Nestlé Targets Weight Loss Cosmetic-Issues Market
The increase in popularity of weight loss drugs like Ozempic and Wegovy is reshaping the food and healthcare industries.
Weight loss drugs are believed to be behind a fall in demand for the kind of foods associated with weight gain. Analysts at Morgan Stanley estimate that US consumption of fizzy soft drinks, baked goods and salty snacks could fall by up to 3% by 2035.
These drugs are also reshaping the food and food supplements industries, as people seek solutions to some of the unwanted cosmetic effects of rapid weight loss.
One such effect is so-called ‘Ozempic face’, which is characterised by sunken cheeks and eyes and deeply creased features, which is now fuelling demand for healthcare products to counteract these cosmetic issues.
One company at the forefront of this growing market is Nestlé Health Science, is a subsidiary of Nestlé S.A., the Swiss multinational food and drink company that, by revenue, has been the largest publicly held food company in the world since 2014.
Nestlé Health Science has emerged as a frontrunner in this evolving landscape, as the company has launched an initiative called GLP-1 Nutrition, aimed at supporting consumers throughout their weight loss journeys.
Nestlé Health Science GLP-1 Nutrition initiative
The GLP-1 Nutrition platform offers extensive nutritional guidance and tailored products to address the unique challenges faced by users of weight loss medications, by offering a range of products, including collagen peptides to improve skin elasticity.
The GLP-1 Nutrition range also offers products for other side-effects associated with rapid weight loss, including hair growth supplements under the Nature’s Bounty brand, electrolyte tablets for hydration, and fibre supplements to support digestive health.
The launch of GLP-1 Nutrition builds on Nestlé’s Vital Pursuits food range, set to be launched later this year. This contains 12 portion-controlled frozen meals, which are high in protein and fibre. Vital Pursuit is intended to be a companion for GLP-1, as they are portion-aligned to a weight loss medication user's appetite.
Food industry innovation to address weight loss drugs
Another company cashing in on the rapid weight loss phenomenon is Danone, the French multinational food business which is reporting a surge in demand for its high-protein, low-calorie yoghurts in the US.
This uptick is attributed to the growing popularity of weight loss medications such as Novo Nordisk's Wegovy and Eli Lilly's Zepbound.
Meanwhile, healthy snacks maker Daily Harvest is targeting those taking weight loss drugs with product offerings such as broccoli and white bean soup, dragon fruit and lychee smoothies.
US foods company Conagra Brands is also seeing increased sales of its healthy frozen meals range, with demand again being driven by growing demand for protein-packed meat snacks and low-calorie, high-fibre popcorn among those experiencing the side-effects of drastic weight loss.
Anna Mohl, CEO, Nestlé Health Science, says that Nestlé has brands and expertise across its portfolio to support customers' shifting needs, such as “preserving lean muscle mass, managing digestive upset and assuring an adequate daily consumption of micronutrients."
Juergen Esser, Deputy CEO, Danone, adds: "We have a very large range of protein yogurts, which are flying off the shelf. I think those products are attractive to both consumers who are under the treatment of GLP-1 or who just wish to manage their weight or wellbeing."
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