- Oct 9, 2024
- 2 min read
ADM has introduced a new supportive solutions platform aimed at consumers using GLP-1 and other anti-obesity medications (AOMs).
This initiative is designed to meet the rising demand for tailored nutrition solutions as the use of these medications continues to expand.
The platform, which integrates proprietary consumer insights alongside comprehensive scientific research, features over 25 market-ready concepts targeting consumer needs associated with AOM use.
A recent ADM survey revealed that 83% of US consumers taking AOMs are more inclined to choose food products that are explicitly marketed as supportive of their medication regimen.
Ian Pinner, senior vice president and chief sales and marketing officer at ADM, commented: “The use of GLP-1 treatments continues to rapidly increase, creating an incredibly dynamic market with a new segment of consumers with unique needs".
He continued: "Food, beverage and dietary supplement manufacturers can support consumers with tailored solutions that address their needs at every stage of their weight management journey”.
According to ADM's findings, consumers on AOMs are increasingly focused on nutrition, taste and portion size, with 64% of respondents indicating these factors have become more important in their purchasing decisions.
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Additionally, 74% reported being more open to trying new foods, while 83% noted an increase in home cooking since beginning their treatment. Many have also consciously increased their intake of plant-based proteins, fiber and probiotics.
The supportive solutions platform includes a range of functional ingredients tailored to address five critical needs identified through ADM’s research.
These needs include maintaining muscle mass, minimising gastrointestinal discomfort and promoting hydration during AOM use, as well as managing satiety and weight regain when discontinuing the medications.
Specific product concepts feature clean-tasting plant-based ingredients, prebiotic fibers, probiotics, and sweetening solutions designed to enhance flavour and functionality.
Pinner said that these offerings not only cater to altered taste perceptions but also aim to reduce "food noise," a term used to describe persistent thoughts about food that can arise when AOM use is reduced.
As the market for AOMs grows, the demand for supportive food and beverage options is likely to increase. ADM's initiative reflects a broader trend in the industry, where manufacturers are seeking to innovate and differentiate their products in response to changing consumer needs.
This platform provides a framework for companies to align their offerings with the specific requirements of a demographic increasingly focused on health and wellness.
