Obesity is one of the major health issues of the 21st century. World Health Organization figures indicate that 43% of adults worldwide are overweight and 16% are obese, which means their BMI is over 30. 31% of adults in Switzerland are overweight and 12% obese. In spite of various medical approaches, dietary trends and public health campaigns, the number of people affected continues to climb worldwide. In a world full of culinary temptations, people seemingly struggle to resist. Now GLP-1 drugs, such as Ozempic, are causing radical change - they inhibit appetite and cravings by mimicking the hormone glucagon-like peptide-1.
GLP-1 treatments are changing the market
Originally developed to treat diabetes, these drugs are now also being used to tackle obesity. Ozempic, Wegovy and Mounjaro are just a few examples of these new substances, which are attracting huge media attention and already having a tremendous impact on consumer markets. Toby Clark, Vice President of Consulting EMEA at Mintel, is a leading expert in this field. He analyses the health implications as well as the economic and social impact of these treatments, which are being marketed as miracle solutions. "These drugs are changing consumer behaviour more quickly than many people anticipated," points out Clark.
New challenges for nutrition
Mintel's latest study revealed that around 15% of Americans seeking to lose weight are already using treatments such as Ozempic. 21% are interested in using them in future. In the UK, a sizeable 25% are interested in injectable solutions. But how can a sufficient supply of nutrients be ensured when people's appetite decreases and their daily calorie intake drops sharply?
The food industry is already responding: Nestlé launched Vital Pursuit, a product line specially aimed at GLP-1 users, that provides maximum nutrient density in the smallest possible portion sizes. Companies such as Daily Harvest, which provide nutritious meals in smaller portions, adopt a similar approach. However, dietary supplements, such as 'Protality' from Abbott and new products from Herbalife, also specifically address potential nutrient deficiencies in GLP-1 users.
Beauty industry under pressure
It is not just the food industry that is facing changes. Weight loss can often have visible effects on the skin too. A loss of collagen - the structural protein that supports skin and tissue - can be an issue for many users. This has led to growing interest in skin care products that specifically counteract volume loss. Beauty brands are already developing new solutions to meet these changing requirements.
Less appetite, less time spent together
This development is resulting in social change too. Meals are not just about calorie intake, but also a key part of our social fabric. That may all soon change. A growing number of people trying to suppress their appetite will also impact on the food service and leisure industries. In future, restaurants and food service establishments may face a situation where guests order less - with serious ramifications for revenues and business models.
Clark nonetheless sees opportunities for innovation too. The snacks sector in particular could benefit enormously by focussing on smaller, high-quality and nutritious products. 'Less, but better' may become the food industry's new maxim.
Toby Clark at the GDI
Toby Clark will explore just how far-reaching these changes may prove at the 5th International Food Innovation Conference on 19 June 2025 entitled "Beyond Nutrition: The Convergence of Food, Health, and Beauty". This leading international conference on nutritional trends will provide valuable insights into the latest research findings, future-minded business models and technological innovations. Join us live to find out from Toby Clark and other pioneering thinkers how companies can adapt to this new reality now.