The global weight management market was valued at $142.58 billion in 2022, according to Grand View Research, and has an expected CAGR of 9.94% from 2023 to 2030. Retailers and manufacturers alike are focused on staying informed on the ever-evolving trends and various factors influencing consumers' purchasing decisions. To understand what 2025 has in store for the industry and its operators, we asked key players and analysts what we should focus on over the next 12 months. 

Entering the Ozempic Era

These days, all conversations within the weight management space center around glucagon-like peptide 1 (GLP-1) medications. Just how popular are these drugs? “Morgan Stanley estimates that 7% of the U.S. population (24 million people) will be taking GPL-1s by 2035,” reports Denisse Colindres, Senior Manager Nutrition Communication, North America, BENEO. She adds that, according to market research company Circana, 56% of people who are taking such medications use it for weight loss, and that number is expected to grow as coverage and affordability improve. 

Kash Rocheleau, CEO of Icon Foods, says the proven track record and popularity of GLP-1 receptor agonist (GLP-1 RA) drugs has been so noteworthy that it has turned the medication into a main driving force behind market adjustments and created product development opportunities for operators within the space. “GLP-1 agonists (semaglutide/Wegovy, tirzepatide/Zepbound) are driving significant market shifts,” Rocheleau explains. “They have demonstrated unprecedented efficacy for weight loss. Their growing popularity has allowed a few companies to take advantage of first-mover advantage by marketing their products as GLP-1 friendly. Conagra Brands, which includes Birds Eye, Duncan Hines, Healthy Choice, Marie Callender’s, Reddi-wip, Slim Jim, Angie’s BOOMCHICKAPOP, and many more, is a notable brand leading this charge.” 

Describing the current landscape as one that is “adapting to the Ozempic Age,” Trisha Sugarek MacDonald, Ph.D., MS, Akay Bioactives Market Development Manager, reflects on the major profit-generating opportunity. “The rise of GLP-1 receptor agonists, such as Ozempic, initially posed a perceived threat to the weight management category,” Dr. Sugarek MacDonald explains. “Historical data, such as the 2023 ClearCut/SPINS analysis, indicated a significant decline in this sector. Amazon at this time, using the ClearCut platform, showed an 11% drop in dollar sales and a 13.5% decline in unit sales for weight management products. However, the category seems to have rebounded by diversifying offerings to align with evolving consumer needs. Innovative products now complement GLP-1 medications, such as nutrient-dense meal replacement shakes and solutions addressing side effects or medication cycling. With big pharma poised to reach $100 billion in this space by the end of the decade, forward-thinking companies are capitalizing on opportunities to support these consumers.”

Likewise, savvy consumers are increasingly aware of the options for weight management. “Expectations around efficacy have shifted as a result of GLP-1 RA medications,” says Barbara Davis, Ph.D., RD, Head of Science & Regulatory, Americas, Phynova Group Ltd. “But, their use has also highlighted interest in less dramatic interventions without side effects. I think the awareness of these medications has also been a transformative development in the area of metabolic health. Because they were initially used for diabetes, consumers are aware of the fact that these medications not only help with satiety and appetite, but also normalize glucose levels. While I’m not sure that consumers directly link glucose metabolism with weight management, I think they are beginning to make the connection. It is up to us in the nutrition community to raise awareness of the importance of healthy glucose metabolism for energy, weight management, metabolic health and broader long-term health.”

Ripple Effect Trends

Natural ingredients that are able to mimic the desired effects of GLP-1 RAs have benefited from the spike in popularity of the medications. During the time when demand for GLP-1s outpaced supply, consumers took it upon themselves to seek out alternatives that were more readily available and could offer similar benefits with minimal side effects. 

“The use of GLP-1 receptor agonists to treat obesity and related conditions has experienced a sharp surge over the past three to four years,” says Ashley Levernier, Business Development Lead, Rousselot US. “This growing trend has also fueled significant interest in GLP-1 medications for weight loss, even among individuals without obesity or those with overweight who do not have weight-related health issues. However, not everyone who seeks can access or afford these medications. And, most importantly, these drugs come with notable side effects, which is why natural ingredients that are shown to have GLP-1-like effects are gaining increasing attention.”

