How are GLP-1 drugs impacting the confectionery industry? Summary
- GLP-1 drug market valued at $53.46bn with 17.46% CAGR
- Users report reduced cravings and healthier food consumption habits
- Chocolate makers face risk as cravings decline among GLP-1 users
- Brands like Two Spoons and Sweet Freedom launch GLP-1-friendly treats
- Confectionery innovation focuses on protein, fibre and portion control
The uptake of GLP-1 drugs is extraordinary. Everyone is either taking them, considering taking them, or knows someone else who has.
And it’s this speed of adoption that’s powered the global market to an estimated value of $53.46bn (€45.43bn), with a CAGR of 17.46%. That means that, if the numbers are correct, the GLP-1 market will hit $156.71bn by the end of the decade (market insights company Grand View Research).
But while this is great news for dieters, and certainly for pharmaceutical companies, it’s proving challenging for the food and beverage industry - in particular confectionery manufacturers.
“Users of GLP-1 medication tend to consume healthier food since taking the medication,” says Lu Ann Williams, global insights director at global market research and consultancy business Innova Market Insights.
And while this is cause for concern across the confectionery space, it could be especially problematic for chocolate makers.
“There is an interesting long-term question around whether, if GLP-1s do become more widely used, will that impact some of the drivers for eating chocolate,” says Kiti Soininen, category director for UK food and drink research at market research firm Mintel. “The top reason to eat chocolate is to satisfy a craving. If GLP-1s do quell ‘food noise’ and therefore cravings, that could pose a threat.”
In fact, The Hershey Company has already reported ‘a mild year-on-year impact’ as a result of GLP-1 drugs. The global chocolate giant’s chief executive officer, Michele Buck, commented on the relationship between GLP-1 drugs and confectionery in Hershey’s Q3 earnings Q&A session.
So what’s the solution?
Well, it’s actually pretty simple - confectionery for GLP-1 users.
What are GLP-1 drugs and how do they work?
GLP-1, or glucagon-like peptide-1, is a form of medication, which was originally developed to treat type 2 diabetes. Its aim is to mimic the action of the hormone, GLP-1, which is naturally released into the stomach when food is consumed.
GLP-1 drugs work by activating the GLP-1 receptor in the body. They slow gastric emptying, inhibit the release of glucagon, and stimulate insulin production. This slowed gastric emptying helps the user to feel fuller for longer, therefore reducing food intake and aiding weight loss.
Confectionery for GLP-1 users
Confectionery manufacturers across the world are already dipping their toes into the GLP-1 space.
Dessert brand Two Spoons has launched its first high-protein ice cream with “GLP-1-friendly ingredients”.
Founders Rich Ferreira and Gabe Zichermann developed the range in response to their own dietary requirements. Ferreira expressed frustration with existing “healthy” ice creams that often lacked flavour and texture, while Zichermann sought to incorporate more protein-rich, low-glycemic options into his diet to accommodate his GLP-1 use.
“We spent a full year perfecting our Rocky Road flavour, ensuring it meets both taste and nutritional standards,” said Ferreira. “Our goal was to create a product that doesn’t compromise on flavour while providing significant health benefits.”
And sweet treats brand Sweet Freedom now markets itself as being “perfect for GLP-1 users”.
“GLP-1 users need to keep an eye on the nutrients they can fit into smaller portions. Our products have always been designed with this in mind,” say founders Tina Michelucci and Deborah Pyner. “We have high-fibre options that help maintain stable blood sugar levels. This is crucial for GLP-1 users, as these medications work by regulating appetite and improving blood sugar control.”
There’s also a confectionery product that’s ready and waiting to be marketed towards a GLP-1 audience - chewing gum.
“Chewing gum, with its natural antacids and soothing herbal extracts could be positioned for use after a meal to reduce the effects of heartburn - a common side-effect of weight-loss,” explains Mintel’s Soininen. “It can help promote salivation, which neutralises acid, soothes the oesophagus and washes acid back to the stomach.”
Moreover, chewing gum could even be positioned as an alternative to GLP-1 drug use.
“Chewing gum, with its natural appetite-suppressing ingredients such as green tea extract and garcinia cambogia, could help to reduce impulsive eating habits,” says Mintel’s Soininen.
Is GLP-1 really a threat to confectionery?
The rise of GLP-1 drug use is undeniable. However, not all confectionery manufacturers are concerned by its potential impact.
“We do not currently see any significant impact on our category due to GLP-1,” says a spokesperson for confectionery giant Nestlé.
Though they do go on to say Nestlé is supporting GLP-1 users through “portion-controlled offerings” and is currently exploring protein snack ranges.
Furthermore Nestle says its strength lies in its diverse portfolio. “We already have several products within our broader product range that naturally complement any weight management programme, whether or not weight loss medications are involved, and we continue to innovate in this space.”
The future of GLP-1 & confectionery
As GLP-1 drugs continue to reshape consumer habits, the confectionery industry faces both a challenge and an opportunity.
Brands willing to innovate – whether by reformulating products, embracing new nutritional profiles, or rethinking portion sizes – stand to thrive in this new landscape.
One thing is clear, as the appetite for GLP-1 drugs grows, so too must the industry’s appetite for change. Manufacturers might not be feeling the GLP-1 squeeze just yet, but its projected growth means it’s coming, whether they like it or not.
Success will belong to those who choose to adapt.
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