GLP-1 medications have dramatically changed the weight management landscape, offering a promising treatment strategy for obesity.
Originally developed to treat type 2 diabetes, these therapies are now widely used to support weight loss and overall health. GLP-1 medications include: Semaglutide (Ozempic, Wegovy), Liraglutide (Saxenda) and Tirzepetide (Mounjaro, Zepbound).
In the UK alone, around 1.6 million people reported using GLP-1 therapies, highlighting both their popularity and their growing impact on dietary choices and consumer behaviour. These medications have prompted GLP-1 users to reduce both restaurant dining and grocery spending. There is also a notable shift in the types of foods being purchased. Recent market trends show decreased demand for confectionary, salty snacks and baked goods, alongside a growing preference for fresh produce, protein-rich snacks, healthier ready-to-eat meals and products that promote gut and metabolic health.
What are GLP-1s?
GLP-1s, or glucagon-like peptide-1 receptor agonists, mimic a naturally occurring hormone released from the small intestine after eating. Tirzepatide also acts on a second hormone called glucose-dependent insulinotropic polypeptide (GIP). These medications are intended to be used as an adjunct to, and not a replacement for, healthy lifestyle interventions, such as balanced nutrition, physical activity and behavioral changes, which are essential for long-term, sustainable weight loss.
GLP-1s work through several key mechanisms:
- Reducing appetite by acting on areas of the brain that control satiety
- Slowing food digestion in the stomach to promote fullness
- Help control blood sugar by acting on the hormones insulin and glucagon
These effects often lead GLP-1 users to eat smaller, more intentional meals. With reduced appetite and lower energy intake, many GLP-1 users are opting for nutrient-dense foods, such as lean proteins and high-fibre choices.
Clinical Benefits
GLP-1 therapies offer a wide range of clinical benefits:
- Support blood glucose control and management of type 2 diabetes
- Promote significant weight reductions (up to 30% in some individuals)
- Improve cardiovascular health and slow kidney function decline
There are also promising benefits of GLP-1 therapies in neurodegenerative conditions (such as Alzheimer’s disease), certain psychiatric disorders, and inflammatory or metabolic conditions such as polycystic ovary syndrome (PCOS).
Despite their effectiveness for weight loss, GLP-1 therapies are not without challenges. Rapid weight loss can lead to loss of muscle mass and bone density which reduces strength, impairs physical function and increases the risk of falls and fractures. GLP-1 users may also face potential nutrient gaps and gastrointestinal side effects such as nausea or constipation. Dietitians and healthcare professionals play a vital role in providing nutritional guidance to prevent these deficiencies and optimise overall health. Furthermore, individuals that choose to discontinue GLP-1 therapy require nutrition support to maintain healthy lifestyle habits and minimise the risk of weight regain – yet not all users have access to this support.
The shift in consumer behaviour and gaps in nutrition support for GLP-1 users are opening new opportunities across the retail and digital healthcare market.
Opportunities for Retailers
Retailers can play a key role in supporting GLP-1 users by offering nutrient-rich products, recipe ideas, and tailored recommendations. Through personalised nutrition and smarter product discovery, retailers can help consumers make healthier choices and enjoy a seamless shopping experience. This approach not only meets individual needs but also builds customer trust, loyalty, and long-term engagement.
Up Next: GLP-1s and Nutritional Priorities
GLP-1 therapies are reshaping how people approach food, driving weight loss while also introducing nutritional challenges. In our next blog post, we’ll explore the key nutritional priorities for GLP-1 users, including essential nutrients to maintain muscle mass and prevent micronutrient deficiencies.
References
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