For many, the start of the new year represents the best time to get serious about health and well-being. According to Statista, exercising more (48%), eating healthier (45%), and losing weight (31%) ranked amongst the top five resolutions for Americans as they head into 2026.
With a plethora of crash dieting trends on social media and the continued increase in popularity of weight loss medications like GLP-1 receptor agonist drugs (GLP-1s), consumers today can certainly feel overwhelmed when deciding how to approach their weight management journey over the next 12 months. To help guide your customers towards their healthiest path to success, we gathered insights from category experts to gain a deeper understanding of the trends, science, and innovative offerings that will be most in demand in the weight management category.
Category Evolution
In February 2025, we took a look at how the weight management sector was entering its “Ozempic Era” and highlighted some of the keys to success in 2025 and beyond. Experts emphasized the importance of staying up-to-date on the latest innovations and adapting to sudden future shifts in consumer behaviors. “The weight management market is evolving to meet the complex challenges of rising obesity rates and shifting consumer expectations,” said Trisha Sugarek MacDonald, Ph.D., MS, Akay Bioactives Market Development Manager. “By embracing innovation and catering to emerging trends, companies have a unique opportunity to thrive in this dynamic landscape.”
One of the evolutions experts are forecasting for 2026 is a move toward more holistic approaches to managing weight. “Throughout 2025, the weight-management category shifted away from traditional calorie-restriction and diet-centric models toward a more holistic approach of achieving health goals,” explains Marianne McDonagh, VP of Sales, Bioenergy Life Science, Inc. “In 2026, there will be new opportunities for ingredients that align with consumers’ growing interest in metabolic optimization, healthy aging support, and glucose awareness. Rather than relying on conventional dieting, consumers are learning how to enjoy their favorite foods and beverages in healthier ways. With next-generation sugar alternatives that offer functional benefits beyond calorie reduction, brands can now build out these categories while supporting consumers’ weight management goals.”
Part of the holistic path includes a research-based perspective, adds Michael Yuen, R&D Manager, Puredia. “Weight management trends are shifting toward a more holistic and science‑driven approach. Traditional product categories such as fat burners and appetite suppressants have been declining, while growing consumer attention is now centered on metabolic balance, nutrient support, and post‑GLP‑1 companion solutions.”
Companies that have a long history of offering consumers functional food products have seen spikes in demand due to the repositioning of consumers’ stance from deprivation, according to Carlo Stocco, Managing Director of Andriani North America. “We’re seeing increased interest in nutrient-dense staples that deliver real value in every bite: whole grains, fiber-rich alternatives and clean-label ingredients that support balanced eating rather than restriction,” Stocco reports. “The conversation is moving from ‘eat less’ to ‘eat smarter,’ and that’s where products like ours have always lived.”
As Stocco notes, “In an era where many people are eating less overall, whether through GLP-1s or other approaches, the foods they choose need to work harder nutritionally. Our pastas help deliver that density—fiber, protein and nutrient-rich carbs—without compromise. It’s about supporting the fundamentals of healthy eating, not replacing them with shortcuts. And yes, it should all be paired with regular exercise and the occasional guilt-free celebration around the table with family and friends.”
Plant proteins are in demand for these reasons as well. “Plant proteins are gaining traction as more consumers shift toward flexitarian and nutrient-dense eating patterns, “ shared Denisse Colindres, Senior Manager Nutrition Communication, North America, at BENEO. Colindres points to the company’s faba bean and rice proteins for a high-quality complete amino acid profile and optimal digestibility. “Together, this complementary blend supports muscle health, satiety, and weight management—key needs across life stages, especially during weight loss when preserving lean mass is critical. Plant proteins also deliver nutritional density without the cholesterol and saturated fats found in animal sources.”
Foods that are smaller in size but more nutritious in value—that is the name of the game in the new year, maintains Jaime Fontaine Nappi, Founder & Certified Nutritional Therapy Practitioner of EatToHeal, which offers nutrient-dense Real Food Bars. “As we enter 2026, I’m seeing a strong shift toward smaller, more nutrient-dense meals and snacks, especially options built around healthy fats, raw ingredients, and minimal processing. Healthy fats help keep people full longer, which naturally supports portion control and stabilizes appetite throughout the day. Consumers are also gravitating toward fresh, refrigerated products with limited ingredients they can recognize, and offerings that avoid added sugars to prevent insulin spikes—something especially important for individuals using GLP-1 medications. The trend is moving away from high-sugar, ultra-processed ‘health’ snacks and toward real, functional foods that the body can easily digest and actually use.”
