The Rise of GLP-1 Drugs and How Beverage Brands Are Innovating to Provide Companion Products

When the #Ozempic hashtag went viral on TikTok, consumers worldwide were suddenly alerted to the surprising benefits of this type 2 diabetes drug. Ozempic is the brand name for a type of Glucagon-like peptide-1 (GLP-1) receptor agonist, a drug used to lower blood sugar levels. However, the drug can also cause significant weight loss in a short period, making it a top choice in the fight against obesity.

As the market for weight loss medications grows, the food and beverage industry is responding with product lines that offer options compatible with GLP-1 treatments, focusing on functional benefits and nutritional support.

What Is GLP-1 Medication?

GLP-1 receptor agonists are injectable or oral medications initially approved to treat type 2 diabetes. However, GLP-1 drugs would soon be prescribed for weight-loss management. During clinical diabetes trials, researchers discovered that many patients experienced weight loss from taking GLP-1 medication. Following this discovery, studies emerged documenting the drug's effect on adults.

In 2014, the United States Food and Drug Administration (FDA) approved the first GLP-1 drug — Saxenda — specifically for weight loss. Patients must obtain a prescription to take GLP-1 medication.

In the following years, more FDA-approved GLP-1 drugs for weight loss hit the market. These include:

• Wegovy
• Zepbound

Currently, Ozempic is not approved for weight loss. However, some providers may prescribe it for “off-label” use.

How Do GLP-1 Drugs Work?

GLP-1 drugs mimic the naturally occurring hormone GLP-1. This hormone triggers the release of insulin from the pancreas, reducing blood sugar levels. It also blocks glucagon — a hormone that raises blood sugar levels — and slows digestion, helping your body release less glucose, or sugar, into your blood.

More specific to weight loss, GLP-1 is an appetite suppressant and makes people feel fuller faster. In conjunction with a reduced-calorie diet and increased physical activity, GLP-1 drugs can help people lose weight. They also offer other potential health benefits, such as lowering blood pressure and reducing the risk of heart disease.

Analyzing the GLP-1 Market

The popularity of GLP-1 medication has grown rapidly since its release, driven by its dual benefits for diabetes management and weight loss. Data from 2023 shows more than one in five adults living in each U.S. state have obesity. Additionally, about 90% of diabetes diagnoses were type 2 diabetes, highlighting the need for effective treatment solutions. The demand was amplified when celebrities started to speak about the purported weight loss benefits of GLP-1 drugs online, sparking a surge in consumer interest and requests for prescriptions.

Today, semaglutide — known by brand names Ozempic and Wegovy — is one of the most popular prescription drugs in the U.S. In 2024, the global GLP-1 drug market is estimated to be worth $53.46 billion and is expected to grow at a compound annual growth rate (CAGR) of 17.46% from 2025 until 2030. As consumers look to improve their health, the weight loss supplement market is increasing, too. Valued at $33.14 billion in 2024, this market is projected to grow at a CAGR of 14.17% from 2025 to 2030.

The Intersection of GLP-1 Drugs and Functional Beverages

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While GLP-1 drugs may help people control their blood sugar levels and lose weight, they also have many potential side effects, including:

• Indigestion, diarrhea and constipation.
• Loss of appetite, nausea and vomiting.
• Dizziness and headaches.

Secondary side effects are also associated with taking GLP-1 drugs. Loss of appetite and nausea can make people eat less food, which can cause nutrient deficiencies and hair loss. The drug also causes rapid weight loss for some people, which can lead to significant muscle mass loss and sagging skin, which is most noticeable in the face.

In response to these side effects, food and beverage businesses are releasing GLP-1 companion products tailored to the specific needs of GLP-1 drug users.

In particular, beverage companies are adapting their product lines to offer consumers functional benefits addressing the side effects and providing nutritional support. Consumers may see more functional beverages hitting store shelves in the coming years.

Opportunities for Functional Beverage Brands

The rising demand for GLP-1 drugs provides functional beverage brands with an opportunity to innovate for and capture this growing market segment. Beverage businesses can develop new products or adapt existing ones to cater to GLP-1 drug users.

Nutritional Requirements

Appetite suppression is the primary reason for the effectiveness of GLP-1 drugs as a weight loss treatment. Studies show that people taking GLP-1 drugs reduce their caloric intake by as much as 39%. However, consumers may find it challenging to get all the essential macronutrients and micronutrients they need on a lower-calorie diet.

Macronutrients are a group of nutrients people need in larger quantities to give their bodies enough energy to function optimally. They include carbohydrates, proteins and fats. Micronutrients are the vitamins and minerals people need in smaller quantities. They support the immune system, metabolism and muscle function.

Reducing food intake for weight loss or from using GLP-1s makes it challenging for consumers to meet their nutrient needs from diet alone. However, dietary supplementation can help consumers meet their daily nutrient requirements. Functional beverages can play a complementary role to GLP-1 drugs by offering nutrient-dense, high-protein, low-calorie options that support consumers’ changing nutritional needs throughout their weight management journey.

Muscle Health

A known issue from rapid GLP-1 drug-induced weight loss is muscle mass reduction. While exercise can reduce muscle mass loss during weight loss, getting enough protein is also important. Protein is essential for building and maintaining muscles, but GLP-1 drug takers may consume less protein as their overall caloric intake lowers.

Beverage brands can formulate high-protein drinks and powders to support muscle preservation and protein synthesis. Other supplemental ingredients that support muscle health include creatine and omega-3 fatty acids. Micronutrients like vitamin D, calcium and magnesium can also help.

Digestive Health

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People taking GLP-1 drugs frequently report digestive issues like nausea, vomiting, constipation and diarrhea. Studies show that up to 85% of patients taking GLP-1 receptor agonists experience gastrointestinal adverse effects. While it's unclear exactly what causes gut upset from these drugs, researchers suspect that the slowed digestion may be to blame.

