GLP-1 companion supplements and post-medication nutrition tap metabolic health demand
The adoption of GLP-1 medications by an estimated 12% of U.S. adults is driving a market shift toward functional foods and companion supplements. Industry leaders from ADM, Kerry, Saanroo, and Gnosis by Lesaffre report increased demand for protein, fiber, and biotics to manage muscle loss, nutrient deficiencies, and weight maintenance after therapy.
Silvia Pisoni, global operational marketing director at Gnosis by Lesaffre, describes GLP-1 receptor agonists (RAs) as a paradigm shift in treating obesity and overweight. She predicts the class of drugs will remain the primary tool for appetite and weight control for years. Pisoni notes the U.S. FDA has approved some of these medications for cardiovascular disease because they help lower blood pressure and improve cholesterol profiles.
Research is also exploring these drugs as treatments for chronic inflammation, neurodegenerative diseases, and fatty liver, according to Pisoni.
Why are GLP-1 users shifting toward functional foods?
Most users do not intend to stay on the medication indefinitely. Vivien Sheehan, VP of Business Development at Kerry, cites research showing only 6% of GLP-1 users plan to use these medications for life.
This creates a demand for “clinical-adjacent nutrition” that maintains the pleasure of eating, Sheehan says. Kerry’s research indicates 90% of GLP-1 users already incorporate probiotics, supplements, and vitamins into their lives to support mental clarity, stress relief, and clean energy.
Maggie McNamara, VP of Global Marketing at Saanroo, says the conversation has expanded from simple weight loss to a broader focus on nutrient density, body composition, and appetite awareness. She expects this shift to accelerate the development of protein-rich foods, powders, and beverages.
What nutritional risks accompany GLP-1 therapy?
Pisoni warns that GLP-1 users face significant nutrient inadequacies. She highlights vitamin K2 as critical for strengthening bones and protecting arteries. Muscle loss is another common side effect of the dramatic weight loss associated with these drugs.
To preserve lean body mass, Pisoni cites a study recommending whey protein for users who engage in resistance exercise. She also identifies beta-hydroxy-beta-methylbutyrate and creatine monohydrate as supplements that support muscle maintenance.
Gastrointestinal distress and heightened gut sensitivity are also common, according to Pisoni. She suggests that companies developing ingredients for this market must disclose potential stomach upset in their marketing materials.
How do industries support users transitioning off medication?
Alicia Humpert, global marketing director of Microbiome at ADM, states that metabolic health support is “top-of-mind” for those stopping therapy. This is because research finds users may regain up to two-thirds of their lost weight within one year of discontinuation.
Humpert suggests that prebiotic fibers and biotics could help manage this transition. For instance, Fibersol may increase the appetite-regulating hormone GLP-1 as a normal physiological response when consumed at 10g with a meal. At doses of 4–6g per meal, it may also help reduce post-meal blood sugar levels.
To improve digestive comfort, Humpert highlights lactase enzyme technology. This allows manufacturers to create lactose-free high-protein drinks and Greek-style yogurts, which helps users maintain consistent protein intake.
Kerry is responding by developing “biotics” that do not require refrigeration and remain effective over their shelf life. Sheehan identifies BC30 probiotics and Plenibiotic postbiotics as solutions for protein absorption and digestive health.
Who is the typical GLP-1 consumer?
Kerry’s research has identified five distinct consumer segments. These include “Dynamic Dads” who are family-focused, “Trailblazing Trendsetters” who are wellness-savvy, and “Future-Focused Improvers” who prioritize long-term health.
The remaining segments are “Balanced Maintainers” and “Steady Stickers,” both of whom focus on practical, long-term health strategies, according to Sheehan.
McNamara of Saanroo cautions that this category must rely on rigor and clarity rather than hype. She argues that innovation only happens when practical application and responsible positioning are linked to solid science.
Frequently Asked Questions
What percentage of U.S. adults have used GLP-1 therapies?
Research estimates that 12% of adults in the country use or have used these therapies.
What happens to weight loss after stopping GLP-1 medications?
According to Alicia Humpert of ADM, research indicates that users may regain up to two-thirds of the weight lost within a year.
Which supplements are recommended to prevent muscle loss during GLP-1 use?
Silvia Pisoni mentions whey protein (for those doing resistance exercise), creatine monohydrate, and beta-hydroxy-beta-methylbutyrate.
How do you think the rise of metabolic wellness products will change your grocery shopping habits?