The cardinal rule of business is to know your customers. For health and wellness brands, this means knowing your customers will soon be on anti-obesity meds (if they aren’t already) and adjusting your approach accordingly.
Goldman Sachs estimates 15 million Americans will take Ozempic or similar drugs by 2030. The patient population could 10X as the drugs matriculate through the US population, 75% of which is overweight or obese. Once someone starts taking anti-obesity drugs, there’s a good chance they’ll be on them for life.
At first glance, it seems like a nightmare for food companies. Drugs like Ozempic and Wegovy mimic the satiety hormone GLP-1, suppressing appetite and reducing daily energy intake by about 1000 calories. Stocks of food retailers like Costco, Walmart, and Coca-Cola have plunged on these fears.
But unless someone spilled it there, you won’t find Coke in the health foods aisle. In fact, data from market research firm Mattson suggest Ozempic users eat fewer junk calories, but more healthy ones.
Protein is the biggest opportunity for natural brands. Adequate protein allows Ozempic users to retain muscle and avoid saggy skin after rapid weight loss. Protein supplements are selling briskly.
People want smaller portions, says the data. Think protein bars, mini meals, and healthy snacks. They also want products that ease gut distress (a common side effect of GLP-1 drugs) and anything that promotes hydration.
Wellness brands should make adjustments now. Vitamin Shoppe and GNC have already devised product mixes to meet the new needs. The startup Supergut (which sells prebiotics for gut health) has published content related to GLP-1 drugs for about two years. Their sales quadrupled in six months after making these changes, according to CEO Marc Washington.
Supergut is a useful case study for wellness operators. If you want people to know your product supports or mimics anti-obesity meds, you must educate them. Simplify the science, build trust, and sales will follow. To learn why wellness consumers need to see science before buying, read my post covering the results of a recent McKinsey report.
A word on AI. AI is better now, but most outputs still read like a Wikipedia page fact-checked by a drunk Neanderthal. It’s fast, sure, but cleaning it up often takes longer than writing it yourself.
To succeed in this new landscape, you need people who understand the science, the customer, and the big picture strategy. Supergut uses an in-house team. If you don’t have that capability internally, bring in experts who do. That’s how brands like LMNT, IQBAR, and Equip Foods have stayed ahead.
You’ll get results too if you’re positioned for the Ozempic wave. Know your customer, then explain how you’ll solve their problems. That’s the formula for success.
I help wellness brands grow through science-backed strategy and content.
If you’d like support on your next stage of growth, you can reach me here.
