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

Through a survey of over 2,600 U.S. adults, the company identified five distinct types of GLP-1 users to inform product development: the Dynamic Dad, Trailblazing Trendsetter, Future-Focused Improver, Balanced Maintainer and the Steady Sticker. It also reported that only 6% of respondents plan to use GLP-1 agonists for life but have been inspired to work on their longer-term health through positive nutrition.

“This research indicates a strong appetite for overall well-being beyond weight loss with its study showing 90% of GLP-1 users incorporating vitamins, supplements and probiotics into their lifestyles,” said Elizabeth Horvath, vice president of marketing for North America at Kerry, in a statement. “Our research shows that consumers of GLPs also prioritize stress relief, mental clarity and cognitive focus, alongside clean energy support.”

‘No such thing as an average GLP-1 user’

In its “Adapting Appetites” consumer research report generated from the survey results, Kerry highlights that while one in eight Americans have used a GLP-1 agonist and might share some traits across their weight-loss journeys, there is “no such thing as an average GLP-1 user”.

Instead, there are five segments along the GLP-1 consumer spectrum, each with different purchasing behaviors and priorities.

• Dynamic Dads (27% of respondents): focused on balancing health with family life and want portable, tasty, protein-packed options to maintain sustained energy, cognitive focus and weight loss.
• Trailblazing Trendsetters (25% of respondents): wellness-savvy urbanites focused on mental clarity, energy and immunity to help them achieve their goals. They are more likely to be early adopters, searching out the latest superfood, cutting-edge supplements or a new approach to mental clarity.
• Future-Focused Improvers (27% of respondents): health-conscious Southern Gen X women at the start of their GLP-1 weight loss journeys who are prioritizing long-term health and aging well and seeking a variety of food, beverage and supplement options to achieve those goals. While increasingly interested in brain and digestive health, supplement use remains low in this group for now.
• Balanced Maintainers (16% of respondents): Gen Zers looking to maintain weight with minimal dietary changes. These consumers have achieved their weight loss goals and have shifted into a maintenance mode satisfied by options that do not disrupt the day-to-day or compromise on taste or enjoyment.
• The Steady Stickers (11% of respondents): practical Midwestern women focusing on familiar foods and routines who is less likely to jump on the latest trends or follow overcomplicated nutrition advice.

The supporting role of supplements along the GLP-1 journey

With the growing preference for fast-acting pharmaceuticals in this category, the market saw a dip in demand for weight loss supplement. Instead, the GLP-1 journey has opened opportunities to fill the nutrient gaps and ease the digestive issues effected by drug-induced hunger suppression.

Beyond the supporting role that proteins, fibers, probiotics and vitamins have to play, Kerry notes that there is a growing shift towards active lifestyles and positive nutrition on the other side of GLP-1 use, with a particular interest in ingredients designed to offer specific health benefits.

Kerry highlights brain health, energy support, gut health, cardiovascular health, immunity and alertness and focus as on trend. The rising cost of living and food safety are also factors heavily influencing purchasing decisions, according to survey results.

These findings are supported by Nutrition Business Journal data showing that more and more consumers are choosing supplements as part of a preventative approach to health. Within a supplement market with an estimated $67 million in sales in 2024, top conditions by market share include fitness and energy (18.2%), general health (17.7%), blood sugar management (15.2%) and weight management (10.6%).

In the current consumer landscape, the NBJ data also shows that 16% of consumers currently take a GLP-1 drug, 13% would consider taking one for weight-related concerns, and 8% previously took one but no longer do. Among the 55% who would not consider weight loss drugs, 42% expressed concerns about negative side effects and 29% about needing weekly injections forever. Of former users, 83% were on GLP-1 drugs for less than a year, paving the way for the market growth registered for weight management solutions including meal replacements and probiotics.