July 24, 2025 – Consumer trends research by Innova Market Insights shows that consumers globally are more concerned about weight management that about other physical health issues. The industry is responding to this interest with increasing innovation in products with a weight management claim.
GLP-1 Drugs and Effects on Consumers
The body produces the GLP-1 hormone naturally as part of its system for managing blood sugar. Medications such as Ozempic and Wegovy that mimic the actions of the GLP-1 hormone help consumers lose weight by making them feel full sooner, steadying their blood sugar, and slowing the body’s absorption of nutrients. This results in eating less food. The food, beverage, and supplement industries have the opportunity to introduce new products to help GLP-1 users consume essential nutrients and prevent loss of muscle.
Consumers may decide to stop taking GLP-1 medications. This could be a result of the high price tag, lack of insurance reimbursement, and side effects. Innova Market Insights conducted a consumer trends research regarding GLP-1 drugs. Participants in this consumer trends research say that the high cost of the medication and the side effects led to stopping GLP-1 drugs. According to a JAMA Network research article, people with diabetes were least likely to stop GLP-1 drugs. Research from Rabobank notes that GLP-1 users want to eat more protein and smaller portions. They are less interested in foods that are fatty or sugary foods. Innovation opportunities include products with more protein, fiber, and nutrients, along with real ingredients, mini sizes, and shareable packaging.
Protein and Fiber are Essential
The body loses fat and muscle during weight loss. That is why it is important to retain muscle mass when taking GLP-1 medications. Companies like ADM offer innovations in high protein ingredients with a base of clean-tasting plants or hybrid sources. Protein sources can include pea protein, soy protein, and wheat protein. The company Vivici offers a whey protein ingredient, Vivitein BLG, that helps preserve muscle mass and strength. Vivitein BLG is high in the amino acid leucine that plays a role in building muscle.
Fiber also is important. Innova’s new product database shows that inulin and oligofructose are the most prominent soluble fiber ingredients. Bacteria in the gut microbiome convert these fibers into short chain fatty acids (SCFAs), which help stimulate satiety. Another fiber ingredient, resistant starch, stimulates the body’s production of the GLP-1 hormone. As a partial flour replacement, resistant starch helps stabilize blood sugar and boost satiety.
Blood Sugar Control is Essential
Successful weight management requires blood sugar control. This helps improve the effectiveness of GLP-1. Some types of sugars, such as isomaltulose, aid weight management by boosting production of beneficial gut hormones, including GLP-1. One benefit is increased body fat oxidation. Several research studies show that consuming isomaltulose helps lower body fat and body weight.
Certain collagen peptides can help manage blood sugar. Blood sugar spikes can trigger cravings and overeating. This can increase hunger and fatigue, contributing to weight gain. Laboratory studies of the Nextida GC collagen ingredient show that it may boost GLP-1 production and lower blood sugar levels.
Quieting Food Noise and Improving Gut Tolerance
Food noise is internal ‘voices’ that tell consumers to keep eating. One benefit of GLP-1 drugs is that they help dampen food noise. This allows consumers to pay better attention to healthier eating habits. Certain resistant starch ingredients, which are forms of dietary fiber, may reduce food noise, stimulate more GLP-1 production, boost satiety, and stabilize blood sugar. New fiber blends using soluble tapioca fiber, inulin, and other ingredients can boost fiber intake with fewer gastrointestinal side effects.
A large number of users of GLP-1 drugs have gastrointestinal tract discomfort. Companies are addressing this in many ways, including improvements to the microbiome. The global manufacturer ADM offers a probiotic-postbiotic, Bifidobacterium longum CECT7347 (ES1), that has been cultivated to improve overall gut health and also reduce feelings of bloating. The company markets additional ingredients for the GLP-1 weight reduction marketplace, including a prebiotic fiber that nourishes gut bacteria to improve the health of the intestinal tract. Another probiotic-postbiotic, BPL1 (Bifidobacterium animalis subsp. lactis CECT8145), has been shown to improve metabolism, reduce body fat, and improve waist circumference when combined with diet and exercise. The spore-forming probiotic DE111 (Bacillus subtilis) has been shown to reduce the percentage of body fat.
A carefully-formulated blend of probiotics has been shown to boost the body’s production of GLP-1 hormones. It also can work together with other probiotics for metabolic health and weight management through stimulation of GLP-1 hormone secretion, which helps lower caloric intake, reduces body fat mass, and reduces waist circumference.
Making Hydration a Priority
Users of GLP-1 drugs often complain that they are very thirsty while they are taking the medication. They need to stay hydrated but flavors and sweetness Hydration is a priority for GLP-1 drug users, who report increased thirst while on the medications. However, they also may have altered taste perception and perception of sweetness. Solutions include flavor modulation systems and sweetener systems flavor modulation and sweetening solutions for sensory appeal. These include ingredients for flavor masking and to improve mouthfeel. This helps improve high protein, high fiber food and beverage products with other benefits such as low sugar, low fat, and low salt.
This article is based on Innova’s GLP-1 Drugs Are Changing the Consumer Food Landscape Globally report. This report is available to purchase or with an Innova Reports subscription. Reach out to find out more
