02/06/2026
GLP one medications are changing the weight management category. For supplement brands, the opportunity is not imitation, it’s support.
As consumer demand continues to rise, the global GLP-1 market is projected to reach almost $185 billion by 2033. But what does this mean for the nutraceutical industry?
The opportunity is not to compete with GLP-1 medications, but instead to understand the new consumer needs they are creating.
One of the most significant areas is muscle maintenance. Roughly 30% of weight lost on GLP-1 drugs can come from lean muscle, making protein intake, resistance training support and muscle maintenance products increasingly relevant for this audience.
Nutrient gaps are another key consideration. Because GLP-1 drugs suppress appetite, users often eat significantly less. In some cases, this can increase the risk of deficiencies in key nutrients such as vitamin B12, vitamin D and iron, particularly if consumers reduce overall food intake without improving the nutritional quality of their diet.
Digestive support is also becoming more important. GLP-1 drugs slow gastric emptying, which can contribute to bloating, nausea and general gastrointestinal discomfort. This creates space for credible digestive health products that support gut comfort and everyday nutrition.
The rapid weight loss associated with GLP-1s has also been linked to visible changes in hair and skin health, such as hair thinning and the widely discussed ‘Ozempic face‘, which has been coined through social media. This creates potential for products focused on beauty from within, collagen, hair health and skin support.
Finally, long-term weight management is becoming a major area of interest. Many patients do not stay on GLP-1 drugs long-term due to cost, availability or side effects, with some data suggesting only around 32% of patients remain on Ozempic after one year. This creates an opportunity for supplements that support sustainable weight management once consumers discontinue medication.
As a result, protein powders, multivitamins, calcium support products, hydration solutions, digestive health products, collagen formulas and muscle maintenance supplements are all becoming increasingly relevant within this space.
At the same time, brands are beginning to position supplements as supportive wellness solutions that work alongside GLP-1 lifestyles and nutritional needs.
The strongest opportunities, therefore, are likely to come from products that solve specific support needs rather than broad ‘weight loss’ claims.
Consumers are increasingly searching for supplements positioned as natural alternatives to GLP-1 medications.
Ingredients such as berberine, fibre blends, prebiotics, psyllium husk and L-taurine are gaining popularity among consumers looking for appetite support and metabolic health solutions without the cost or side effects sometimes associated with prescription medication.
However, this is where careful positioning matters. While consumers searches for “natural Ozempic” style products may be growing, that does not mean brands should build their messaging around unrealistic comparisons.
A more credible approach is to focus on the real support needs surrounding the consumer journey. That means helping people maintain nutrition, support digestion, protect muscle, manage energy and continue healthy habits over time.
This has created a rapidly expanding category where supplements and pharmaceutical-inspired wellness increasingly overlap.
As a result of these shifts, brands are launching more products focused on metabolic health, appetite support and natural GLP-1 stimulation. Manufacturers and retailers are also beginning to adapt product strategies to capitalise on these changes.
The conversation is no longer simply about traditional dieting products. Instead, the market is moving toward more holistic solutions that combine functional ingredients, lifestyle support and science-led positioning.
For supplement brands, this presents a significant opportunity to develop products that either support consumers using GLP-1 medications or provide alternative wellness-focused solutions within the same space.
For retailers and NPD teams, the opportunity lies in building targeted ranges that reflect the full GLP-1 consumer journey.
The brands that respond with credible, clearly positioned support products may be better placed than those relying on broad weight management claims.
At Parkacre, we are actively responding to this new landscape by helping brands identify where consumer demand is moving and how to translate those needs into credible, market-ready supplement products.
As GLP-1s continue to reshape the weight management category, the biggest opportunity for supplements may not be imitation, but instead support. Brands that focus on specific, evidence-led consumer needs are more likely to build trust, stand out at retail and create long-term value in this fast-moving space.
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