News

Vitamin Shoppe says popularity of GLP-1 medication is driving demand for nutritional support

US health and supplement retailer Vitamin Shoppe has highlighted growing demand in nutritional support for GLP-1 weight loss medication users as one of its top current trends.

The retailer recently unveiled its five health and wellness trends of 2024, putting GLP-1 nutritional support at the top of the list, ahead of longevity support, gut health, mature women’s health and functional beverages.

The incredible popularity of GLP-1 medications like Ozempic, Mounjaro and Tirzepatide has taken both Europe and North America. The medication was first developed to treat diabetes, but has subsequently proved to be highly effective at helping with weight loss. Underlining its popularity, a recent poll by KFF Health Tracking found that 12% of US adults say that have taken GLP-1 medication at some point.

GLP-1 medication has been pushed to the front of media conversation

This has pushed GLP-1 to the centre of many conversations about health and wellness, particularly as obesity numbers continue to grow worldwide, but particularly in the US where the obesity rate is currently over 40%, according the Centers for Disease Prevention and Control.

This is prompting many people to tackle excess weight and improve their health and wellness. The increased visibility of GLP-1 in the media is making the medication a highly popular solution. The Vitamin Shoppe trend report forecasts that an estimated 30 million people will be taking the medication by 2030.

However, rapid weight loss can come with side effects, particularly if an individual’s nutritional needs are overlooked. Medications like GLP-1 can lead to an increased need for proteins, multivitamins, fibre, and probiotics to help support gaps in the diet that might be triggered by taking these types of medications, potentially having a detrimental impact on an individual’s health.

GLP-1 medication could lead to an increased need for supplementation

“Data shows that a significant percentage of the population is not meeting the daily requirements for key nutrients, such as vitamins C, D, and magnesium. This problem will be further exacerbated by the use of GLP-1 medications, which decrease overall food intake,” said Brian Tanzer, a nutritionist and Director of Scientific and Regulatory Affairs at The Vitamin Shoppe.

In line with these requirements, the retailer says it has already seen increased sales in all the categories that support the nutritional requirements of GLP-1 patients, evidenced by sales of ready-to-drink protein beverages in 2023, which grew by 10% year-on-year, as well as meal replacement products tailored to weight loss management, which were reported to be up by 13% in the first four months of 2024.

In response to the growing demand for GLP-1 support, the Vitamin Shoppe launched a telehealth service targeting the needs of users, called Whole Health Rx. Launched in May, the service provides a holistic approach to guide users of all prescription drugs, including GLP-1, to help meet nutritional requirements that might be disrupted by medications.

Some consumers are looking for non-pharmaceutical weight loss solutions

The retailer also pointed to increased sales of protein powders, up 12% in the first four months of the year, pointing to consumers looking for ways to increase their protein intake by adding to convenience foods like pancakes, or just adding the powders to their daily meals. SPINS data shows that sales of protein supplement and meal replacements were up 15% across the US for the year ending November 2023.

The report also notes an increased interest in non-pharmaceutical alternatives to weight loss. This has triggered interest in natural sugar and glucose control solutions, with the retailer reporting a 40% increase in sales sugar control products in 2023.

Interest in non-pharmaceutical weight loss solutions underscores how GLP-1 medications are still only resonating with a minority of Americans. This is further emphasised by the Vitamin Shoppe’s 2024 survey, which shows that only 17% of consumers would prefer to tackle weight loss using GLP-1 medication, compared to 53% of Americans who would still prefer to lose weight through increased exercise and activity.