All through 2023, the highlight has been on the spectacular weight-loss outcomes attributable to medicine like Ozempic, Mounjaro, and Wegovy. With influential figures corresponding to Elon Musk, Emily Simpson, Tracy Morgan, and Micheal Rubin brazenly endorsing these medicine, consciousness has grown and their potential to fight the worldwide weight problems epidemic has caught the attention of traders.
Nonetheless, as these GLP-1 receptor agonists, specifically Novo Nordisk’s Ozempic and Eli Lilly’s Mounjaro, have been initially designed to deal with diabetes by stimulating insulin manufacturing and reducing blood sugar, a brand new dilemma arises. The sudden facet impact of serious weight reduction has captivated customers and prompted a rising curiosity amongst food and drinks manufacturers. The query turns into: How will these medicine influence their business and what ought to they do now?
Beneath are 3 ways food and drinks firms can put together for the influence of weight-loss medicine on shopper conduct.
1. Put money into portion-controlled packaging
The food and drinks business ought to proceed to put money into portion-controlled packaging as a result of it appeals each to people who find themselves utilizing the medicine and to these keen on weight administration.
Portion-controlled packaging is a standard food and drinks choice for weight administration that’s primed for a resurgence within the new period of GLP-1 weight-loss medicine. Smaller pack sizes will enchantment to individuals on the medicine as a result of customers have reported feeling full after consuming much less meals or drink.
Nonetheless, portion-controlled packaging may resonate with any shopper wanting to take care of or shed pounds. Packs with a selected calorie depend or serving dimension make it straightforward for people who find themselves presently attempting to handle their weight and say they discover it arduous to inform what the best meals serving dimension is for them.
Manufacturers can supply portion management throughout events and the UK model, Whitworths Pictures, showcased this by promoting the calorie depend on the entrance of their Raisin and Chocolate Combine snack.
2. Present focused options
Manufacturers can present tailor-made merchandise for people who find themselves utilizing GLP-1 medicine, together with small servings of health formulations and merchandise that relieve the medicine’ widespread gastrointestinal negative effects.
Small parts of sports activities and power merchandise will help people who find themselves on the medicine keep their health regimens. Pharmaceutical firms and medical professionals suggest pairing GLP-1 weight-loss medicine with a nutritious, reduced-calorie eating regimen and elevated bodily exercise. For the reason that medicine cut back urge for food, smaller portion sizes ought to be thought of by manufacturers that present advantages earlier than, throughout, or after bodily exercise just like the French model, Andros.
Manufacturers also needs to take into account providing aid for gastrointestinal negative effects since that’s the most typical facet impact reported by customers of GLP-1 medicine. The frequent expertise of gastrointestinal negative effects creates alternatives for medicines, dietary supplements and different merchandise that may relieve these signs. US model, Shaklee, affords abdomen soothing drops that comprise ginger and Vitamin B6.
3. Attraction to weight-conscious shoppers who aren’t on these medicine
Meals, drink and complement firms can attain people who find themselves curious however hesitant about GLP-1 medicine with merchandise that emulate their advantages, together with satiety and useful formulations for weight-related well being circumstances.
People who find themselves on GLP-1 weight-loss medicine report feeling fuller for longer. Consciousness of this function may encourage shoppers on the whole to hunt satiety claims from manufacturers as a result of they wish to obtain the same feeling of fullness, with out having to take the medicine. Chinese language model, Shapetime, achieves this by promoting that their Dried Coconut and Cashew Yogurt Cup “fights starvation”.
In distinction to the medicine, that are presently very costly, nutritious and filling food and drinks might be seen as having good worth, as explored by Mintel’s 2023 Meals & Drink Pattern Savvy Sustenance. Worth is essential, provided that worth is usually a barrier to weight-reduction plan.
Client curiosity may develop in merchandise with ldl cholesterol or blood strain advantages as nicely. Within the US, Wegovy and Zepbound are authorised for weight reduction for individuals with weight problems, in addition to for obese individuals who have a weight-related medical situation corresponding to excessive blood ldl cholesterol or hypertension. Since not everybody with these circumstances can entry or need GLP-1 medicine, publicity across the cardiovascular advantages of taking the medicine may renew the potential for merchandise which are mentioned to decrease blood ldl cholesterol or blood strain. Portuguese model, Danacal, showcases this by promoting that their Consuming Yogurt’s plant sterols decrease ldl cholesterol.
What we predict
The food and drinks business ought to proceed to put money into portion-controlled packaging as a result of it appeals each to people who find themselves utilizing the medicine and to these keen on weight administration. Meals, drink, and complement firms may join with non-users who could be in search of options that ship related advantages to the important thing options of the medicine, together with satiety and blood sugar management.
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