GLP‑1 drinks take off as brands race for $3.5bn functional growth

GLP‑1 beverage summary: Key trends shaping the market

• GLP‑1‑friendly beverages are forecast to hit $3.48bn by 2033, driven by hydration and protein demand
• Consumers increasingly seek electrolytes, whey protein, fibre and collagen in convenient drink formats
• Brands such as Danone, Nestlé, Absolute Collagen and PortionIQ are rolling out targeted GLP‑1 formulations
• Digestive tolerance, hydration support, and lean‑mass preservation are top formulation priorities
• The rise of oral GLP‑1 drugs is expected to expand the market further, accelerating beverage innovation

Drinkable yoghurts, protein-packed shakes, and collagen coolers have been given a GLP-1 glow-up.

Yes, the craze that saw the food industry respond with a flurry of nutrient-rich mini ready meals at the turn of 2026, is now spilling into drinks, with brands seeking to maximise the vitamin, mineral, protein and fibre content of every sip.

So just how big could the GLP-1 beverage market get? Which ingredients do drink makers need to consider? And how are brands responding?

The global GLP-1-friendly hydration drinks space is forecast to reach USD 3.48bn by 2033, a CAGR of 12.8% from 2025 to 2033 (Data Intelio).

North America dominates the category, accounting for over 38% of global revenue in 2024, closely followed by Europe and Asia Pacific, according to the market research firm’s GLP-1 Friendly Hydration Drinks Market report.

Electrolyte drinks are leading the charge, followed by flavoured water, functional beverages with bioactive ingredients and convenient formats like ready-to-mix powders and effervescent tablets.

Popular ingredients include natural sweeteners (stevia, monk fruit, erythritol), electrolytes (sodium, potassium, magnesium), vitamins and minerals (B-complex, vitamin C, vitamin D) and botanical extracts (green tea, turmeric, ginger, adaptogens).

Hydration leads in GLP-1 drinks

A US GLP-1 study by Kantar found 24% of GLP-1 users sought hydrating beverages with added electrolytes and collagen, which is a positive as hydration remains crucial for those on GLP-1 drugs.

“As patients don’t feel like eating, they’re not prompted to hydrate regularly either,” explains Dr Debra Marcos, who is both medical director at Weight Medics and a specialist in gastroenterology, clinical nutrition and GLP-1 therapy.

“Nausea, vomiting or diarrhoea, particularly at the beginning of the treatment or during dose increases, can further deplete fluids and electrolytes. Some people also rely heavily on caffeine, which can compound fluid loss if intake is excessive,” she says.

Mark Gilbert, a nutritionist at PortionIQ, a science-led range of GLP-1 friendly shakes, bites, soups and drinks, says people are at risk of dehydration when calories are substantially restricted. “This is because the kidneys - whose job it is to balance fluid and electrolytes - respond to hormones, particularly insulin,”

“GLP-1s can help regulate blood sugar levels by stimulating the release of insulin, but because of the low food intake, less insulin is produced by the pancreas, causing the kidneys to excrete more electrolytes,” continues Gilbert. “This can lead to cramping, fatigue and dehydration.” Last month [February 2026] Cambridge Nutritional Foods debuted PortionIQ in the UK to help meet the nutritional needs of this patient group.

The assortment of GLP-1-friendly drinks on the market have grown, but there’s ample space on the shelves for more. Products succeeding include a St. Clements Electrolytes citrus drink and a 21g protein-enriched Mixed Berry Shake.

Protein in GLP-1 drinks

Fiona Rawlinson, head of marketing (nutrition) at dairy ingredients manufacturer Carbery, believes many brands are turning to whey proteins because they offer strong satiety, help preserve lean mass and perform well in compact, nutrient-dense formats.

“Over the next three to five years, we expect accelerated investment in premium ready to drink (RTD) and ready to mix (RTM) products that naturally align with weight‑management goals,” she says.

“We’re advising partners to shift their positioning from ‘weight loss’ toward ‘nutrient efficiency’ and ‘strength maintenance’ and to design products not just for the weight loss phase but for long-term metabolic support,” she adds. “That’s where the real growth opportunity sits.”

Gilbert describes protein as one of the most important macronutrients for those on GLP-1s. “Studies looking at the weight loss from these drugs show that a high proportion is from lean mass, meaning more muscle and bone tissue is being lost and less fat,” he says.

“This is a major issue, because muscle and bone health are strongly correlated with good health and longevity, while high levels of body fat are associated with the opposite outcomes.”

Last year, Danone North America unveiled Oikos Fusion in the US. Aimed at both GLP-1 users and others on weight-loss journeys, the drinkable yoghurt is designed to help consumers build and retain muscle mass.

Speaking in a recent conference call on the back of Danone’s latest results, CEO Antoine de Saint-Affrique said demand for protein continues to rise, particularly among GLP-1 users, who are “actively seeking ways to preserve strength”.

Danone recently added a meal-replacement drinks line to its plant-based Alpro portfolio in Europe, which Saint-Affrique says is much “in the same spirit” as Oikos Fusion and aims to make “the healthy choice the easy choice”.

The soya-and-oat blended drinks, called Alpro Meal To Go, contain 20g of protein and debuted in Germany this year, with a rollout expected in Switzerland and Austria shortly.

However, unlike Oikos Fusion, the range is not specifically marketed to GLP-1 consumers, suggesting broader appeal.

