Rising GLP-1 use creates opportunity for natural dietary supplement retailers

Touted among the most significant medical breakthroughs of this century, blockbuster weight-loss drugs like Ozempic, Wegovy, Mounjaro and Zepbound have captured the zeitgeist.

Developed as type 2 diabetes treatments, glucagon-like peptide-1 (GLP-1) receptor agonists mimic the effects of GLP-1, a hormone produced naturally by the body to regulate hunger and blood sugar. These injectable medications work by slowing down digestion, triggering insulin production and modulating appetite. As soon as Novo Nordisk’s two semaglutide offerings, Ozempic and Wegovy, scored FDA approval as obesity treatments in 2021, demand for this entire class of drugs skyrocketed.  

Today, 12% of U.S. adults have used a GLP-1 medication, according to the latest KFF Health Tracking Poll. Usage jumps to 43% among people diagnosed with type 2 diabetes and 22% of those told by a doctor that they’re overweight or obese. Meanwhile, general awareness of GLP-1 drugs has soared, KFF reports, with 82% of U.S. adults saying they’ve heard at least “a little” about them and 32% having heard “a lot.”

“With one in eight Americans having used one of these drugs, everyone knows someone who has lost weight on this medication,” says Dan Chapman, owner of Sunrise Health Foods, a five-store natural products retailer in northern Illinois, and founder of supplement brand Redd Remedies.

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The trend is only accelerating. J.P. Morgan Research forecasts that by 2030, a whopping 30 million U.S. adults—around 9% of the total population—will be taking a GLP-1 drugs, pushing the total market value over $100 billion.

Supplements complement the GLP-1 journey

The GLP-1 craze is disrupting industries from insurance to biotech to food and beverage. Even the dietary supplements space is affected by the frenzy—and the impact is largely positive, which is rarely the case when Big Pharma scores a win. But as a Wired article from August put it, “the Ozempic-adjacent supplement gold rush is just getting started.”

Because of how these drugs work, their desired effects and their many unpleasant side effects, supplements can indeed be a key component of the GLP-1 journey. In fact, The Vitamin Shoppe named “nutritional support for GLP-1 users” the No. 1 health and wellness trend of 2024, based on sales from its 700 stores, industrywide SPINS sales data and the retailer’s survey of 2,000 U.S. consumers.

There are several ways supplements can help. For one thing, GLP-1s curb hunger, which is what users want, but this effect can introduce problems, especially at first.

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Leigh O’Donnell, head of shopper and category insights at Kantar Retail IQ

“Some people feel so sick that they can’t eat anything; others simply don’t eat because they’re not hungry, so malnutrition can be an issue,” says Leigh O’Donnell, head of shopper and category insights at Kantar Retail IQ, which conducts ongoing shopper research on GLP-1 users. “Additionally, there are sometimes problems with nutrient absorption.”

Concern about nutrient deficiencies is driving up demand for protein shakes, multivitamins, mineral supplements and other nutrient-supplying products. SPINS data show protein supplements and meal replacement sales up 15% for the 52 weeks ending Nov. 5, 2023.  

Beyond filling nutrient gaps, supplements can aid in managing the many side effects of GLP-1 drugs. “Side effects are a big deal,” O’Donnell says. “Our research tracks about 20 side effects, many of them digestive, but also migraines, Ozempic face, hair loss—things that supplements can be a big help for.”

Gastrointestinal woes, from nausea to stomach cramps to constipation, are particularly prevalent. “GLP-1s slow down how fast food goes through system, which is part of what helps you feel fuller, but it also makes food exit the system more slowly,” O’Donnell says. “So most people need a digestive aid, a stool softener or fiber-based product, to help with late digestion.”

Chapman says a variety of solutions may address GLP-1 users’ GI issues, including probiotics, papaya enzymes and herbal teas to calm digestion.

Unintended muscle loss, which often accompanies rapid weight loss, is another common concern—and another reason why protein products are flying off shelves. Chapman recommends easily digested protein supplements, such as whey, to help maintain muscle.

Natural alternatives to GLP-1 drugs

Actual prescriptions aside, the GLP-1 craze has elevated the larger conversation around weight management and blood sugar control. Plenty of consumers want to get and stay lean without using a pharmaceutical, while others hope to maintain a healthy weight after transitioning off a GLP-1 medication—and the latter group is growing. New research from Blue Cross Blue Shield reveals that, among 170,000 patients using a GLP-1 for weight management, 58% discontinued use before reaching a clinically meaningful health benefit.

Citing today’s “heightened focus on weight control,” The Vitamin Shoppe’s Health & Wellness Trend Report 2024 report notes “an increased interest in nonpharmaceutical alternatives for healthy weight management,” and within that, “a swell of interest in natural options that may help maintain healthy blood sugar levels.” Berberine is a big driver of this category, thanks to a viral TikTok that dubbed it “nature’s Ozempic.”

