Food Matters Live Podcast · Food Matters Live

GLP-1: What happens after the drugs?

·50 min·2 clips

Dr. Tarantor reduces GLP-1 product strategy to four profit pools: protein, fiber, fluid and snacks, with fiber 'the new protein.'

1. Anthony Zahra hosts a Food Matters Live session recorded at Ascot on GLP-1 drugs, covering their impact on food and beverage and what follows when consumers stop taking them. 2. The panel is Julien Sibotaru of RUE Nutrients (a nutraceutical manufacturer working with over 300 brands), Sonia Hupert of IFF (global innovation business development in "reimagined wellness"), and Dr. Tarantor, a clinician of 15 years who is group director of wellness innovation at Holland & Barrett (700 UK stores). 3. The central argument is that GLP-1 is "changing the psychology of eating," so food makers must rethink portfolios for users on the drugs and for those who come off them. 4. Dr. Tarantor traces GLP-1 from a type 2 diabetes treatment in 2005 to FDA approval for weight management in 2021, and estimates 1.5 million UK users, mostly paying out of pocket, because treating 15 million people would cost the NHS about 45 billion. 5. Hupert says users eat less and have altered taste, with sweets, bakery, snacks, sweet beverages and possibly alcohol declining, while IFF's studies found consumers craving vegetables and salad, rejecting even zero-sugar drinks, and needing reminders to eat and drink. 6. The panel flags a 20% average weight loss, up to 40% of which could be muscle, plus nausea or vomiting in 40% to 50% of users and the "Zempic face" from collagen loss, so protein at one gram per kilogram becomes central. 7. Dr. Tarantor's four profit pools are protein (including precision-fermented and non-animal sources), fiber, fluid (with alcohol consumption reportedly down 36% to 60%), and savory-led snacks, while Hupert warns that products must suit changed taste preferences. 8. Hupert says users are "stressed on bouncing back" when stopping medication and need support after stopping, and Dr. Tarantor raises microdosing, citing Noom's approach, which could extend use for "the rest of your life." 9. On the restaurant side, the panel reports tables ordering one meal for four or five people and some menus adding smaller portions, and Dr. Tarantor proposes "eat-ertainment" and better non-alcoholic drinks because "Coke Zero" is "not good enough." 10. Suited to food and beverage developers, nutraceutical brands and retailers tracking GLP-1 demand.

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