Beyond the jab: how nutrition, data and comprehensive strategies are lagging behind.

The world of GLP-1 shows no sign of stopping.

With the FDA recently approving the oral version, cost of treatment coming down and penetration hovering around 20% in the US, GLP-1 is rapidly moving from niche obesity and diabetes treatment to a mainstream tool in metabolic health. On the other hand, we hear the volume of concerned voices in the nutrition and medical world getting louder with a rise in the number of publications highlighting the nutritional risks associated with GLP-1 treatment. Just last month at least 4 review papers were published. All papers stress the need for diet and lifestyle support from experts during all phases of the treatment journey.

The nutritional risks associated with GLP-1 use include:

• Reduced appetite leading to low calorie and micronutrient intake 

• Inadequate protein and fiber intake

• Nutritional deficiencies

• Risk of dehydration

• Loss of lean mass

There is still a lot we don't know, but considering that 2/3 of individuals who stop treatment regain their weight within 1 year, many are circling back to low dose treatment. GLP-1 is quietly shifting from acute to chronic use often without a clear, strategic long term plan for nutrition and lifestyle support.

Here are 4 recent papers published just last month for those who need a quick reminder or quick read to get on the same page.

1. Micronutrient and Nutritional Deficiencies Associated With GLP-1 Receptor Agonist Therapy: A Narrative Review. Click to read

2. Nutrition Strategies for Next-Generation Incretin Therapies: A Systematic Scoping Review of the Current Evidence. Click to read

3. Nutritional and lifestyle supportive care recommendations for management of obesity with GLP-1 - based therapies: An expert consensus statement using a modified Delphi approach. Click to read

4. Weight regain after cessation of medication for weight management: systematic review and meta-analysis. Click to read

Key industry trends

Across the value chain, companies are moving fast.

Food retail - Retailers such as M&S, Co‑Op and Morrisons have launched GLP‑1‑friendly offerings, from portion‑controlled meals and increased nutrient density to clearer guidance in‑store, often at premium prices.

Pharma - is increasingly partnering with providers to offer wrap‑around support services, but nutrition is still often treated as an add‑on rather than a core pillar.

Health tech - Players like Noom are doubling down on their GLP-1 program combining medication with coaching, tracking and behaviour change using CBT. Their  program has demonstrated that participants of the combo approach lose 25% more weight at 40 weeks and stay on the program just over twice longer than those who do not engage with the program. 

Wellness - Clinics and spas are becoming modern locations for holistic advice and care, but many fall short on providing advanced personalized health services beyond meal plans and demonstrating efficacy.  

Fitness & gyms - AI is increasingly being adopted across gyms and fitness centers with AI coaches, strength training and body‑composition programmes specifically for GLP‑1 users being developed, but still in its infancy.

Nutraceuticals - Brands are rapidly launching companion products which range from high protein, high fibre, microbiome support to hydration, often without robust evidence in GLP‑1 populations.

Amid all this activity, there is still no consistent, evidence‑based playbook for how to support GLP‑1 users nutritionally over the long term. 

What does this all mean lack of investment in nutrition and lifestyle mean for the industry?

GLP-1 use is shifting from acute to chronic use with very limited insight in terms of the long term impacts. So far there are many documented health benefits in terms of cardiovascular and cognitive health, but less is known about how to address the nutritional impact in a consistent, coherent and personalised way. Nutrition and lifestyle are undisputed key determinants of success GLP-1 treatment, but with around 30% of users leaving treatment before 12 weeks, meaning that the health benefits are not realized.

There is also a clear shift from treatment to prevention with users looking to jump start their health journey, reducing food noise whilst adopting new behaviours and get a grip on environment factors that impact diet and food behaviours.

Unless we adopt a systems thinking approach at the intersection of food and health, we risk living in a society that may be thin, metabolically better off, but at the root devoid of food joy and nutritionally deficient. To unlock sustainable outcomes, we need to shift the focus from isolated prescriptions to integrated, personalised nutrition and lifestyle solutions.

What is still missing to achieve long term health outcomes in GLP-1?

To make GLP‑1 work for people, payers and the wider ecosystem, we still need:

• Reimbursement and funding models that recognise the value of nutrition and lifestyle support alongside medication.

• Affordable access to personalised health solutions, not just one‑size‑fits‑all apps or generic advice. Making advances in science and technology more accessible.

• Longitudinal data to understand what works for whom, when and why  especially across diverse populations.

• A smoother translation from data to food: turning complex data into actionable insights that shape products, services and everyday food choices.

What do the latest revelations mean for companies in Food, Ingredients, Health & Tech?

For organisations across the metabolic health ecosystem, GLP‑1 is no longer a question of “if” but how you respond:

How will your products, services or data offerings support GLP‑1 users’ nutritional needs and for what stage?

How will you measure impact beyond weight loss including quality of life, nutrient status and long‑term health outcomes?

How will you build trust with health-seeking consumers, patients and professionals in a rapidly evolving evidence landscape?

Those who act now with credible science, robust data and clear nutritional strategies  will be best placed to create value and build a durable trust moat.

What is the future outlook?

Based on all the lay-offs, the sell-offs of entire brands, the restructuring of multinational companies leaning into health & wellness, and the elimination of the middleman across verticals, the future will be led by smaller brands that are agile, closer to the consumer and data driven. Margins will grow for companies who are willing to share the value and celebrate the impact.

What is Qina doing?

At Qina, we are building the future at the intersection of food,tech and health. We combine data, domain expertise and Telehealth to deliver solutions, strategies and services to close exactly these gaps mentioned above. We believe that in a world that becomes increasingly unequal, we need to create the new systems where all the stakeholders across the value chain can benefit, while at the same time predicting the future and improving societal health for future generations. 

Our work includes:

• Insight & data – Mapping the GLP‑1 and metabolic health landscape, and helping you understand the specific needs and behaviours of GLP‑1 users.

• Strategy & design – Co‑designing nutrition‑centric products, services and programmes that integrate GLP‑1 with personalised nutrition, lifestyle and behaviour change.

• Innovation & partnerships – Connecting a carefully curated digital ecosystem and supporting pilots that generate the longitudinal, consented real‑world data we’re currently missing.

If you’re exploring what GLP‑1 means for your organisation whether you are a food retailer, ingredient supplier, health‑tech, insurer or wellness provider follow us or get in touch with us.