McDonagh agrees: “Consumers want healthier sweetener solutions without compromising on taste. One of the most exciting developments meeting this demand is SweetR, a first-of-its-kind functional sugar replacement that offers metabolic benefits as well as a clean, sugar-like sensory profile. Unlike traditional sweeteners that simply remove calories, SweetR has been shown to help lower blood sugar levels, reduce glycemic impact, and support more efficient cellular energy production; it supports key pillars for weight stability and overall metabolic health. As brands reformulate snacks, beverages, and functional foods, Sugar 2.0 solutions such as SweetR empower them to meet consumer expectations for taste without sacrificing health outcomes.”
Another sector evolution according to Maggie McNamara, VP of Global Marketing, Saanroo; innovations focused on activities that influence satiety, metabolic signaling, energy expenditure, lean-mass maintenance, and overall metabolic resilience. "As weight management evolves into a broader conversation about metabolic wellness, formulators are prioritizing ingredients with proven mechanisms and emerging clinical evidence. At Saanroo, we offer several science-backed solutions, including Trpti, BioBerb, ActivAMP, and Levagen+. Additionally, our partner, Pharmako Biotechnologies (Australia), provides innovative delivery technologies to improve ingredient absorption and bioavailability...Innovation in delivery systems has become crucial to meeting consumer expectations. Improved absorption technologies enable brands to use smaller doses, simplify regimens, and develop formats that are modern and convenient. Whether embedded in stick packs, functional drinks, gummies, or capsules, these systems help ensure that clinically validated ingredients work effectively in real-world conditions."
A Supplemental Assist
While GLP-1s stole the show in 2025, the microbiome also stepped into the spotlight. “The industry is moving beyond generic ’weight loss‘ messaging toward a more holistic focus on metabolic health and body composition,“ explains Jodi Riera Chief Business Officer, Kaneka Probiotics. “Much of this shift is being driven by microbiome science, particularly research linking gut dysbiosis to altered metabolic function. At the same time, the rise of GLP-1 therapies has created demand for complementary solutions that support nutrient absorption, digestive comfort, and healthy appetite signaling. With around a third of U.S. consumers already actively seeking out probiotics, this category is well-positioned to meet growing demand for natural, mechanism-based ingredients that improve metabolic efficiency, support satiety and help manage cravings without stimulants.”
One important point to keep in mind, not all prebiotic fibers are created equal—says Hannah Ackermann, RND, VP of Marketing & Nutrition Affairs at Comet. To that point, Comet provides a specific prebiotic that preserves its natural plant diversity and is extracted from wheat without the use of abrasive chemicals or processing. "As consumers grow more familiar with microbiome diversity, the language on packaging will evolve to include 'multiple prebiotic fibers,' similar to 'billions of probiotics' signaling more complete gut support. Not all prebiotic fibers are created equal. Many contain only a single type of dietary fiber, which limits the microbial communities they can nourish and the benefits they can unlock. Arrabina, on the other hand, is gently extracted from wheat without the use of harsh chemicals or processing. This allows us to preserve the ingredient’s natural plant diversity, including soluble arabinoxylan, polyphenols, XOS, lignin, and beta-glucan. This diverse composition matters: it enables Arrabina to feed a broader range of beneficial bacteria, rather than just one or two species."
The new holistic approach in 2026 will combine metabolic health, aesthetics, and long-term wellness all into one, says Simo Echchafai, SVP Human Health Ingredients North America, Aker BioMarine. "Overall, the trend moving into the new year is a more holistic approach to weight management, one that integrates metabolic health, aesthetics, and long-term wellness. Companies are increasingly positioning products like krill oil as part of comprehensive GLP-1 support regimens to help consumers not only lose weight but feel confident and healthy throughout the journey."
As Darrin Starkey, N.D., Director of Education of Trace Minerals, notes, GLP-1 medication and current trends in weight management have created an increased need for mineral supplementation. “Ultimately, sustainable weight management starts at the cellular level,” Dr. Starkey says. “The metabolism simply can’t function optimally without mineral balance. We now must pair whole-food nutrition with mineral supplementation to support the heart, brain, muscles, bones, and cells. Highly bioavailable ionic minerals, like those in ConcenTrace Trace Mineral Drops, help bridge the gap left by modern diets, soil depletion, and current weight-management trends. Electrolytes and trace minerals aren’t new—Mother Nature intended us to get them from whole foods like fruits, vegetables, nuts, seeds, grains, and legumes. But even the healthiest plants can’t deliver what depleted soils no longer provide. And because GLP-1 users and reduced-meal eaters consume less overall food, their risk for mineral deficiency is even higher.”
