It is a fact: half a million Spaniards already take some GLP-1 agonist drugs, according to a Lantern consultancy report. The emergence of this large family of medications—Ozempic, Wegovy, Rybelus, Mounjaro, Victoza, Saxenda, Trulicity…—designed to treat diabetes and some chronic cardiovascular pathologies, although propelled to success as a treatment for obesity, advances at double-digit rates. Their effects on weight leave no doubt. Those who take them report losing on average between 18 and 20 kilos and even having changed certain habits in the kitchen. In some cases, this change in habits is accompanied by expert nutritional counseling to relearn to eat healthily. But they are the minority, because that consultation with a nutritionist adds to the cost of a drug that is not cheap, as nutritionist Seila Sánchez warned on these pages.
The vast majority modify their diet as a way to attenuate the inevitable side effects, such as nausea or other digestive problems. Thus, they increase protein intake and hydration and reduce sugar, fats and alcohol. Hence, weight loss. But the patient not only loses weight. Also their shopping basket. The study ‘The No-Hunger Games: how the adoption of GLP-1 medications is transforming food consumption’ places it at a 5.3% in the six months after starting treatment. A loss of business and a new market that the food industry would not let slip. The era of foods that attenuate the side effects of Ozempic and similar drugs arrives.
The supermarket strikes back
In statements to the Food Retail & Service magazine, Jaime Martín, CEO of Lantern, drew the robot portrait of this new consumer and its impact on the supermarkets’ bottom line. “The big mistake would be to interpret it as something temporary. It is changing the logic of consumption,” he warned. The response has not been slow. Major industry players have already joined in to launch and label ordinary foods, snacks, prepared meals and shakes with tags ‘GLP-friendly‘. The latest to join this list is Nestlé’s Vital Pursuit line, a collection of frozen prepared meals designed specifically for those taking these medicines and includes pizzas, pastas and even sandwiches ready to heat in the air fryer or the microwave. Although launched with much fanfare, for now they are only available on the American market, the most fond of eating ultra-processed foods.
The Oikos Fusion Protein Drinks line from Danone also joins the trend of proteins in liquid format (only in the USA). In Spain, the YoPro line is marketed, though more focused on athletes. PepsiCo, Arla Foods and many other giants also join the bandwagon to share this new slice of the pie. Because under that GLP-1 friendly label hides a thriving business full of foods to counter the side effects of Ozempic.
This new range of foods focuses on the side effects of rapid weight loss and the famous ‘Ozempic Hair, Face and Body’: hair loss, loss of facial fat and body muscle mass. And they go further: they seek to fight nausea and digestive discomfort, as is the case of Ginfort from Olene Life Sciences, a ginger extract incorporated into several dietary supplements from international brands.
More protein and easier to take
Among the most bothersome side effects of GLP-1 drugs “the most frequent are gastrointestinal: nausea, a sense of fullness, slow digestion, belching, reflux, constipation and, in some patients, diarrhea or vomiting. They are fundamentally due to the effect of these medications on satiety and gastric emptying and typically appear more often at the start of treatment or when increasing the dose,” says Dr. Susana Monereo, specialist in endocrinology and nutrition, and head of the Obesity and Cardiometabolic Risk Unit at Memorial Publio Cordón Hospital.
The arrival of a new generation of GLP-1 friendly foods and supplements “focuses on a nutritionally relevant aspect: when a person has much less appetite, it is necessary to prioritize foods that provide more nutrients in a smaller volume. In other words, more protein, more vitamin D or more prebiotic fiber. This format can be practical for people with little appetite and difficulties meeting their protein requirements”, recognizes Elisa Blázquez, integrative clinical nutritionist (@elisa.blazquez).
They can also be useful for certain symptoms. “Ginger, for example, has evidence for certain dyspeptic discomforts and nausea.” Products like Ginfort use standardized ginger extracts, acknowledges the endocrinology and nutrition specialist.
Useful, but not necessary
Experts acknowledge that these foods can play a role, but they are not indispensable. “A person who maintains a varied diet, meets the recommended protein intakes, consumes fruits, vegetables, legumes, dairy or equivalents and does not present nutritional deficits, does not need to buy products labeled as ‘GLP-Friendly’. They are fundamentally a comfort tool,” warns Susana Monereo.
Another question is whether they can be a convenient alternative for some patients. “If a person has very little appetite and needs to incorporate between 20 and 25 grams of protein in a small volume, a protein drink can considerably facilitate that goal,” acknowledges Blázquez. “They are more convenient for older people, patients who start to lose muscle mass, people with very reduced intakes, poorly varied diets, poorly planned vegetarians or patients in whom we mathematically detect some deficit,” details Dr. Monereo. In any case, “the indication should be individualized. Not all GLP-1 users need a multivitamin, a protein shake, fiber, probiotics and digestive supplements simultaneously,” clarifies Dr. Monereo.
