5 GLP-1 marketing trends as brands jump on weight loss drug craze

GLP-1 weight loss drugs such as Ozempic, Wegovy and Mounjaro might help patients size down. And the appetite-reducing effects have been tied to slowing sales for brands that sell products such as snacks and ice cream. But many in the advertising world, along with an increasing number of brands, only see growth. More than 100 people gathered in downtown Manhattan earlier this month to talk about the GLP-1 trend and its potential for marketers at Havas’ “GPL101 Day,” a conference spurred by the agency’s five-month-old GLP-1 consultancy. “GLP-1s are triggering sizable shifts in lifestyle behaviors,” Brian Robinson, Havas Health Network’s global chief strategy officer and head of growth, said at the event, noting that the drugs will make obesity a choice rather than a consequence. “We see opportunities for brands to establish new growth strategies.” Check out the latest Ad Age events and award programs The market for these obesity drugs, which are primarily owned by pharma giants Novo Nordisk and Eli Lily, is expected to be roughly $71 billion within the next eight years, with as much as 9% of U.S. consumers taking them, according to analysts. Side effects, including gastrointestinal issues, hollow cheeks and uncertainty around diet, have many brands brainstorming ways to court GLP-1 users with offerings specifically designed to help. Brands including Equinox, Smoothie King and Daily Harvest have seized on potential opportunities as Ozempic and other drugs draw more attention, including within pop culture. Interest in the drugs even spawned Halloween costumes this year. Food brands have a lot at stake. “Snacks and higher-carbohydrate items in general are doing particularly poorly among Ozempic users,” J.P. Morgan wrote in a report published earlier this summer, referencing Numerator data that tracks the GLP-1 effect on sales. Several big food companies, such as Conagra Brands, are responding by researching new products to appeal to those on GLP-1 drugs. Read more: Smoothie King creates GLP-1 menu Earlier this month, Replenza, a nutritional supplement that helps with intestinal issues and muscle recovery from GLP-1 drugs, began selling in stores such as Wegmans and Publix. The brand has rolled out a national marketing campaign that includes TV, radio and social media as it seeks to build awareness ahead of further store expansion into Rite-Aid and CVS, said Ann Marie Mullen, the brand’s senior VP of marketing. “There’s a role for GLP-1s but they do have their side effects,” said Dr. Rajesh Dhirmalani, a gastroenterologist and advisory board member to Replenza. “These products coming out are really important so people can be on these medications and deal with the side effects that occur with them.” Experts expect more to come as the lifestyle shift continues. At the Havas event, Anna Whiteman, a partner at investment firm Coefficient Capital, spoke about the potential for products such as consumer wearables and educational content. “There’s going to be a huge consumerization effect here in terms of deploying capital near-term and long-term,” she said, comparing the change to moving from alcoholic to nonalcoholic drinks and noting deficiencies around gut health from the drugs. “There’s a steep learning curve in terms of supplementation and alternative lifestyle choices that will have an immediate impact on retailers and businesses.” But it’s still early to know exactly what new products will be successful. Experts say there is not a lot of data available showing consumer preferences. For example, Bill Shufelt, co-founder and CEO of the nonalcoholic beverage brand Athletic Brewing Co., which has made a name for itself as a healthy alternative attractive to those on weight-loss drugs, said at Havas’ event that he has not yet seen many mentions of GLP-1s and Ozempic from consumer emails. Of the hundreds of thousands of emails received in the last year, fewer than 1,000 have mentioned the drugs, Shufelt said. Yet he added that Athletic has “been wading into the water of how to approach this audience," saying “it’s been a nice tailwind for our products.” The trend is rising at an uncertain moment for health care policies with Robert F. Kennedy Jr. poised to take over the U.S. Department of Health and Human Services. A known vaccine skeptic, Kennedy has also specifically criticized Ozempic. Below, Ad Age outlines some of the ways brands are capitalizing on the expected surge in GLP-1 usage with products, offerings and advice. Fitness training programs Gym brands including Equinox and Life Time Fitness have introduced new offerings geared to GLP-1 users in recent months. In January, Equinox introduced a training protocol and strategy for those on semaglutide-based medications, noting that such individuals will lose muscle mass and need help gaining it back. Select Equinox coaches go through a “GLP-1 Certification Program,” the highest level of personal coaches, which is now available in every market. Similarly, Life Time recently debuted MIORA, a medical performance clinic that uses blood panel testing and biomarkers