Kerry finds five unique segments among GLP-1 consumers

Kerry outlines five distinct segments among those who consume GLP-1s, each with unique preferences and needs.

Elizabeth Horvath, VP marketing, North America, Kerry, commented, “Our study into GLP-1 consumer segments reveals diverse needs and motivations. Understanding these segments allows us to tailor products to meet specific consumer needs, ensuring great taste and effective solutions.”

She said appetites are shifting towards a more holistic and personalized approach to nutrition, and that consumers are increasingly focused on positive nutrition, seeking to reduce sodium and sugar intake while enhancing gut and immune health.

Kerry’s research indicates a strong appetite for overall well-being beyond weight loss with its study showing that 90 per cent of GLP-1 users incorporate vitamins, supplements, and probiotics into their lifestyles.

“Our research shows that consumers of GLPs also prioritize stress relief, mental clarity, and cognitive focus, alongside clean energy support. Plant-based proteins and high-protein options that taste great are becoming staples, as are lactose-free dairy products to address digestive discomfort while maintaining a nutrient-dense option in the diet,” she added.

Kerry’s research identified five distinct GLP-1 consumer segments:

• dynamic dad (27 per cent): busy dads balancing health with family life, needing portable, tasty, protein-packed options;
• trailblazing trendsetter (25 per cent): wellness-savvy urbanites are focused on mental clarity, energy, and immunity to help them achieve their goals;
• future-focused improver (27 per cent): health-conscious Gen X women are prioritizing long-term health and aging well and seeking a variety of food, beverage and supplement options to achieve that;
• balanced maintainer (16 per cent): Gen Z’ers are looking to maintain weight with minimal dietary changes, seeking healthy options that do not disrupt their day-to-day life, and without compromise on taste or enjoyment; and
• steady sticker (11 per cent): practical women focusing on familiar foods and routines.

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