As beverages target GLP-1 users, regulatory strategy is critical

Growing use of GLP-1 medications is creating new opportunities for beverage innovation around hydration, protein and nutrient density, but companies targeting this consumer group must think strategically about product classification, positioning and claims.

Regulatory experts at Leatherhead Food Research say beverages are emerging as a particularly relevant format for supporting GLP-1 users. Yet without an official definition for ‘GLP-1 support’, manufacturers must align new or reformulated products with target markets’ existing regulatory requirements. This brings significant complexity and uncertainty, making early regulatory planning an important part of successful product development.

Because GLP-1 medications suppress appetite, healthcare recommendations for users generally emphasise the importance of hydration alongside adequate protein and nutrient intake. As a result, beverage manufacturers are exploring opportunities ranging from drinkable fibre- and protein-enriched yoghurts and meal replacement shakes to beverages with added electrolytes.

While the industry is already familiar with many of these nutritional characteristics, harnessing them to help GLP-1 users meet dietary needs introduces new considerations.

Jonathan Sliney, Regulatory and Scientific Affairs Consultant at Leatherhead Food Research, says product classification is key as it can influence permitted claims and labelling requirements.

“The beverage industry is moving much faster than regulatory authorities,” Sliney explains. “Since products designed to support consumers using GLP-1 therapies don’t have a defined category, manufacturers need to think carefully about how they will be classified in target markets. Factors linked to classification include product composition, presentation and claims, and stipulations vary across different jurisdictions.”

Leatherhead Food Research recently examined regulatory considerations for GLP-1 support foods and beverages across multiple international markets. According to Sliney, claims require particular care as implying physiological or therapeutic effects can result in a product being classified as a specialist medical food, which brings a higher level of regulatory complexity:

“Beverage manufacturers need to communicate nutritional benefits in a way that is compliant and meaningful to consumers. This is especially challenging for companies that operate across multiple markets as there can be a high level of variation in the type of claims permitted for different food and beverage product types.”

Sliney says companies that integrate regulatory strategy with product development from the outset will be best placed to benefit from this growing consumer segment.

“To maximise the commercial opportunity, regulatory strategy needs to be integrated with product innovation. Understanding the requirements and stipulations of target markets can help companies avoid costly delays and make more informed development decisions.”