Nestlé is developing a new generation of nutrition products aimed at consumers using weight-loss drugs, as the food giant looks to capitalise on the rapid growth of GLP-1 treatments.

The KitKat and Nescafé owner is using artificial intelligence and nutritional science to develop products tailored to people taking medicines including Ozempic, Wegovy, Mounjaro and Zepbound, according to Reuters.

The growing popularity of appetite-suppressing drugs has raised concerns across the food industry that consumers could permanently cut back on packaged foods, snacks and beverages. However, Nestlé believes the trend also presents an opportunity to create products addressing nutritional challenges associated with rapid weight loss.

Chief technology officer Stefan Palzer said the business is studying areas including muscle loss, hydration and nutritional intake, while exploring how specific combinations of proteins and micronutrients could support consumers during weight loss.

Nestlé has already started adapting parts of its portfolio. Its Vital Proteins brand has introduced products containing collagen protein targeting skin, hair and nail health, while its US business has launched Boost Advanced Nutrition Shake, containing 35g of protein and positioned to support muscle health during weight loss.

In Asia and Australia, the company has also rolled out Milo PRO High Protein, a higher-protein version of its Milo malt drink. Nestlé has additionally patented ingredient combinations intended to help manage increased appetite among consumers after they stop using GLP-1 medicines.

The manufacturer is leaning heavily on AI to accelerate the development process. Its internal Food Genie platform allows scientists and product developers to analyse a database of around 120,000 recipes, identify reformulation opportunities and predict how products could perform.

Nestlé is also testing AI-generated consumer simulations to assess potential reactions to new products and health claims before they reach shelves, alongside using the technology to identify emerging trends on social media.

Around 16 million Americans currently use GLP-1 medicines, according to Boston Consulting Group figures cited by Reuters, with the number expected to rise significantly towards the end of the decade.

However, nutrition experts have questioned whether specially marketed products offer meaningful benefits over conventional protein-rich foods such as meat, fish, eggs, dairy, beans, nuts and pulses.

Despite those concerns, Nestlé is betting that changing eating habits among GLP-1 users will create a sizeable new market for food and drink manufacturers as weight-loss medicines become increasingly mainstream.

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