Gens X, Y and Z may each be profitable target markets, but when it comes to grocery store sales, companies are tailoring products to the next big demographic, Generation GLP-1, emboldened by data predicting that by 2030, more than a third of all food and beverage spending will be by people receiving GLP-1 weight-loss/diabetes therapy. 

But while ‘GPL-1-friendly’ labels are already appearing on packaged meal and snack labels, the nutritional needs of those consumers’ may be more complex than previous booming dietary trends.

As opposed to low-calorie, low-carb, and other dietary trends that rely on specific numeric targets to be successful and can be marketed as such, GLP-1 therapy suppresses the appetite enough that strict adherence to any particular dietary regime isn’t necessary for successful weight loss. 

The being said, experts urge that in attempting to cater to the nutritional needs of Gen GLP-1, scientific evidence should be the guide.

“As ‘GLP-1-friendly’ products proliferate, we need to anchor recommendations in evidence, not branding,” Ryan Kane, MD, an assistant professor with the Food is Medicine Institute at Tufts Friedman School of Nutrition Science and Policy, Tufts University School of Medicine, Boston, told Medscape Medical News.

“‘GLP-1-friendly’ is often more marketing than medical,” he cautioned. 

“Though we encourage higher protein, lower calorie, and higher fiber nutritional profiles of foods while on GLP-1 therapy for weight management, we also encourage the consumption of whole foods over highly processed foods, which are often the foods labeled as ‘GLP-1-friendly’.’”

In fact, as concerns of the health effects of ultra-processed foods grow ever louder, people on GLP-1s are among those even more at risk, Kane noted.

“Highly processed, nutrient-poor foods are particularly problematic in the setting of appetite suppression because they displace essential nutrients,” he explained. Instead, “emphasis should be placed on protein-forward, fiber-rich, nutrient-dense foods in smaller, tolerable portions.”

Sales Trends Reflect GLP-1-Related Dietary Changes 

Recent marketing data speaks of the key buying trends that are emerging among GLP-1 users, with one study, published in the Journal of Marketing Research, showing that households with at least one individual treated with a GLP-1 medication had an average reduction in grocery spending of 5.3% within 6 months of starting the medication, with higher reductions of 8.2% in higher-income households.

Of note, some of the largest reductions in spending were for concentrated calorie-dense, processed categories, including a 10.1% decline in savory snacks, while some healthier categories showed increases in spending, with the largest increase in purchases of yogurt, followed by nutrition bars and meat snacks.

In addition, decreases of 8.0% were reported in spending at fast-food chains, coffee shops, and limited-service restaurants. 

Importantly, about one-third of users stopped taking the medication during the study period, and when they did, their food spending reverted to pre-GLP-1 levels — with increased spending on categories such as candy and chocolate, the authors report.

“These findings highlight the potential for GLP-1 medications to significantly change consumer food demand, a trend with increasingly important implications for the food industry as GLP-1 adoption continues to grow,” conclude the authors from the Charles H. Dyson School of Applied Economics and Management in the Cornell SC Johnson College of Business, in Ithaca, New York. 

Separate data from Circana, meanwhile, shows that nearly a quarter of US households (23%) currently have consumers on GLP-1s, and by 2030, 35% of food and beverage purchases in the US are expected to be made by GLP-1 users, “signaling a critical need for retailers and manufacturers to adapt,” the authors of that study note.

‘GLP-Friendly‘ Products 

Specific products already appearing in grocery store freezers include Nestle’s Vital Pursuit high protein frozen meals, described by the company as being “high in protein, a good source of fiber, contain[ing] essential nutrients, and portion-aligned to a weight loss medication user’s appetite.”

Other companies are making the most of existing products that may fit the loosely defined dietary needs of GLP-1 users by adding “GLP-Friendly” labels to packaging, including some of Conagra’s Healthy Choice meals, promoted as being high-protein, with healthy fiber and calorie counts.