The GLP-1 Friendly term under scrutiny
In any case, “the term ‘GLP-1 Friendly’ describes, above all, a commercial positioning strategy, not a clearly defined physiological property, nor regulated. “In many cases, they simply gather nutrients that can already be obtained through ordinary foods or protein products that existed before this trend. Therefore, it should not be interpreted as a guarantee that the product is especially healthy, necessary or suitable for all people who take these medications,” warns the nutritionist.”The basis must continue to be individualized, sufficient and quality nutrition,” insists this professional.
When marketing enters the pantry
The main risk is turning a real clinical need into a new category of health marketing. “The very designation ‘GLP-1 Friendly’ does not constitute a standardized medical nutritional category in the United States nor regulated by the FDA. In fact, behind this label there are products with very different nutritional profiles,” warns Susana Monereo.
A product may carry a lot of protein and not be suitable because at the same time it contains too many calories, fats, sodium or numerous unnecessary ingredients. “There is also the risk of falling into ‘over-supplementation’: taking simultaneously several vitamin and mineral preparations, and ending up doubling doses unnecessarily. And there is another important issue: a supplement should not be used to allow a poorly tolerated dose of the medication to be maintained artificially. If a patient has frequent vomiting, persistent abdominal pain or significant digestive intolerance, you have to review the treatment and the dose, not simply add products against nausea,” continues this endocrinologist.
Elisa Blázquez adds another risk: “There is the danger of reducing healthy eating to a combination of hyperprotein products, functional drinks, supplements and enriched foods because a person interprets that they are better for losing weight, increasing muscle mass or controlling appetite. It is possible to add proteins, vitamins and fiber to virtually any product, but that does not substitute for a diet based mostly on real, varied and minimally processed foods.”
The business of winning over the patient’s family
What if the consumer of these foods and supplements is not a GLP-1 patient? In fact, Danone itself notes that Oikos Fusion is designed for both GLP-1 users and people who are simply undergoing a weight-loss process. “Here appears an interesting paradox: many of the nutritional principles being marketed as ‘GLP-Friendly’ are simply good nutritional principles. A food with a good amount of protein, fiber, low added sugars and adequate nutritional density can be perfectly interesting for anyone,” recognizes Dr. Monereo.
This expert believes they can be especially useful for people over 50-60 years old, individuals who exercise, those trying to lose weight, or people who habitually consume little protein. But they are not an indispensable necessity. “A healthy person does not need to buy foods designed allegedly for users of a particular medication. Also, ‘more protein’ does not automatically mean ‘more healthy’. You have to assess the product as a whole: calories, sugars, fats, sodium, fiber, degree of processing and, above all, how it fits into that person’s habitual diet. And we do not need to add vitamins or minerals indiscriminately when there is no deficit. The question should not be ‘is it GLP-Friendly?’, but ‘is it nutritionally appropriate for me?’, warns Dr. Monereo.
A luxury reserved for those with deep pockets
Longevity, with all its treatments priced beyond the reach of many wallets, often seems like a luxury goal for the rich. With weight loss, something similar happens. “When the medication is not funded and on top of the pharmacological cost you add consultations, nutritionist, gym, trainer and supplements, the outlay can be considerable. That said, the real accessibility problem remains, fundamentally, the price of the medication and the lack of funding for many people with obesity.”
Note that “a patient who regularly uses protein shakes, specific foods and some supplement can add approximately 50-150 € monthly, and even more if they combine several premium products. For example, certain supplements marketed specifically around the GLP-1 concept already exceed 50 euros per container, details the head of the Obesity and Cardiometabolic Risk Unit at Memorial Publio Cordón Hospital.
Turning nutrition around
Pese a estos obstáculos, reconoce que esta tendencia “nos está obligando a pasar de hablar exclusivamente de pérdida de peso a pérdida de peso saludable. Y esa diferencia es fundamental. No necesitamos una ‘alimentación GLP-1’, sino una adecuada y adaptada a una persona que, debido al tratamiento, probablemente tenga mucho menos apetito. Y quizá esta sea la idea más importante: cuando comemos menos, la calidad de cada bocado adquiere todavía más relevancia”, advierte la nutricionista Elisa Blázquez.
Y esa calidad no depende de que el envase incluya la etiqueta ‘GLP-friendly’. “De hecho, muchos de estos alimentos que atenúan los efectos secundarios del Ozempic pueden tener un precio elevado o una composición menos favorable de lo que su publicidad sugiere”, concluye la experta.
