Five Ways GLP-1 Drugs Are Reshaping Supplement Demand

Glucagon-like peptide-1 (GLP-1) drugs are changing what consumers want from supplements. Demand is shifting toward nutrient gaps, digestion, muscle, beauty and life after the medication.

TLDR

• A Clinical Obesity review found 12.7% of users had a new nutrient deficiency at six months.
• About one third of GLP-1 users regularly buy protein shakes, powders or bars, per Acosta Group data.
• Boots opened GLP-1 support zones in more than 220 UK stores in July 2026.
• Up to 65% of users stop treatment within the first year.

Nutrient Gaps and Digestive Support

Ozempic (semaglutide) and Mounjaro (tirzepatide) use runs about 11% in the US and 7% in the UK. Eating less can mean fewer nutrients. In a Clinical Obesity review, vitamin D deficiency rose from 7.5% at six months to 13.6% at 12 months. GNC research found users under-consume calcium, magnesium, potassium and choline.

Digestive side effects are common. A Nature Health review of more than 410,000 Reddit posts found 43.5% of users reported at least one. Nausea led at 36.9%. MyProtein’s GLP-1 range includes fiber gummies, probiotic gummies and gut health capsules. Boots stocks gut, skin, hair, sleep and energy products in its zones.

Muscle and Beauty From Within

Lean mass can account for 25% to 39% of weight lost, per a Lancet source. Protein demand has followed. Vesper Tool says 80% whey protein concentrate hit $32,000 per metric ton in June, up from $5,500 in 2023. Analyst Jasper Endlich said GLP-1 demand “has further compounded the issue.” Some launches, like Tummy Tox’s GLP-1 Protein Support, use plant proteins.

A Science Progress review linked both drugs to higher hair loss risk. Nail detachment affected 39% of users versus 9% of controls. That study was presented at the 2026 European Academy of Dermatology and Venereology Congress. Collagen peptides, biotin, zinc and selenium feature in response products. WGSN beauty strategist Pia Fisher said some firms are enrolling GLP-1 users in clinical trials to support claims.

Life After the Drug

Up to 65% of users stop treatment within the first year, per eClinicalMedicine data. One analysis found people regain about 60% of lost weight a year after stopping. Brands now target appetite and food noise after discontinuation. Formulas often combine fiber, green tea or red chili extract, chromium and caffeine. Regulators have raised concerns about quick-fix claims and products positioned as GLP-1 alternatives.

Why It Matters

For supplement and functional food teams, GLP-1 users are a distinct audience. Nutrient density, protein, fiber and gut support are clear formulation priorities. Rising whey costs may lead teams to evaluate plant proteins. Claims need care, since drug-alternative positioning draws regulatory attention and rules vary by market.

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Sources: NutraIngredients; Boots.