By Cara Kennedy, Director of Marketing
This past year, it’s hard to overlook the most significant category growth in recent history: metabolic health. With the rising popularity of GLP-1 drug therapies like Ozempic—not only for those with diabetes but also for anyone seeking weight loss or a boost in their metabolic function—these treatments have become a staple in the health routines of roughly 15% of US Adults are actively managing their weight with GLP-1 drugs.1 The incredibly positive impact of the drug has spurred a growing following of consumers that are ready to take charge of their health.
As the market expands, retailers like GNC, Kroger, and Vitamin Shoppe have jumped on board and are either selling GLP-1 drugs or integrating GLP-1 nutrition support programs. These initiatives help consumers effectively manage their use of these drugs, including cycling on and off them, managing side effects, addressing nutritional gaps, and maintaining health benefits. This shift places dietary supplements and natural alternatives at the core of the GLP-1 treatment cycle.
For those developing microbiome products, the challenge is clear: What is your strategy for supporting consumers on their GLP-1 journey? How can you meet the evolving needs of today’s metabolically-focused consumer?
We’ve conducted a thorough review to forecast the key trends for 2025 and beyond. Whether you’re developing new products or enhancing existing ones, these insights are crucial for aligning your strategies with the upcoming shifts in consumer expectations around GLP-1 nutrition for the natural products industry.
Protein Power: Sustain Your Strength During Metabolic Changes
There’s no denying that protein powders have seen tremendous growth over the last year, up +8.8% on US Amazon2, primarily driven by increasing consumer awareness of the benefits of protein, such as maintaining lean muscle mass, appetite control and overall health. While we’re seeing an uptick in protein powders specific for women’s health issues like menopause, it is also essential for those experiencing weight changes due to GLP-1 therapies. Enhancing diets with high-quality protein powders provides a practical solution for meeting the protein requirements of overweight adults3, a crucial challenge in their nutritional management. This fortification boosts the nutrient density of calorie-restricted diets, whether the reduction is for weight loss purposes or due to the use of GLP-1 medications and loss of appetite. For GLP-1 consumers, protein powders can help sustain muscle during weight loss phases and aid in appetite control.4
Weight Management: Natural Allies to Avoid Weight Rebounding
Across the retail landscape weight loss supplements are declining rapidly and are forecasted to decline up to 13.5% by 20286 because of the drug’s popularity and effectiveness. Even within growing categories, we’re seeing weight loss as a health focus decline. While a weight management supplement will never compare to the effects of a GLP-1 drug, there is a need for natural alternatives specifically regarding weight maintenance during the GLP-1 weight loss cycle. Due to limitations of the drug such as price, access, drug dependence and weight rebound7, there will be a time when there are more ex-Ozempic than current users and the need for weight management supplements will be extremely important. Additionally, integrating supplements designed for weight management via improved metabolic health can complement the effects of GLP-1 therapies for more sustained health outcomes. According to Lumina Intelligence, there are currently 75+ products on USA Amazon that are featuring a GLP-1 claim by way of increasing Akkermansia, a next-generation bacterium known for its role in gut health and ability to strengthen the gut barrier. Akkermansia has also been shown to increase the production of GLP-1, a hormone that plays a crucial role in regulating blood sugar levels, weight management and appetite.8
Prebiotic Fiber: Supercharge Your Gut Game with a Strong Foundation
Like protein, fiber intake can be reduced when using GLP-1 medications due to their effects on digestion and natural caloric reduction that accompanies the loss of appetite9. These medications slow the transit of food through the digestive tract, which can cause discomfort and nausea. Additionally, slower digestion may make it challenging to consume sufficient fiber, thereby potentially exacerbating digestive problems such as constipation.10 Given that 90% of US Adults are currently not meeting the dietary fiber requirements11, the additional lack of fiber on a GLP-1 journey enters a crisis state. Dietary fiber, especially prebiotic fiber, is essential for maintaining a healthy gut microbiome, which in turn has profound effects on metabolic processes throughout the body. Fiber can help with blood sugar regulation, appetite control, reduction of inflammation and support bowel regularity.
GI Health: Improve Gut Strength, Diversity and Comfort
It is reported that gut microbial populations differ between obese and lean people.13 The culprit, largely, is a high-caloric diet with low nutrient content.14 Macro and micronutrients fuel the gut, and a healthy microbiome is central to metabolic health as it can influence weight management and diabetes control. The number 1 side effect of GLP-1 therapies are digestive issues such as loss of appetite, nausea, vomiting, diarrhea and constipation.15 Supplements focusing on GI health, including digestive enzymes probiotics, prebiotics, synbiotics, postbiotics can help with diarrhea and bloating whereas greens powders can provide added nutrients in a convenient format. The microbiome plays a crucial role in mediating nutrient absorption, which is an area of active research. Leveraging the power of the microbiome to promote better utilization of dietary nutrients will help maximize the benefits of products like greens powders and vitamins.
Hydration: An Overlooked Essential for Metabolic Functions
Hydration is crucial in mitigating side effects of GLP-1 therapies such as nausea and constipation. Adequate hydration enhances digestive efficiency, softening stools and promoting regular bowel movements to decrease constipation risk.18 It also maintains stomach lining health, essential for reducing nausea linked with these therapies.19 Additionally, proper hydration supports metabolic functions and the thermogenic process of calorie burning.20 Drinking enough water can also create a sense of fullness, reducing calorie intake and curbing overeating.21 For those who find it challenging to maintain fluid intake, electrolyte-rich hydration supplements ensure daily hydration needs are met, supporting overall health and weight management efforts.22
Skin, Hair & Nails: Glow from Within
The condition of one’s skin, hair, and nails often reflects inner health, which can be impacted by significant weight loss or nutritional deficiencies. Users of GLP-1 therapies have shown a rejuvenated interest in looking their best and combating what has been dubbed “Ozempic face,” a term coined for the facial changes following rapid weight loss. Supplements enriched with biotin, collagen, and essential vitamins support the health and appearance of skin, hair, and nails. According to Innova Market Insights, there has been an 11% year-over-year increase in new supplement product launches with a beauty claim.23 That said, it is no surprise that popular skincare brands are entering the supplement arena launching products designed to enhance beauty from the inside out.
