Kerry defines five types of GLP-1 users to drive innovation

By a survey of over 2,600 U.S. adults, the corporate recognized 5 distinct kinds of GLP-1 customers to tell product improvement: the Dynamic Dad, Trailblazing Trendsetter, Future-Centered Improver, Balanced Maintainer and the Regular Sticker. It additionally reported that solely 6% of respondents plan to make use of GLP-1 agonists for all times however have been impressed to work on their longer-term well being by means of optimistic vitamin.

“This analysis signifies a powerful urge for food for general well-being past weight reduction with its examine displaying 90% of GLP-1 customers incorporating nutritional vitamins, dietary supplements and probiotics into their life,” stated Elizabeth Horvath, vp of promoting for North America at Kerry, in an announcement. “Our analysis exhibits that customers of GLPs additionally prioritize stress aid, psychological readability and cognitive focus, alongside clear vitality assist.”

‘No such factor as a mean GLP-1 person’

In its “Adapting Appetites” client analysis report generated from the survey outcomes, Kerry highlights that whereas one in eight People have used a GLP-1 agonist and may share some traits throughout their weight-loss journeys, there may be “no such factor as a mean GLP-1 person”.

As a substitute, there are 5 segments alongside the GLP-1 client spectrum, every with completely different buying behaviors and priorities.

• Dynamic Dads (27% of respondents): centered on balancing well being with household life and wish moveable, tasty, protein-packed choices to take care of sustained vitality, cognitive focus and weight reduction.
• Trailblazing Trendsetters (25% of respondents): wellness-savvy urbanites centered on psychological readability, vitality and immunity to assist them obtain their targets. They’re extra more likely to be early adopters, looking for the most recent superfood, cutting-edge dietary supplements or a brand new strategy to psychological readability.
• Future-Centered Improvers (27% of respondents): health-conscious Southern Gen X ladies firstly of their GLP-1 weight reduction journeys who’re prioritizing long-term well being and growing old properly and in search of quite a lot of meals, beverage and complement choices to realize these targets. Whereas more and more excited about mind and digestive well being, complement use stays low on this group for now.
• Balanced Maintainers (16% of respondents): Gen Zers trying to preserve weight with minimal dietary adjustments. These shoppers have achieved their weight reduction targets and have shifted right into a upkeep mode glad by choices that don’t disrupt the day-to-day or compromise on style or enjoyment.
• The Regular Stickers (11% of respondents): sensible Midwestern ladies specializing in acquainted meals and routines who’s much less more likely to soar on the most recent tendencies or comply with overcomplicated vitamin recommendation.

The supporting function of dietary supplements alongside the GLP-1 journey

With the rising desire for fast-acting prescribed drugs on this class, the market noticed a dip in demand for weight reduction complement. As a substitute, the GLP-1 journey has opened alternatives to fill the nutrient gaps and ease the digestive points effected by drug-induced starvation suppression.

Past the supporting role that proteins, fibers, probiotics and nutritional vitamins should play, Kerry notes that there’s a rising shift in direction of energetic life and optimistic vitamin on the opposite aspect of GLP-1 use, with a specific curiosity in elements designed to supply particular well being advantages.

Kerry highlights mind well being, vitality assist, intestine well being, cardiovascular well being, immunity and application and focus as on development. The rising value of residing and meals security are additionally elements closely influencing buying choices, in line with survey outcomes.

These findings are supported by Vitamin Enterprise Journal knowledge displaying that an increasing number of shoppers are selecting dietary supplements as a part of a preventative strategy to well being. Inside a complement market with an estimated $67 million in gross sales in 2024, prime situations by market share embody health and vitality (18.2%), normal well being (17.7%), blood sugar administration (15.2%) and weight administration (10.6%).

Within the present client panorama, the NBJ knowledge additionally exhibits that 16% of shoppers at the moment take a GLP-1 drug, 13% would think about taking one for weight-related considerations, and eight% beforehand took one however not do. Among the many 55% who wouldn’t think about weight reduction medication, 42% expressed considerations about damaging unwanted side effects and 29% about needing weekly injections perpetually. Of former customers, 83% had been on GLP-1 medication for lower than a yr, paving the best way for the market progress registered for weight administration options together with meal replacements and probiotics.