The GLP-1 Opportunity is Bigger Than the Drug Users
Around one in ten Americans now take GLP-1 drugs for weight loss and blood sugar control. That figure is only set to rise. Food and beverage brands are rushing to capture this audience with specially designed products. Nestle launched Vital Pursuit, a line of foods pitched as a companion to GLP-1 medication. Danone introduced Oikos Fusion, the first yogurt drink specifically catering to weight loss medication users.
But the commercial math is simple: nine in ten Americans do not take GLP-1 drugs. How brands message around that reality will determine whether these products succeed or fail.
The Halo Effect Works in Both Directions
Gary Stibel, founder and CEO of consultancy New England Consulting Group, argues that GLP-1-positioned products carry a "healthy halo effect" because consumers understand they are nutritionally optimized. GLP-1 users do have specific needs: more protein, more nutrients, more hydration.
But Stibel says many of these needs overlap with the broader population. Nearly half of the US population simply does not drink enough water, according to research from Civic Science. By focusing your marketing on hydration and its importance for GLP-1 users, you also reach the much larger group of people who are not on the drugs. "If you do a good job of capturing people on GLP-1s, you're also going to do a good job of capturing people not on GLP-1s," Stibel said.
Avoid the "GLP-1 Friendly" Label
John Scheer, co-founder and chief creative officer of healthcare brand agency Hermann Scheer, warns that slapping "GLP-1 friendly" on a label feels clinical and creates stigma. It signals to the majority of shoppers who are not on the drugs that the product is not for them.
Instead, Scheer recommends that brands highlight benefits that appeal to all consumers. "Smarter health-focused brands are instead introducing high-protein, high-fiber, and nutrient-dense options using terms like 'balanced' and 'nutrient-rich,' while avoiding direct references to GLP-1. This approach is more inclusive and more durable," Scheer said.
This messaging strategy also sidesteps potential regulatory risk. Regulators may consider direct GLP-1 references as disease-related or health-related claims. No court cases have tested this territory yet, and the market is still in its infancy.
Reach Beyond the GLP-1 Audience
Avoiding explicit drug references can also widen your customer base beyond obvious segments. A claim like "helps you stay nourished when your appetite is smaller" resonates with older consumers managing muscle maintenance, anyone intermittent fasting, and GLP-1 users. One message. Three audiences.