How GLP-1s are changing the fabric of the health & nutrition industry

Move over, protein and probiotics—GLP-1 medications are taking center stage in health and nutrition.

GLP-1 drugs, such as Ozempic, Wegovy, and Mounjaro, have evolved beyond just a pharmaceutical topic; they're blurring lines between medicine and nutrition, sparking innovation throughout the food and beverage industry. These developments are not only transforming weight management, but they’re also altering consumer perceptions of health, nutrition, and brand expectations.

These medications are more than a passing trend; they’ve become a new staple in the health and nutritional conversation. Their influence is being felt everywhere, from the way people eat, to how brands position their products, to how companies are innovating for the future.

What is a GLP-1, and how does it work

GLP-1, short for glucagon-like peptide-1, is a naturally occurring hormone in the body that helps regulate blood sugar, appetite, and digestion. It’s released in response to food intake and works by signaling the pancreas to release insulin while slowing down how quickly the stomach empties—helping people feel fuller for longer. GLP-1 medications mimic this hormone’s effects to support blood sugar control and weight management. Originally developed to treat type 2 diabetes, these drugs have shown significant success in promoting weight loss, which has fueled their rapid adoption and visibility across the wellness landscape. By changing how our bodies respond to food, GLP-1s are also changing how consumers think about food itself.

 
Shifting Consumer Behavior

Innova Market Insights reports that nearly one-third of U.S. consumers have used, are considering, or have tried GLP-1 drugs. For those currently taking them, reduced appetite is leading to smaller portions, greater attention to nutrients, and a growing focus on “quality over quantity.”
A few key shifts stand out:

• 40% of GLP-1 users actively adjust their diets while on medication.
• 59% are eating more fruits and vegetables, while protein and fiber-rich foods become staples.
• 30% are turning to supplements to fill potential nutrient gaps.

This shift signals a clear direction: consumers are looking for nutrient-dense, functional solutions that deliver maximum benefit with fewer calories.
 

Implications for Food & Beverage Innovation

The rise of GLP-1 use is shaking up traditional weight management and wellness categories—and smart brands are already adapting.

• Protein as a cornerstone: Smoothie King launched a GLP-1 support menu focused on high-protein offerings that help preserve muscle and boost satiety.
• Fiber and gut health: Supergut is leveraging prebiotic fibers to help users stay full and support digestive wellness.
• Mainstream meals, smarter claims: Conagra Brands added a “GLP-1-friendly” badge to its Healthy Choice meals, highlighting high protein, high fiber, and calorie-conscious benefits that speak directly to this audience.

Even indulgence is evolving. “Better-for-you” snacks and desserts are being reformulated with cleaner labels, functional fibers, and reduced sugar, giving consumers permission to enjoy balance without stepping away from their health goals.
 

Opportunity Awaits

For food, supplement, and wellness companies, GLP-1 isn’t just a disruption; it’s a defining opportunity.

1. Reformulation for nutrient density
With smaller appetites, consumers are looking for foods that deliver more nutrition per bite that is rich in protein, fiber, vitamins, and minerals.

2. Solutions for side effects
GLP-1 drugs can come with challenges like nausea, bloating, and even bone density loss. That’s opening the door for supplements that support digestion, gut health, and overall wellness. The Vitamin Shoppe has already launched GLP-1-specific formulations addressing exactly that.

3. New positioning & messaging
Brands are starting to use “GLP-1-friendly” messaging as a way to connect with consumers. Even without the label, emphasizing satiety, balance, and metabolic health can help brands stay relevant in this evolving space.

Challenges to Watch

Like any major shift, the GLP-1 movement brings its share of growing pains.
For one, accessibility remains a hurdle; these medications aren’t cheap, and the conversation about who can afford them is just beginning. There’s also a learning curve for consumers, many of whom are turning to GLP-1s without fully understanding how they impact appetite, digestion, or nutrition needs.

And then there’s the marketing rush. As “GLP-1-friendly” becomes the next big buzzword, the industry will need to be careful not to overpromise or oversimplify. Educating consumers—and backing up claims with science—will matter more than ever.

 
Why This Matters to Palmer Holland and Our Partners

At Palmer Holland, we see the GLP-1 movement as a signal that the age of ‘more’ is giving way to the age of ‘better.’ Consumers are rethinking what nourishment means, and that puts ingredient innovation at the heart of the conversation.

Our partners are already there: developing proteins that preserve lean mass, fibers that drive satiety and gut health, and clean-label solutions that make better nutrition possible without compromise.

The future of food and wellness will favor those who can merge science, functionality, and simplicity—and that’s where Palmer Holland thrives.
 
Source: The GLP-1 Effect: Redefining Food, Weight & Health in the U.S., Innova Market Insights, 2025. Used with permission.