The Vitamin Shoppe’s blood sugar control category grew almost 40% in 2023, according to its trends report. Sales of the retailer’s own-label Advanced Blood Sugar Support, which blends berberine, chromium and Ceylon cinnamon, were up almost 70% in Q1 of 2024. Other popular products for blood sugar control include vitamin B1, chromium, cinnamon and Gymnema sylvestre.

GNC is experiencing similar trends. “We’ve seen strong demand for products that support blood sugar management, which are particularly popular among customers curious about GLP-1 or those transitioning off these medications,” says Mark Butera, vice president of merchandising. “Key products like protein powders, fiber supplements and berberine-based solutions, as well as GNC’s own Total Lean Glucatrim, have all seen a spike in popularity.”

Naturally, the mounting interest in natural alternatives to GLP-1 drugs has spawned a flurry of new product launches. Even Kourtney Kardashian Barker is getting in on the action. In September, the reality star’s gummy supplement brand Lemme launched GLP-1 Daily, calling it “the world’s first GLP-1 supplement with three clinically studied ingredients shown to naturally boost your body’s GLP-1 levels, reduce hunger and support healthy weight management.”

Supergut, maker of gut-healthy prebiotic shakes, bars and powder mixes, existed well before Ozempic became famous, but the brand recently recentered its marketing around GLP-1. This was prompted by the January 2023 publication of a groundbreaking human clinical trial confirming that Supergut’s shake boosts GLP-1 naturally, along with supporting healthy blood sugar levels and weight loss. Since repositing, Supergut sales grew roughly 4X from the end of 2023 to mid-2024, says founder and CEO Marc Washington.

“Supergut is a helpful natural alternative for those who don’t want to use a drug but want to maintain healthy weight over time and boost their body’s own GLP-1 naturally,” Washington says. “We’re also a great option for someone who wants to cycle off GLP-1 but sustain the results.”

Mark Butera, VP, GNC; Marc Washington, founder and CEO, Supergut; and Dan Chapman, founder of Redd Remedies.

Retailers’ role in the GLP-1 age

Amidst the rapid rise in GLP-1 prescriptions and the increased attention on healthy weight management in general, there is a “huge and increasing information gap,” Washington says. “While pretty much everyone has now heard of Ozempic, not everyone knows that GLP-1 isn’t just a drug—it’s actually a hormone that your body creates.”

Beyond that, many people taking a GLP-1 agonist “still don’t fully understand the full ramifications of what they’re getting into,” Washington says. “They don’t know how to manage the process, what side effects to anticipate, how to mitigate or manage those side effects or how to make sure they’re getting the right nutrients in their diet.”

This is true for patients prescribed a GLP-1 by their own physician, but it’s especially common among the growing number of consumers accessing the drugs in other ways, from med-spas to online. As a result, GLP-1 users “have a ton of questions, especially at the start of the drug,” O’Donnell says. Many, she adds, could potentially use the help of retailers who not only sell supplements but can clear up confusion and offer guidance.

“We to do our part to educate as a brand, but there is a significant role for retailers here,” Washington says.

Kantar Retail IQ’s research proves that GLP-1 users are actively seeking this type of help. “One stat that blows me away is that 50% to 60% of GLP-1 users have switched their go-to retailer for groceries and household essentials since starting the drug,” O’Donnell says. “What they are looking for is a lot more health and wellness information. They want a retailer that can help them navigate this new, confusing world. About half of GLP-1 users, our research shows, are working hard to eat better.”

Clearly, this presents a significant opportunity for natural and specialty retailers. “Walmart, though they do many things well, they are never going to have someone standing in the aisle to help,” O’Donnell says. “But small and independent retailers often do. That’s the magic of a smaller, consultative shop.”

GNC, left, and The Vitamin Shoppe have created special displays of dietary supplements, digestive aids and meal-replacement options for people using GLP-1 medications or looking for alternatives. Photos provided by retailers.

Specialty retailers go all in on GLP-1

The major players in the specialty supplements channel have embraced these opportunities wholeheartedly. In April, GNC launched a section devoted to nutritional support for GLP-1 users in each of its 2,300-plus stores, with Supergut as the anchor brand. So far, this effort has been a smashing success.

“GNC’s GLP-1 support section has performed exceptionally well, and the entire weight management category has been seeing impressive growth,” Butera says. “The category has attracted the highest number of new customers that we’ve seen in several years, driving a more than 30% increase in sales.”

