28 August, 2025 – To evaluate the effect of GLP-1 drugs on food, weight, and health in the US, it is important to look first at the macro context for large-scale mega-trends. One key aspect is health and wellbeing. Around the world, health care systems are facing stress as a result of greater demand and rising costs. However, this is sharpening focus on preventive health and consumers are approaching self-care and wellbeing in a more proactive way. Regulations are forcing manufacturers to be more transparent and to highlight products that support health. Healthcare is being transformed by scientific breakthroughs combined with personalized approaches to wellness.
Global Fight Against Obesity
Obesity is a global issue. Experts predict that the global impact of obesity could rise to $4 trillion in the next 10 years. Obesity is on the rise, with rapidly rising rates among adults, adolescents, and children. People who are overweight are at higher risk for developing a number of diseases and illnesses, including heart disease and stroke, hypertension, type 2 diabetes, some cancers, and problems with muscles and joints. When asked in consumer trends research by Innova Market Insights, nearly one-third of consumers globally say they are watching their weight.
Weight Management Trends and Behaviors in the US
Americans are highly concerned about their weight. In recent consumer trends research conducted by Innova, almost half of US research participants named weight management as their top physical health concern. A large number recognize the relationship between their weight and problems with their health. Many US consumers who have dealt with their weight now are taking action toward prevention. A high proportion of Americans studied by Innova say they have taken action to manage their weight. They report using exercise and fitness as the top approach, followed by diet. The GLP-1 effect is also influencing consumer behavior and product choices in weight management. When asked in consumer trends research which ingredients they are avoiding, sugar and added sugars ranked number one, followed by salt and sodium, artificial sweeteners, carbohydrates, and saturated fat.
Weight Management Claims Become More Prevalent
Weight management claims appear on a growing number of products. Sports nutrition powders are in the top spot, followed by meal replacements, coffee and tea, and dry soup. Product launches with weight management claims often carry other claims beyond calorie reduction. These can include protein, sugar free, no additives or preservatives, energy, and fiber. Sugar reduction claims are the fastest growing claims.
GLP-1 is a Weight and Health Game Changer
Articles about GLP-1 effect are appearing more and more in the US media. Americans are noticing. A growing proportion of US consumers say they use or would use GLP-1-based drugs, citing weight loss as the top reason and then diabetes. Among those who use GLP-1 drugs, some follow a doctor’s prescription, and some chose the drugs on their own. Many patients in the US report changing their diet while on GLP-1 drugs. However, exercise and drinking more water are their leading actions, followed by diet and supplements. US consumers on GLP-1-based weight loss medication say that they now eat healthier foods such as fruits and vegetables, fish, and whole plant foods.
Key Nutrients Stand Out
Protein is a top food component to help consumers on GLP-1 drugs. Products on the market include high-protein smoothies and high protein mini-meals that are promoted for supporting weight loss, preserving muscle mass, improving digestive health, and maintaining bone mass. Other leading additives are vitamins and prebiotics. One product offers to reduce the GLP-1 effects on the gut using a combination of vitamins, minerals, and prebiotics. Another product adds prebiotic fiber for satiety. Another product combines prebiotic fiber with a newly discovered probiotic to help improve the health of the microbiome.
GLP-1 Drugs and Side Effects
The side effects of GLP-1 drugs are highly publicized. Wegovy, Ozempic and other GLP-1 medications for weight loss and diabetes must be managed to reduce side effects and must be accompanied by a healthy approach to diet and exercise. Opportunities exist for brands to develop products that help alleviate side effects.
What’s Next for Weight Loss and GLP-1 Drugs?
Innova Market Insights is monitoring growing innovation in products to help support weight loss using GLP-1 drugs. Functional nutrition products often target weight management because so many consumers are interested in solutions. The GLP-1 effect on weight loss has become better known and publicized, opening the door for brands to innovate with products that support weight management. Another area of opportunity is nutrient density. GLP-1 users are consuming fewer calories, so they need nutrient-dense products to meet their nutritional needs. Manufacturers can innovate products with more protein, fiber, and important vitamins to provide balanced nutrition. Brands can promote their better-for-you products as smart and balanced choices for consumers on GLP-1 medications. Another area of opportunity is better-for-you indulgences and treats that are rich in nutrients and have clean labels. A strategy of indulgences that boost energy and satisfy cravings can help brands differentiate themselves for GLP-1 users.
This article is based on Innova’s The GLP-1 Effect: Redefining Food, Weight & Health in the US report. This report is available to purchase or with an Innova Reports subscription. Reach out to find out more