Addressing the downsides of using GLP-1 medications has inspired the natural products industry to up its creativity. “The drawbacks of these drugs—unpleasant and potentially serious side effects, coupled with the likelihood of weight regain after discontinuation—are fueling interest in natural alternatives,” explains Shil Kothari, President, Gateway Health Alliances. “These alternatives aim to support GLP-1 levels naturally or provide nutrient-dense solutions for consumers seeking complementary or standalone options.”

Michael Crabtree, Director of Scientific Affairs and Product Development, Bioenergy Life Science (BLS), gives credit to the companies that have been able to identify and offer solutions addressing the new challenges within the space. He notes, “The market is evolving to meet the needs of GLP-1 users and those seeking natural alternatives, with a growing emphasis on scientific validation and comprehensive metabolic support. The most successful products appear to be those taking a holistic approach to metabolic health while addressing the specific challenges presented by the rise of GLP-1 agonists.”

The recent popularity of Ozempic has led to an increase in shoppers exploring the natural products aisle, adds Rob Brewster, President, Ingredients by Nature. “Many are looking for natural GLP-1 boosters, supplements that provide essential vitamins, minerals, and nutrients due to a reduced food intake, as well as supplements that support muscle health in response to rapid weight loss. This market shows significant potential to benefit consumers. However, it is crucial to avoid drawing direct comparisons between dietary supplements and GLP-1 agonists.” (For key insights, don’t miss: Navigating GLP-1 Regulatory Compliance: Best Practices). Among the issues being addressed:

Support for nutrient shortfalls

Nutrient shortfalls are a key area brands should consider focusing on, Colindres says. “These medications enhance feelings of fullness, often resulting in reduced food intake, which makes nutritional gaps a key area for support for these individuals. Consumers of GLP-1 drugs are seeking nutrient-dense foods that provide essential nutrients in smaller portions. This trend presents an opportunity for product innovation, particularly in developing foods tailored to meet the unique needs of GLP-1 users.”

On the food front: “With consumers eating less overall, every bite needs to work harder nutritionally,” says Sam Lubbock-Smith, ACI Group. “That’s driving innovation in ingredient technology, looking at things like bioavailability enhancement and nutrient absorption. There’s also an interesting trend toward smaller portion sizes, but with stronger and more complete nutritional profiles. Smart manufacturers are treating this as an opportunity rather than a threat. They’re developing new product lines that align with changing consumption patterns while still delivering the taste and satisfaction consumers expect. At ACI Group, we’ve seen this first-hand, and it bodes well for the future of the weight management category, forcing everyone to up their game in terms of ingredient quality and functional benefits.”

The goals of GLP-1 weight loss users has them turning to foods and beverages that are recommended, such as high protein, low/no sugar, and healthy fats, while also consuming less of those ingredients/products that they are recommended to avoid, including spicy foods and sugar, points out Sally Lyons Wyatt, Global Executive Vice President and Chief Advisor at Circana. “Energy, protein, and hydration will continue to be important to consumers in ‘25.”

James Stone, VP Marketing & Insights at Glanbia Nutritionals, sees proactive functional hydration as a big opportunity. “Hydration is particularly interesting as we’re seeing a major shift toward proactive functional hydration. While 50% of consumers say being hydrated is vital to their health and wellbeing, 40% admit they do not drink enough water every day and 44% report not having drank plain water in the last three months. So what is going on? Enter the emergence and growth of proactive functional hydration, which is where consumers are seeking additional health benefits through the inclusion of functional ingredients such as vitamins, minerals, electrolytes, probiotics, or herbal extracts. More than half (54%) of consumers report having a functional beverage in the last three months, but those that are considered functional drink consumers average at least one per day! Importantly, proactive functional hydration needs to deliver on taste, be low in sugar, and can be enjoyed in a range of formats including electrolyte powders, effervescent tablets and even gummies or chews.”