GLP-1 beverage on-the-go

Elsewhere, high-protein on-the-go shakes have sprung up for those on the drug. Last June, Nestlé launched Boost Advanced Nutritional Shake in the US, containing 35g of protein and 4g of prebiotic fibre among other ingredients.

The food and beverage giant is also trialling Full Factor, an on-the-go protein-rich RTD, under its GLP-1-oriented Vital Pursuit portfolio at select stores in the United States.

The drink aims to help consumers feel fuller for longer and is said to contain 15g of protein, 10g of fibre, essential vitamins and no added sugar.

Beverage brands can also differentiate with fibre, especially as digestive health benefits were the number one claim influencing GLP-1-user purchases of protein shakes, explains Cynthia Hernandez, Tate & Lyle’s global insights and analytics director.

She points out that the worldwide daily fibre gap averages 10-15g and envisages fibre being added to more mainstream sparkling or refreshing drinks.

“In our latest proprietary global ingredient research, 63% of consumers say they plan to increase fibre, 66% plan to increase protein, and only about a third actively look for fibre on labels. That gap is exactly why functional beverages are such a compelling innovation space right now.”

Tate & Lyle’s ingredients tracker found that consumer openness to soluble corn fibre was stronger than for inulin, with chicory root fibre in between, Hernandez adds.

“Inulin and other commonly used fibres may hit a threshold for digestive tolerance if high doses are cumulated throughout the day.

“We’ve seen interest in fibres with higher digestive tolerance that ferment later in the gut. Customers tell us they want peace of mind so that if a consumer has their beverage across multiple day parts, they will have a large margin before hitting tolerance levels.”

GLP-1 drink NPD outside the box

Although, it’s not just traditional food and beverage companies developing tailored NPD.

Lifestyle brands – think beauty and sport – have jumped on the GLP-1 bandwagon too.

Daniel Herman, founder of Bio-Synergy, a UK-based sports nutrition and supplement business established in 1997, has seen many fads come and go over the years, but believes the GLP-1 movement is here to stay. “Based on global obesity stats, I believe this market can be as big, if not even bigger, than the global sports nutrition market,” he says.

Bio-Synergy supplies countries including Saudi Arabia, Sri Lanka and the US. It recently launched three new products: Creatine Boost Effervescent, Active Woman Energise and Skinny Protein Powder, under its wider GLP-1 support stack, which is tailored towards muscle maintenance, hydration, metabolic health and energy.

Further GLP-1 specific NPD, currently “under wraps”, is also in the pipeline for later this year, according to Herman.

Elsewhere, UK-based wellness and beauty brand Absolute Collagen is gearing up to launch Sculpt Pro – a two-powder supplement, developed to address common concerns, including hair thinning, digestive discomfort, fatigue, nutrient depletion, and sagging skin, or so-called ‘Ozempic Face’.

The product is said to contain 30 ‘clinically aligned’ ingredients, including 8000mg marine collagen and 80g vitamin C.

“Our AM and PM formulas deliver targeted, precise nutrition timed for best absorption and results,” explains Dr Dave Reilly, Absolute Collagen’s senior scientist and clinical expert.

“Your body runs on a 24-hour internal clock, known as the circadian rhythm, which regulates hormones, digestion, and metabolism. It absorbs different nutrients better at different times of the day.

“In the morning, stomach acid and digestive enzymes are typically higher, making it easier to absorb certain nutrients like vitamin C, and B vitamins.

“In the evening, your metabolism slows down, and that can affect how nutrients are used by the body, which is why supplements like creatine and magnesium are better taken at night.”

GLP-1 and alcohol

Despite three-quarters (71%) of global GLP-1 users restricting alcohol (Kantar), it’s not all doom and gloom for the sector.

The global alcoholic drinks market is forecast to reach $3.6bn by 2033, at a CAGR of 8.6% from 2026 to 2033, according to a new report by Grand View Research, which notes a growing demand for dark and artisanal spirits, among other drinks.

“GLP-1 users are not anti-alcohol, they are anti-excess,” explains Leigh O’Donnell, head of shopper and category insights at Kantar.

“About half of UK GLP-1 users reducing certain alcoholic drinks (like beer, cider and hard seltzers) cite their top reason for restriction as ‘not a smart choice’ for them.”

Weight loss drug users, she adds, may opt for drinks with a higher ABV percentage or yearn for increased quality as they become more intentional with what they drink.

“In terms of appeal, almost half of US GLP-1 users (45%) express some switching preference: for lighter or better-for-you versions of beer and wine, for zero- or low-alcohol versions of their favourites, or for premium quality versions of their favourite drinks now that ‘less is more’.”

Callum Saunders, planning director at brand activation agency Zeal, which works with global brands including Nestlé, Carlsberg, and Britvic, is equally upbeat.

“We’re yet to understand the long-term implications and impacts of GLP-1 and alcohol usage, but a shift to reduced liquid intake presents huge opportunities for the spirits business,” he tells FoodNavigator Europe.

“The ability to offer both shorter-serve formats and a ‘quantity over quality’ approach is something that will naturally appeal to consumers moderating overall liquid intake and consumption.”

Amidst all the innovation and reformulation, it may be easy to lose sight of the fact that many GLP-1 users may want to continue consuming their favourite beverages, albeit in smaller quantities.

And this could arguably create further opportunities, with miniature serve formats appealing to both GLP-1 users and the wider health-conscious customer base.