Nestlé’s “Vital Pursuit” pizza = Captured from Nestlé website
As the number of users of GLP-1 weight-loss drugs such as Wegovy and Mounjaro grows rapidly, the global food industry is actively launching products and brands aimed at these consumers. Amid concerns that reduced food intake could cut into the industry’s sales, companies are seeking to offset the impact with products fortified with protein and dietary fiber. In Korea, where a considerable number of similar products have been launched under the influence of the “healthy pleasure” trend, the related market is expected to expand going forward.
According to market research firm Euromonitor on Wednesday, the number of packaged food products marketed as “GLP-1 Friendly” and similar claims sold in the global online market rose by approximately 37% last year compared with 2024, measured by stock-keeping units (SKUs). The increase came as global food companies expanded product lines targeting weight-loss drug users.
Notably, U.S. food company Conagra Brands attached “GLP-1 Friendly” labels to 26 frozen food products early last year. Nestlé launched “Vital Pursuit,” a frozen food brand exclusively for GLP-1 users, in 2024. Smoothie King operates a “GLP-1 Support Menu,” and meal-kit brand Factor is also targeting related demand with its “GLP-1 Balance” menu.
These products are characterized by significantly higher protein and dietary fiber content. They target the fact that weight-loss drug users often lose weight over a short period, making it difficult to maintain adequate muscle mass, and frequently experience side effects such as constipation.
Other companies are also responding to the shift by strengthening their protein product lineups. Coca-Cola said in March that it would expand its production capacity (CAPA) this year as demand for its high-protein milk brand “Fairlife” surged. PepsiCo CEO Ramon Laguarta mentioned the GLP-1 trend at the company’s earnings announcement in February, saying he would expand smaller-portion products and pursue the development of products fortified with protein and dietary fiber. Earlier, General Mills said at its earnings announcement last year that “GLP-1 users are seeking more protein.” General Mills launched a protein-fortified cereal, “Cheerios Protein,” at the end of 2024.
Smoothie King’s “GLP-1” menu = Captured from Smoothie King website
These moves by the food industry come as forecasts suggest food consumption could fall sharply due to the surge in weight-loss drug users. Consulting firm PwC estimated that about 20% of all U.S. households have at least one weight-loss drug user. EY-Parthenon projected that weight-loss drugs would reduce sales at snack companies and others by up to $12 billion (about 18.65 trillion won) over the next decade.
In the case of Korea’s food industry, the Ministry of Food and Drug Safety has yet to establish standards for phrases such as “GLP-1 Friendly,” but companies are closely watching overseas cases and preparing for market changes. The industry expects the related market to grow rapidly, given that a considerable number of high-protein and high-fiber products have already been launched. “In the U.S., because there are no legal standards for the ‘GLP-1 Friendly’ phrase, most high-protein and high-fiber products carry the label,” a food industry official said. “If labeling standards are established in Korea, they can be quickly applied to existing products, so we are also studying overseas cases internally and preparing.”