February 4, 2025 – Innova Market Insights examines US social media weight loss trends to understand how GLP-1 drugs affect consumer behavior and the food and beverage industry. GLP-1 stands for glucagon-like peptide 1. This peptide hormone helps regulate appetite and the body’s metabolism of glucose. One of the leading GLP-1 drugs is Semaglutide, which replicates the action in the body of natural GLP-1 hormone.
Monitoring GLP-1 Drugs in Social Media
Innova has been monitoring US social media posts around GLP-1 drugs by following several keywords and phrases, including weight loss drugs, slimming drugs, weight loss-friendly, GLP, GLP-friendly, and the brand names and scientific names Ozempic, Wegovy, and Semaglutide. Additional keywords and terms monitored by Innova Market Insights include brand names and the hashtags #ozempicfriendly, #wegovyfriendly, #weightlossfriendly, #GLPfriendly, and the more general terms #weightreductiondrugs and #weightloss.
Social media monitoring for GLP-1 drugs in the US involves several measures. A key measure is engagement, which is total user interactions with content in paid, earned, and owned posts. Impressions monitors number of views. Measures of user interaction with content on GLP-1 drugs in the US include mentions and trends in mentions and user sentiment.
Innova Market Insights monitors social media and also follows US weight loss trends in product launches, company news, press releases, and product research in scientific journals. In monitoring social media in the US, analysts look for consumer trends and product launch trends by tracking posts in X, Facebook, Pinterest, Instagram and TikTok.
US Consumers Respond to GLP-1 Drugs
The introduction of GLP-1 drugs into the US market impacts consumers by changing their eating habits – causing them to eat fewer calories – and increasing their demand for healthier food and beverage products. US consumer trends show that many US consumers are conflicted regarding whether to use GLP-1 drugs to help manage their weight or to try other products that help suppress appetite naturally. Brands can respond to this US consumer conflict about GLP-1 drugs by innovating with food and beverage products that have functional ingredients, are low in calories, promote wellness, are plant-based, and can be personalized to the nutrition needs of US consumers.
US Consumers Seek Weight Loss
Among age cohorts in the US, pre-retirees are having the most active social media discussions on outlets such as X and Instagram about GLP-1 drugs. They talk about the benefits of GLP-1 drugs such as Wegovy and Ozempic for weight loss and diabetes management and also mention other benefits of GLP-1 drugs. Celebrity posts and endorsements on US social media regarding GLP-1 drug use for weight loss and appetite control help boost consumer interest.
Innova’s monitoring of US social media shows that US consumers are conflicted regarding the effectiveness of GLP-1 drugs for weight loss and the side effects of GLP-1 drugs. A large proportion of US social media posts about GLP-1 drugs are negative. US consumer social media conversations on Facebook, Instagram and X call attention to some of the negative side effects of GLP-1 drugs, such as reduced bone density in the hips and spine, damage to the intestines, loss of muscle mass, bloating, stomach pain, and reduced thyroid health and kidney function.
GLP-1 Drugs Change US Eating Habits
GLP-1 drugs boost satiety and that affects the US food and beverage industry. Weight loss trends reveal that US consumers on GLP-1 weight loss drugs are eating less and spending less money on food, including takeout and restaurant food. US consumers say that they are less inclined to choose ultra-processed foods and foods with unfamiliar ingredients. Social media suggests that US users of GLP-1 drugs also are snacking less.
New Food and Beverage Launches Support GLP-1 Drugs
Innova Market Insights monitoring of social media in the US shows that US consumers are talking positively about food, beverage, and supplement launches to help manage the side effects of GLP-1 drugs, reflecting growing weight loss trends. Some of these new product launches include supplements and fortified shakes. One brand promotes GLP-1-friendly shakes, bars, and powders to help regulate blood sugar, control appetite, and boost digestion. Some products also are plant-based, vegan, and rich in fiber. On Instagram and Facebook, users talk about the benefits of these new products for satiety and weight maintenance, curbing cravings, improving digestion, and satisfying the desire for decadent food and beverage products after coming off GLP-1 drugs.
Natural GLP-1 Drug Alternatives Appeal to US Consumers
On US social media, consumers are talking about natural alternatives to GLP-1 drugs that have fewer side effects. Benefits include appetite suppression, fat burning, reducing cravings, stabilizing blood sugar, supporting weight management, and boosting heart health.
Brands Introduce New Product Lines
Global company Nestlé launched a new high protein, high fiber frozen food brand for GLP-1 drug users. The company and social media users are talking about the products. Another company introduced a new low-calorie protein shake to help US GLP-1 users protect their muscle mass for metabolism and health while supporting weight loss. Another company features its new, first-of-its-kind, three-part support system with separate packets of electrolytes, fiber and protein powders, aligning with the weight loss trends. Some US specialty wellness stores are creating special sections with products for GLP-1 users. A new line of smoothies and menus were developed by dietitians in a well-known US medical center. A plant-based snack bar promotes itself as GLP-friendly, vegan, gluten-free, and non-GMO protein.
This article is based on Innova’s Trending in Weight Loss: GLP-1 Drugs & the F&B Industry in the US report. This report is available to purchase or with an Innova Reports subscription. Reach out to find out more
