Nestlé is set to launch Vital Pursuit, a range of frozen food products for consumers on GLP-1 weight loss medications such as Ozempic and Wegovy. The new line of food products is scheduled for release in the fall of 2024.
The launch of Vital Pursuit is in response to the expanding market of individuals using weight loss drugs. This market is projected to reach ~ 9% of the American population by 2030.
What are GLP-1 medications for weight loss?
GLP-1 drugs, such as Semaglutide and Tirzepatide, are medications intended to assist with weight loss. Semaglutide in Wegovy and Tirzepatide in Zepbound are some of the most successful weight loss medications available.
These medications work by mimicking the GLP-1 hormone, which regulates appetite in the brain. By acting like GLP-1, they can help reduce an individual’s appetite and lower calorie intake. The mimicking action can lead to weight loss and support long-term weight management.
People who use Wegovy have achieved remarkable weight loss results, enabling patients to shed up to 15% of their body weight. Also, GLP-1 drugs appear to significantly reduce the risk of heart attacks, strokes, and cardiovascular deaths. This directly supports improved long-term health outcomes.
Wegovy vs Ozempic: How do they differ?
Wegovy and Ozempic both utilize the same active ingredient, semaglutide. However, they serve distinct medical purposes.
Wegovy is specially formulated for weight loss, administered in doses up to 2.4 mg weekly (higher than those of Ozempic.) This higher dosage aids in long-term weight management for adults meeting specific BMI criteria.
Conversely, Ozempic is primarily prescribed for the management of type 2 diabetes. The use of this medication for weight loss is off-label. It enhances GLP-1 levels to reduce appetite and extend the time food remains in the stomach, but its standard dosage for diabetes management caps at 2 mg weekly. Although it supports weight loss, its impact is generally less pronounced than Wegovy.
Nestlé’s market approach is creating new opportunities:
By 2030, the anti-obesity drug market is expected to reach $100 billion. This competition for effective weight loss formulations creates a unique opportunity for food, beverage, and supplement companies to develop products that complement these medications.
Nestlé’s approach addresses an unmet need for users of GLP-1 drugs, which is finding off-the-shelf food options that support their treatment. The company claims that it will produce low-calorie meals that complement the eating habits of millions of Americans who are currently prescribed weight loss medication or actively working to manage their weight. These offerings will supplement nutritional value and support overall health.
How is Nestlé positioning Vital Pursuit in the market?
Nestlé is positioning Vital Pursuit as a food line rich in protein, iron, vitamin A, potassium, and other essential nutrients. The products will be portion-aligned and include various frozen formats. These include bowls with whole grains or protein pasta, sandwich melts, and pizzas. Products will be available for a suggested retail price of $4.99 and under.
With a decreased caloric intake, weight loss medication users may face challenges. As portion sizes decrease, obtaining satisfactory amounts of key nutrients in their diet becomes more difficult. It will become increasingly important to ensure the nutrient density of the foods and meals they consume meet their dietary needs.
In some cases, there may be a need to consider supplementation when diet alone will not suffice. Supplement companies should closely monitor and aim to proactively address this opportunity to meet emerging consumer needs.
Future trends in weight management foods:
The last three years have experienced a rapid rise in the number of young adults who receive GLP-1 drugs. Females aged 18 to 25 received the drugs over three times more than males of the same age. This surge in weight loss medication usage indicates an already-developed niche for food and supplement companies.
Nestlé’s market entry could significantly influence the weight loss food sector. By offering products for GLP-1 users, they are establishing a new standard. This strategy may encourage other companies to offer similar diet-friendly options. Ultimately, this could expand the market and lead to further innovation.
There is a recurrent need to address the gap between evolving consumer behaviors and existing nutritional products. Nestlé has been quick to address this gap with weight loss drug users.
PreScouter’s strategic recommendations:
As a leader in scientific research and consulting, PreScouter views Nestlé’s initiative as pivotal for companies. It is an opportunity for companies to consider how their product lines can be adapted to meet this emerging demand.
The following section highlights PreScouter’s potential to offer strategic guidance for companies interested in targeting the GLP-1 weight management food market:
- Nutrient density: Enhance the nutritional profile of your products to ensure they provide higher amounts of protein, essential vitamins, and minerals. Also, address other deficiencies in macro or micronutrients that may be lacking in weight loss medication users’ diets.
- Portion control: Develop portion-controlled options that align with the reduced calorie and unit consumption patterns observed in weight-loss medication users. With reduced caloric intake, the quality of diet and nutritional density of foods becomes important.
- Innovation and R&D: Invest in research to better understand the specific nutritional needs of GLP-1 users. Also, develop products that cater to these requirements.
- Market positioning: Position your brand as a pioneer in meeting the needs of this growing consumer segment. This will enhance brand loyalty and open new revenue streams.
- Consumer preferences: Analysis of data related to grocery spending habits of weight loss medication users reveals their food preferences. This helps identify the food products they seek, crave, and need. Developing these types of products will address consumers’ evolving preferences.
Evaluating the implications of Nestlé’s actions, PreScouter can help organizations bridge the gap between new developments and practical implementation strategies. This guidance will enable companies to capitalize on the potential benefits of creating food products tailored to the weight loss market.
If you have any questions or would like to know if we can help your business with its innovation challenges, please contact us here or email us at solutions@prescouter.com
