Analyst's Take: GLP-1 drugs and the supplement industry's roleAnalyst's Take: GLP-1 drugs and the supplement industry's role

This is the Ozempic age, and it’s undeniable in media, in marketing and in the aisles of industry tradeshows. Indeed, the current and potential market impacts of GLP-1 drugs—and how weight loss supplements can play a role in the consumer journey—are among the hottest topics in the supplement industry.

There are two main market opportunities: supporting the nutrition of those consumers who are taking GLP-1s, and providing a natural weight-loss supplement to replace the need for or provide follow-up maintenance after a pharmaceutical. Much is being covered about how to tap into this market opportunity, but there’s a dearth of data on what the drugs’ users are looking for during and after use of the drugs.

To fill this gap, NBJ surveyed over 7,000 U.S. consumers about their relationship with GLP-1 drugs to get a better understanding of who’s interacting with these products, and where they are in their journey. In this sample population, results showed that 16% of respondents say they’re “currently taking one of these medications for weight-related concerns,” 8% have “previously taken it but no longer do” and 13% say they “have not taken it yet but would consider it in the future for weight-related concerns.” These data points show us the different market opportunities based on where the consumer is in their weight-loss journey. But, inevitably, the size of the “previously taken” user base will continue to increase, considering that 83% of those respondents say they were on the drug for a year or less. This is a crucial group to understand.

Notably, more than half of these former GLP-1 drug users are now eating more healthy whole foods, and nearly half are eating more protein and a third are eating fewer processed foods. More than half of these previous users said they take supplements either daily or often, showing us that even when off the drug, supplementation is a part of their routine.

For 2024, NBJ estimates the weight management condition to be a $7.21 billion market, on track to grow 7% into 2025. If the industry responds to consumer needs around GLP-1 drugs, this growth estimate will prove conservative. The opportunity is clear: with more consumers seeking a balance from both natural solutions and pharmaceuticals (in this case, whether it’s because of affordability or avoiding negative side effects) it’s important to meet these consumer needs. Find out what product characteristics and ingredient profiles consumers are looking for when seeking weight management solutions in NBJ’s recently published Supplements in the Ozempic Age Special Report.

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