According to the World Health Organisation, 43 per cent of those aged above 18 are overweight globally while 16 per cent are obese. In the US, the adult obesity rate is even higher than the global average at 43 per cent. Despite decades of efforts ranging from diets and exercise to more comprehensive lifestyle changes, obesity remains a pressing public health issue. Mintel food science senior analyst, Yunn Lim, discusses how food and beverage companies can rethink their approach to nutrition in the “Ozempic era”.
Source: Mintel
However, the landscape of weight management is undergoing significant transformation. The emergence of what is termed the “Ozempic era” has shifted how obesity is approached. Once seen as isolated from conditions like diabetes and hypertension, obesity is now being addressed as part of a larger, interconnected system that focuses on root causes. According to medical research, GLP-1 medications, such as Ozempic and Wegovy, target hormonal pathways in the brain and gut to regulate hunger, insulin sensitivity, and energy balance.
Semaglutide, an active ingredient used in Ozempic, helps regulate blood sugar and can also suppress appetite. Mintel research shows that 15 per cent of US adults who are currently trying to manage their weight are taking GLP-1 medications and 21 per cent are interested in doing so in the future. Similarly, in the UK, 25 per cent of adults would be interested in using injectable weight loss drugs.
These medications signal a shift in weight management by addressing poor metabolic health, one of the root causes of obesity and related conditions like type 2 diabetes and cardiovascular disease. The popularity of GLP-1 drugs illustrates the demand for solutions targeting insulin regulation and appetite control.
Despite their popularity, GLP-1 drugs are not widely accessible yet. In a BBC interview, Mintel’s Jonny Forsyth, Senior Director of Food and Drink explains: “These drugs are so expensive that they need to be subsidised and the NHS predicts it will be another 10 years before they are fully available to the public. So despite the noise on this, I think the initial direct impact will be fairly niche. But undoubtedly the long-term impact could be incredibly disruptive. This does mean, however, that for most brands, they have got time to pause, take a breath, and monitor the developments in weight loss drugs.”
The “Ozempic era” is fuelling innovations in food and drink. Consumers are looking for high-quality, nutrient-dense products designed to ensure that they are still getting the nutrition they need even if they’re consuming fewer calories. Food and drink brands can support consumers as they try to reach their metabolic health goals.
The right balance for ‘long-term gain’
Protein helps regulate blood sugar by slowing glucose absorption, reducing energy crashes and hunger spikes. Protein paired with carbohydrates is particularly effective in controlling sugar spikes. However, not all proteins are equal—protein quality influences how effectively the body utilises it.
Mintel research shows that 39 per cent of Indian consumers prefer protein supplements with high biological value. Brands can pair proteins with functional ingredients like piperine (which helps maintain the integrity of the gut lining and reduces inflammation in the digestive tract) and L-carnitine (which helps the body turn fat into energy) to boost absorption.
Meal replacements can also offer a dual-purpose solution: they provide convenience while supporting metabolic health, reducing the need for calorie counting and extensive meal planning.
Beyond protein for satiety, sensory satisfaction as part of a weight management strategy can help people address weight regain. By engaging multiple senses – via taste, texture and visual appeal – food and drink brands can create a more fulfilling eating experience while making smaller portions feel satisfying and enjoyable. This helps reduce the risk of overeating and promote mindfulness around food choices.
Bone and joint health in weight management
Excess weight can place a strain on the knees and joints, while rapid weight loss can also negatively impact bone health, leading to a loss of bone density and increasing the risk of fractures. In China, 63 per cent of consumers believe that weight management should be part of their daily routine for bone and joint health. Bone health concerns in connection with weight management are important in ageing populations and this growing awareness has created a demand for products that support sustainable weight management and promote bone strength and joint health.
Bone health is not just an issue among seniors. Over half (56 per cent) of Chinese consumers aged 25-29 are concerned about bone and joint discomfort caused by working/studying in a fixed position. For food and drink brands, this is an opportunity to position bone support as the solution to sedentary lifestyles. They can target young sedentary working adults seeking to manage their health without disrupting their busy routines.
Prioritising sleep and stress management
Lack of sleep has been linked to higher obesity rates. Adults need at least seven to nine hours of sleep at night, and UCLA Health said that people who consistently log six or fewer hours tend to have a higher body mass index (BMI) and even just a few nights of short sleep can result in short-term weight fluctuations. Not getting enough sleep can also increase your glucose levels, raising the risk of Type 2 diabetes and obesity.
Factors like stress impact sleep. Stress hormones like cortisol and glucagon elevate blood sugar, compounding metabolic health issues. Brands can innovate with products that promote relaxation and improve sleep quality, such as saffron or L-theanine.
Mintel’s Ingredientscape AI identifies saffron extract as an emerging, high-growth ingredient. The APAC tea and RTD tea market represent an opportunity for brands to blend this traditional drink with functional claims, as saffron is increasingly recognised for its stress-relieving and mental energy benefits. However, saffron faces key challenges, such as high cost and low consumer awareness of its functional health benefits – many associate saffron with its culinary uses only. Food and drink brands will need to educate consumers about saffron’s functional health properties to establish it as a credible ingredient.
A holistic approach: the future of metabolic health
As the weight management landscape evolves, food and drink brands will need to embrace a broader perspective by considering all facets of metabolic health, from nutrition to sleep and stress. The ‘Ozempic era’ is not just about medication—it’s about rethinking nutrition and wellness as a whole.
By developing innovative, nutrient-dense products that prioritise metabolic health, sensory satisfaction, and lifestyle compatibility, brands can align with consumer needs and position themselves at the forefront of weight management solutions. Brands that proactively adapt to these shifts will be well-positioned to support consumers on their journey to better health.
