The growing use of GLP-1 medications is creating new opportunities for beverage innovation around hydration, protein and nutrient density.
Leatherhead Food Research has said that beverage manufacturers are exploring opportunities ranging from drinkable fibre- and protein-enriched yoghurts to meal replacement shakes to beverages with added electrolytes.
However, these new launches could come under fire from local regulators.
Leatherhead Food Research said that while consumer demand for these products is growing rapidly, regulators around the world have yet to establish a framework for these type of support foods and beverages.
Its research analysed 17 international markets and found little evidence of regulators moving towards a harmonised approach.
It said that even within established blocs such as the EU and ASEAN, little has been done to define the boundaries for these products or to clarify how current frameworks for nutrition and health claims apply to them.
There also remains “uncertainty” over the classification of beverages marketed for GLP-1 users, while the boundaries between nutrition messaging, permitted health claims and prohibited ‘medicinal’ claims were often unclear. Requirements and labelling expectations varied “significantly” between jurisdictions, it said.
Leatherhead said manufacturers must align new or reformulated products with target markets’ existing regulatory requirements bringing “significant complexity” and “uncertainty.”
“Since products designed to support consumers using GLP-1 therapies don’t have a defined category, manufacturers need to think carefully about how they will be classified in target markets,” said Jonathan Sliney, Regulatory and Scientific Affairs Consultant at Leatherhead Food Research.
“Beverage manufacturers need to communicate nutritional benefits in a way that is compliant and meaningful to consumers. This is especially challenging for companies that operate across multiple markets as there can be a high level of variation in the type of claims permitted for different food and beverage product types.”
But the knock-on impact of these varied regulations could even mean less innovative beverages being launched into this category.
“Some companies may become more cautious about innovating in this space, playing it safe with familiar ingredients such as fibre and protein, rather than exploring novel ingredients that could deliver other relevant health benefits,” he added.