Also worth noting when it comes to functional foods and beverages, says Bret Barhoover, Marketing Manager, Cargill, is how much category-blurring we’re already seeing, as products that purport to support weight management move into traditional spaces like bakery, snacks, and beverages. “We expect that trend to continue,” he adds, “as consumers look for relevant products to support their weight management journey throughout their day.”

Preserving lean muscle

Shawn Baier MS, MBA, VP of Business Development, Innovative Ingredients, TSI Group, says the introduction of GLP-1 has led to an increase in physically noticeable challenges for consumers as well. “GLP-1 agonists have introduced a new dynamic in the weight management space by addressing appetite control and weight reduction. However, their rise has also highlighted challenges such as significant muscle loss during rapid weight loss. This concern has led to increased consumer and industry interest in nutritional interventions that preserve lean muscle mass while supporting weight loss.” 

Natural ingredients can help, including  TSI Group’s myHMB, which helps counteract muscle loss, according to a recent clinical study published in Nutrients looking at HMB + vitamin D3. HMB has been found to be a critical muscle health nutrient because of its ability to stimulate both muscle protein synthesis and reduce muscle protein breakdown. Similarly, vitamin D has a history of playing a key role in muscle recovery and the maintenance of bone and skeletal health. A combination of both increases the effectiveness of HMB and helps muscles reach their full functional potential. Learn more about the science and solutions from Baier in The Natural View SupplySide West Edition 2024: Strategies for Healthy, Active Aging.

Supporting GI health

“To meet consumers’ goals, many brands are now developing products that target specific aspects of health, with the nutritional supplement industry being a prime example,” reports Kimberly Vigliante, Senior Vice President of Sales and Marketing at Piping Rock Health Products. “The supplement industry is in a position now where the way they market their products is also very important, as they may be facing a brand-new audience. For instance, prebiotic and probiotic offerings may not have mattered to someone before they began their weight management journey, but perhaps now they are looking for specific supplements targeted toward gut health. The proactive approach toward health also means that consumers are becoming more aware and conscious of what they’re putting into their bodies, and this is no different with supplements. Consumers want to be assured that they’re using gentle and scientifically designed products without any undesirable ingredients. The supplement industry now has the opportunity to promote enhanced formulas and market them accordingly.”

Gut health is an area where consumers are focused, agrees Lyons Wyatt. “Prebiotics and probiotics are being used by consumers to prevent a variety of health issues,” she explains. And, of course, consumers taking supplements to support taking GLP-1 medications may be seeking GI support.

Plant-based proteins and high-protein options that taste great are becoming staples, adds Elizabeth Horvath, VP Marketing, North America at Kerry, as are lactose-free dairy products to address digestive discomfort while maintaining a nutrient-dense option in the diet.

Caring for cognitive health

In January, Kerry released a report outlining the changes in consumer behavior associated with GLP-1 use, including shifts in behaviors, needs, and purchasing habits. “Our research shows that consumers of GLPs also prioritize stress relief, mental clarity, and cognitive focus, alongside clean energy support,” says Horvath.

Embracing Change Today and Tomorrow

Summing up the big picture for the future, Maggie McNamara, Vice President of Global Marketing, Gencor, says consumers are seeking out healthy and nutrient-dense meal replacements, essential vitamins, and minerals, mainly because many individuals are eating less but still want to make healthy choices. “Additionally, there is a growing interest in muscle-supporting products to counter potential muscle loss and in weight management support both during and after using such products,” McNamara says. “Affordability is also a significant factor for shoppers. This creates an excellent opportunity to offer support through dietary supplements, functional foods, and beverages designed to assist users in their weight management journeys.”

To continue seeing great success in 2025 and beyond, industry companies will need to stay savvy so they can adopt the latest innovations and embrace future shifts in consumer behavior towards weight management, recommends Sugarek MacDonald. “The weight management market is evolving to meet the complex challenges of rising obesity rates and shifting consumer expectations. By embracing innovation and catering to emerging trends, companies have a unique opportunity to thrive in this dynamic landscape.”

Read on for The Power of Minerals – The Hidden Key to Hunger Control.