Quick Facts

• GLP-1 drug users will reach 40 million worldwide by 2029, with households using these medications projected to account for 35% of food sales by 2030
• Conagra added ‘GLP-1 Friendly’ labels to 26 frozen meals while Nestlé launched a new brand called Vital Pursuits targeting these users
• About half of people quit GLP-1 drugs within a year and regain two-thirds of their weight back, making proper nutrition critical

Major food companies are rushing to capitalize on the booming market for GLP-1 weight loss drugs by creating specialized product lines for users of medications like Ozempic, Wegovy, and Zepbound.

The GLP-1 market has reached $53 billion with a growth rate of 17.46% annually. Financial services firm UBS predicts the number of users worldwide will hit 40 million by 2029. Currently, 23% of U.S. households have a member using these drugs.

Conagra, maker of Healthy Choice, became the first large consumer goods manufacturer to formally position products for GLP-1 users. The company added check-marked ‘GLP-1 Friendly’ labels to 26 existing frozen meals, with plans to add six more products. The labels highlight protein, fiber, and portion control.

Nestlé launched Vital Pursuits, a frozen food line designed specifically for GLP-1 users. The products include protein pasta bowls, chicken and cauliflower rice bowls, egg bites, and sandwich melts tailored for consumers whose appetite and meal patterns have changed.

“At Nestlé we want to be there for every moment in our consumers’ lives,” said Steve Presley, CEO of Nestlé North America. “As the use of medications to support weight loss continues to rise, we see an opportunity to serve those consumers.”

Nutritionist Allison Wiseman emphasizes that proper nutrition goes beyond smaller portions. She recommends protein to combat muscle loss as weight drops quickly, and fiber from fruits and vegetables because the medicines slow digestion and can cause constipation. Plenty of water is essential since the drugs diminish thirst.

“It’s about making every bite count,” said Suzy Badaracco, nutritionist and CEO of marketing research firm Culinary Tides.

An ADM report found 80% of consumers taking these drugs are willing to pay more for food products that provide added health benefits. However, households with GLP-1 users cut their grocery spending by an average of 5.3%.

The medical reality behind the marketing is concerning. Data show about half of people quit within a year and rapidly regain weight. Clinical trials reveal that after stopping the medication, patients regain two-thirds of their weight back in one year.

Muscle loss poses another significant risk. Studies show reductions in lean mass can range between 40% and 60% of total weight lost in some cases. Physical activity and high-protein diets are essential to prevent muscle mass loss and nutrient deficiencies.

Common gastrointestinal side effects develop in 40-70% of treated patients, sometimes reaching 85%. These include nausea and constipation, which can be managed through gradual dose increases, smaller meals, and attention to fluid and fiber intake.

Wiseman notes that patients seldom receive nutritional guidance from their doctors. The drugs alone do not provide a quick or lasting fix without changing eating patterns for the better.

By 2030, households with GLP-1 users are projected to represent 35% of all food and beverage units sold, making this market segment increasingly important for food manufacturers.

Read more: What does a ‘GLP-1 Friendly’ diet look like? We asked nutritionists