Clean Label Foods: Ideal for The Growing GLP-1 Agonist Market

As the demand for GLP-1 agonists rises, preferences and expectations of consumers are shifting. One of the most significant trends within the food industry is the growing popularity of Clean Label foods. The convergence of GLP-1 agonists and Clean Label products is creating an interesting opportunity for Consumer Package Goods (CPG) companies, and CuliNEX can help them navigate development of products that meet both consumer needs.

GLP-1 agonists are drugs like Ozempic and Wegovy. These medications are currently helping around 15 million people lose weight and maintain a healthy diet. The drugs work by mimicking the action of a natural hormone called GLP-1, which helps regulate blood sugar levels. “A lot of different consumer segments include GLP-1 agonist users,” said Sarah Fitzgerald, Senior Culinoligist at CuliNEX.

Clean Label is a term used to describe foods that use fewer, less processed ingredients, eliminate artificial and chemical additives, and are produced in more sustainable ways. “The Clean Label movement really appeals to consumers,” said Fitzgerald. “When people are trying to be healthier, either for medical reasons, like type two diabetes or for weight loss, they like to see simple, clean ingredient statements on their products.”

Clean Label foods appeal to this audience because of their transparency, simplicity, and delicious taste. Consumers using GLP-1 agonists are navigating a complex journey balancing their diet, managing diabetes, focusing on weight loss, and dealing with side effects of this effort like nausea, digestive discomfort, or altered taste.  The convergence of these two trends creates a huge opportunity for new or re-formulated CPG products. CuliNEX has been focused exclusively on clean label development for the past 20 years, and is ready to help our clients navigate this new landscape.

“No one has the experience we have developing Clean Label products,” said Fitzgerald. “We understand how to formulate them cost effectively, we know the ingredients that are available, and we understand how to use them properly in application.”

High Nutrition Clean Label Foods

 “With consumers, when they're trying to eat healthier, they tend to lean more towards Clean Label and simple ingredient lines,” said Fitzgerald. GLP-1 medications can cause nutrient deficiencies, so these consumers are looking for products that pack- in healthy nutrients.

Clean Label foods often contain more whole food-based nutrients and fewer empty calories, making them an excellent choice for GLP-1 users looking to supplement their diet with vital vitamins and minerals.

CuliNEX helps its partners develop new products that can meet these needs. For example, the CuliNEX team can develop a clean label version of your favorite snack or comfort food while targeting macros that support a GLP-1 friendly diet. “Protein-enhanced beverages are wonderful choices for users of GLP-1 medications,” said Fitzgerald, “because the users have to be more conscious of keeping themselves hydrated.”

Clean Label Foods Can Be More Digestible

Clean Label foods, with their simple ingredient lists and absence of synthetic additives, offer safe, digestible options for GLP-1 users with gut sensitivities.

Nausea and uneasy sensations in the gut can be short- and long-term side effects of these medications. So many Consumers using GLP-1 agonists are looking for soothing, easy to digest foods. “No one's really tackling the nausea and side effects of using these drugs,” said Fitzgerald, “so that there is a gap in the market.”

FOP Labeling: Simple and Clear with Clean Label Ingredients

GLP-1 users may already be overwhelmed by managing medications and side effects, so the simplicity and transparency of Clean Label foods can provide peace of mind. Clean Label products offer transparency on their ingredient deck, making it easy for GLP-1 users to make informed choices. “When what’s inside the product is Clean Label, it’s an easy lift to list the nutrients on the front of the packaging,” said Fitzgerald.

We can build nutrition facts panels and analyze food and beverages to support front of pack (FOP) claims. Some claims that resonate with GLP-1 agonist users are messages that indicate the product is a good or excellent source of nutrients, is easy to digest or is a good source of key nutrients. Labels that spell out clear benefits, relevant benefits, making it easy for customers to make their purchase decisions.
 

Making shopping easier with FOP claims, will help GLP-1 users navigate their new diets and make purchase decisions either in-store or online. We can help you create and utilize eco-friendly packaging materials that highlight the Clean Label messaging, while also reducing costs. We consider bulk packaging options and multi-serving formats to lower the cost per unit. Other cost-conscious options are recyclable pouches, simple plastic containers, or paperboard boxes. These solutions are simple, visible ways to reinforce the sustainable, Clean Label image.

Clean Label: Ideal for GLP-1 Users

Clean Label products emphasize simple, recognizable ingredients without additives, preservatives, or artificial chemicals. For 20 years, CuliNEX has partnered with CPG food companies of all sizes to formulate Clean Label foods. And now, with 15 million adults using GLP-1 agonists like Ozempic and Wegovy, demand for Clean Label foods will only increase.