To better serve these shoppers, “We’ve completely remerchandised the weight management section across our stores, grouping products by clear goals and objectives to ensure you can quickly identify the solutions that align with your health journey,” Butera says. “We’re offering targeted support for those exploring or transitioning from GLP-1 agonists.” GNC is also ramping up education for its team, he adds, to support customers with in-store advice.

The Vitamin Shoppe has taken a similar approach, debuting GLP-1 Nutrient Support sections in its stores and online in May. But the retailer has also entered the prescription game, rolling out Whole Health Rx, a virtual care platform that offers access to GLP-1 meds via licensed medical providers, along with educational resources and supplements. These efforts have more than paid off, as evinced by surging sales across related categories.

“The specialty supplements channel is really going well, not just from a sales standpoint but from an education standpoint as well—and that’s one reason why we wanted to partner with GNC and now Vitamin Shoppe,” Washington says. “A key aspect of these relationships is both what they can provide us in terms of access and exposure but also what we provide in terms of education, new customers and new use cases to seek out solutions at these stores.”

Online supplement retailers also betting big on GLP-1. iHerb has created an entire GLP-1 Support category featuring nearly 4,700 products. And though Amazon doesn’t have a specific GLP-1 support section within its Vitamins, Minerals and Supplements category, a quick search for “GLP-1” spits out hundreds of products.

The Ozempic era is even promoting big CPGs to move further into e-commerce. In June, Nestlé Health Science launched GLP-1nutrition.com, providing comprehensive support for people taking GLP-1 medications for weight loss. Along with offering access to registered dieticians, nutrition coaching and a community platform, the site sells curated products from Nestlé brands like Nature’s Bounty, Boost, Vital Proteins and Garden of Life, even inviting shoppers to “Build Your GLP-1 Bundle” by health need.

Sarah Super, wellness strategist at INFRA

Natural channel retailers more cautious

Natural product retailers’ embrace of the GLP-1 phenomenon is more varied. Few have attacked the trend as eagerly as the specialty supplement chains or online supplement sellers—and there are many valid reasons for that.

For one thing, most natural-channel stores sell predominantly food. Therefore, unlike GNC, The Vitamin Shoppe or iHerb, their wellness departments are not their sole focus. Also, natural retailers don’t typically chase trends, especially those centered around prescription drugs.

However, the GLP-1 craze is fairly unique. “Even though this trend was generated in Big Pharma, it is creating a significant impact on health overall,” Washington says. “It is creating an opportunity for nutrition to have an even bigger role in long-term sustained health outcomes of people.”

In other words, the windfall—new customers, new questions, new supplement use cases—is there for natural products retailers to catch.

And some definitely are. Erewhon was an early embracer of the GLP-1 craze. In fact, the trendy SoCal outpost was Supergut’s first retail partner, starting in January, before GNC or Vitamin Shoppe. Erewhon even invited the brand to place “shelf talkers with a few bullet points about the value proposition of gut-healthy GLP-1 superfoods,” Washington says. Since then Supergut has launched at Fresh Thyme, Bristol Farms, Central Market, Gelson’s and a few other natural chains, placing the brand in thousands of retail doors.

Overall, Chapman thinks GLP-1 is an important topic for natural products retailers to understand and be ready to address. Though Sunrise Health Foods hasn’t necessarily gained customers because of the GLP-1 craze, “certainly, our current customers have questions about Ozempic and other GLP-1 drugs,” he says.

“Customers want to know if it is worth the risk,” Chapman continues. “They seem to all know there is a lot of risk, but it is tempting to take that risk when they struggle with weight. Specially, many ask about potential side effects and how to reduce or counteract them, he adds, as well as what happens after quitting one of these meds.

“This is a topic that is not going away, and I think it would be helpful to have a place in stores to let customers know that there are healthy options,” he says. “It is important to understand some of the reasons people use a medication like this. One, significant cravings; two, a desire to lose weight and the struggle to manage blood sugar, which significantly drives weight management.” Then, with those reasons in mind, Chapman says retailers can look at what products they can suggest to customers who’d prefer to use a natural product than a drug.

Sarah Super, wellness strategist at INFRA, also advises independent natural products retailers to stay abreast of this trend.

“The wellness departments in our stores need to be aware of anything at all that could positively affect a customer service experience—yes, it’s high bar,” Super says. “With the rise in GLP-1 usage, supplements that support blood sugar, metabolism and overall digestion need to be top of mind for merchandising and educational opportunities.”

Washington believes there is still time for natural retailers to be leaders in this area.

“There is a significant opportunity for the natural channel to be at the forefront of GLP-1 nutrition, just like it has been at the forefront of so many other consumer health trends, like gut health,” Washington says. “Because one, there is a need; two, there is education involved. It’s complex, right? Supporting people in their nutritional needs is what our industry has done a good job at, and now retailers can really support people on the GLP-1 journey.”