KANSAS CITY — Familiar ingredients are likely to be selected by formulators developing products designed to appeal to users of GLP-1 agonist medications.

These consumers tend to seek nutrient density and satiety, which ingredients based on protein and fiber provide. Certain ingredients also support the body’s natural production of glucagon-like peptide 1 (GLP-1) hormones, which help regulate blood sugar and appetite.

The number of GLP-1 users may increase for years. KKF, a source for health policy research, polling and news, in May 2024 released a poll that found 12% of adults said they had taken a GLP-1 agonist, with 6% saying they currently take the drug. Public awareness of GLP-1 drugs increased, with 32% saying they had heard “a lot” about the drugs, up from 19% in July 2023.

Morgan Stanley in 2023 forecast weight management medicines to reach $77 billion by 2030, and a GlobalData report issued this year said GLP-1 agonists, which initially focused on diabetes and obesity, are emerging as potential treatments for a broader range of chronic conditions.

The GLP-1 trend is “bound to expand,” said Costanza Alciati, pharma analyst at GlobalData. “Their therapeutic potential just keeps evolving as studies widen the knowledge we have on this drug class. For instance, they combat insulin resistance, a mechanism that appears to be at the core of different conditions, from type 2 diabetes and obesity to neuroinflammation contributing to Alzheimer’s disease.”

Acosta Group, Jacksonville, Fla., in February conducted a survey of 4,489 US adults. The survey found 332 said they were taking a GLP-1 medication, but 151 said they no longer were on the medication. The results showed that 74% of the GLP-1 users sought high-protein or protein-fortified products, and 73% sought products that support gut health.

“Creating this fiber and protein combination that these people need is a way to participate in this dietary shift that’s happening,” said Colleen Zammer, vice president of varietal solutions growth and corporate innovation at Bay State Milling Co., Quincy, Mass. “If people today are avoiding grain-based foods because they don’t feel they have the nutrients they need, it’s a really great idea to offer these foods that have those nutrients.”

The Acosta survey also found that 55% of the GLP-1 users were eating smaller portions overall, and 49% said they were eating fewer snacks.

“Obviously as an industry, people eating less food is a little bit scary,” Zammer said.

So how might the grain-based foods industry serve the GLP-1 consumer?

“From our perspective, just making sure that we can provide nutrient density that tastes great is the winning way,” she said.

Fiber eases digestive issues

Certain whole grain cereals and pulses are good sources of fiber and known to maintain digestive health, said Laurie Scanlin, PhD, principal scientist at Ardent Mills, Denver.

“Although the science of certain foods shown to naturally release the GLP-1 hormone is in its infancy, consumers are seeking nutrient-dense, high-fiber and high-protein foods to support their weight management goals and/or combat side effects of GLP-1 drugs, such as digestive irregularity,” she said.

Chicago-based ADM in September 2024 conducted a survey of US adults taking anti-obesity medications (AOMs) like GLP-1 receptor agonists.

Increasing the amount of fiber in bread may appeal to GLP-1 agonist users.

| Photo: ©NANDER – STOCK.ADOBE.COM

“Nearly half of the respondents report intentionally increasing their consumption of fiber (both soluble and insoluble fibers) since starting GLP-1 treatment,” said Brad Schwan, vice president of marketing for ADM. “Plus, 39% state they’re intentionally increasing their probiotics/prebiotics intake.

“Furthermore, over half of AOM users are taking probiotic/prebiotic supplements to support their health while on GLP-1s. This indicates a significant interest in fibers and, more specifically, prebiotic dietary fibers, within this consumer group. This interest may be in part due to the need to support gut and digestive health while taking AOMs. In fact, 40% of these consumers report they often experience GI (gastrointestinal) discomfort.”

ADM/Matsutani LLC’s Fibersol prebiotic soluble dietary fiber has been shown in studies to provide support for the gut, Schwan said, and clinical research demonstrated that consuming 10 grams of Fibersol with a meal may increase the appetite-regulating hormone GLP-1 as part of a normal physiological response in healthy adults.

ADM/Matsutani LLC is a joint venture between ADM and Japan-based Matsutani Chemical Industry Co., Ltd. Potential applications in baked foods for Fibersol include bread, muffins, cookies, bars and snacks.

Prebiotic chicory root fibers, such as inulin and oligofructose, naturally support the body’s GLP-1 hormone release, said Denisse Colindres, senior manager of nutrition communication for Beneo, Parsippany, NJ.

“These fibers (inulin and oligofructose) resist digestion in the upper gastrointestinal tract and reach the colon intact, where they are fermented by beneficial gut bacteria,” she said. “The fermentation produces short-chain fatty acids (SCFAs), which stimulate the release of GLP-1. GLP-1 plays a role in regulating appetite, blood sugar and insulin secretion.”

Chicory root fiber may be incorporated into a variety of baked foods, including bread, muffins, cakes and cookies, she said. Claims such as “good source” and “excellent source” of fiber may be achieved in products.

“GLP-1 users also look for foods that are a source of whole grains, following the desire to consume items that are nutrient-dense,” Colindres said. “Beneo’s Orafti ß-Fit barley flour is whole grain and is an industry-leading flour source of beta-glucan, important for heart health and supporting such FDA claims. It is also high in total fiber at 40%.”

Orafti ß-Fit barley flour may be used in whole grain, high-fiber bread, pastas, cereal and other baked foods.

“While specific surveys on fiber preferences among GLP-1 agonist users are limited, it is well-established that individuals on GLP-1 agonists often experience digestive discomfort such as constipation or diarrhea,” Colindres said. “Fiber becomes a critical nutrient of concern. Prebiotic chicory root fibers offer a natural solution, helping support gut regularity, reducing discomfort and nourishing beneficial gut bacteria during weight-loss journeys.”