Shaheen Majeed, Global CEO and Managing Director at Sabinsa, lists GLP-1 support products as one of the three defining trends: natural alternatives backed by pharmaceutical-grade clinical validation, complementary support for GLP-1 users, and ingredients that target root causes like insulin sensitivity, lipid metabolism, and inflammation. “Consumers have become increasingly sophisticated. They understand that sustainable weight management requires addressing metabolic dysfunction before it becomes a clinical condition. For those using GLP-1 medications, there’s growing demand for supplements that address nutrient deficiencies caused by reduced food intake and slowed gastrointestinal transit, support muscle preservation during rapid weight loss, and maintain broader metabolic health. Meanwhile, consumers seeking natural-first approaches want ingredients backed by rigorous clinical research—randomized, double-blind, placebo-controlled studies published in peer-reviewed journals—the same standards applied to pharmaceuticals.”
Sabinsa’s weight management portfolio addresses multiple metabolic pathways with clinically validated botanicals, including Cirpusins from Cyperus rotundus, which demonstrated significant reductions in body weight, BMI, and waist circumference, plus improvements in lipid profiles including Apolipoprotein B in a 90-day randomized, double-blind, placebo-controlled published study. This, Majeed says, exemplifies the natural-pharmaceutical rigor consumers now expect.
Additional study-backed ingredients from Sabinsa include ForsLean from Coleus forskohlii to support fat metabolism and thermogenesis; Citrin from Garcinia cambogia, standardized for hydroxycitric acid, to support appetite control and lipid management; Fabenol and Fabenol Max from white kidney bean to provide carbohydrate management through alpha-amylase inhibitory activity; and more ingredients for metabolic health support, which is critical both as a natural alternative and as complementary nutrition for GLP-1 users.
Dr. Stacey Smith, Senior Medical Affairs Liaison with Gnosis by Lesaffre, sees GLP-1 medications as more than just a trend, with their true influence being apparent in how it has altered overall consumer outlook. "GLP-1 medications are not just a cultural moment, they are reshaping consumer expectations, and have pushed more shoppers than ever into natural retail in search of solutions that support metabolic health, digestion, and optimal nutrition."
Also speaking to the needs of the GLP-1 user, Dr. Stephanie Redmond, PharmD, BC-ADM, CDCES, Founder Dr. Stephanie’s Supplements, advises focusing on:
- Natural appetite suppressants
- Natural GLP-1 boosters
- Fibermaxxing
- Supplements to support the GLP-1 journey
And take care not to focus too heavily on weight. “Support for the GLP-1 user encompasses so many things—including an all-in-one approach or really tailoring and personalizing therapies (like my own GLP-1 Buddy product) to whatever side effects an individual may be experiencing,” says Dr. Redmond. “The emphasis has been on lean muscle preservation (think protein and creatine) but, in my opinion, what really drives the consumer to purchase something is going to be heavily driven by what is ailing them such as hair loss or digestive upset. Yes, lean muscle is what all the podcasters and healthcare providers are preaching about, yet it’s the last thing on someone’s mind when they are losing copious amounts of weight (and excited by this!). However, when they are suffering regularly from nausea, burping, or clogging their shower drain with hair—they are going to be a high intent purchaser and looking for specific solutions tailored to their problem.”
Those gut issues, says Colindres, have led product developers to focus their attention on meeting consumer demand with science-backed prebiotics fiber offerings. “Prebiotic fibers inulin and oligofructose from chicory root belong to the most studied prebiotics. The highest level of robust scientific evidence confirms that chicory root fiber ingredients are prebiotics and belong to the very few proven prebiotics according to ISAPP’s (International Scientific Association for Probiotics and Prebiotics) strict definition. Their benefits are well-documented across multiple clinical studies. For example, a recent systematic literature review with meta-analyses, conducted by Reimer et al, demonstrates that chicory root fiber intake promotes a significant reduction in body weight, body mass index (BMI), fat mass, waist circumference, and, to a certain extent, body fat percentage.”
