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Will we see a wave of NPD that focuses on insulin management?

As a new study finds protein and fats can help manage insulin, food manufacturers are building on emerging GLP-1 platforms and supporting nutritional guidance.

Researchers state that proteins and fats can influence insulin production, leading to the possibility of personalised nutrition. New research from the University of British Columbia (UBC), supported by the Canadian Institutes for Health Research and Juvenile Diabetes Research Foundation (JDRF) Canada, shows how nutrients that trigger insulin can vary from person to person, which has implications for developing personalised nutrition strategies.

Managing blood sugar levels often involves focusing on counting carbohydrates. Yet, recent research from UBC suggests that paying attention to proteins and fats in the diet may be equally important for some individuals.

The role of insulin

The research, released in the open-access journal Cell Metabolism, published in July 2024, assesses how individuals release insulin in reaction to the three main macronutrients: carbohydrates (glucose), proteins (amino acids), and fats (fatty acids).

Scientists conducting research into insulin management indicate that the production of the hormone insulin, which regulates blood sugar, is more personalised and dynamic than once believed. Additionally, for the first time, the study identifies a specific group of people who have a heightened response to fatty foods.

“Glucose is the well-known driver of insulin, but we were surprised to see such high variability, with some individuals showing a strong response to proteins and others to fats, which had never been characterised before,” said senior author Dr James Johnson, professor of cellular and physiological sciences at UBC. “Insulin plays a major role in human health, in everything from diabetes, where it is too low, to obesity, weight gain and even some forms of cancer, where it is too high,” Johnson adds.

Wellness and personalisation

In November 2023, the Global Wellness Institute (GWI) estimated the global market segment for “healthy eating, nutrition and weight loss” is worth almost a trillion dollars, at $946 billion (€852 bn). The segment comprises healthy-labelled foods and beverages, vitamins and supplements, and weight loss products and services.

Research findings showed that healthy-labelled foods and beverages are the largest segment by some margin, representing 81% of the market in 2022 and amounting to $874.3 billion (€787.4 bn). Vitamins and supplements are second, representing 14% of the market in 2022, reaching $155.8 billion (€140.3 bn).

Therefore, weight loss products and services are the smallest segment, making up only 5% of the market, at $49.2 billion (€44.3 bn), in 2022. GWI found the weight loss services part of this segment has decreased yearly since 2019. However, it has still increased overall due to strong growth in foods/beverages, supplements, meal replacements, and other over-the-counter products targeting weight management. GLP-1 nutrition-related products, therefore, show strong potential.

Personalised medicine, which incorporates personalised nutrition by GWI’s definition, is also part of the sector. It’s a small but high-growth segment, hitting $38.9 billion (€35 bn) in 2022.

The UBC researcher’s findings provide a foundation for personalised nutrition. Johnson says these “could transform how we treat and manage a range of conditions”.

New research rates proteins and fats to manage insulin production

The researchers performed tests on pancreatic islets taken from 140 deceased donors of both genders spanning various ages. They exposed the islets to three different macronutrients and simultaneously measured the insulin response and 8,000 other proteins.

While most donors’ islet cells exhibited a robust insulin response to carbohydrates, around 9% showed a strong response to proteins. Additionally, another 8% of the donor cells were more reactive to fats than any other nutrient, including glucose.

“This research challenges the long-held belief that fats have negligible effects on insulin release in everyone,” said first author Dr Jelena Kolic, a research associate in the Johnson lab at UBC. “With a better understanding of a person’s individual drivers of insulin production, we could potentially provide tailored dietary guidance that would help people better manage their blood sugar and insulin levels,” Kolic added.

UBC researchers now plan to move forward by conducting clinical studies to evaluate how insulin responds to a combination of macronutrients in real-life scenarios. Additionally, they aim to create personalised nutrition strategies using the insights gained from their research.

GLP-1 development

Glucagon-like peptide-1 (GLP-1), a medication used to treat type 2 diabetes mellitus (T2DM) and obesity, has amassed notoriety due to the popularity of Ozempic and semaglutides. A study by Goldman Sachs suggests that by 2028, as many as 70 million US consumers may have experimented with GLP-1 medications, driven by health considerations.

The use of GLP-1 medications increased significantly in the US between 2019 and 2023, with more than a 700% rise, a 2024 study published in the British Medical Journal found. Innova’s research suggests that GLP-1 is set to have a significant impact on the market, and major companies are already adjusting their strategies in response.

Nestlé Health Science has increased its nutrition support. In 2024, the multinational food and beverage processing company launched its GLP-1 Nutrition, an initiative to address consumer demands for nutritional support during weight loss efforts, and Vital Pursuit, a food range targeting GLP-1 weight loss medication users aimed at supporting them to manage their medication and nutrition.

NutraEx Food utilises “plug and play” technology in its sugar reduction solution, offering sweeteners with the potential to cater to consumers seeking healthier, lower-sugar alternatives.

According to Innova Market Insight’s 2024 Ozempic and UPF Survey, US consumers choose healthier food and beverages after initiating GLP-1-based weight loss medication. Its research found that 65% of surveyed US consumers reported eating more nutritious foods after using GLP-1-based weight loss medication.

Furthermore, after using GLP-1-based weight loss medication, 51% of consumers were most likely to purchase fruits and vegetables. Additionally, fish, whole plant foods, white meat, and supplements were popular among consumers using GLP-1 medication.

Ahead of Fi Global in November 2024, Innova has shared its early predictions for top F&B trends in 2025, with GLP-1 drugs being one of these. According to research conducted by Innova in the US, approximately one-fourth of US consumers reported using or planning to use a GLP-1 drug. Among current GLP-1 users, 56% use the drug for weight loss, while 36% use it for type 2 diabetes. The food industry has a great opportunity to reach more consumers by focusing on combining protein and fibre in its products.