Scanlin said beta-glucan soluble fiber from barley and oats has been shown to support weight management when part of a diet low in saturated fat and cholesterol, as well as increased satiety. She added that Ardent Mills’ Sustagrain whole grain barley may support the formulation of GLP-1-friendly foods.

Fructo-oligosaccharides (FOS) may be used in a variety of baked foods, offering benefits such as increased fiber content, improved texture and reduced sugar levels, said Jacob Hanzon, R&D department manager for Galam, a global ingredients manufacturer with production sites in Israel, Germany and Spain and a distribution center in Ohio. Potential applications include cookies, biscuits, cakes, pastries, snack bars, sweet dough bread, gluten-free baked foods, and low-calorie and sugar-free baked foods.

“Fructo-oligosaccharides (FOS) are prebiotic fibers that have a significant impact on the secretion and function of the natural hormone GLP-1, which plays a crucial role in glucose regulation, appetite control and metabolic health,” Hanzon said.

FOS supplementation has been shown to increase both fasting and postprandial GLP-1 concentrations in the bloodstream.

“FOS are not digested in the upper gastrointestinal tract,” Hanzon said. “Instead, they reach the colon, where they are fermented by beneficial gut bacteria. This fermentation produces short-chain fatty acids (SCFAs) such as butyrate, propionate and acetate, which can stimulate GLP-1 secretion via activation of free fatty acid receptors (FFAR2 and FFAR3) on L-cells.”

Bay State Milling offers HealthSense wheat flour that is 32% dietary fiber, or more than 10 times the amount of fiber found in traditional enriched white flour, Zammer said.

“It’s white flour,” she said. “So it doesn’t look any different, taste any different, none of the off-notes that you get from whole wheat because that resistant starch fiber is in the endosperm.”

Resistant starch is so named because it resists digestion. It is fermented by the gut microbiome, producing short-chain fatty acids.

“Those are natural precursors to natural GLP-1 hormones,” Zammer said. “So this type of fiber will stimulate the natural production of GLP-1 hormones.”

Fibers play a key role in digestion and support the GLP-1 process, said Ashley Beech, product development manager of bakery applications, Corbion.

“Fibers from resistant starches and beta-glucan, found in barley, oats and rye, naturally support the body’s GLP-1 process and contribute to a lasting feeling of fullness,” she said. “In bakery and dairy products, these fibers can support healthy digestion and blood sugar, as well as increase satiety. Studies indicate that resistant starch and beta-glucan stimulate the intestines to release GLP-1 and peptide YY a few hours after a meal, which helps to reduce hunger between meals.”

Users seek plant-based protein

In the ADM survey, 41% of GLP-1 users said that they were intentionally increasing their intake of plant-based proteins.

“Maintaining lean muscle mass is also a critical need for GLP-1 users, with studies estimating that 20% to 40% of weight loss may come from muscle tissue,” Schwan said. “High-protein options with various protein sources can help support muscle mass maintenance.”

Protein blends, including a combination of animal-based and plant-based proteins, as well as ingredients like seeds and grains, help improve the nutritional value of baked foods and support preferred tastes and textures by tapping the best characteristics from each protein source, he said.

“Take, for example, our clean-tasting, highly functional soy, pea and wheat proteins, along with our beans, pulses, ancient grains and seeds,” Schwan said. “Each ingredient delivers on highly sought-after protein content while also contributing to a desirable sensory experience.”

Ardent Mills offers plant-based proteins, including protein sourced from chickpeas, for grain-based foods that are GLP-1 friendly, said Caroline Smith, GRq research scientist for Ardent Mills.

“They also meet rising demand for clean label, functional products, particularly among those prioritizing digestive and metabolic health,” she said. “Good sources of plant-based protein, like chickpeas, can be used in muffins, bars, cookies, brownies and breads. Flours made from seeds or legumes, such as chickpea flour, integrate seamlessly into these formats while boosting nutritional content.”

Colindres said Beneo offers fava bean protein.

Photo: Acosta Group

“Beneo’s fava bean protein can serve as a good alternative to animal protein,” she said. “It is a clean, plant-based ingredient with strong sustainability features. When combined with Beneo’s rice protein, it forms as a complete essential amino acid profile, making it an excellent source for plant-based products.”

Fava bean protein and rice may be used in applications such as nutrition bars, pastries, snacks, bread, muffins, shortbread, crackers and pizza crust. Beneo has formulated a waffle that is 9% fava bean and 2% rice protein, making it possible to achieve 12 grams of protein per serving.

Different types of protein provide different benefits, said Corbion's Beech.

Gluten proteins naturally present in wheat flour play a critical role in providing structure, shape and elasticity to baked foods, she said. In cakes, eggs provide structure, leavening and tenderness, while their ability to be whipped adds volume and aeration. Egg yolks also contribute emulsification and a rich color to baked foods. Milk proteins, such as casein and whey, contribute to flavor, browning and tenderness in baked foods. Plant-based proteins, including those derived from soy, pea, rice or chickpeas, add nutritional value while meeting demand for allergen-friendly or vegan formulations.

“We’ve found that a variety of protein sources can work well for GLP-1 users, and our data also gives us a window into their preferences,” Beech said. “In our proprietary research, we explored perceptions of four specific protein ingredients: mung bean, pea protein, chickpea protein and fava bean. Across the board, we saw strong acceptance — about 7 in 10 GLP-1 users said they were comfortable purchasing products made with these ingredients.