The Blog

Should your brand be “Ozempic-friendly”?

Consumers using GLP-1 medications may have evolving dietary requirements, such as:

🥗 Nutrient-Rich, Smaller Portions: They need to pack essential nutrients into smaller meals, making every bite count.

💪 Protein and Fiber Focus: To help with side effects like muscle mass loss, nausea, and other digestive issues, many are seeking foods rich in protein and fiber.

🥘 Convenient, Portion-Controlled Meals: For those who’ve lost the cravings that motivate them to cook, convenient, pre-portioned meals can be a game-changer.

With estimates suggesting 20-50 million people could be using GLP-1 drugs, like Ozempic and Wegovy, by 2030, some big brands are already aligning their products to meet this new audience’s needs.

👉 Nestlé: Nestlé has introduced a dedicated product line called “Vital Pursuit,” designed to offer high-protein and fiber-rich foods, targeting consumers aiming to maintain muscle mass and digestive health while managing their weight. They’re also promoting their portfolio of supplements that may alleviate side effects of GLP-1 drugs.

👉 Danone: Recognizing the increased demand for high-protein and gut-friendly options, Danone is emphasizing its yogurt products.

👉 Campbell Soup: The company is focusing on its range of soups that are nutritionally dense, satiating and convenient.

👉 Conagra Brands: Conagra is highlighting its portfolio of convenient, portion-controlled frozen meals, appealing to those who prefer easy-to-prepare, balanced meals that fit their dietary needs.

As GLP-1 medications reshape consumer habits, brands have an opportunity to lead with empathy and innovation. As we look to the future, can (and should) your brand evolve to make a meaningful impact in this space?