GLP-1 companion products: a new world of opportunity for nutraceutical manufacturers

They’re new, they’re attention-grabbing and they’re seemingly here to stay: Glucagon-like peptide 1 (GLP-1) agonists are undeniably one of the biggest topics in health and wellness right now. Just two years on from their mainstream breakthrough, drugs like Mounjaro, Wegovy® and especially Ozempic have profoundly altered the way we view weight management and metabolic wellness by making lifestyle changes more manageable than ever. With fame has come astounding market growth. By 2030, GLP-1 agonists are expected to post 156.7 billion USD in revenue

Grand View Research, GLP-1 Receptor Agonist Market Summary, 2024 https://www.grandviewresearch.com/industry-analysis/glp-1-receptor-agonist-market



,  predictions that have led analysts JP Morgan to more than double their market projections for the segment. But as the popularity of GLP-1s grows, so does awareness of the common side effects of GLP-1s. As such, there’s an exciting opportunity for supplement and functional food brands to step in with GLP-1 companion products that support users on their weight management journeys, while soothing potential side effects. With all eyes are on how these targeted solutions can boost overall health—including everything from muscle maintenance to hydration—the time is now to innovate.

Here, we’ll explore where this demand for complementary solutions stems from, and what nutraceutical brands need to know to own the opportunities of the ‘Ozempic age’.

Why is demand for GLP-1 companion products growing?

First, a quick refresher: glucagon-like peptide-1 or GLP-1 is a naturally occurring hormone produced by the body following a meal that helps to increase insulin production, slow down gastric emptying and promote feelings of fullness

2 GLP-1 Agonists: What They Are, How They Work & Side Effects (clevelandclinic.org)



. GLP-1 agonists like Ozempic are medications that mimic the function of this hormone, boosting its appetite-suppressing effects to support the management of type 2 diabetes and, more recently, weight-related diseases like obesity.

GLP-1 Agonists: What They Are, How They Work & Side Effects (clevelandclinic.org)



The widespread appeal and applicability of these medications is obvious. Already it’s estimated that as much as 12% of the US population—or 25-30 million adults—have used GLP-1 agonists to date, an unprecedented uptake that’s only assumed to accelerate over the next five years.

iSearch-DNA -Rabobank: Anti-obesity medications-Will the food industry be the biggest loser? (Dec 2024)

With so many people eager to give GLP-1 agonists a try, there’s a need to provide extra nutritional support, too. Smaller portions are the norm when taking weight management meds, so it’s even more important that food and supplements are nutritionally dense, with the right amount of protein, fibre, vitamins and minerals. There’s also a rising need for products that address common side effects of GLP-1, as well as providing extra support when users stop taking GLP-1s.

The GLP-1 companion product market is ripe for innovation. To give just one example, the prebiotic supplement segment saw a 78% increase in the use of the claim ‘GLP-1-friendly’ between 2020-2024, making clear that this is a claim consumers want to see.

Innova Market Insights, Prebiotic proliferation, 2025



Let’s look closer at how producers can help support consumers with great GLP-1 companion products.

Is muscle loss a GLP-1 side effect?

Losing weight while maintaining lean body mass is often a key priority for GLP-1 users. Recent research has shown that GLP-1 drugs help people lower overall calorie intake (by around 20%), which can be effective for weight loss. However, findings suggest that the balance of nutrients consumed may shift, with protein intake sometimes falling short. Since protein is vital for muscle growth and repair,

Johnson, B., Milstead, M., Thomas, O., McGlasson, T., Green, L., Kreider, R. and Jones, R. (2025). Investigating nutrient intake during use of glucagon-like peptide-1 receptor agonist: a cross-sectional study. Frontiers in Nutrition, 12. doi:https://doi.org/10.3389/fnut.2025.1566498.



this is an important consideration. Some studies have even found that 40-60% of total GLP-1-supported weight loss may come from reductions in lean muscle mass— highlighting the importance of a well-rounded nutritional approach to support long-term health and wellness

Neeland IJ, Linge J, Birkenfeld AL. Changes in lean body mass with glucagon-like peptide-1-based therapies and mitigation strategies. Diabetes Obes Metab. 2024 Sep;26 Suppl 4:16-27. doi: 10.1111/dom.15728. Epub 2024 Jun 27. PMID: 38937282.



.

There’s a rising opportunity for producers to develop companion products that deliver high-quality protein for GLP-1 users. Not only can increased protein consumption help medication users build long-term health and well-being, but it has also been linked to enhanced satiety during and after GLP-1 usage.

Winzeler, Bettina, Clara O. Sailer, David Coynel, Davide Zanchi, Deborah R. Vogt, Sandrine A. Urwyler, Julie Refardt, and Mirjam Christ-Crain. 2021.



Though most proteins will offer some benefits, casein is the source that really stands out as a complement to GLP-1 treatments.

In contrast to whey protein —the typically cited ‘gold-standard’— casein protein provides a slower and steadier release of amino acids over time,

Reitelseder et al., Am J Physiol Endocrinol Metab , 2011​



providing longer lasting support for muscle protein synthesis.

