GLP-1 weight loss drugs such as Ozempic are on the rise. While their use is initially most prominent in the US, many predict their popularity could spread to Europe.
They have the potential to be highly effective as well. A recent report, for example, suggested that, along with advertising controls and nutritional reporting obligations, GLP-1 drugs could contribute to halving obesity.
Due to reducing food consumption, weight loss drugs also have the potential to cut down on the intake of key nutrients such as fibre and protein. Thus, users need more nutrients concentrated in smaller doses of food.
Also read → Fortification is often highly beneficial but has the potential to be harmful.
This is where fortification comes in. With consumers seeking health and nutrition more than ever, the fortification trend – adding additional nutrients to foods to increase their nutritional density – is in full swing.
Fortification can help solve the problem posed by GLP-1 – not enough nutrients within the small portions consumed by many users of the drugs. But is GLP-1’s popularity actually increasing fortification?
Is the fortification market growing?
Fortification is already a growing trend, especially among the young. For example, data from market research company Mintel suggests market growth. In the German market 79% of those between 16 and 34 have tried a fortified or functional food or drink within the last three months, compared to 34% of over-55s.
“Interest in inherent nutrition, fortification, and personalized nutrition is rising,” Kevin Lemeilleur, global alternative meat and dairy director at ingredients major Cargill, told FoodNavigator.
According to its own research, three out of four consumers are looking for food and drink with ‘medicinal and curative benefits.’
Protein in particular is a product which consumers are looking for from fortified foods. “Protein fortification has evolved from a niche trend to a mainstream demand across the food and beverage industry. This growth is primarily driven by increasing consumer awareness of the benefits of protein, which is recognized for its role in muscle maintenance, satiety and overall health,” Benjamin Voiry, head of marketing for plant-based proteins at ingredients major Roquette, told FoodNavigator.
According to Voiry, consumers want protein fortification from ordinary items like pasta, bakery, cereal bars and ice-cream, as well as plant-based dairy alternatives.
Will GLP-1 increase demand for fortified products?
Consumer desire for nutrient-dense food is likely to increase as the popularity of GLP-1 grows, according to Mintel.
“Simplified claims that highlight protein, fibre, vitamins and mineral content will appeal to people who are using weight-loss drugs, as well as the majority of consumers who define their diets based on their individual needs and how food makes them feel. Expect to see an increase in nutrient-dense product innovations to improve short- and long-term health,” Alex Beckett, director of Mintel food and drink, told FoodNavigator.
“Simplified claims that highlight protein, fibre, vitamins and mineral content will appeal to people who are using weight-loss drugs, as well as the majority of consumers who define their diets based on their individual needs and how food makes them feel.”
However, this is not yet dominating the market. “It’s important to note that while there’s growing interest in specialized protein fortification tailored to the needs of GLP-1 users, this has not yet become the primary driver of demand in the broader food market,” Roquette’s Voiry told us.
Nevertheless, Voiry saw a ‘growing alignment’ between the increase in the use of GLP-1 and the growing demand for fortified products.
“With a heightened focus on health and wellness, especially among those using GLP-1 medications, protein has become an essential nutrient in many food formulations.”
Protein is critical for GLP-1 users, suggested Cargill’s Lemeilleur, not only during the medication’s use but after as well.
“When the medication is discontinued, protein can moderate appetite as it helps satisfy hunger and reduces the urge to overeat, supporting maintenance of a healthy weight,” he told us.
Products rich in fibre can also be beneficial to GLP-1 users for reasons linked to the side effects of the drugs themselves, Lemeilleur suggested.
“A common side effect of GLP-1 include gastro-intestinal discomfort. Fibres can alleviate gastro-intestinal complaints as they contribute to a healthy gut.”
