The use of GLP-1 medications among Americans is on the rise, with a 700% increase over the last four years. Kerry, a leading provider of taste and nutrition solutions, has conducted research to identify five distinct consumer segments among those who consume GLP-1s. This segmentation is crucial for producers looking to innovate and develop products that cater to the unique preferences and needs of each group.
Elizabeth Horvath, VP of Marketing for North America at Kerry, emphasizes the importance of understanding these consumer segments to tailor products that meet specific needs while delivering great taste and effective solutions. The research conducted by Kerry reveals a shift in consumer appetites towards a more holistic and personalized approach to nutrition. Consumers are increasingly focused on positive nutrition, seeking to reduce sodium and sugar intake while enhancing gut and immune health.
The study conducted by Kerry indicates a strong interest in overall well-being among GLP-1 users, with 90% incorporating vitamins, supplements, and probiotics into their lifestyles. Consumers also prioritize stress relief, mental clarity, cognitive focus, and clean energy support. Plant-based proteins, high-protein options, and lactose-free dairy products are becoming staples in their diets to address various health concerns.
Kerry’s research identified five distinct GLP-1 consumer segments:
1. Dynamic Dad (27%): Busy dads balancing health with family life, in need of portable, protein-packed options.
2. Trailblazing Trendsetter (25%): Wellness-savvy urbanites focused on mental clarity, energy, and immunity.
3. Future-Focused Improver (27%): Health-conscious Gen X women prioritizing long-term health and aging well.
4. Balanced Maintainer (16%): Gen Z individuals looking to maintain weight with minimal dietary changes.
5. Steady Sticker (11%): Practical Midwestern women focusing on familiar foods and routines.
Each of these consumer segments presents unique opportunities for the food, beverage, and supplement sectors to innovate. From the high-energy Dynamic Dads to the wellness-savvy Trailblazing Trendsetters, Kerry’s research provides valuable insights for producers looking to develop products that resonate with these diverse consumer groups.
Horvath emphasizes the importance of working with customers to tailor products to meet the specific needs of these consumer segments. By understanding the distinct preferences and motivations of each group, producers can deliver solutions that are both effective and trustworthy.
In conclusion, Kerry’s research highlights the evolving preferences and needs of consumers who consume GLP-1 medications. By identifying and understanding the five distinct consumer segments, producers can innovate and develop products that cater to the unique tastes and health goals of each group. This approach not only ensures consumer satisfaction but also drives growth and success in the rapidly changing market landscape.
