosts GLP-1 and fat burning, which supports metabolism and weight loss.

“Fibers and proteins are certainly gaining strategic value as a result of the GLP-1 and weight management trend; however, it is important that food and beverage producers use ingredients that are backed by science, so that consumer trust is not lost through unfounded claims,” explains Thurman.

“A case in point is that not all fibers are created equal and, in fact, we are seeing more and more products launched that are making misleading claims about their prebiotic potential.”

“Chicory root fibers belong to the very few proven prebiotics complying with the definition of the International Scientific Association for Probiotics and Prebiotics, and are backed up by more than 25 years of research and a wealth of scientific data.”

Spotlight on protein

Rawlinson at Carbery highlights that consumers on GLP-1 medications must protect muscle mass to prevent metabolic decline and weight regain during maintenance. She touts whey protein as a “muscle guardian” that preserves lean tissue during treatment and helps users maintain a healthy body composition as their appetites return.Emma Cahill, the global marketing director for sweeteners, fibers, and GLP-1 at Tate & Lyle.

Additionally, she stresses that whey protein also functions as a “weight defender” and natural GLP-1 enhancer that boosts satiety and endogenous GLP-1 secretion, while helping regulate glucose and appetite. This support is vital for reinforcing healthy eating patterns and preventing post-treatment relapse into high-calorie habits.

“GLP-1 users eat less frequently and need more nutrition per gram, so our whey protein portfolio is well-suited and is a natural fit for GLP-1 users trying to preserve strength and metabolic health,” Rawlinson outlines. “Isolac, our high-quality whey protein isolate, delivers a complete amino acid profile, high protein density in small servings, and fast absorption to support lean muscle mass maintenance.”

“Hydrolysates work especially well in small-volume RTDs, which are becoming core eating occasions,” she highlights. “Optipep, our hydrolyzed whey, is strengthened by GLP-1 trends because it supports easy digestion for consumers with reduced appetite, rapid amino acid delivery in small volumes, and clean, light flavor profiles that avoid taste fatigue.”

“Finally, Carbelac, our higher fat whey concentrate, enhances satiety and sensory experience — two things GLP-1 consumers value highly.”

Nutrient-dense product development

Sensus also spotlights its chicory root fibers for fiber fortification and Tendra fava bean protein for protein enrichment.

“High-quality dietary fiber and plant protein are clearly gaining strategic importance in the GLP-1 era,” Delameilleure underscores. “Guidance for GLP-1 users consistently highlights the need for more fiber, adequate protein, and overall nutrient density to compensate for reduced food intake and manage gastrointestinal side effects.”

“Looking at fibers, chicory root fiber is hard to beat with all its scientifically proven benefits. Other fibers still have a long way to go to match that. We keep building on this science in order to support our customers with new insights and science-backed innovations.”

At the same time, Tate & Lyle puts forward its Promitor Soluble Fiber as having benefits for current, former, and non-GLP-1 users. According to Cahill, the prebiotic ingredient supports bone health, aids in mineral absorption, and boosts the gut microbiome. Additionally, she claims it helps lower glucose spikes after meals and can help consumers meet their fiber goals.

“Fibers are gaining attention, joining protein in the spotlight, as both ingredients help consumers hit nutritional goals and support bone and muscle health, which is important during weight loss,” Cahill explains. “It also helps consumers to feel fuller for longer on fewer calories when compared with carbohydrates and sugars.”

Moving forward

Looking ahead, all four companies offer actionable guidance and commercial advice for brand partners.

Beneo notes that, while weight management messaging evolves, Beneo’s Technology Center provides a chain of expertise to assist manufacturers with the reformulation and development of products that meet these trends and demands.

“Our experts from the Beneo-Institute provide customers with direct access to combined scientific and legislative expertise and offer guidance on claim opportunities,” Thurman adds. “For example, in the US, attractive structure-function claims are possible for increased GLP-1 release and promoting fat oxidation when using Beneo’s Palatinose.”

Meanwhile, Rawlinson at Carbery spotlights the need to create products that address the phase after GLP-1 users have reached their weight management goals.

“We advise our customer partners to lean into efficiency, strength, and compact nourishment — territories where whey protein naturally excels,” she stresses. “We also encourage a reframed positioning — from ‘weight loss’ to ‘nutrient efficiency’ and ‘strength maintenance.’”The companies state that GLP-1 users need more nutrition per bite and say that fiber and protein lead the way.

“It’s also important that our customers build products for the maintenance phase, not just weight loss. This is where the biggest opportunity lies. We advise partners to develop small volume, nutrient-dense, high protein formats that fit seamlessly into long-term routines.”

Cahill at Tate & Lyle points out that, with side effects being the primary cause for GLP-1 discontinuation, products formulated for gut health and sensitivity are becoming the new benchmark. These “GLP-1 complements” use specific ingredients to mitigate discomfort, helping users maintain their treatment and health goals.

“Consumers told us they ate more crackers, for example, while taking GLP-1, because it helped manage their side effects,” Cahill explains. “From an ingredient benchmark perspective, not all fibers are equal, with different modes of action between soluble and insoluble, particle size, speed through the gut, as well as tolerance levels.”

“Those that are efficacious while gentle on the gut will stand out from the crowd with GLP-1 users putting them to the test.”

Lastly, Delameilleure at Sensus says that consumers prefer natural, recognizable ingredients over aggressive stimulants. He adds that industry must focus on food products that offer holistic assistance rather than attempting to boost or replace medication.

“We advise our partners to focus on supporting consumers on GLP-1 medication throughout their journey,” he emphasizes. “While GLP-1 medications are rapidly gaining adoption with further growth and new medications expected, many people quickly quit their GLP-1 medication because of side effects — if brands can help avoid this, they will bring real value to customers.”

“Besides fall-out during treatment, weight regain after treatment is also an important issue to be addressed,” Delameilleure concludes. “If brands can offer nutritious foods supporting healthy habits, they have a winning proposition.”