Nestlé is launching food products for people using weight loss medication. The market is expected to reach $30 billion in six years.
The new brand, Vital Pursuit, will offer 12 products. These include frozen protein pasta, sandwich melts, and pizzas. All items have more protein and nutrients like iron, vitamin A, and potassium. They are portion-sized for weight loss medication users.
This is Nestlé's first food brand for glucagon-like peptide 1 (GLP-1) users. GLP-1 agonists are Type 2 diabetes drugs that help control blood sugar. They can also cause weight loss.
Semaglutide and tirzepatide are GLP-1 drugs. These are found in Novo Nordisk's Wegovy and Ozempic, and Eli Lily's Mounjaro and Zepbound. These drugs have become very popular for weight loss.
Food executives notice changing shopper habits. Walmart U.S. CEO John Furner mentioned shifts in categories. He noted a slight pullback in overall basket size. "Just less units, slightly less calories," he said.
Nestlé sees a chance to lead in this growing market. Novo Nordisk reports 25,000 Americans start Wegovy each week. This number is increasing.
There are now four times more U.S. patients on the medication compared to December 2023. In 2023, one in 60 adults were prescribed a GLP-1 medication.
By 2030, GLP-1 users in the U.S. could reach 30 million. The market might exceed $100 billion, driven by diabetes and obesity usage.
"As the use of medications to support weight loss continues to rise, we see an opportunity to serve those consumers," said Nestlé North America CEO Steve Presley. "We’re leveraging our deep understanding of consumers and nutritional science to stay ahead of the trends."
Nestlé plans to sell the products for under $5, with prices varying by retailer. They will be available in the fourth quarter of 2024.
