More than 100 million U.S. adults age 20 and older are obese, according to pre-COVID-19 data from the National Health and Nutrition Examination Survey. Over the past 20 years, the prevalence of obesity has increased from 30.5% to 41.9%. Obesity accounts for nearly $173 billion in medical expenditures in 2019 dollars, according to the CDC.

To address the public health crisis, prescriptions for glucagon-like peptide-1 (GLP-1) agonist drugs are ramping up. As of May 2024, a KFF poll found that 12% of U.S. adults have taken a GLP-1 medication, and 6% are currently taking one of these drugs.

J.P. Morgan Research projected that total GLP-1 users in the U.S. may reach 30 million by 2030, or around 9% of the population.

However, the epidemic of overweight and obesity, as well as diabetes and other metabolic issues, requires a broader menu of solutions, especially considering common side effects of GLP-1 drugs like nausea, vomiting, and diarrhea.

The global weight loss supplement market was valued at $29.96 billion in 2023, according to Grand View Research, which projected the market to grow at a 13.7% CAGR from 2024 to 2030.

“The rising cases of obesity and related health ailments, such as cardiovascular diseases, diabetes, and hypertension, are expected to drive product demand,” according to the report. “The prevalence of obesity has been increasing globally, and this trend has contributed to market growth.”

Meanwhile, the global meal replacement products market is estimated to be worth $14.1 billion in 2024 and is projected to reach a value of $23.1 billion by 2034, expanding at a CAGR of 6.4%, according to a report from Future Market Insights.

“The meal replacement products market has become a fast-growing segment within the overarching health and wellness industry, meeting consumers’ growing needs for convenient, healthy, and functional diets,” the report said. “These include ready-to-eat food and drinks as well as powders and protein shakes that are dietary alternatives to conventional meals but in an easy-to-absorb form.”

GLP-1 Support Systems

A 2024 report from Circana titled “Tapping Into the Global Consumer Well-Being Opportunity,” noted that sales of GLP-1 medicines are expected to reach $133 billion worldwide by 2030. “The use of GLP-1s is likely to continue to drive sales of over-the-counter (OTC) treatments for side effects associated with the drugs. GLP-1 users are showing dramatic increases in health care purchases linked to side effects, spurring retailers like GNC to create dedicated spaces to promote products that treat heartburn, nausea, vomiting and other symptoms.”

Half of Americans say they pay attention to ingredients, Circana’s report noted, and limit intake of certain foods (such as carbs, sugar, and processed foods), while 54% say they eat nutritious food to support their health and wellness.

“High-protein diets and muscle growth are still top of mind for consumers, which is reflected in the 16% growth of protein powders and drinks versus a year ago.”

Alexandra Sowa, MD, is a board-certified obesity medicine specialist who founded SoWell, a DTC brand offering solutions tailored to the needs of GLP-1 users, ranging from at-home metabolic testing kits to its newly launched GLP-1 Support System.

“As a physician specializing in internal and obesity medicine, I have spent over a decade working with GLP-1 patients and understanding their unique needs and challenges. Other products on the market didn’t meet my standards and weren’t developed for GLP-1 users,” said Sowa, the forthcoming author of The Ozempic Revolution (HarperCollins, Winter 2025).

“There is a critical gap in the market when it comes to addressing the side effects and specific requirements of GLP-1 users on their weight loss journey,” she added. “The SoWell GLP-1 Support System is designed to support and enhance the effectiveness of GLP-1 therapies while helping users achieve their health goals more comfortably and effectively.”

The three-part GLP-1 Support System includes  Electrolytes, Protein, and Fiber stick pack supplements. SoWell Electrolytes is designed to help users maintain healthy hydration levels while addressing nausea and fatigue with targeted ingredients like vitamin B6 and trace minerals. SoWell Protein combines 25 grams of whey isolate and collagen protein with digestive enzymes to help consumers maintain muscle mass, skin elasticity, and hair density. SoWell Fiber blends psyllium husk, guar gum, apple pectin fiber, magnesium glycinate, and 7.5 billion CFU of probiotics to balance digestion while promoting long-term gut health.

