GLP-1 Support: 50 Brands. 4 Strategies.

GLP-1 Support: Much More Than Supplements

“GLP-1 Support” products are designed or marketed to make the consumer’s weight loss efforts sustainable and effective while taking these drugs.

The fast growth of GLP-1 drugs is rewriting CPG strategy:

• 31m US adults already take GLP-1 drugs, representing 23% of household shoppers.
• Consumers are dramatically shifting baskets to more protein and fiber, and less carbs and sugar.
• The number of CPG products positioned with “GLP-1” soared 10x in just 12 months. 
• Brands across categories are feeling the heat to satisfy the demand and differentiate.

For background on the GLP-1 phenomenon — and its effects on CPG — read our companion blog post GLP-1 Rewrites CPG Strategy

The 4 Strategies: How Brands Approach GLP-1 Support

To capture demand for “GLP-1 Support” products, CPG takes one of four main approaches:

1. Acquire a brand, such as Lactalis’ purchase of :ratio.
2. Launch a new brand, such as Abbott’s introduction of Protality.
3. Launch new products, such as Bonduelle’s lunch bowls.
4. Update messaging, such as Haleon’s Centrum and Tums.

Get the Data: 50 Brands’ Strategies

Use the table below to explore the 4 strategies by 50 specific brand names:

• The strategy column lists the approach used by the specific brand name.
• The keywords column shows whether each brand uses the terms  “GLP-1, “protein, and/or “fiber” on packaging and digital content.
• The “GLP-1” usage column lists whether the term “GLP-1” is used on-pack, in eCommerce text, using disclaimer language, or none (no explicit "GLP-1" reference).

Instructions:

• Click the “columns” button to select the fields displayed.  
• Click the “XLSX” button to download the data in an Excel spreadsheet.
• Use the column header controls to sort and filter the rows.

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For more information about GLP-1 and CPG, read our blog post GLP-1 Rewrites CPG Strategy.

Foodgraph offers the largest US catalog of CPG product data.
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Warm Regards,

David Goodtree

Founder and CEO, Foodgraph