What’s driving growth in the GLP-1 food and beverage market? Summary
- GLP-1 market now worth $53bn with 17.46% annual growth rate
- UBS predicts 40 million global GLP-1 users by 2029
- Major brands launching GLP-1 friendly meals, snacks and desserts
- Regulatory risks slowing broader industry adoption
- Smart reformulation needed to balance satiety, cost and brand appeal
The GLP-1 market remains one of the great unknowns in food and beverage. That’s mostly because it really only entered the mainstream in the past five years.
But, while it might be new to many, it’s amassed a huge global following, taking the GLP-1 market value to $53bn (€45bn), with a hefty CAGR of 17.46% (market analysts Grand View Research).
What’s more, financial services firm UBS predicts the number of GLP-1 users worldwide will hit 40 million by 2029.
As a result, many food and beverage manufacturers are speedily innovating to get GLP-1-friendly products to market as soon as possible.
F&B innovating for GLP-1
Some of the biggest food and beverage manufacturers in the business are launching GLP-1-friendly products. This includes industry giant Nestlé, which introduced its Vital Pursuit ready meal range as a “companion” for GLP-1 weight loss medication users.
“At Nestlé we want to be there for every moment in our consumers’ lives,” said Steve Presley, CEO of Nestlé North America, when the range was released last year. “As the use of medications to support weight loss continues to rise, we see an opportunity to serve those consumers.”
In the dessert aisle, ice cream brand Two Spoons has launched its first high-protein ice cream with “GLP-1-friendly ingredients”, and sweet treats brand Sweet Freedom now markets itself as being “perfect for GLP-1 users”.
Meanwhile, multinational General Mills is taking a more subtle approach, developing newer versions of its legacy brands to fit GLP-1 consumer needs. Cheerios, for example, has launched Cheerios Protein.
And, US food manufacturer Conagra Brands has added “GLP-1-friendly” claims to its existing Healthy Choice frozen meals range.
Health-focused brands are also leaning in to the GLP-1 food and beverage space. Many are introducing high-protein, high-fibre, and nutrient-dense foods that are aimed at helping consumers maintain muscle and energy while eating less.
“These brands use terms like ‘balanced’ and ‘nutrient-rich’, but avoid direct references to GLP-1,” says Nandini Roy Choudhury, principal consultant for food and beverage at Future Market Insights.
But, despite the noticeable industry shift towards supporting GLP-1 users, there are still some manufacturers that are yet to enter the space. Why?
F&B manufacturers avoiding GLP-1
Despite the huge NPD opportunities created by the GLP-1 boom, food and beverage manufacturers also face significant challenges. The first of which is regulation.
“GLP-1 claims, such as ‘supports GLP-1′ can trigger scrutiny from regulators and consumers," warns Future Market Insights’ Choudhury.
Added to this, regulators are analysing the safety of the drugs themselves and any negative outcomes could reflect badly on brands associated with them.
“Regulators have looked into safety signals like mood changes and suicidality with these drugs. No direct link was found, but the scrutiny continues,” says Choudhury. “A brand that markets too aggressively to GLP-1 users could easily be caught in negative headlines.”
Counterfeits, says Choudhury, are another issue. Fake semaglutide has already appeared in legitimate supply chains. If a brand appears too close to the hype, it risks being associated with those counterfeit concerns.
Added to this, GLP-1 use is growing but uneven by category and country.
“Over-pivoting away from indulgence could forfeit profitable occasions if impact proves smaller than feared,” says Choudhury. “Recent CPG commentary still shows mixed signals on category impact.”
Moreover, brands risk alienating loyal customers if they start to introduce explicit “for GLP-1 user” products.
Finally, though not to be overlooked, brands are grappling with cost concerns.
“Reformulating for satiety (more protein, fibre etc.) can raise the cost of goods sold (COGS), and smaller portion packs challenge line efficiency and price-pack architecture if not offset by premiumisation,” Choudhury explains.
Having said that, if manufacturers tread carefully, then the payoff could outweigh the costs, as the GLP-1 consumer base grows.
Navigating the GLP-1 frontier
The GLP-1 boom is undeniably reshaping consumer behaviour, and with it, the food and beverage landscape.
While the market’s rapid growth presents a golden opportunity for innovation, it also demands a nuanced approach. Brands must balance agility with caution, ensuring product development aligns with evolving consumer needs without alienating core audiences or attracting regulatory scrutiny.
Ultimately, the winners in this space will be those who listen closely to both science and sentiment, crafting products that are not only GLP-1-friendly, but broadly appealing, nutritionally sound, and responsibly marketed.
As the category matures, it’s clear that GLP-1 is not just a fleeting trend, but a signal of deeper shifts in how consumers think about food, health, and wellness.
The question now is not whether to engage, but how to do so successfully.
Tips for brands considering GLP-1 innovation
- Quantify the “GLP-1 shadow” by category (switching, portion size, trip/basket effects) using panel data and retailer telemetry before reformulating at scale.
- Run A/B product sprints: a protein+fibre reformulation and a portion-smart pack vs current hero SKU in 2–3 test markets, read through retail media and loyalty datasets in 8–12 weeks.
- Claims & compliance guardrails: Avoid drug-adjacent phrasing; anchor on satiety, protein, fiber, micronutrients, and balanced diets (region-specific substantiation).
- Portfolio “hygiene”: Prune low-velocity indulgent tail SKUs; upgrade icons with smaller packs / no-artificial / better macros; protect taste first.
- Scenario plan for GLP-1 access (supply/reimbursement) and competitive responses, tie to S&OP and price-pack architecture.
Source: Future Market Insights
Want to learn more about weight management in the GLP-1 era?
How is the food industry responding to the rise of GLP-1s like Ozempic or Mounjaro?
From reformulation to portion control, appetite suppression to satiety science - the GLP-1 revolution is reshaping how we think about food innovation and weight management.
Join us at our free digital summit to hear from leading experts, brands and researchers tackling the big questions:
- What role can food play in supporting GLP-1 users?
- How are consumer needs and expectations evolving?
- What are the opportunities for innovation?
Weight Management: Food Innovation in the GLP-1 Era will be broadcast 13 & 19 November 2025.