Companion Products

In May, Nestlé, the largest food company in the world, introduced Vital Pursuit, a new line of foods intended to be a companion for GLP-1 weight loss medication users and consumers focused on weight management in the U.S.

The products are high in protein, a good source of fiber, contain essential nutrients, and are portion-aligned to a weight loss medication user’s appetite, according to the company. The new line is also suited to support a balanced diet for anyone on a weight management journey.

Vital Pursuit is the first food brand from Nestlé intended for GLP-1 users with the goal of complementing the eating habits of millions of Americans who are currently prescribed a weight loss medication or actively working to manage their weight.

“At Nestlé we want to be there for every moment in our consumers’ lives — today and in the future,” said Steve Presley, CEO of Nestlé North America in a statement when the product line debuted. “As the use of medications to support weight loss continues to rise, we see an opportunity to serve those consumers. Vital Pursuit provides accessible, great-tasting food options that support the needs of consumers in this emerging category. We’re leveraging our deep understanding of consumers and nutritional science to stay ahead of the trends that are shaping consumer behaviors, and innovating across our portfolio to deliver products people will love.”

Expected to be available in the U.S. by the fourth quarter of 2024, Vital Pursuit will include a variety of frozen formats such as bowls with whole grains or protein pasta, sandwich melts, and pizzas. The products are portion-aligned and include essential nutrients like protein, vitamin A, potassium, calcium, or iron.

Meanwhile, Nestlé Health Science, a globally managed business unit within Nestlé, has launched a web platform designed to provide nutritional support for individuals on their weight management journey, including those using GLP-1 medications.

Products, resources, and tools are provided across different categories including muscle preservation, gut health, micronutrient intake, hydration, skin and hair health, and weight rebound management.

Gut Health: Front and Center

In April, Supergut, a leading evidence-based nutrition brand focused on the gut microbiome, reached a nationwide partnership with GNC that includes both in-store and online sales, accelerating the company’s retail expansion.

GNC has rolled out its in-store GLP-1 support section designed to provide nutritional guidance and product recommendations related to side effects and often nutritional deficiencies for GLP-1 agonist users.

Supergut is formulated with a patented blend of prebiotic fibers from natural ingredients, including resistant starch and oat beta-glucan, which have been shown to induce more weight loss than other forms of prebiotic fiber. Supergut products include new Gut Healthy GLP-1 Booster (an unflavored prebiotic fiber mix that can be added to foods or beverages), snack bars, and meal-replacement shakes.

“We’re seeing unprecedented demand from consumers and forward-thinking retailers wanting to get ahead of the historic shift we’re experiencing across food, health and nutrition,” said Supergut Founder and CEO Marc Washington. “We’re excited to partner with GNC, which shares our values of scientific validation and customer education. Our goal is to empower anybody with any body to take control of their health.”

Supergut works by nourishing beneficial gut microbes and regulating the production of the hunger-resisting hormone GLP-1, which is naturally produced in the gut after consuming specific types of prebiotic fiber. GLP-1 slows digestion, signals the brain to stop eating and improves the body’s insulin response.

In 2023, Supergut became the first gut-health nutrition brand validated in a gold-standard, peer-reviewed and published clinical study. Published in the journal Diabetes, Obesity and Metabolism, the study showed that Supergut can significantly improve weight management, blood sugar control, digestion, and other health-related quality-of-life measures such as energy, immunity, and sleep.

“We are excited to bring Supergut to our stores within GNC’s first-of-its-kind GLP-1 support section to give consumers a new, clinically proven option to support their wellness journey,” said GNC CEO Michael Costello. “At GNC, we are endlessly searching for the best products backed by science to help our customers achieve better health and live well, and we know those looking to improve their digestive health can turn to Supergut as a recommended natural choice.” 

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About the Author: Sean Moloughney has been the editor of Nutraceuticals World since 2012. He can be reached at smoloughney@rodmanmedia.com.