The impact of GLP-1 on supplements, functional foods, and retail: a webinar from CRN

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The recent CRN webinar discussed GLP-1 medications' impact on supplements, functional foods, and retail, covering consumer trends, global market insights, retailer strategies, industry implications, and future opportunities for innovation.

On January 28, 2025, the Council for Responsible Nutrition (CRN) presented an hourlong webinar, “The GLP-1 Effect: Impact on the Dietary Supplement & Functional Food Market – Domestic, International, and Retail Perspectives,” moderated by CRN Sports and Active Nutrition Forum Chair Simon Sum, DCN, RDN, ACSM-CPT, ACSM-EIM, FAND, Herbalife. The guest presenters were Rick Polito, Nutrition Business Journal Editor in Chief, New Hope Network; Ian Crook, Managing Editor, Reports, Nicholas Hall Group of Companies; and Lauren Alexander, Category Manager, The Emerson Group. Topics included the impact of GLP-1 medications on the U.S. supplement market, global market insights, retailer strategies and category trends, long-term industry implications, and more.

The first presentation, from Rick Polito, explained the recent Nutrition Business Journal report, “The Ozempic Effect: opportunities for supplements in the GLP-1 weight management revolution,” which covered consumer relationships with GLP-1 drugs before, during, and after their use of the drugs; the sizable market in the US; the side effects users were experiencing; and the projected growth in the supplement market in the US. In particular, he highlighted the needs of consumers after they stopped taking the drugs. “The after, I believe that's going to be the biggest market for all of us,” he stated. “The muscle health, keeping off weight management, it's all those things. Look at where the consumer is. Think about the different populations that are coming into there. It is a really big deal. This not only the biggest thing to affect nutrition, but it's being affected by people who obviously have a certain amount of money to spend on these solutions.” Polito also noted the overuse of the term “GLP-1” and the possible reactions from consumers.

Next, Ian Crook discussed functional foods and dietary supplements markets outside the US. He focused on GMP-1 support and alternatives, launch activity and new ingredients, research, and projections for the future. Crook noted the new products launched in 2024 that benefit from increased interest in GLP-1 drugs, discussing the technology of products that mimic the effects of GLP-1, offering natural means of promoting satiety and curb cravings, plus low-cost supplements that naturally release high levels of appetite reducing hormones. For example, in Japan, a nonalcoholic plum wine makes the function claim that it helps with weight management by suppressing absorption of dietary sugar and fat, and in South Korea a new calorie cut jelly includes indigestible maltodextrin to suppress post meal blood sugar increases, along with garcinia cambogia to reduce body fat. Additionally, researchers in the UK developed reportedly the world's first appetite suppressing nutraceutical, identifying linseed oil, coconut oil, and medium chain triglyceride oil that cause cells in the lower gut to release high levels of peptide YY and GLP-1.

Crook highlighted the importance of supplements that become a source of nutrients lost during a restricted diet and noted that there were actually few products on the market that specifically marketed themselves as supporting GLP-1 diets. Protein is particularly good opportunity, noted Crook, given that muscle loss is a common side effect of GLP-1 usage. He went on to explain that growth in this space will be driven by new ingredients as new weight management platforms are being launched, and more retail initiatives are being implemented for GLP-1 users. “The greatest opportunities for BMS players in international markets, arguably, lies in positioning supplements and functional foods, more specifically for GLP-1 users, replacing nutrients, tackling side effects, and in offering natural alternatives to those people who cannot access or don't meet the criteria for GLP-1 medicines,” Crook stated.

Finally, Lauren Alexander presented on the impact of GLP-1 medications on retail. She noted a JP Morgan study that predicted an estimated 9% of the US population will be using a GLP-1 medication by 2030. She also listed the top supplement brands GLP-1 users select, with the top three being protein supplements. According to Alexander, there is a rising interest in GLP-1 medications in younger generations due to social media platforms which is a main source of education for them. Additionally, the purchasing patterns in symptom management have shifted. For example, protein and GI relief supplements have increased, while analgesics and sleep remedies have decreased. Alexander also highlighted recent innovations with brands. New brands, such as Replenza and SoWell were created specifically to support the hydration, digestion, and protein needs of GLP-1 users, while established brands such as Abbott and Nestle expanded their line to include high protein or portion control products. Additionally, new dietary supplements, known as “fauxzempic” have emerged that support blood sugar control and weight management and include ingredients such as berberine, cinnamon, and magnesium. They claim to replicate the effects of prescription medications, though they lack FDA-approval.

Alexander also addressed three retail trends which were a “Wait and See” approach from hesitant retailers, an “Early Adopter” approach from brands acting quickly to capture attention and build trust, and “Pharmacy Integration” from brands helping to educate consumers and manage their side effects. She also discussed the questions retailers were grappling with, namely the future of merchandise, and the education of consumers. Alexander concluded with the three trends influencing the future of this category: new formats, certification, and influences on other diseases.

CRN will host another GLP-1 webinar, The GLP-1 Revolution: Nutrition Innovations and Solutions, on February 13, 2025.

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