Supporting GLP-1 Users Through Tailored Products and Fiber Innovations
By Louisa White, Senior Manager, Consumer Insights and Analytics and Melissa Kaczmarczyk, Principal Scientist, Global Nutrition
Weight-watching has been at the forefront of food trends for a long time, with various strategies for weight loss emerging over the years. The health and wellness landscape is constantly evolving, however, and consumer priorities are no exception. Our proprietary data.1 shows that maintaining a healthy weight and being physically fit are top goals for US consumers, but this is a shift from our previous study.
In 2022, consumers' top health priorities were heavily focused on avoiding illness and managing stress, likely stemming from heightened concerns surrounding COVID-19. According to our most recent ingredient tracker survey, physical health was one of the top reasons people are paying attention to their health, along with energy and healthy aging.1
Although not everyone has access to GLP-1 medications, their prevalence in the news and on social media has broadened the conversation around nutrition and the importance of fiber intake. This increased awareness is further driving the food industry to innovate and meet the evolving needs of health-conscious consumers.
Fiber is a Cornerstone of Healthier Eating
One of the implications of using these medications the potential for gut and digestive-related issues, such as diarrhea and constipation, that may be partially related to a decreased consumption of fiber. Even among consumers with an unrestricted diet, most fall short of the recommended daily fiber intake of 21–25 g/day for adult women and 30–38 g/day for adult men; a GLP-1-user’s restrictive diet further exacerbates the existing problem.
Part of the issue is GLP-1 users don’t eat large servings; the GLP-1 hormone, which this class of drugs mimics, convinces the brain it’s full on a smaller portion of food and causes the stomach to empty more slowly. There's an opportunity for manufacturers to create products in smaller portions and make them more nutrient-dense.
So, why the focus on fiber? Because they are immensely helpful for overall health. For example, certain fibers, including soluble corn fiber (such as our PROMITOR® Soluble Fiber), provide prebiotics for the gut microbiota to help them flourish. Fiber can also help with some of the gastrointestinal side effects often accompanying GLP-1 use, particularly constipation. And, in the case of soluble corn fiber, the high fiber content makes it easier to achieve higher levels of dietary fiber in smaller portions of food.
Reduced Portion Sizes Don’t Have To Mean Reduced Nutrition
As we discussed, GLP-1 users feel full faster, so they eat smaller portions. Beyond that, many consumers choose reduced servings either as part of a weight management strategy or because they are snacking in place of full meals.
As a manufacturer, you can simply offer versions of your existing products that are the same formula, only smaller. But, there is an excellent opportunity to support the growing demand for nutrient-dense foods with an altered formula to deliver some of the fiber and nutrients lacking in the GLP-1 or other weight-loss and lifestyle diets.
From a consumer standpoint, the perceived value of a product is crucial, especially when it comes to smaller portion sizes. Consumers still want to get those benefits of the larger portion sizes, not just the nutrition but also the full sensory experience of great taste and texture, or at least a strong approximation. We can help with that at Tate & Lyle; we are experts making healthy food tastier and tasty food healthier to meet your consumer’s expectations.
Telling The Fiber Story Is Critical to Consumer Uptake
Messaging is an important part of helping consumers make the right choices for them by giving them the information they need to make informed decisions. That includes cutting through the nomenclature, so they know what they’re putting into their bodies.
Thinking back, we can look at beta-glucan as a case study. It’s not a marketer’s word, but many people know it because companies put it on pack and in their advertisements. They explained what the fiber is and what it's doing for your heart health and made it mainstream. Now, consumers make the connection between beta-glucan, its sources, and benefits like improved digestion, heart health, and so on.
Some fibers have long scientific names and they’re not as commonly understood because there hasn't been a big ad campaign or push from industry to share the benefits with consumers. But the right communication and messaging to explain the source and what it can do for your health could help with consumer perception and acceptance. These are the kinds of things we work with our customers on, developing these stories and solutions alongside the ingredient innovations.
Think about prebiotics and prebiotic fiber; there wasn't much recognition not so long ago. There was more focus on probiotics. But now, consumers are starting to get the relationship between fiber and gut health and digestion. From there, they can connect a healthy gut to mental health, sleep, immunity, and other benefits associated with overall well-being.
Fiber is a growing claim on-pack. Maybe not so much in the candy aisle (yet), but we see it in categories like yogurt and snacks. And with consumers increasingly interested in fortified products, you'll see it a lot more. With the growing discussions about gut health and the recent focus on GLP-1, fiber is currently receiving significant consumer attention. Even if people don't understand how it works, they know what it is and what benefits it delivers, and our customers know that it's important to consumers.
Taste Is King, and Mouthfeel Is a Big Part Of It
Here’s a harsh truth: you can make all the healthier food you want, but if no one eats it, there's no point.
You might get that initial purchase — they bought it spontaneously, or maybe they read about it, or an influencer promoted it — but if something doesn't taste good, a consumer will not buy it again. We can all agree that enjoying food is such a great part of the day! But, if you try a nutrition bar, for example, and find that experience lacking, you won’t go back for more. Consumers want that indulgent experience but without all the calories. We aim to help our customers achieve repeat buyers by captivating them the first time they try their products and developing a positive view of their brand.
One of the things consumers are most focused on when they read labels is sugar; in our most recent Ingredient Tracker study.1 , Total Sugars ranked second-highest among attributes consumers look for on pack, following calories. But, when formulating a sugar-free or low-sugar product, you can’t simply swap sugars for other sweeteners. We’ve found that if you don't add back the mouthfeel consumers expect, they still will say they notice a difference in sweetness, even though the brix level is the same. That’s something we can do with our fiber and sweetener solutions. It’s integral to the consumer experience and generating that all-important repeat purchase, and it goes hand-in-hand with our commitment at Tate & Lyle to make food healthier and tastier.
To see it all in action, consider our prototype Protein Fluff Bar. This portable snack punches above its weight for satiety and health benefits with 14 g of dietary fiber in a 60 g bar. We coated the fluffy, marshmallow-like filling with a decadent chocolatey coating, creating a craveable experience with exceptional mouthfeel, and yet there are just 2 g of total sugars. It’s the kind of indulgence that goes beyond merely permissible, helping support your nutrition needs and fiber intake.
The rise of GLP-1 medications has significantly changed the conversation around weight management and food products, transforming the way consumers approach food and health. Research continues in this space, and we will follow ongoing developments to better meet consumer demands. What we know for sure is that by focusing on fortification, taste, and the overall experience, we can help our customers address the needs of GLP-1 users. These innovations demonstrate that healthier food doesn’t have to come at the expense of flavor or satisfaction. By aligning product formulation with consumer priorities, together, we can pave the way for a healthier society.
Curious about nutritious innovation? Let's have a chat.
1. Tate and Lyle proprietary Ingredient Tracker study, January 2024, n=1203
Louisa White — Senior Manager, Consumer Insights and Analytics
Louisa combines data collection and analytics expertise with a particular focus on the food industry gained from stints at research giant Ipsos and Conagra Brands. Her skill at finding the meaning and insights behind the numbers helps our team create formulations that land with consumers.
Melissa Kaczmarczyk — Principal Scientist, Global Nutrition
Melissa has over a dozen years in nutrition science to her credit, including more than eight years with PepsiCo. At Tate & Lyle, she is responsible for the translation and communication of evidence-based science for internal and external audiences. Her excitement for the potential of our ingredients is infectious, and hearing one of her presentations enlightens and inspires.