Kerry has shared five distinct consumer segments among the population of GLP-1 medication users, defined by their preferences and needs, in order to provide a framework for future innovation and product development in the food, beverage, and supplement industries.

The last four years have seen a 700% increase in the use of GLP-1 medications among American consumers without diabetes, and, according to Kerry’s research, just 6% of that group plans to use the medication for life. This creates opportunity for a market of products supporting broader health goals.

“Our study into GLP-1 consumer segments reveals diverse needs and motivations,” said Elizabeth Horvath, VP of marketing for North America at Kerry. “Understanding these segments allows us to tailor products to meet specific consumer needs, ensuring great taste and effective solutions. Appetites are shifting towards a more holistic and personalized approach to nutrition. Consumers are increasingly focused on positive nutrition, seeking to reduce sodium and sugar intake while enhancing gut and immune health. At Kerry, we have the technologies to help the industry innovate to meet these needs.

“This research indicates a strong appetite for overall well-being beyond weight loss with its study showing that 90% of GLP-1 users incorporating vitamins, supplements, and probiotics into their lifestyles,” Horvath continued. “Our research shows that consumers of GLPs also prioritize stress relief, mental clarity, and cognitive focus, alongside clean energy support. Plant-based proteins and high-protein options that taste great are becoming staples, as are lactose-free dairy products to address digestive discomfort while maintaining a nutrient-dense option in the diet.”

Kerry’s five distinct consumer segments are:

• Dynamic Dad (27%): busy dads balancing health with family life, who are in need of portable, tasty, protein-packed options.
• Trailblazing Trendsetter (25%): wellness-savvy urbanites who are focused on mental clarity, energy, and immunity to help them achieve their goals.
• Future-focused Improver (27%): health-conscious Gen X women are prioritizing long-term health and aging well, and seeking a variety of food, beverage, and supplement options to achieve that.
• Balanced Maintainer (16%): Gen Z-ers are looking to maintain weight with minimal dietary changes, seeking healthy options that don’t disrupt their day-to-day life, and without compromise on taste or enjoyment.
• Steady Sticker (11%): Practical Midwestern women focused on familiar foods and routines.

“Understanding these distinct segments will allow us to work with our customers to tailor their products to meet the specific needs of these consumers, ensuring we deliver solutions that are both effective and trustworthy,” said Horvath.