Explore the GLP-1 Consumer
Weight Shedders
Type 2 Diabetes (T2D) Managers
Weight Trimmers
Weight Trimmers - 30%
The Weight Trimmers are focused on honing, improving and optimizing. They’re looking to lose a bit of weight (<10% of their body weight or ~ 17 lbs for those looking to lose a bit more than 10% of body weight). What makes them unique is their preparation, agility and total approach to how these drugs can help. They are more likely to supplement, using specific vitamins, minerals and products to ensure they protect lean body mass. They are MUCH more active and exercise-oriented, even to a competitive level. They tend to be younger (18 – 39), more affluent, and more adept to making dietary changes to ensure the best result. All of this leads to them having a high level of satisfaction, 86%, with almost 2/3rd planning to use the drugs again in the future. For them, the GLP-1RA is a tool, something to give them an edge and help them perfect their body while they pursue their goals.
Weight Shedders - 20%
The Weight Shedders are the most challenged of the groups. They are emotionally broken through years, even decades, of unsuccessful diets and experiences that have left them frustrated and discouraged. For them, the GLP-1RA offers a last potential of hope. This group is seeking to lose quite a bit of weight – at least 10% of their bodyweight and the mean is over 30 lbs. They tend to be Gen Y, Gen X and Boomer females, and their exercise levels are much more casual, with walking being the #1 activity. Importantly, they experience a paradox of feelings. On one hand, they are optimistic and hopeful that they will finally lose the weight. On the other hand, they are fearful of the side effects, concerned about the cost/expenses as this may be a long-term commitment, and have a sense of dread of “what if this does not work?” Finally, their approach is much less proactive and much less agile in terms of lifestyle and dietary changes. Because their bar (weight loss amount) is set high, yet they don’t make lifestyle and dietary changes, their level of satisfaction in using the GLP-1RA’s is only 51%. Almost a coin flip.
Type 2 Diabetes (T2D) Managers - 34%
The Type 2 Diabetes Managers (T2D) are focused on using GLP-1RA’s to manage a chronic disease. They have been diagnosed with a chronic illness, are likely already dealing with other chronic health issues, and approach the use of the drug to help them reduce their disease risks and symptoms. For them, if they can manage through the side effects without a major issue, staying on the drugs for years if not in perpetuity, is an acceptable way forward. They work with their HCP to track their metabolic metrics, and as long as those are improving and their quality of life is manageable, they will stay the course. Their exercise levels are comparable to the Weight Shedders, and they don’t make major dietary changes, focusing more on what to reduce (sugar, processed foods). Their satisfaction levels are 75% with GLP-1RA’s, and 2/3rds expect to use them again.
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Meet the Weight Trimmers
Behaviors
Attitude Towards Use
Demographics
Innovation Opportunities
Very active; often competitive-level exercise
58% exercise 3+ times per week
Take supplements (vitamins, minerals, lean mass support)
Quick to adopt dietary changes
Prepared, agile, proactive mindset
Those highly engaged with their own health
Younger (18-39)
More affluent
Put the most consideration into process – spend time researching and weighing up
See GLP-1 as less than ideal ‘would rather lose weight through diet and exercise’
30% of GLP-1 Users
Nearly one in three GLP-1 users are Weight Trimmers. These are individuals focused on losing less than 20 pounds while toning up. This group is largely achieving its goals, with 76% reporting they have reached or are close to their target weight.
Weight Trimmers are proactive about their health. They are active, mindful of nutrition, and intentionally prioritize protein in their diets. Over half (53%) have adopted supplements to boost or prevent nutrient deficiencies, reflecting a hands-on approach to managing their GLP-1 journey.
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Meet the Weight Trimmers
30% of GLP-1 Users
Already using protein products (powder, bars, ready-to-drink) but are aware protein will become more important
Specific VMS opportunities such as immune support / digestive support, calcium, iron and multivitamins specifically for GLP-1
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Meet the Weight Shedders
Our Solutions
Custom Premixes & Standard-Form Micronutrients
All N® Electrolyte Premix Formulas
Glanbia Flavors
TechVantage® Functionally Optimized Nutrients
EdiSparklz®
Our Solutions
Custom Premixes & Standard-Form Micronutrients
All N® Electrolyte Premix Formulas
Glanbia Flavors
TechVantage® Functionally Optimized Nutrients
EdiSparklz®
Behaviors
Attitude Towards Use
Demographics
Innovation Opportunities
Casual exercisers; walking is most common activity
Minimal dietary changes and low agility in lifestyle changes
Less proactive overal
Those who are struggling to balance health
Women over 40
Expense is a key concern for GLP-1 medication use
Least likely to spend time weighing up pros and cons.
1 in 4 expect this will become a permanent medication for them
Nervous about side effects
Meet the Weight Shedders
20% of GLP-1 Users
20% of GLP-1 Users
One in five GLP-1 users are Weight Shedders or individuals committed to losing a significant amount of weight, often 30 pounds or more. This group is driven by major transformation and is typically women over 40, motivated by meaningful, long-term change.
Weight Shedders are determined and resilient, but their journey is more challenging. Less than half report meeting their goals while on GLP-1, highlighting the need for additional support along the way.
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Complete Meal Powder/ All-in-one meal replacements
Simple multivitamins
Pre/probiotics to stave off potential side-effects
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Meet the Type 2 Diabetes Managers
Our Solutions
Custom Premixes & Standard-Form Micronutrients
All N® Electrolyte Premix Formulas
Glanbia Flavors
TechVantage® Functionally Optimized Nutrients
EdiSparklz®
Our Solutions
Custom Premixes & Standard-Form Micronutrients
All N® Electrolyte Premix Formulas
Glanbia Flavors
TechVantage® Functionally Optimized Nutrients
EdiSparklz®
Behaviors
Attitude Towards Use
Demographics
Innovation Opportunities
Exercise levels similar to Shedders
44% exercise 3+ times per week
Focused dietary reductions (sugar, processed foods) rather than major overhauls
Work closely with healthcare providers to track metabolic metrics
Accept staying on GLP-1s for years or indefinitely
Those who take a ‘sensible & mainstream’ approach to health
Men over 40
Health care practitioner drives their decision making
1 in 4 expect this will become a permanent medication for them
Meet the Type 2 Diabetes Managers
34% of GLP-1 Users
34% of GLP-1 Users
Over one-third of GLP-1 users are T2D Managers. These are individuals using GLP-1 medications primarily to manage Type 2 Diabetes, with weight loss as a secondary goal for a small group of them. T2D Managers take a more medical approach to their GLP-1 journey.
They are often guided by healthcare professionals, value expert advice, and are less likely to seek out additional nutrition products on their own. Satisfaction with GLP-1 medications is high and this group demonstrates strong trust in science-backed, long-term solutions.
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Seek low sugar alternatives
Interested in products with slow-release carbohydrates