The upward trajectory of GLP-1 agonists like Ozempic, Wegovy and Mounjaro is expected to receive a further turbo-boost thanks to the recent introduction of oral pills (Wegovy, pictured). Indeed, J.P. Morgan Global Research forecasts that the global incretin market, which includes GLP-1s, will reach US$200bn by 2030.
Rising usage means new consumer preferences and needs are challenging the food industry to provide solutions that pack a highly-nutritious punch in smaller portions.
“We see consumers who are using or have used GLP-1 medications becoming much more intentional with their food choices,” said Emma Cahill, Global Marketing Director, Sweeteners, Fibres and GLP-1 at Tate & Lyle. “They are eating less, but they want more from what they do eat, whether that is nutrient density, fibre, protein, taste or overall quality.”
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