More than two years ago, I began sharing early indicators around how GLP-1 pharmaceutical weight loss solutions were starting to impact various aspects of functional CPG product categories. And while only an estimated six percent of U.S. adults are currently prescribed GLP-1 medication, it has already become a major disruptor to the entire space. We’re already seeing brands make sharp repositioning moves, initially through mostly marketing communications, to ensure a boost from GLP-1 second-order effects is more probable. But when will the surge of product innovations happen? I’m predicting very soon because when patients are on them, GLP-1 drugs fundamentally change the way people interact with food and beverages. So, I’d expect CPG product innovations to materialize around smaller portion sizes, higher protein content, hydrating properties, and improving associated nausea or GI discomfort.

FOLLOW ME ON MY SOCIAL MEDIA ACCOUNTS