Lacroix, M., Bos, C., Léonil, J., Airinei, G., Luengo, C., Daré, S., Benamouzig, R., Fouillet, H., Fauquant, J., Tomé, D. and Gaudichon, C. (2006). Compared with casein or total milk protein, digestion of milk soluble proteins is too rapid to sustain the anabolic postprandial amino acid requirement. The American Journal of Clinical Nutrition, 84(5), pp.1070–1079.



What’s more, calcium caseinate protein boasts higher levels of several essential amino acids – histidine, methionine, phenylalanine and valine – than whey protein, making it an even more powerful partner for maintaining and nourishing the tissues GLP-1 users don’t want to lose.

Gorissen, S.H.M., Crombag, J.J.R., Senden, J.M.G. et al. Protein content and amino acid composition of commercially available plant-based protein isolates. Amino Acids 50, 1685–1695 (2018). https://doi.org/10.1007/s00726-018-2640-5
Church DD, Hirsch KR, Park S, Kim IY, Gwin JA, Pasiakos SM, Wolfe EE, Ferrando AA. Essential amino acids and protein synthesis: Insights into maximizing the muscle and whole-body response to feeding. Nutrients. 2020 dec 2;12(12):3717. Doi: 10.3390/NU12123717. Pmid: 33276485; Pmcid: PMC7760188.

Can GOS’ prebiotic benefits support GLP-1 users?

Gut health is a hot topic among health-conscious consumers, especially for those taking GLP-1 medications.  While treatments are generally well tolerated, some users have reported experiencing nausea, dyspepsia (digestive discomfort) vomiting and diarrhoea – particularly at the start of a treatment course and in the case of higher or more frequent dosing

Sun, F., Chai, S., Yu, K., Quan, X., Yang, Z., Wu, S., Zhang, Y., Ji, L., Wang, J., & Shi, L. (2015). Gastrointestinal adverse events of glucagon-like peptide-1 receptor agonists in patients with type 2 diabetes: a systematic review and network meta-analysis.. Diabetes technology & therapeutics, 17 1, 35-42 . https://doi.org/10.1089/dia.2014.0188.



. In addition to high-quality proteins therefore, it seems gut-supporting ingredients like prebiotics are also hugely relevant to the GLP-1 boom.

Interest in prebiotics as a search term has bloomed by over 66% in the last 5 years according to Google Trends

https://trends.google.com/trends/explore?date=today%205-y&q=prebiotics&hl=en-GB [Generated 11/06/25]



, thanks in large part to our growing understanding of their digestive and immune-supporting benefits. Galacto-oligosaccharides (GOS) like Friesland Campina Ingredient’s Biotis® GOS range are the standout here.  Among GOS’ prebiotic benefits is the growth of ‘good’ bacteria in the intestines, which can enhance the production of health-promoting metabolites. Pre-clinical evidence has associated prebiotics with metabolic health, e.g. stabilising blood glucose levels and reducing insulin spikes.

Mistry, Rima H et al., ‘Long-Term β-galacto-oligosaccharides Supplementation Decreases the Development of Obesity and Insulin Resistance in Mice Fed a Western-Type Diet,’ Molecular nutrition & food research vol. 64,12 (2020)

Bonus functionality: hydration

Hydration is key, particularly among those with experiencing common side effects of GLP-1s like gastrointestinal issues. Functional beverages and fortified waters provide a much-needed opportunity for GLP-1 drug users to replenish their stores of essential electrolytes, while also boosting their nutrient intake. Our powerful and convenient beverage concepts— like our 45D Fortified Protein Water with Biotis® GOS and Nutri Whey™ Isolate Clear —provide consumers with the ideal hydrating pick-me-up.

The magic of multi-benefit GLP-1 companion products

GLP-1 users need more in terms of nutrients and even water intake, but often consume less due to fluctuating appetites. Multifunctional products that pack quality protein, prebiotics and other vital ingredients into an easy-to-consume format are therefore, true game-changers.

At Friesland Campina Ingredients we have poured decades of expertise in proteins, prebiotics and product development into our ultimate multifunctional solution: Biotis® Fermentis. This first-of-its-kind fermented protein solution combines the benefits of whey protein, prebiotic galacto-oligosaccharides (Biotis® GOS) and probiotic cultures by fermenting them together. This creates a unique formulation that may support GLP-1 agonist users in maintaining muscle mass and gut comfort. What’s more, it may also offer ongoing support for individuals transitioning off GLP-1 medications by helping to maintain gut health – an important factor in overall metabolic wellbeing. Versatile, potent and suitable for a huge array of small-volume, high-impact product formats, Biotis® Fermentis is one of the most exciting fermented ingredients for digestive health and protein fortification available to help GLP-1 users gain, even while they lose weight.

Tapping into the potential for GLP-1 companion products

There’s no denying the buzz around GLP-1 agonist drugs – they’re becoming increasingly engrained into consumers lives. With this in mind, it’s never been a better time to diversify your offering with GLP-1 companion products. By offering tailored solutions that align with 2025 GLP-1 market trends, counter common side effects of GLP-1 or help consumers maintain their progress between medication cycles, brands can make their products (almost) as influential as the ‘miracle’ drugs themselves.

From advising on the best protein powder for GLP-1 users, to delivering powerful prebiotics they need to settle their digestive systems, FrieslandCampina Ingredients is your partner for navigating innovative ingredients and applications that can help consumers get the most from this new generation of weight management medications.