Smith says scientific validation, especially with probiotics, is the key to helping products stand out amongst consumers. "In an era where digestive side effects drive GLP-1 dropout, clinically supported digestive solutions are gaining traction. Our ibSium, a patented probiotic yeast (registered as S. cerevisiae CNCM I-3856), is clinically proven to resolve digestive discomfort and regulate bowel habits. Its claims are supported by 4 clinical trials and 2 meta-analyses. A new meta-analysis assessed benefits of ibSium supplementation in more than 1,000 participants. Overall: 77% of participants with irritable bowel symptoms felt improvements within 15 days, and one-fourth of participants reported reduced symptoms within 5 days. Additionally, there was a profound 36% lower abdominal pain persistence. For consumers dealing with nausea, irregularity, or discomfort—whether from GLP-1s, stress, or diet changes—these benefits are highly relevant."
Comparably, Kaneka Probiotics has invested in its own gut health solution for individuals looking to take better control of their weight. “Our star solution for supporting weight management journeys is the patented postbiotic, LipiGo, containing a natural extract upcycled from brewery yeast (Saccharomyces cerevisiae). The ingredient’s active component is a β-glucan–chitin–chitosan complex (BGCC ) that acts in the gut without disturbing intestinal flora. Research suggests that LipiGo may work through two complementary pathways— promoting a feeling of fullness, and binding to dietary saturated fats in the intestine to facilitate their elimination from the body.”
As GLP-1 therapies continue picking up steam for their positive attributes, so do members of the supporting cast of interrelated nutraceuticals aimed at addressing the adverse consequences. Sea buckthorn is one helper, says Yuen. “As GLP‑1 therapies gain popularity for their effectiveness in weight management, the market is expanding to include complementary nutraceuticals aimed at maintaining metabolic health, filling nutrient gaps, and supporting long‑term weight maintenance. This evolution reflects a more sustainable and health‑focused strategy rather than short‑term weight loss solutions. GLP‑1 therapies have demonstrated success in improving insulin sensitivity and promoting weight loss by increasing fullness and reducing appetite. However, once treatment concludes, maintaining weight loss often becomes challenging due to natural metabolic adaptations that promote weight regain. Sea buckthorn (Hippophae rhamnoides L.) leaf powder offers a natural, science‑supported solution to help sustain metabolic benefits and prevent rebound weight gain after GLP‑1 therapy.”
The team from Layn Natural Ingredients has made it a point to prioritize researching plant-based solutions backed by human clinical data to offer formulators a wide range of solutions to help address the drawbacks associated with GLP-1 therapies, according to Senior Marketing Manager, Doris Ip. "...With the rising use of GLP-1 agonists and other supplements that promote satiety, it's important to address some of the negative ramifications associated with these therapies, namely muscle loss (sarcopenia), constipation, and diarrhea, to name a few, that can impact health...Layn’s SophorOx, a ≥90% flavonoid natural, plant-based solution, is backed by human clinical data showing 6× greater reduction in oxidative stress and 15× greater improvement in weight-management metrics compared to placebo — making it a strong fit for next-generation metabolic wellness formulations. Our Tea Extracts provide natural catechin, theanine, and caffeine synergy to support energy, focus, and appetite control. With Layn’s broader polyphenol-rich ingredient portfolio, formulators can develop multi-purpose, tailored solutions that meet evolving consumer expectations for clean-label, plant-based weight-wellness products."
Another negative effect from GLP-1 use that will continue to be addressed, reductions in skin elasticity and collagen due to rapid weight loss. "One of the most prominent emerging trends is a growing focus on beauty and skin health. Rapid weight loss can reduce skin elasticity and collagen, leading to sagging, hollowing, and what’s commonly referred to as “Ozempic Face.” Early research also suggests GLP-1 drugs may directly impact collagen production, further accelerating visible skin changes. As a result, brands are investing in early interventions and targeted formulations designed to preserve skin structure, volume, and hydration during weight loss," says Echchafai.
The Future: Metabolic Health
While GLP-1 use is the most dominant force within the space, authorities like Loïck Fenaux, VP of Sales Americas, Phynova Ltd, say it goes much deeper than that. Indeed, the entire field is being primed for a complete transformation.
“As we enter a new year, weight management is undergoing one of the most significant shifts the nutrition industry has seen in decades,” Fenaux says. “Demand is surging, consumer expectations are changing, and the rapid rise of GLP-1 drugs has fundamentally reshaped how people think about weight, hunger, and their relationship with food. But beneath these changes lies a deeper truth: Weight management is no longer a standalone category. It is part of the broader, more impactful concept of Metabolic Health.”
For more insights, don't miss Navigating GLP-1 Regulatory Compliance: Best Practices.
