Weight-loss drug brands are a growing market themselves, but are also having an ‘outsized influence’ on consumer behaviour with their influence changing how people eat and how food is marketed  

Weight-loss drug brands (WLD) such as Ozempic and Mounjaro (i.e. drugs that contain GLP-1, a hormone that suppresses appetite) make up a new market that is projected to reach $180 billion in 2034. In the US, roughly one in four households includes a WLD user and around 6% of UK adults take a weight-loss drug.

Because these drugs reduce appetite, users eat smaller portions, making the nutritional quality of each meal more important. This means traditional ‘diet’ messaging which promoted low fat, low sugar, or low-calorie diets is being replaced by other diet trends like high-protein foods. This is also creating new opportunities for supplement brands. These include Vitamins, minerals, protein powders, and other functional products can help fill potential gaps and support energy levels, muscle health, and overall wellbeing..

The sponsorship angle

Nutrition and Supplement brands are increasingly undertaking sponsorship, particularly in sport, as they share values such as performance, resilience, innovation, as well as supporting athletes’ health and long-term wellbeing. Across major sports organisations, the category has signed around 150 sponsorship deals every year since 2022.

However, the fit extends beyond just sport. In entertainment, artists and performers also depend on maintaining their health, energy, and stamina. This creates strong partnership opportunities for pharmaceutical brands in this space too.

Here are examples of deals which have been undertaken by nutrition & supplements brands:

1. Vital Proteins x US Open: The first-ever “Official Collagen Partner of the US Open”, underscoring the brand’s commitment to helping people look, move, and feel their best with collagen peptides.
2. Balchem Corp x FC Bayern Women’s: To bridge the gap between B2B and B2C markets through its K2VITAL brand. Together, both parties aim to raise awareness of the benefits of vitamin K2 for health and performance with collaborative campaigns.
3. Science in Sport x British & Irish Lions: The two-way partnership means SiS supports The Lions with world-class nutritional solutions, meeting the requirements of each individual player.

More deals available in full Insights article

Who you can target next

caytoo has identified various brands operating in the Nutrition & Supplements sector that are displaying robust growth signals, making them timely prospects to approach about sponsorship:

1. Zinzino: The Swedish personalised nutrition brand has expanded its LATAM presence through acquisitions in Mexico and Peru.
2. Stratum Nutrition: The US supplier of science-backed dietary supplement ingredients has expanded its European footprint with the launch of its new office in the Netherlands.

More brands available in full Insights article.