Nutrition specialist Kerry’s consumer-focused research has revealed that there are five distinct consumer segments among those in the US taking GLP-1 medications. 

The study has also revealed that each group has unique preferences and needs — offering those in the food, beverage and supplement industries a range of novel opportunities. 

Through its proprietary research, Kerry has identified these five segments worth considering when approaching product development: 

• Dads: This group, which makes up 27% of the GLP-1 population, is all the busy dads who are trying to keep healthy while balancing the challenges of family life. They are generally focused on finding portable, tasty and protein-rich products to support them.
  
   
• Modern trendsetters: 25% of US GLP-1 medication takers are categorised as ‘trendsetters’ by Kerry. This group is focused on their immune system and cognition — specifically seeking out products that can support mental clarity and energy levels.
  
   
• Future-focused Gen X-ers: This health-conscious group is tied with the dads as the most common consumer subset in the GLP-1 population at 27%. The Gen X women that reside in this category are strongly focused on long-term health and slowing the ageing process, and are looking for functional food/beverage and supplement options to support this goal.
  
   
• Balanced maintainers: Comprising 16% of the population, this group mainly consists of Gen Z-ers looking to maintain their weight with little changes to their diet. They are focused on seeking out tasty, sustainable and healthy options that don’t require much change to their current routine.
  
   
• Steady sticker: A smaller group of GLP-1 users, these practical midwestern women are focused on consuming familiar foods and sticking to known routines.

“Future-Focused Gen X-ers are making intentional lifestyle changes, while the balanced maintainers and steady stickers focus on practical, long-term health strategies,” notes Elizabeth Horvath, VP Marketing, North America at Kerry. 

“Understanding these distinct segments will allow us to work with our customers to tailor their products to meet the specific needs of these consumers.” 

 

Catering to the GLP-1 explosion

During the last four years, there has been a 700% increase in the use of GLP-1s amongst non-diabetic US consumers.

According to Kerry’s research, around 6% of these individuals are planning to use these drugs for life — meaning GLP-1 catered solutions could also focus on broader health goals to have long-term applications in these populations. 

By creating a more personalised approach, Kerry believes that brands can create effective supplements that promote long-term custom and encourage industry trust. 

Notably, Kerry found that high-protein options — particularly plant-based iterations — were particularly popular with consumers.

“Appetites are shifting towards a more holistic and personalized approach to nutrition. Consumers are increasingly focused on positive nutrition, seeking to reduce sodium and sugar intake while enhancing gut and immune health.”

“This research indicates a strong appetite for overall well-being beyond weight loss with its study showing that 90% of GLP-1 users incorporating vitamins, supplements and probiotics into their lifestyles.”

“By catering to the needs of distinct consumer groups, we can ensure that we deliver solutions that are both effective and trustworthy,” concluded Elizabeth.