The Innovation intelligence layer that contextualises the GLP-1 consumer journey
We connect consumer data, support and real-world research, so leaders in Food, Ingredients, Health tech, Pharma R&D, innovation, and scientific marketing can de-risk decisions, uncover white spaces and understand their customers better
Download use case examples
GLP-1 is creating seismic shifts across the food and health industry.
These 3 factors influence innovation decisions.
Who responds
Not everyone responds to a food, supplement or ingredient in the same way. We leverage real-world data to find the signal by segmenting users through phenotyping.
What drove adherence & re-purchase rates
Personalised health solutions are used for less than 3 months, how will your solution survive beyond a trial? We unravel everyday routines, references and choices to understand what drives continued use.
What conditions drive outcomes
Consumers lead busy lives. In order to enjoy the health benefits of a product, it needs to be taken long term. We unpick which conditions must be in place and for how long to experience health benefits.
We are at the beginning of a massive shift towards prevention, GLP-1 accelerated the timeline
The Numbers
50%
1.3 Billion
People will be living with Diabetes by 2050
57%
Of European consumers want Food & Beverages tailored to their unique biology
The number of GLP-1 users will balloon over the next decade
Already there are around 2.5 million users of GLP-1 in the UK alone and GLP-1 is globally projected to increase 31.5 million users by 2035.
These macro trends are not abstract, they are already influencing how consumers eat, buy and engage with health & wellness solutions.
The Impact on consumer behavior
Smaller Appetites
Health-seeking lifestyles
Initiation of GLP-1 treatment leads to adopting other healthy behaviours such as increased physical activity, tracking health and self-care
New Food Behaviours
GLP-1 users adopt new food behaviours such as reading labels, choosing nutrient dense food options and seeking out functional foods and avoiding ultra-processed foods
But innovation needs to go beyond just protein and fiber. Companies that combine customer data, biofeedback and behavior support, will set the new product standards that consumers want and can trust.
Current Market Challenges
It is not only about access, it's about health outcomes too
Many users struggle with high cost of treatment and without structured support, leading to drop-off, side effects, and nutritional gaps.
Without longitudinal measurement, brands formulate and create in the dark
Responses to treatment vary widely, making “one size fits all” product innovation expensive and outdated.
The market is moving from ingredient based solutions to behavior matched ecosystems
This requires quality data, expert guidance and feedback loops.
Read our articles on Food Health Innovation in GLP-1
The impact of GLP-1 agonists on nutritional intake and deficiencies
How GLP-1 is biting into Food behaviour and Food retail
Understanding GLP-1 Analogues: A Game-Changer or Societal challenge?
"GLP-1 users start because of aesthetic goals, but they stay for health" -
HLTH conference panelist
The Opportunity
Leveraging new technologies, real-time data and domain expertise to generate insights that inform what companies should create next and for whom.
What this looks like:
- Creating new solutions based on segments of users based on treatment, dose and stage
- Leveraging new technologies to understand individual response, behavior and preferences in a real-world context
- Generating longitudinal and quality data (RWE) that can inform product development, phenotyping and research
The Solution:
The Qina nutrition-behavior intelligence layer for Food Health innovation.
An intelligence layer that contextualizes nutrition and behavior across the GLP-1 journey for executives who need granular, reliable data for innovation, research and evidence-backed positioning.
Download the GLP-1 executive brief for a detailed breakdown ---->
Intelligence that informs what you should build next
Clinical trials tell you whether an intervention can work. Qina's real-world nutrition - behavior intelligence layer helps you understand for whom it works, how it fits into daily life, what influences the outcome and how that knowledge should change the next product or service. It achieves that in 4 ways.
Behavior - fit intelligence
Under what behavioral and lifestyle conditions does the solution work?.
Nutrition intelligence
How do nutritional risk, dietary intake and food behaviors modifies outcomes?
Responder intelligence
Understand how ingredients perform in specific segments in the real-world.
Innovation intelligence
Identify unmet needs, gaps in current product portfolio, cohort opportunities, positioning.
Innovation insights when you need it, based on your specific interest, requirements or innovation stage:
Level 1, Curious - Ask a question to a panel of 3.5K current GLP-1 users
- Ask a question to a panel of 3.5K current GLP-1 users
- What combination of nutrition and behavior contributed to better adherence?
- Which phenotypes maintained weight loss or liked the solution most?
Level 2, Explorer - Request insights into a specific cohort
- Which segments benefitted most from the solution, at what dose and stage?
- What combination of nutrition and behavior contributed to better adherence?
- Which phenotypes maintained weight loss or liked the solution most?
Level 3, Pilot - Bring your own de-identified data
- Which segments benefitted most from the solution, at what dose and stage?
- What combination of nutrition and behavior contributed to better adherence?
- Which phenotypes maintained weight loss or liked the solution most?
Level 4, Committed - Conduct a real world study
- Which segments benefitted most from the solution, at what dose and stage?
- What combination of nutrition and behavior contributed to better adherence?
- Which phenotypes maintained weight loss or liked the solution most?
What value does the intelligence layer add?
Reduce failures
Go beyond creating personas and test whether your solutions will survive in the real-world.
Speed up innovation
Understand which segments are a best fit for your solution. Reformulate, renovate or create new solutions for new segments.
Deliver on personalisation
Develop solutions that meet the needs of specific segments.
Build trust
In a world where misinformation and disinformation spreads fast, offer solutions that are built on evidence.
Join the Food Health evolution to create the solutions of tomorrow today.
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