Putting Weight Behind GLP-1 Friendly Foods

GLP-1 is changing the way Americans and global consumers eat, and is just starting to give rise to opportunities for licensing and collaborations. 

The benefits of the hormone GLP-1 were discovered in the mid-1980s. The first FDA approval came in 2005, when Byetta became available for patients with type 2 diabetes; Ozempic followed much later, authorized for the same purpose in 2017. Approvals of GLP-1 drugs for weight management began in 2014 with Saxenda and, notably, in 2021 with Wegovy. In 2023, Zepbound became the first GLP-1/GIP medication approved, offering a combination that seems to be more effective for weight loss than GLP-1 alone. 

When it comes to weight loss, GLP-1 slows the movement of food through the digestive system, which helps suppress appetite. As a result, GLP-1 users eat less, especially in categories such as sweet and salty snacks. And when they make food purchases, they tend to look for products with high protein (to counteract loss of muscle mass), high fiber (to combat digestive issues), and balanced, nutrient-rich formulations. 

Approximately 25 million Americans will be on GLP-1 by 2030, according to J.P. Morgan Global Research, up from about 10 million in 2025, 6 million in 2024, and 5 million in 2023. That calculates to a compound annual growth rate of 25.85% from 2023 to 2030. 

Not surprisingly, retailers and brand marketers are taking a variety of steps to meet the needs of this growing market and partially counteract the sales losses that have resulted from the popularity of these drugs:  

• Calling out products that already meet the needs of GLP-1 users. Kroger has highlighted products in its private-label line and is considering giving them more and better space within the store. Nestlé launched Nestlé Health Science to provide information for users of weight loss therapies and to promote relevant products under its Nature’s Bounty, Garden of Life, and Boost brands. Conagra and its Healthy Choice line are labeling products that are protein-rich, fiber-rich, and low-calorie as “GLP-1 friendly,” with a badge approved by the FDA. McDonald’s is testing higher-protein options that can be billed as GLP-1 friendly. 

• Developing new products specifically for this market. Danone created a cultured dairy drink, Oikos Fusion, targeted toward GLP-1 patients. Full Factor, a protein drink under Nestlé’s Vital Pursuit brand, was also developed to support this audience. And Shiru, an A.I.-powered ingredient-discovery platform, launched the GLP-1 Innovation Alliance, a consortium of companies large and small that will collaborate on creating GLP-1 friendly foods. 

• Entering into collaborations with wellness brands. Partnerships are just starting to emerge. Applied Nutrition, represented by Blonde Sheep licensing, announced Morrison’s as its first licensee to create branded meals and foods. The launch included 53 Applied Nutrition products available in-store and online including Small & Balanced ready meals, developed for GLP-1 users, with high protein, macronutrients, and small portion sizes. Similarly, Weight Watchers, represented by Beanstalk, partnered with DB Foods for a range of chilled and frozen low-calorie and low-sodium protein meals, featuring chicken, lamb, beef, pork, and game. The products meet GLP-1 users’ needs as well as those of others trying to manage their weight. Both deals are for the U.K. market. 

• Promotional partnerships. Serena Williams signed on to promote Ro, a direct-to-consumer prescriber of GLP-1 drugs, of which she is a client, in an advertising campaign. So far few pairings such as this have reached into GLP-1 friendly foods, but it will likely not be long before more come to light. 

Many observers expect demand for these drugs to rise even further as Medicare begins to cover some GLP-1 brands for weight loss purposes, as generic versions of key brands are introduced, and as oral pills, which are easier for consumers to use than the current injections, come on the market. These drivers should also lead to more collaborations, both of the brand ambassador and licensed product variety, involving relevant brands and properties.