How GLP-1s create opportunities for brands and retailers to address new self-care needs

Key Takeaways:

1. Many GLP-1 users are looking for information to help them on their journey
2. Retailers and brands are well positioned to act as advisors, especially around managing side effects
3. The space is ripe for innovation in product development, digital solutions, education and healthcare partnerships

CPG companies and retailers can play a significant role in addressing the self-care needs of GLP-1 users. These users, many whom are part of a larger group of people combating obesity, often face multiple challenges such as changing dietary and personal care needs, the risk of regaining weight after stopping treatment, and concerns over the long-term cost of GLP-1 medications.

Many GLP-1 users are proactive about managing their weight and often look for information to aid their journey.  What’s contributing to the proactive engagement among obese respondents who are GLP-1 eligible is that only 36% say they feel confident talking about my weight with friends and family (source: January 2024 Ipsos GLP-1 Wave 1 Tracker, a poll of 640 Americans).  

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As a result, CPG companies and retailers can act as trusted advisors and provide valuable advice and information, such as diet plans, exercise regimens, and ways to manage medication side effects. Given that 72% of GLP-1 eligible respondents in the GLP-1 tracker are concerned about possible side effects, providing reliable information about GLP-1 medications, potential side effects and healthy lifestyle choices can build trust and loyalty to brands who demonstrate they care by disseminating accurate and accessible information to consumers/shoppers.

The most common side effects are gastrointestinal in nature, including nausea, vomiting, diarrhea, constipation, stomach pains and decreased appetite. While these side effects typically subside over time as the body adjusts to the medication, retail brands can be targeting these users with solutions to address their particular issues.

Among GLP-1 eligible respondents from our January 2024 Tracker, we learn that the top five reasons cited for increased risk of developing obesity are: 1) lack of exercise (77%), 2) overconsumption/ excessive eating (71%), 3) unhealthy dietary habits (72%), 4) family history (69%), and 5) stress (66%).

Beyond GLP-1 usage, functional food and beverages can play a vital role in supporting weight management and overall health. Developing and promoting such products, which can supplement weight-loss medications and help manage side effects, can be beneficial to promoting overall well-being.

Some key areas of innovation could include:

• Dietary support via portion-controlled, nutrient-dense meals to address reduced appetite and support muscle mass retention. Companies can offer pre-prepared meals with high protein, fiber, and essential nutrients, tailored to the dietary needs of GLP-1 users.
• Hydration and electrolyte support to combat dehydration, a common side effect. Companies can develop and promote products like electrolyte drinks and shakes, ensuring users stay adequately hydrated.
• Gut health supplements: Probiotics, fiber supplements, and digestive enzymes can be incorporated into products to alleviate gastrointestinal discomfort often experienced by GLP-1 users. Among the GLP-1 eligible respondents in the Ipsos GLP-1 tracker, 49% have already taken vitamins/supplements for general health.
• Flavor enhancers: As GLP-1 medications can impact taste perception, CPG companies could develop flavor enhancers to improve the palatability of food and beverages.
• Lifestyle and digital support: this includes online platforms and Apps which provide personalized support, including access to registered dietitians, recipes tailored to dietary needs, and communities for sharing experiences.
• GLP-1 supply trackers: Interactive maps and tools to help users locate pharmacies with available GLP-1 medications, addressing supply shortages and providing real-time information.

Since GLP-1 usage will have an impact on skin care needs, beauty and personal care brands can consider:

• Products targeting "Ozempic face": As weight loss can lead to changes in facial appearance, companies should develop and promote skincare products to improve skin elasticity, address volume loss, and promote a youthful look. This can help address a loss of facial fat, resulting in a gaunt or aged appearance, hollowing in the cheeks, under-eye area, temples, and jawline, making the face appear thinner and bonier.
• Products to address loose skin around the neck: As weight is shed, the skin, particularly on the neck, may lose its elasticity and become looser, leading to sagging and wrinkles.
• Products to hydrate body skin: Some individuals experience changes in skin texture and hydration levels, with their skin becoming drier or less radiant. This could be due to a combination of factors, including changes in diet, reduced water retention, and the body's altered metabolic processes.

Working closely with healthcare professionals can help brands understand the needs and concerns of GLP-1 users better. This collaboration can also facilitate the recommendation of their brands/products as part of a comprehensive weight management plan for patients. Among the GLP-1 eligible in the Ipsos GLP-1 tracker, 43% have already spoken with a PCP/Family doctor about managing their weight and 85% of AOM users have discussed weight-management with an HCP in the last 6 months.

Further, investing in health care professionals as influencers to promote brands can be particularly effective among this well-researched target. Topics of most interest to GLP-1 users would be:

• GLP-1 drugs and their effects
• Weight management and obesity
• Nutrition and recipes for GLP-1 users
• Lifestyle changes to support GLP-1 treatment, including information on exercise, stress management, and other healthy habits

Retailers can also take on the role of educators on these important topics.

The market for GLP-1 support products is rapidly expanding, and CPG companies are well-positioned to innovate and meet the evolving needs of this growing consumer base. By focusing on product development, digital solutions, and consumer education, CPG companies can significantly impact the well-being of individuals using GLP-1 medications. And retailers can execute merchandising events that deliver on wellness communication that will be relevant to this growing shopper base, as well as provide valuable support as their customers travel along the GLP-1 journey.

To learn more about GLP-1 users’ attitudes towards obesity, lifestyle choices, GLP-1 expectations/experience, and their broad consumptions habits, please contact Roberto Cortese ([email protected]) about Wave 2 of our Ipsos Global GLP-1 Consumer Monitor which will be fielding in five markets (US, Germany, UK, China and Brazil) in November 2024.  This wave, we will be developing a consumer segmentation along with Persona Bots which will enable conversational engagement with your key GLP-1 user target.