European food industry sees surge in GLP-1 activating products

The European food industry is experiencing a significant shift with the rapid emergence of products designed to mimic the ‘Ozempic effect’. While only one such product entered the market in 2025, approximately 150 products aimed at activating the GLP-1 hormone have been launched in Europe this year.

These products focus on high nutritional density, utilizing increased levels of protein, fiber, prebiotics, or probiotics to promote satiety and weight loss. According to Enric Tardio of Innova Market Insights, these items allow consumers to obtain the same nutritional benefits from smaller portions.

The new market offerings are concentrated in three main areas: ready-to-eat meals with high protein and fiber content, dietary supplements for essential minerals, and healthy snacks or beverages. This trend is driven by consumers prioritizing both physical and mental health. While this shift presents opportunities for fresh and local food retailers, it may pose challenges for the restaurant sector.