America’s appetite is shrinking, not from newfound willpower but from the surge of GLP-1 drugs like Ozempic and Wegovy. These pharmaceuticals are reshaping the food industry, and plant-based brands are wasting no time stepping up.
Roughly 12% of U.S. adults, around 31 million people, have used GLP-1 drugs, with 6% (15.5 million) actively on them. As demand skyrockets, usage has surged 700% among non-diabetic patients in just four years, marking a seismic shift in how Americans approach weight management and metabolic health.
Source: © Aniloracru | Dreamstime.com Ozempic. Pen and Vegetables
Huel, once a niche player for tech bros, has seen its profits skyrocket by making plant-based nutrition mainstream. Expanding into supermarkets and chewable meal options, it’s tapping into the demand for high-protein, high-fibre foods keeping GLP-1 users fuelled without the sugar crashes.
Smoothie King has jumped in with a GLP-1 Support Menu, rolling out protein-packed, zero-added-sugar blends tailored for the millions now riding the appetite-suppressing wave. The idea? Make sure people still get enough nutrients while eating less. It’s functional food 101, now rebranded for the Ozempic era.
Even celebrity wellness brands are playing the game. Kourtney Kardashian Barker’s Lemme just launched a plant-based supplement designed to naturally stimulate GLP-1 hormone levels. Using lemon extract and saffron compounds, it claims to reduce hunger and help with weight loss and no injections required.
Conagra is slapping On Track badges on its Healthy Choice meals, highlighting high-protein, high-fibre options designed for weight-conscious consumers. Nestlé has rolled out Vital Pursuit, a frozen meal line built for those looking to keep their calories in check
And there’s more. Researchers are eyeing plant-based compounds acting as natural GLP-1 boosters. Berberine, often called "nature’s Ozempic," has shown promise for regulating blood sugar and metabolism. Eriocitrin, a citrus flavournoid, is being studied for its ability to trigger GLP-1 production naturally. Meanwhile, curcumin and ginseng are also under the microscope for their potential appetite-suppressing effects.
So, can plant-based lead the charge here? Not exactly. Big Pharma owns this game for now. But what’s happening is a shift as plant-based brands aren’t just adapting to the Ozempic effect, they’re positioning themselves as the next logical step.
The more consumers look for natural, sustainable ways to control appetite and manage weight, the more these brands will find themselves front and centre. If anything, plant-based isn’t following, it’s running alongside, ready to grab its share of the new food economy.
However at the end of the day there is nothing richer for the human body than a well balanced plant-based food intake coupled with exercise and rich social and nature based connections.
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