Smoothie King has meanwhile launched its own GLP-1 friendly products, including “Almond Berry” and “Mango Green” GLP-1-friendly shakes that boast 20 grams of protein or more, in addition to being “rich in fiber with 0 g of added sugar,” the company reports.

Of note, “GLP-Friendly” labels do not represent any kind of validation from the US FDA.

What Medical Society Guidelines Say 

Key medical society recommendations providing guidance on nutritional priorities to support GLP-1 therapy include a joint advisory issued by the American College of Lifestyle Medicine, the American Society for Nutrition, the Obesity Medicine Association, and The Obesity Society, which suggests a focus on “ ensuring nutrient adequacy” while on GLP-1 treatment.

“To support this, clinicians should emphasize a diversity of nutrient-dense, minimally processed foods such as fruits, vegetables, whole grains, legumes, lean proteins, nuts, and seeds,” the advisory recommends.

In addition to ultra-processed products, other foods that should be avoided include refined carbohydrates (ie, refined grains, flour, starches, sugars), sugar-sweetened beverages, red and processed meats, most fast foods, and savory snacks, the authors note.

Kane, who is a co-author on the advisory, adds that “patients may also need to limit high-fat or large-volume meals that exacerbate gastrointestinal symptoms.”

“Hydration and resistance training should also be clearly emphasized alongside dietary guidance,” he added. 

Furthermore, “talking regularly with your medical team is key to make sure you are optimizing your health on a GLP-1 and tailoring your dietary intake to your unique needs,” he said. 

Deficiencies Add Further Clues to GLP-1 Nutritional Needs 

Evidence shedding further light on the dietary needs of people on GLP-1s is found in studies showing the types of deficiencies that have been reported with the treatment.

In one recent review of six studies, and a total of about 480,825 adults with obesity and/or type 2 diabetes treated with GLP-1 drugs, 12.7% of patients were reported to have developed a newly diagnosed nutritional deficiency after 6 months of the treatment, with the most common deficiency being vitamin D, observed in 7.5% of patients and 13.6% after 12 months. 

In addition, iron depletion was common; GLP-1 users demonstrated 26%-30% lower ferritin levels than patients in a comparison group of SGLT2 inhibitor users. And more than 60% of users consumed lower than required levels of calcium and iron.

Lean mass loss, a common concern not only with GLP-1 weight loss but also with most other types of significant weight loss methods, was associated with protein and calcium insufficiency.

Importantly, “patients [on GLP-1s] can lose up to 2 kg of lean muscle mass,” senior author Benjamin Clapp, MD, Texas Tech University Health Sciences Center, El Paso, told Medscape Medical News.

For that reason, the emphasis on protein is indeed especially relevant for GLP-1 users, Clapp noted. 

“Protein is the big buzzword — even Starbucks has gotten in on the act,” he said. 

Considering the observed losses in lean muscle mass, “patients should work on taking in protein and also be cognizant that they need a balanced diet, or at least supplementing, especially when GLP-1’s have such a strong effect on food intake.”

The joint GLP-1 advisory supports that suggestion, recommending that “dietary supplements can be proactively considered for at-risk nutrients, such as vitamin D, calcium, B12, or a multivitamin-mineral tablet, at appropriate doses and tailored to each person’s needs.”

Clapp added that, in addition to the loss of lean mass, the deficiencies in general aren’t necessarily unique to weight loss from GLP-1 treatment — similar effects are observed with substantial weight loss from most causes. “Bariatric surgery also has the same deficiencies,” he noted.

Ultimately, individuals “need to look at every aspect of their weight loss journey, [as opposed to just relying on a shot or pill and that being their only involvement,” he said.

“Diet, good nutrition, supplementation, exercise, and lifestyle all play important roles.”

Clapp is a consultant and proctor for Intuitive Surgical, a consultant for Medtronic and a consultant for Endolumik. Kane had no disclosures relevant to GLP-1 medications or marketing.