GLP-1 Users Boost Protein and Fibre Spending
A Boston Consulting Group survey finds people taking weight-loss drugs like Ozempic plan to spend significantly more on protein and fibre foods and supplements
People taking GLP-1 weight-loss drugs like Ozempic plan to increase their monthly spending on high-protein foods by 11% and on fibre and whole grains by 10%. The Boston Consulting Group (BCG) surveyed nearly 1,900 individuals across nine markets, finding these dietary shifts create a pivotal opportunity for food companies.
These changes are driven by physiological needs. Those on GLP-1 medications experience a 25-40% decrease in muscle mass over eight to 16 months, far exceeding typical age-related loss. Simultaneously, dietary fibre can trigger the body's natural GLP-1 response, aiding appetite regulation. This functional focus means these consumers are nearly twice as likely to choose health-benefitting products over merely premium options.
Spending Shifts Across Food Categories
The survey outlines clear winners and losers in consumer spending. Active GLP-1 patients intend to redirect their food budgets towards specific categories.
| Category | Planned Monthly Spending Change |
|---|---|
| Fruits & Vegetables | +15% |
| High-Protein Foods | +11% |
| Fibre & Whole Grains | +10% |
| Functional Fibre Products | +8% |
| Protein Drinks | +7% |
| Meal Replacement Shakes | +3% |
| Functional Gut Health Drinks | +2% |
Conversely, several categories face sharp declines. Spending on candies, gums, and mints is expected to drop by 14%, with prepared frozen sides down 12%. Chocolates, soft drinks, and alcohol could each fall by 11%, and salty snacks by 8%.
The Supplement Boom and Household Impact
The supplement aisle emerges as a major beneficiary. Active individuals plan to spend about 24% more on protein supplements and 22% more on fibre supplements. Other categories also see planned increases: multivitamins (18%), probiotics (15%), and prebiotics (14%). BCG's authors link this to a broader behavioural shift. "This pattern reflects both genuine need - GLP-1s suppress appetite, prompting patients to be more intentional about nutrition - and a broader shift toward health tracking," they said.
The trend extends beyond the individual. Nearly 70% of those surveyed report their dietary changes affect their entire household. People living with a person on a GLP-1 drug tend to eat fewer processed foods and consume more fruits, vegetables, and protein, making the addressable market about 50% larger.
Strategic Implications for Food Companies
BCG advises companies to reframe product portfolios around function, accelerating launches rich in protein and fibre. It suggests offering smaller pack sizes in premium categories for consumers trading up within a budget and introducing family-sized packs to cater to the whole household. Companies must also plan for lapsed patients, a significant cohort since 60% of those who stop plan to restart.
The restaurant sector faces its own transformation. Monthly dining occasions are halved when people start the medications. When these consumers do eat out, they order smaller portions, lighter dishes, and less alcohol. Fast-casual and quick-service restaurants see the largest spending decline, at 15-20%. Spending rebounds slightly when individuals lapse.
With the U.S. patient base expected to double by 2030, BCG recommends companies pressure-test future scenarios now. This involves pre-positioning pricing strategies and planning production capacity. The report follows Nestlé's announcement that it is using AI and nutritional science to develop products tailored for GLP-1 patients.
