Trends that are expected to influence nutra product development and marketing strategies in the coming year were unpacked during Nutiani’s 2025 Health & Nutrition Trends webcast on November 25.
The data and insights presented were drawn from the company’s consumer studies, social listening powered by Meltwater, and nutrition experts.
One of the key trends discussed was the continued popularity of GLP-1 medications, which were originally developed to manage blood sugar levels and treat type 2 diabetes.
This has led to a global boom in dietary supplements claiming to work via the same GLP-1 pathway to reduce feelings of hunger, ultimately leading to weight loss.
However, there is a catch to the use of GLP-1 as concerns regarding its side effects, including muscle loss, have been raised but inadequately addressed.
In particular, this gap spells opportunities for the protein sector to reinvent itself, and capitalise on the well-known link between protein and muscle.
“The GLP-1 market size is projected to reach US$100bn by 2030 and it’s not a surprising number. Social media chatter on weight loss has doubled in the past one year, which has also led to an increase in protein mentions, as it is the most important ingredient to counter muscle loss.
“Protein’s journey began in sports nutrition. What started as a trend for bulking up has become fresh with the explosion of the weight loss category. Since GLP-1 drugs work by curbing appetite, people tend to eat less overall, which can mean less fuel for those muscles. Eating more protein and sticking to an exercise routine can help offset this. With this, protein will now straddle both the bulk and lean segments of the market,” said Pooja Passi, Head of Insights, at Fonterra.
Allies in weight management
As protein’s role in weight management gains prominence, evolving from a basic macronutrient to an “essential ally for well-being” across lifestyles, it also signals innovation opportunities for brands.
Rebecca Cuthbertson, Head of Marketing (Advanced Nutrition) at Fonterra, highlighted three key areas where brands can break new ground.
The first is “complementary nutrition” products that support consumers in their diet when taking GLP-1.
“For example, Nestlé’s Vital Pursuit offers protein-rich, portion-controlled meals for users, helping them control their intake and yet get enough protein.”
The second area is “combination nutrition” that helps reduce the side effects of GLP-1.
An example is Herbalife’s GLP-1 Nutrition Companion, a new range of food and supplement combos that not only contain proteins but also fibre to promote a healthy digestive system.
These products are aimed at supporting the nutritional needs of individuals on GLP-1 and other weight loss medications.
And the third area is “alternative nutrition” that appeals to weight-conscious consumers who are not on any weight loss treatment.
“There is a great opportunity to highlight dairy’s protein quality, and to link protein to health benefits such as satiety. Nutiani’s High Protein Shake is a top-performing concept with 40g of protein and 28 vitamins and minerals, including 850g of calcium. It can be positioned as both an alternative nutrition product and complementary or combination product to reduce muscle loss.
“In the long run, the focus will be on food and drink products that help consumers, especially weight-loss medication users who have reduced appetite, to get the best nutrition out of their diet, with easy-to-understand claims about protein, fibre, and vitamin content.”
In addition, the continued growth and diversification of biotics (prebiotics, probiotics, postbiotics, synbiotics, and psychobiotics) holds promise for innovation across categories.
For sustainable long-term growth of the biotics sector, it is essential to raise awareness about their benefits beyond gut health.
Cuthbertson cited the example of Pendulum’s GLP-1 probiotic, which is formulated with multiple beneficial bacteria strains, including Akkermansia muciniphila.
It is claimed to help increase the natural production of GLP-1 in the body, a newly sought-after benefit following the rise of the trend.
