GLP-1-friendly food ranges are increasingly cropping up in markets where consumers are embracing GLP-1 medications for weight management.
Leading brands such as Nestlé and Congara have introduced such products in the US in anticipation that weight management will be a long-term trend.
This expectation is fast turning into reality: Nestlé is experiencing a healthy demand from both GLP-1 users and non-users, according to the company’s vice-president of brand marketing for frozen meals, Jennifer Barnes, who said that 77% of Vital Pursuit sales came from consumers who aren’t using GLP-1 drugs.
This suggests these products appeal to the wider health-conscious consumer cohort: offering a greater incentive for brands to enter the market.
So should your brand enter the ‘GLP-1 friendly’ meals space? Below we chart some of the pros and cons.
Pro: It’s a high-growth market
The use of GLP-1 medications is expected to increase as these products become more affordable and accessible, meaning that there will be more shoppers on the market looking for food and drink options that support their weight management goals.
Circana estimates that households using these medications, which currently account for 23% of all US households, are projected to represent 35% of all food and beverage units sold by 2030. The number of shoppers who cite ‘weight management’ as their top health goal has increased by 41% since 2021, the Chicago-based market research agency found.
And while more and more brands – as well as private-labels – are launching into the GLP-1 friendly food space, the market is far from saturated.
Dairy companies with products that target weight-conscious consumers include Danone and Lactalis, the former having launched an enhanced protein shake and the latter introducing a yogurt range last year.
Con: Prepared meals are linked to UPFs
A big part of entering the GLP-1 friendly arena is tackling existing negative perceptions about ready meals as unhealthy foods.
Considered a cornerstone of convenience and a staple in Western diets, ready meals are typically loaded with additives, salt and sugar. They are also linked with increased risk of obesity.
This creates a marketing challenge for brands that want to position such ranges to weight-conscious consumers.
A low-risk alternative would be to enter through a different category altogether: for example, minimum-processed dairy or beverages that lean on natural claims.
Pro: Differentiate through strategic fortification
The perception challenges of prepared meals also carry opportunities: brands that focus on nutrition and science-backed claims can win in this market.
Consumers on GLP-1s are health-conscious and typically know what foods they need to support their goals: so appealing to those needs in a targeted way would go a long way to earning repeat purchases.
Formulating meals that deliver key nutrients, such as protein and fiber, but also avoid high sodium and sugar content, would be key.
“When fortification is guided by clear nutrient objectives that are accurately labelled and carefully balanced to limit free sugars, saturated fats and sodium, it can effectively contribute to health and wellness goals of GLP-1 users,” food scientist Kavya Dileep told us.
Con: No ‘GLP-1 friendly’ standard
When it comes to label claims, the lack of standardization of ‘GLP-1 friendly’ is the ultimate con for brands looking to enter this space.
In the US, manufacturers Nestlé and Congara – who were two of the first to launch entire ‘GLP-1 friendly’ ranges – have separately received approvals from the USDA that their use of the claim is not misleading to consumers, since the products also carry sufficient details about nutrient content on pack.
But the lack of a regulated standard means that the market determines the scope of ‘GLP-1 friendly’ foods.
This leaves brands without a formal framework to use in formulating new ranges and having to rely on market research to understand what’s needed to succeed in this space.
Pro: Build authority as a health-focused brand
Because ready meals alone are not enough to support a good diet, food brands targeting weight-conscious consumers need to think about holistically supporting this demographic.
That’s not just about new product development: educating consumers about building healthy dietary habits could go a long way to bolstering brand credibility and trust.
“While these products can be valuable tools during early treatment or busy periods, sustainable, long-term nutrition is best supported by maintaining whole foods as the foundation of the diet and using GLP-1-friendly products selectively as supplements rather than replacements,” Dileep told us.
So far, the market’s focus on protein and fibre already contributes to consumer education and a focus on nutrient density rather than just calories – but it’s important to position these products as helpful tools to meeting dietary targets, particularly during early treatment phases, rather than sustainable, long-term dietary solutions.
Con: Risk of promoting unhealthy habits
GLP-1-friendly ready meals are useful for convenience and targeted nutrition – but they cannot meet all dietary needs alone.
According to Dileep, if consumers treat ready meals as replacements for whole-food alternatives, this can lead to nutrient deficiencies.
“Because portion sizes are typically smaller, users may underconsume key essential nutrients,” she explained. “Many of these products are also highly processed and may lack important phytonutrients and antioxidants that support long-term metabolic health.
“Prolonged dependence on processed GLP-1 foods could result in nutrient imbalances, inadequate fibre intake despite added fibres, and greater reliance on additives rather than whole food-derived vitamins and minerals.”
Brands should therefore clearly position such products as supplementary to a healthy diet, rather than a holistic dietary solution.
