Nestlé is launching a new line of frozen meals called Vital Pursuit for people taking GLP-1 drugs like Ozempic for weight loss. These meals are portion-controlled, high in protein and fiber, and are intended to accompany weight loss medication users and those focused on weight management. This move is in response to the expanding market for obesity medication, with projections that 9% of the US population will be on a weight-loss drug by 2030. The long-term health effects of GLP-1 drugs remain uncertain, but recent studies have shown significant weight loss and reduced heart risk for users.
The introduction of Vital Pursuit is part of Nestlé’s efforts to remain relevant in the face of changing consumer habits due to medications like GLP-1 drugs. These drugs have altered how people eat, influencing portion sizes and meal frequency. Nestlé North America CEO Steve Presley stated that Vital Pursuit offers convenient and tasty food options that cater to the needs of consumers in this emerging category. The meals will be priced at $4.99 or less and will feature whole grains, protein pasta, and enriched nutrients like potassium, calcium, and iron.
Retail analysts, including Neil Saunders, believe that adding a brand like Vital Pursuit to Nestlé’s portfolio is strategic, especially with the potential disruption that GLP-1 drugs could bring to the food industry. Other companies, such as GNC and Costco, are also responding to the rise of these medications by offering specialized products and services tailored to this consumer segment. WeightWatchers has launched a membership plan that provides access to doctors who can prescribe these medications, while gyms are adjusting their strategies to accommodate members taking weight loss medications.
With GLP-1 consumers likely to purchase fewer sugary snacks and drinks, food companies like Nestlé are preparing for changes in consumer behavior. J.P. Morgan reports that current GLP-1 users purchased significantly less food, including snacks, soft drinks, and high-carb products, compared to non-users. Vital Pursuit serves as a signal to investors and stakeholders that Nestlé is actively engaging with the opportunities presented by the weight-loss drug market. This trend of companies adapting to the needs of GLP-1 consumers is likely to continue shaping the landscape of the food and wellness industries in the coming years.
