‘Wellness is a luxury for certain consumers,’ NIQ shares how Ozempic, protein, clean labels are motivating consumers in 2024

“We did really see some pullback this past year, and part of what it is … there’s just been this compounding impact from a consumer standpoint, inflation over the last few years. What cost me $100 in 2019 is going to cost me $133 now, and that did have an impact on what consumers were prioritizing. And we’ve been positing from an NIQ standpoint for the last couple of years … that in many instances wellness is a luxury for certain consumers.”

Ozempic changes the conversation on health, weight

GLP-1 drugs like Ozempic and WeGovy haven’t only shown the potential for weight-loss medication, but they’ve also shifted the conversation on obesity and weight​, Frey said. In its annual Health Shopper study, NIQ found that there were twice as many households that were reporting that they were overweight and taking weight-loss drugs.

“One of the fascinating things that we’ve really been watching is how these drugs are changing the conversation, … but it also, in many instances, destigmatizes the idea of obesity and weight loss and taking it out of this idea that it’s just about willpower … to the reality that this actually is a chronic disease, a disease that needs to be managed.”

Consumers who are on GLP-1 drugs often deal with gastrointestinal issues and turn to products that “are focused on their microbiome,” which can be products with those claims or digestive-health supplements, Frey said. Metabolism support claims rose 12% for the year, per the same report. 

Can meat alternatives rebound by adding more protein?

Many consumers on Ozempic often lose muscle mass while taking the drug and will look for ways to boost their protein to counteract that, as consumers more broadly look for ways to add more proteins to their diets, Frey noted.