to help with anti-aging and longevity. The clinic also offers GLP-1 support. MIORA has one location in Minneapolis and will open in Chicago next. Special menus Early to the GLP-1 craze, meal delivery service Daily Harvest launched a “GLP-1 companion food collection” in January, even though most of Daily Harvest’s meals are already beneficial to GLP-1 users (low calorie and high fiber). The “GLP-1 Support” bundle retails for $140 and includes smoothies, oatmeal, soups, pasta and a dessert. Daily Harvest developed the collection based on a survey of 2,000 Americans. The survey found that 37% of respondents said they’d be generally willing to try weight-loss drugs, even if they identified as “very healthy.” Smoothie King created a menu for GLP-1 weight loss users. The smoothies are “nutrient dense to help with hydration and better support individuals experiencing side effects often associated with GLP-1 medications,” according to the brand. The drinks have at least 19 grams of protein, 2 grams of fiber, no added sugar and range from 190 to 560 calories. Smoothie King added “GLP-1” to the name of smoothies that already fit this criteria and also created two new drinks for the menu: Activator Recovery GLP-1 Almond Berry and the Slim N Trim GLP-1 Mango Greens. View this post on Instagram A post shared by Smoothie King (@smoothieking) Nestlé quickly created a frozen food line dedicated to GLP-1 users. The food marketer announced it would launch Vital Pursuit in May and products hit the shelves in September. Options include pizzas, melts and macaroni and cheese. Even though Vital Pursuit’s packaging does not use the term “GLP-1” for legal reasons, all the dishes are high in protein, fiber and other nutrients to ensure that while people may be eating less, they are getting enough nutritional fuel. The packaging features a lime green “V” meant to stand out among the red that’s common on packaging in the freezer aisle. View this post on Instagram A post shared by Vital Pursuit (@vitalpursuit) Diet plans Noom, a subscription-based app that helps users track their food intake and exercise habits, is also getting in on the craze. In September it announced it would begin offering so-called compounded GLP-1 injections, which are considered cheaper alternatives to brand-name weight loss drugs, which have been in short supply. Noom users can sign up for Noon Med, a telehealth service that provides support for using Noom’s GLP-1. The plan costs $149 for the first month and then $279 for subsequent months, regardless of insurance coverage. The company touts a “Muscle Defense” workout program to help GLP-1 users keep lean muscle as well as a “Taper-Off Guarantee,” which focuses on diet, exercise and cognitive behavioral therapy to “develop self-regulation skills, improve self-efficacy, and address underlying behaviors and thought patterns associated with overeating,” the company said on its website. View this post on Instagram A post shared by Noom (@noom) Weekly meal-delivery service Factor, which has plans that are protein-focued, vegetarian or keto, created a “GLP-1 Balance” plan when choosing a preferred meal plan. While the site does not list meal options included in the plan, it says they are “perfectly portioned, protein-forward, calorie-friendly meals.” App and website Sifter helps users find foods and recipes as well as create grocery lists for specific diets. Users can search “GLP-1” and be shown thousands of products that are low in sugar and fat and high in fiber. Paid subscribers can use the app’s in-store feature to scan products to see if they fit with their goal diet. The app will recommend alternate foods if not. Help with side effects Launched by inventor Andy Khubani, Replenza’s supplement system includes a “daily replenisher” powder for muscle recovery and digestion and a “daily supplement” with probiotic and enzyme nutrients for gut health, both tailored to target GLP-1 gastrointestinal side effects such as bloating and constipation. After noticing that rapid weight loss from prescription medicine spurred facial alterations such as saggy and dry skin and hollow cheeks—the so-called “Ozempic face”—Swiss skincare company Galderma is highlighting how its products can help provide aesthetic solutions. The company has said its Sculptra regenerative biostimulator can help restore skin health as a facial filler. Easier access In May, Hims & Hers introduced GLP-1 weight loss injectables to its portfolio for $199 a month, a lower price than competitors. The brand, known for its lighthearted sexual health and hair loss ads, began selling weight loss drugs in 2023. Its ongoing campaign in the Sunday New York Times has compared extreme obesity to lifelong smoking. Another direct-to-consumer health brand, Ro, debuted a GLP-1 free supply tracker tool that users can use to find out where the drugs are available amid ongoing shortages. Last year, the company began providing access to the medications, along with a personalized body care plan and diagnostic testing. Read Ad Age’s Best of 2024 stories here

5 GLP-1 marketing trends as brands jump on weight loss drug craze

Featured Stories