Sponsored By

Supplements adapt as GLP-1 drugs shake up the weight management marketSupplements adapt as GLP-1 drugs shake up the weight management market

GLP-1 receptor agonists, including Ozempic, have significantly reshaped the weight management market and are affecting demand for different types of supplements.

Rik Moors, Content Editor

January 22, 2025

4 Min Read
Supplements adapt as GLP-1 drugs shake up the weight management market
© iStock/PeopleImages

Initially developed to treat type 2 diabetes, these medications have gained widespread use due to their appetite-suppressing effects, leading to a surge in demand both for prescription drugs and complementary health products, according to the Nutrition Business Journal (NBJ).

Its special report Supplements in the Ozempic Age cites figures from Morgan Stanley that project GLP-1 drug sales to increase from $6 billion in 2023 to $105 billion by 2030.

While pharmaceutical options are driving attention in the weight loss sector, the supplement industry continues to expand, with sales in the weight management category projected to grow from $7.2 billion in 2024 to $8.7 billion by 2027.

Meal replacements remain the category leader, expected to contribute over 70% of total sales, while sports nutrition ingredients and combination herbal products make up smaller portions of the market.

Consumer phases of supplement use: Before, during, and after

The NBJ report divides supplement use related to GLP-1 drugs into three phases – before, during, and after use – each presenting different opportunities for supplement companies.

In the “before” phase, consumers considering GLP-1 drugs often seek natural alternatives due to concerns over cost, side effects, or long-term medication use.

Products marketed for metabolic health, such as prebiotics, fibre supplements, and meal replacements, are positioned to meet this demand. Certain ingredients, including berberine, have been marketed for their potential to support metabolic pathways, although the report cautions against overstating comparisons with pharmaceutical drugs.

The “during” phase represents consumers actively using GLP-1 drugs, who often face nutritional challenges due to reduced caloric intake. Protein loss, muscle depletion, libido decline, and micronutrient deficiencies can occur, creating demand for products such as protein powders, high-potency multivitamins, sexual health support, and calcium supplements for bone health.

Fibre products may also be effective in addressing common digestive side effects associated with GLP-1 medications.

With just one in three GLP-1 users staying on the drug for a full year or longer, the “after” phase can also target a large market. Consumers discontinuing GLP-1 medications often seek non-pharmaceutical strategies to maintain weight loss and metabolic health.

The NBJ report notes that this group may present significant opportunities for supplement brands focused on sustained muscle health, nutrient replenishment, and metabolic balance.

Nutritional deficiencies and supplement innovation

The appetite-suppressing effect of GLP-1 medications often results in nutritional shortfalls, particularly for protein, micronutrient, and fibre intake. The NBJ report outlines how these deficiencies have created demand for targeted supplement formulations designed for GLP-1 users.

Muscle loss has been identified as a specific concern for GLP-1 users, prompting the development of protein-based meal replacements. High-protein powders, fibre-enriched products, and multivitamins are among the most commonly recommended supplements for this audience.

Condition-specific products, such as collagen and calcium for bone health, and omega-3s for mood regulation, have also been positioned to support overall wellbeing during GLP-1 use.

Regulatory considerations for supplements targeting GLP-1 users

The NBJ report emphasises the importance of regulatory compliance for supplement brands formulating products related to GLP-1 medications.

Current regulations prohibit supplements from claiming to mimic, enhance, or modify the effects of pharmaceutical drugs. However, supplements can be positioned to address specific health concerns such as nutrient deficiencies that may arise during GLP-1 use.

Berberine, often referred to in media coverage as “nature’s Ozempic”, illustrates the risks of non-compliant marketing in this space. While berberine has shown potential for supporting metabolic health, direct marketing comparisons to GLP-1 drugs could attracted regulatory scrutiny due to a lack of equivalent clinical outcomes.

The NBJ report advises supplement brands to focus on health claims backed by clinical evidence, such as “supports healthy blood sugar levels” or “aids muscle retention during reduced caloric intake”.

Positioning products to correct nutrient deficiencies rather than suggesting pharmaceutical-like effects is recommended to avoid regulatory challenges.

Meal replacements remain the largest segment of the weight management supplement market, with projected sales of $5.1 billion in 2024.

Sports nutrition ingredients, including protein powders and amino acids, represent the second-largest category, with sales expected to reach $1.1 billion.

Combination herbal formulas, such as those containing green tea extract or garcinia cambogia, hold a smaller but consistent share of the market.

The report also highlights rising interest in functional ingredients supporting gut health, such as prebiotics and synbiotics, driven by growing consumer awareness of the gut-metabolism link.

These products, often combined with fibre or protein, align with consumer demand for multi-functional weight management solutions.

Scientific validation and shifting consumer expectations

The success of GLP-1 drugs has influenced consumer expectations, with the NBJ report noting an increased demand for measurable health outcomes from weight management supplements.

This shift has prompted greater emphasis on clinical validation, with supplement brands focusing more heavily on trials demonstrating efficacy for claims such as metabolic support and muscle maintenance.

The report points to the importance of transparent product claims and clear differentiation from pharmaceutical drugs in marketing strategies, pointing to a survey showing that “43% of respondents who are thinking about going on a GLP-1 said they would be willing to take a proven-safe natural solution that was half as effective and priced accordingly”.

Emphasising evidence-backed health benefits, such as protein for muscle retention or micronutrients for correcting deficiencies, aligns with both regulatory requirements and evolving consumer preferences.

About the Author

Rik Moors

Content Editor , Informa Markets

Rik Moors is a Content Editor for Fi Global Insights and Ingredients Network, writing about the latest trends and developments in food ingredients and nutrition. As a researcher and journalist, Rik has previously covered topics such as economic development and agriculture for various organisations in Africa and the Middle East.

SUBSCRIBE TO OUR FREE NEWSLETTERS
Get your dose of nutrition science, health ingredient innovations, and nutraceutical R&D!