Conclusion
As we look forward into 2025, the synergy between metabolic health and microbiome strategy becomes increasingly critical in defining wellness and the natural products industry. This year’s trends, driven by the substantial growth and consumer uptake of GLP-1 therapies, highlight a significant shift towards proactive health management. For brands, this evolution presents an opportunity to innovate and meet the needs of engaged, educated and health-conscious consumers. Our analysis of the marketplace suggests an increasing demand for products that support GLP-1 therapy efficacy, support the microbiome and address nutritional challenges. As brands align their offerings with these consumer insights, focusing on quality, efficacy and relevant claims will position brands at the forefront of the market, giving them the ability to punch through even stagnant categories.
1 Mintel Mid-Year Report 2024
2 SPINS US Amazon – Combined Categories Protein & Meal Replacement Powder + Protein & Meal Replacements Liquid 52 weeks ending Dec 1, 2024
3 Astrup, A. and Bügel, S. Overfed but undernourished: recognizing nutritional inadequacies/deficiencies in patients with overweight or obesity. Int J Obes. 2019 Feb;43(2):219-232
4 Source: ro.co/perspectives/glp1s-muscle-mass-part-2
5 Source: SPINS Protein Powders & Meal Replacement Powder 52 Weeks Ending Dec 1, 2024
6 SPINS Revolutionizing Weight Management Webinar, 2024
7 Wilding, et al. Weight regain and cardiometabolic effects after withdrawal of semaglutide: The STEP 1 trial extension. Diabetes Obes Metab. 2022;24:1553–1564.
8 Yoon H.S., Cho C.H., Yun M.S., Jang S.J., You H.J., Kim J.-H., Han D., Cha K.H., Moon S.H., Lee K., et al. Akkermansia muciniphila secretes a glucagon-like peptide-1-inducing protein that improves glucose homeostasis and ameliorates metabolic disease in mice. Nat. Microbiol. 2021;6:563–573. doi: 10.1038/s41564-021-00880-5.
9 Adapted from Friedrichsen et al., The effect of semaglutide 2.4 mg once weekly on energy intake, appetite, control of eating, and gastric emptying in adults with obesity, Diabetes Obes Metab. 2021;23:754–762.
10 Friedrichsen et al., The effect of Semaglutide 2.4 mg once weekly on energy intake, appetite, control of eating, and gastric emptying in adults with obesity, Diabetes Obes Metab. 2021;23:754–762.
11 USDA, Agricultural Research Service, 2021. Usual Nutrient Intake from Food and Beverages, by Gender and Age, What We Eat in America, NHANES 2015-2018
12 Source: SPINS US Amazon, Prebiotic and Probiotic Powder Category, 52 Weeks Ending Dec 1, 2024
13 Turnbaugh, P.J., Ley, R.E., Mahowald, M.A., Magrini, V., Mardis, E.R., & Gordon, J.I. (2006). An obesity-associated gut microbiome with increased capacity for energy harvest. Nature, 444, 1027-1031. doi:10.1038/nature05414.
14 Astrup, A. and Bügel, S. Overfed but undernourished: recognizing nutritional inadequacies/deficiencies in patients with overweight or obesity. Int J Obes. 2019 Feb;43(2):219-232
15 Wegovy® Side Effects | Wegovy® (semaglutide) Injection 2.4 mg
16 Source: SPINS US Amazon, Prebiotic and Probiotic Powder Category, 52 Weeks Ending Dec 1, 2024
17 Source: SPINS US Amazon 2024
18 Smith, J., Davis, M., & Johnson, L. (2020). “The impact of hydration on the digestive system and constipation: A comprehensive review.” Journal of Gastroenterology and Digestive Systems, 20(3), 45-53. This study examines how proper hydration improves digestive system functionality, specifically noting its role in softening stools and enhancing regular bowel movements to minimize the risk of constipation.
19 Jones, K. (2019). “Hydration and gastric lining: The protective role of water intake in gastrointestinal health.” Nutrition Insights, 34(2), 104-110. This article discusses the importance of maintaining stomach lining health through adequate fluid intake, emphasizing its necessity in alleviating nausea associated with certain medical therapies
20 Brown, A., Roberts, C., & Thompson, Q. (2021). “Water-induced thermogenesis and its effect on metabolic rate.” Clinical Nutrition Research, 39(1), 22-29. This research outlines how hydration facilitates metabolic functions, including the thermogenic process of burning calories, highlighting the benefits of adequate water consumption in metabolic regulation.
21 Lee, S., & Park, K. (2018). “Hydration and satiety: The role of water in appetite control.” Obesity Reviews, 19(6), 814-823. This study investigates the effect of drinking water on creating a sense of fullness, which can help reduce overall calorie intake and prevent overeating.
22 Taylor, R., & Wright, H. (2019). “Electrolyte supplements for hydration and health maintenance: A cross-sectional analysis.” Journal of Health Supplements Research, 22(4), 33-41. This paper explores the effectiveness of electrolyte-rich hydration supplements in maintaining hydration levels, especially in individuals who struggle with adequate fluid intake, discussing the broader implications for health and weight management.
23 Global, Jul 2023—Jun 2024 vs. Jul 2022-Jun 2023
24 Source: SPINS US Amazon, Protein and Meal Replacement Powders, 52 weeks ending Dec 1, 2024
