With the surge in use of GLP-1 receptor agonists for weight management, the F&B industry has seen a clear shift that goes beyond those using the medications – the focus is turning toward food quality over quantity, and new approaches to gut health and carbs are under the spotlight. Francesca Berry, head of content programming at Vitafoods Europe, explores these evolving priorities in this exclusive piece.

The rise of GLP-1 medications has been one of the most talked-about developments in the food and nutrition space in recent years. Adoption of these therapies has been rapidly accelerating across Europe, with approximately 1.6 million users in Great Britain alone. The impact of this extends well beyond the weight management market, changing the way consumers and brands think about nutrition on the whole. In particular, as appetite suppression leads many consumers to eat less, how do we ensure that people are still properly nourished along their weight loss journeys?

This is a theme that has become increasingly clear in my conversations with experts across gut health, sports nutrition and weight management in my role at Vitafoods Europe. The shared conclusion is that sustainable weight loss requires more than just eating less – it requires supporting the body's underlying metabolic systems.

Two areas in particular are gaining attention: the role of the gut microbiome in maintaining health during reduced food intake, and a re-evaluation of nutrients that have historically been misunderstood or oversimplified. Together, these ideas point toward a broader shift in how our industry – and consumers – thinks about weight management, one rooted in resilience rather than restriction.

Why gut health matters more when people eat less

The gut microbiome is increasingly understood as a foundation for whole-body wellness, with established links to health areas including metabolism, immune function and energy regulation.

Particularly relevant in the context of growing GLP-1 usage, is the gut microbiome’s central role in nutrient absorption. Bacteria in the gut contribute to metabolic functions essential for human digestion, shaping how macronutrients like carbohydrates, proteins and lipids are harvested from food and metabolised.

The microbiome also influences how effectively the body absorbs minerals and other micronutrients, especially when diet is imperfect. When consumers are eating less as a result of appetite suppression, a well-functioning gut ecosystem is essential to help them get the most nutritional value from smaller portions.

There is also a practical dimension to gut health support in these consumers. GLP-1 medications are commonly associated with gastrointestinal side effects including nausea and constipation, making gut comfort a real concern for many users. What’s more, the microbiome is mechanistically connected to GLP-1 pathways themselves. Some species of beneficial bacteria produce metabolites that are linked to the body's own natural GLP-1 signalling and secretion.

Product developers in the food and nutrition space can harness this connection with products that offer functional gut support to help make GLP-1 journeys more manageable, healthy and rooted in long-term health. Innovation is already underway. Probiotic company Pendulum, for example, has launched a multi-strain blend in the UK designed to support gut health, GLP-1 production, appetite regulation and metabolic health.

Consumer appetite for these solutions is growing, reflected both in rising product innovation and shifting expectations. This is a clear area of focus – with insights from Mintel highlighting increasing digestive health claims in new product development and strong consumer recognition of the microbiome’s role in overall health. Their data also shows a rise in European vitamin and supplement launches with digestive health claims, while at least 60% of consumers across key markets recognise the gut microbiome’s role in wider health. This signals a clear shift from niche interest to mainstream expectation.

Rethinking carbohydrates: Metabolic flexibility beyond the gym

If GLP-1 therapies are changing how much people eat, the next question is what they eat – and how their bodies use it. In this context, traditional narratives around certain nutrients should be re-examined to give way to a more nuanced understanding of their contribution to metabolic function.

For years, carbohydrate restriction has dominated weight management messaging. But recent nutrition science is telling a more nuanced story, with significant implications for how the industry formulates products for consumers managing their weight.

The concept at the centre of this shift is metabolic flexibility: the body's ability to efficiently switch between fuel sources depending on what is available and what is needed. Speaking with experts like Susan Kleiner of High Performance Nutrition, who will be presenting at the Vitafoods Europe Conference Theatre, underscores how these well-established sports science principles can also be applied to weight management.

In sports science, advances in understanding muscle glycogen, blood glucose and fatigue have driven a return to more targeted carbohydrate strategies for athletes. These insights can also guide product formulation and dietary strategies for anyone on a restricted diet. Whether by choice or as a consequence of GLP-1-related appetite suppression, metabolic flexibility matters and strategic carbohydrate intake can play a role in supporting metabolic function.

Modified starches and sugars that are digested and absorbed at varying rates, for instance, offer formulators the ability to design products that support sustained energy release with better gut tolerance – a priority not just for athletes, but for anyone experiencing the gastrointestinal sensitivity that often accompanies GLP-1 use. Low glycaemic carbohydrates, functional fibres and carefully formulated carbohydrate blends all present opportunities for products that support metabolic balance as part of sustainable weight management journeys.

Supporting metabolic resilience, not just reducing calories

The convergence of these themes points to a broader shift in how the nutrition industry approaches weight management. As GLP-1 adoption accelerates, the opportunity for food, beverage and supplement brands is not to compete with pharmaceutical interventions, but to complement them, supporting the body's metabolic systems so that weight loss also means sustained health and The direction of travel is clear: the industry must move beyond calorie-reduction thinking toward metabolic resilience, ensuring consumers have the nutritional support to thrive, not just lose weight.