As consumers become more aware of the link between digestive health and well-being, the demand for beneficial gut products grows. Consumers using GLP-1 drugs may not be getting enough fiber in their diet. Beverage companies have an opportunity to develop functional beverages to target digestive health for GLP-1 drug users by adding the beneficial prebiotics, probiotics and postbiotics that build a healthy digestive system.

Some examples of popular digestive health beverages include probiotic water, fermented fruit juice and kombucha.

Hydration

GLP-1 drug side effects like diarrhea and vomiting can potentially cause dehydration. Dehydration can cause headaches, dizziness, muscle cramps and constipation. It can also lead to electrolyte imbalances. Electrolytes refer to essential minerals — like sodium and potassium — that support hydration and muscle function. When dehydrated people develop uneven electrolyte levels, they may experience symptoms like fatigue and muscle weakness.

Beverage companies can offer drinks with added electrolytes to help prevent dehydration and address electrolyte imbalances. These drinks are becoming popular among all consumers, but especially GLP-1 drug users.

Portion Control

Due to its appetite-suppressing effect, many GLP-1 drug users start eating less food and smaller portion sizes. However, it's common for GLP-1 drug users to gain some weight back after coming off the drug. Brands may consider reducing drink serving sizes that align with consumer preferences both during and after their weight loss journey. Some additional strategies for beverage brands include:

• Single-serve packaging: Providing single-serve packets allows consumers to practice portion control without the temptation to over indulge. This is especially beneficial for targeting on-the-go consumption to make it easier for consumers to meet their dietary goals.
• Guided portions: Brands can include portion recommendations on packaging to inform consumers about an appropriate serving size or how the beverage fits into balanced meals or snacks.

Affordability

GLP-1 drugs can cost between $900 and $1,350 each month before insurance and rebates. This price tag is unaffordable for most Americans. This creates opportunities for beverage brands to offer alternative weight management solutions and products that support the growing interest in living a healthier lifestyle. For example, functional beverages that naturally suppress appetite can act as a convenient, affordable alternative for consumers who cannot afford GLP-1 drugs.

One example is drinks formulated with coffee, green tea extract or added protein to reduce hunger. High-protein or high-fiber drinks can increase feelings of fullness to help control appetite.

Examples of Brands Catering to GLP-1 Drug Consumers

Many brands have begun adapting their products to accommodate people taking GLP-1 drugs. Products that position themselves as a GLP-1 drug companion or complementary product can help brands stand out in a competitive market and reach a new audience. Consider these examples:

• GNC: GNC made waves with its GLP-1 support initiative, which involves establishing entire product sections in stores to help GLP-1 users manage the side effects and challenges associated with treatment. Their offering includes high-protein drinks and powders that can help manage muscle mass loss.
• SoWell: SoWell is a brand established by an obesity medicine specialist to address GLP-1 drug side effects. The brand offers a three-part GLP-1 Support System, including powered drinks with electrolytes, protein and fiber.
• Robard Corporation: Robard Corporation launched Biocare, a dietary beverage for people taking GLP-1 weight loss medication. Each serving of Biocare includes 20 grams of protein, 26 vitamins and minerals, probiotics and more.
• Herbalife: Herbalife entered the GLP-1 support market with its GLP-1 Nutrition Companion products. This range includes nutritional meal shakes, protein drinks and fiber supplements.

Notable GLP-1 Drug-Related Beverage Trends

As the market evolves, we can expect to see more specialized beverage brands emerge that cater to GLP-1 medication users. These beverage brands will address issues like muscle preservation, gut health and overall nutritional balance.

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Some notable trends in beverage products for GLP-1 drug users include:

• Protein shakes.
• Hydration drinks.
• Probiotic drinks.
• Fiber supplements.
• Low-glycemic options.
• Sugar- and alcohol-free alternatives.

Challenges and Considerations

While there are plenty of opportunities for beverage brands to enter the GLP-1 companion market, you should also understand the challenges. Consider the following before developing functional beverages for GLP-1 drug users:

• Formulation: Formulating functional beverages that taste and feel good can be challenging. To address GLP-1 drug users, brands may have to incorporate ingredients like protein, probiotics and electrolytes. These come with textures and flavor profiles that brands will have to complement or mask through flavor masking technology.
• Marketing: Be careful about how you word marketing claims for GLP-1 drug-related beverages. If you market your product as a supplement, you must submit structure/function claims to the FDA. Additionally, the focus should be on marketing products as nutritional support or companion products rather than as an alternative to GLP-1 drugs. Implying that your product is an alternative to GLP-1 drugs places your product at regulatory risk. In general, messaging around health, convenience and complementary benefits can attract GLP-1 users or those on a weight loss journey.
• Education: Beverage brands catering to GLP-1 drug users should also emphasize the importance of proper nutrition. The FDA clearly states that while some supplement products can be beneficial, they're best used in conjunction with a healthy diet and exercise. It's also beneficial to encourage consumers to consult with their health care providers about GLP-1 drug side effects and management strategies.

Capitalize on the GLP-1 Market Opportunity With BevSource

Now is the perfect time for beverage brands to invest in beverages that target opportunities both during and after GLP-1 treatment, with products focusing on functional benefits and nutritional support. If your business wants to develop functional beverages for GLP-1, partner with BevSource. We're a one-stop source for all things beverages, including their development, sourcing and production.

We bring years of industry expertise and insights to help your business overcome the beverage industry's challenges. We understand what it takes to develop a successful beverage product and have worked with beverages in a wide range of categories. Whatever beverage you want to make, we can help you get it right the first time.

Contact us today to turn your beverage idea into a reality!

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