The number of people using weight loss drugs such as Ozempic (semaglutide) and Mounjaro (tirzepatide) has reached new highs, with usage around 7% in the UK and 11% in the US. This level of uptake has spurred innovation across the supplement industry, primarily in the ‘companion nutrition’ category.
Below is a look at some of the key health and wellness needs of GLP-1 users and how supplement companies are responding.
1. Nutrient deficiencies
Given that GLP-1 users significantly reduce their food intake after commencing treatment, there are concerns that they may miss out on important nutrients. This was demonstrated in a recent narrative review published in Clinical Obesity, which found that 12.7% of people on weight loss drugs had a new nutritional deficiency at six months.
Vitamin D was one of the most common deficiencies, affecting 7.5% of study participants after six months of treatment and 13.6% at 12 months. Iron deficiency also affected 1.6% of participants after six months and 3.2% after 12 months.
Another research paper by multinational retailer GNC found that GLP-1 users also do not consume enough calcium, magnesium, potassium and choline. Vitamins A, C, D, E and K, as well as fiber and protein, were also lacking.
A number of brands and retailers have therefore begun signposting GLP-1 users to products that can support their nutrition. For example, multi-national health and wellness retailer Boots recently launched new GLP-1 support zones across 220 stores to help customers with some of the most common consequences of losing weight.
Products featured in the zones include multivitamin and mineral formulas as well as products for gastrointestinal support, skin elasticity, hair loss, sleep and energy.
2. Digestive support
Gastrointestinal disturbances are one of the most commonly reported side effects by GLP-1 users. A review, published in Nature Health, which analyzed more than 410,000 Reddit posts mentioning semaglutide or tirzepatide found that 43.5% of users described at least one side effect. Gastrointestinal symptoms dominated, including nausea (36.9%), vomiting (16.3%), constipation (15.3%) and diarrhea (12.6%).
These issues have driven demand for gut support products, particularly given that around one third of people who stop taking GLP-1 drugs cite side effects as a primary reason for discontinuation.
Fiber and biotics have therefore become common ingredients in GLP-1 gut support solutions. For example, sports nutrition brand MyProtein has a GLP-1 nutrition support range which features Fiber Gummies, formulated with prebiotic chicory fiber, Gut Gummies with 1 billion live probiotic cultures, and Gut Health capsules—a tri-biotic formula to promote gut diversity and aid normal digestion.
Some prebiotic fiber products also target those who are transitioning away from GLP-1 drugs. These products often contain psyllium husk, partially hydrolyzed guar gum or inulin propionate ester to promote satiety, slow digestion and reduce blood sugar spikes in a bid to mimic the fullness sensation experienced on the medication.
3. Muscle support
Muscle loss is another significant concern for people on weight loss drugs. Studies suggest that for people on GLP-1s, loss of fat-free mass (or lean muscle) ranges from 25% to 39% of total weight lost over 36–72 weeks.
As a result, roughly one third of GLP-1 users now regularly buy protein shakes, powders and bars, according to recent consumer data from insights firm Acosta Group. This rise in demand, which was already strong, has contributed to global whey protein shortages and extreme price hikes.
Indeed, commodity intelligence platform Vesper Tool recently revealed that whey protein prices have increased five-fold in the last three years. The data from June shows that the cost of WPC80 (whey protein concentrate containing at least 80% protein by weight) rose to $32,000 per metric ton, up from $5,500 in 2023.
“An expanding customer base buying a wider variety of products containing whey protein has really helped push demand higher,” said Jasper Endlich, dairy analyst at Vesper Tool. “On top of that, demand from customers using GLP-1 medications has further compounded the issue. Because these patients are prescribed higher protein intake to prevent muscle mass loss, it’s lifting the total demand for whey proteins to new highs.”
Despite the price hikes, new protein products marketed at GLP-1 users are frequently entering the market. Some products, however, (like Tummy Tox’s GLP-1 Protein Support), are using plant-based proteins, presumably to keep costs down.
4. Beauty-from-within
Hair, skin and nail issues can also accompany rapid weight loss. A large systematic review published in Science Progress earlier this year concluded that weight loss drugs, particularly semaglutide and tirzepatide, are associated with an increased risk of hair loss.
Meanwhile, a recent multinational study presented at the European Academy of Dermatology and Venereology (EADV) Congress 2026, found that 39% of GLP-1 users reported nail detachment compared with 9% of controls, while two-thirds (66%) experienced at least one nail disorder. Rapid weight loss can also deplete underlying facial fat pads and alter the proportions of the face, resulting in facial aging.
These issues are fueling demand for products that can improve skin fullness and vibrancy, promote hair growth and strengthen nails. Common ingredients in these products include collagen peptides, vitamins like biotin (B7) and and minerals like zinc and selenium.
Since the science is still emerging, some companies are now enrolling GLP-1 users in research studies to validate beauty-related claims, according to Pia Fisher, beauty strategist at WGSN.
“We’re seeing brands directly call-out GLP-1 related concerns in product copy and campaigns, while actively recruiting GLP-1 users into clinical trials to substantiate claims against the specific skin, hair and body changes associated with the medication,” Fisher previously told NutraIngredients.
5. Long-term weight management
With up to 65% of GLP-1 users discontinuing treatment within the first year, brands are increasingly innovating to create ‘natural’ weight management solutions for two types of consumers.
The first are those looking to reduce ‘food noise’ after discontinuation, and the second is people hoping to lose the weight they have regained since coming off the drugs. This is a common issue, with one analysis finding that, on average, people regain about 60% of their lost weight just one year after ceasing the medication.
In addition to fiber, weight loss supplements often contain botanicals, such as green tea and red chili pepper extract, as well as vitamins and minerals (particularly chromium) and caffeine.
This sector of the market, however, has attracted attention from regulators. This is because weight management supplements often make “quick fix” or “miracle” claims, and in some jurisdictions, regulators have raised concerns about products being positioned as alternatives to GLP-1 medications.
Supplement companies operating across multiple markets must therefore navigate a complex regulatory landscape. Product positioning, claims strategies and marketing communications need to be tailored to local requirements, creating additional challenges for brands seeking to capitalize on growing consumer interest in weight management support.
