Novo Nordisk, makers of Ozempic and Wegovy is seeing growth of up to 27% in 2024 driven by soaring demand. Ozempic itself saw a 52% sales increase in 2024 while the obesity drug segment containing Wegovy grew by a staggering 154%.
As the use of weight loss medications like Ozempic becomes more prevalent, CPG companies are already stepping up to meet the unique nutritional needs of this growing segment.
Nestlé’s Vital Pursuit: Tailored for GLP-1 Users
Nestlé has launched Vital Pursuit, a brand designed specifically for those on GLP-1 drugs or managing their weight.
These frozen meals are high in protein, a good source of fiber, and packed with essential nutrients like vitamin A, potassium, calcium, and iron.
Recognizing that GLP-1 users often have a reduced appetite, Nestlé has adjusted portion sizes accordingly.
Abbott Laboratories’ Protality: Supporting Muscle Maintenance
Abbott Laboratories introduced Protality, a protein shake brand aimed at helping adults lose weight while maintaining muscle mass.
This product addresses the challenge of consuming enough protein and nutrients to support muscle function, which can be a concern for those on weight loss medications. Abbott is committed to developing more science-backed products and conducting research to meet the specific nutritional requirements of this group.
General Mills’ Super Mac: A Healthier Twist on a Classic
General Mills has revamped Annie’s Mac & Cheese with the introduction of “Super Mac,” a protein-packed version containing 15g of protein compared to the regular 9g.
In addition, they plan to offer lower sodium and sugar options in their Betty Crocker baked goods portfolio to cater to evolving weight management needs.
Common Themes
Across the board, these companies are focusing on products that are higher in protein, fiber, and essential micronutrients but lower in calories, sodium, and sugar.
Portion control remains a crucial consideration.
By investing in understanding the dietary patterns and nutritional needs of GLP-1 users, CPG companies are innovating and adapting.
Looking Forward
As the trend towards personalized nutrition continues, we can expect more targeted products from CPG companies.
The future will likely see even greater emphasis on portion-controlled, nutrient-dense foods that cater to specific health and wellness needs. This approach not only supports consumers’ weight management goals but also fosters long-term brand loyalty and trust.
Five ideas on how to profit from these developments
Personalized Nutrition Solutions
Develop AI-driven platforms or apps that provide personalized meal plans and product recommendations based on individual dietary needs, health goals, and preferences.
This can help consumers navigate their nutritional choices more effectively while on GLP-1 drugs.
Enhanced Nutrient Density
Focus on creating products that are not only high in protein and fiber but also rich in essential micronutrients like vitamins and minerals.
Consider fortifying products with nutrients commonly needed by GLP-1 users to ensure they meet their daily requirements despite reduced appetite.
Smaller, Convenient Portions
Offer smaller, single-serving packages that are convenient for on-the-go consumption.
These should be designed to meet the reduced appetite and portion control needs of consumers using weight loss medications.
Flavor Innovation
Innovate with bold and diverse flavors to keep meals and snacks exciting and enjoyable, even with reduced portion sizes. This can help maintain consumer interest and satisfaction.
Work with us
We have the data, the insight and the knowledge to help you understand and profit from the needs of the Ozempic consumer.