The study revealed several new insights for brands and retailers, providing opportunities to align with shifting consumer preferences.
“As a result of the study, we have identified key implications for brands and retailers regarding product prioritizations and how we can best convey product benefits to support weight loss journeys, both during and post-GLP-1 therapy,” said Jami McDermid, president of Crossmark Sales Agency, a division of Acosta Group.
Satisfaction and management
Consumers are reporting overall satisfaction with GLP-1 medications, with 84% of respondents saying they have been satisfied with their weight loss results while on the medication. Despite this, dropout rates are high.
Barriers to continued use include mild side effects such as nausea and upset stomach. Of those surveyed who experience side effects, 85% purchase products to manage them and/or purchase products to supplement nutrition gaps.
Health priorities while shopping
According to the study, nearly 80% of consumers on GLP-1 medications conduct product and health research to support their weight loss. Social media is a primary source of information for 40% of total consumers and 61% for Gen Z.
Due to the nature of the medication, many consumers are eating smaller portions, with 49% eating more healthy foods and fewer snacks. The study also reflects that those taking medications for weight loss are significantly more interested in products that offer key nutrients, such as those fortified with vitamins and protein.
Takeaways for brands and retailers
With high consumer satisfaction, companies are taking steps to reduce side effects and lower costs. This will likely lead to a reduction in the rates of discontinued use. Of the respondents who had previously been on a GLP-1, 46% said they would take the medication again to lose more weight.
Many consumers on GLP-1 medications are interested in packaged foods that support their weight loss goals and would like to see that message on the package. To meet this demand, commercial bakers can amplify digital commerce programming and advance opportunities on apps and websites in addition to boasting the nutritional benefits of their products front and center on packaging.
“As an industry, we have taken initial steps to meet this expanding market and consumer base,” McDermid said. “As use of this medication is extended and expanded for weight loss and other health advocacy, there is an opportunity to do much more, including product development, packaging, online and in-store merchandising, education and promotion.”
