ST. LOUIS — As GLP-1 weight-loss drugs become more prevalent, some consumer packaged goods (CPG) companies have added products to the market touting GLP-1-friendly nutrition formulations in their foods.

However, one industry observer cautions against moving forward with specific GLP-1 claims on packaging until federal agencies regulating food under the new administration – led by Robert F. Kennedy Jr., secretary of Health and Human Services – have decided on their definition of what GLP-1 foods should be.

“Buckle up for what’s going on right now with HHS, FDA and USDA,” said Suzy Badaracco, president of Culinary Tides, a market researcher. “I wouldn’t start labeling anything right now. FDA came out with their definition of healthy (last December) and that’s been shut down already (by the new administration). I personally would not recommend to our clients to slap GLP-1 friendly claims on products. You’re going to come under such scrutinization by the administration right now.

“There’s lots of ways to communicate to a GLP-1 user and anyone wanting to lose weight that the food is healthy, a smaller portion and a great source of protein and fiber. They’ll be able to recognize it, whether you call it out or not.”

Badaracco said 6% of US adults are currently taking GLP-1 drugs according to a Kaiser study, and that 35% of Americans are interested in trying them, according to a PwC study.

However, a University of Pennsylvania study showed 53.6% of GLP-1 users stop within one year, while 75% of users quit completely within two years, a Prime Therapeutics/Magellan Rx study concluded. Finally, only 6% of users plan to take GLP-1 drugs for life, according to Kerry.

Badaracco said side effects that cause discomfort in the gut of users, along with the cost of the drugs are among the reasons GLP-1 users quit.

“The most common side effects are nausea, reflux, constipation, and the gut not moving,” she said. “So functional ingredients that support gut health, like prebiotics, probiotics, any kind of fiber – that’s critical for these people. It could be functional beverages, it could be snacks, it could be meal solutions. Anything with a gut health claim, GLP-1 users are going to recognize.”

Other side effects include loss of muscle.

“When you lose weight on these drugs, 40% if it is muscle, and 60% is fat,” Badaracco said. “That’s why high protein is critical in these meals – you’re trying to preserve muscle mass. So, you want to focus on protein-rich snacks, meal replacements, functional beverages and any kind of lean protein entrées … protein and fiber for gut health are your two best friends.”

Badaracco said other areas of focus for GLP-1-friendly product development should include smaller portion sizes due to reduced appetites, and hydration, which Badaracco said is often overlooked.

“About 44% of GLP-1 users feel less hydrated,” she explained. “Hydration ends up being one of the critical areas. The drug causes users to have a reduced thirst, and then they struggle to stay hydrated because they don’t know why they’re not drinking as much. So, electrolyte-enhanced waters, functional beverages, even hydration powders, are some of the newest technologies that we’re tracking for our clients.”

Reduced appetite, reduced spending

One area many CPG companies have been watching is the data that correlates GLP-1 use with reduced spending on food, due to smaller appetites while taking the drugs. While some companies say it’s still too early to gauge the impact on their businesses, some areas of potential category declines in spending, according to Badaracco, include salty snacks, baked goods and sweets. Category increases for GLP-1 users include whole grains, protein, and produce.

Badaracco cited a Cornell study that showed GLP-1 users decreased spending by 5.5% within six months of taking the drugs, plus Circana data that highlighted drops in spending at convenience channels (-5.2%), mass (-3.9%) and grocery (-1%). However, Circana data also showed an increase in ecommerce spending by GLP-1 users (8.2%), club stores (2%) and value/discount grocery (5.6%). The Cornell research also indicated that spending drops start to reverse in GLP-1 users after six months.

“They’re still shopping,” Badaracco said. “Any spending drops these consumers have reverse after six months, so they go back to their old shopping habits. Two reasons why they would do that is they’ve either gone off the drug, or their body within six months has adapted to the drug and it overrides what the drug is telling them. So, they get their hunger back, and they start eating again.”

Badaracco referenced the categories of salty snacks, baked goods, and sweets, and added, “When you take the drug, you don’t suddenly stop eating candy bars. In fact, when you look at some of the clinical research, users are just eating fewer candy bars – but they’re still eating candy bars.”

Badaracco listed what she called GLP-1 meal allies that product developers can use when formulating products for GLP-1 users. These include fresh fruit, vegetables, cheese, whole grains and seeds, and global spices and condiments, which fit GLP-1 user core needs of fiber, protein and hydration. GLP-1 users can lose some of their sense of taste, according to Badaracco, so global spices and condiments are crucial to conveying high-impact flavors to users.

Badaracco said top product formats for GLP-1 users include high-protein snacks, functional beverages, frozen and fresh meals, portion-controlled sweet treats, and functional condiments and dressings.

“Nobody thinks about condiments,” she said. “You can add protein and all sorts of ingredients to condiments. All of the foods that support GLP-1 users actually support everybody. Don’t worry about pigeonholing yourself within a GLP-1-friendly context, because you’re only talking to 6% of consumers who are actually on the drugs.”