The natural products industry responds to the “Age of Ozempic.”
The weight-management supplements market is growing faster than Americans’ waistlines, responding to an uptick in demand for weight-loss remedies that was sparked by the rise of GLP-1s. Data from the Centers for Disease Control’s National Center for Health Statistics shows that from Aug. 2021 to Aug. 2023, 40 percent of American adults were considered obese.1 The market for weight loss supplements is thus larger than ever, which means retailers that can offer these kinds of products either in-store or online will see a sales boom. According to Grand View Research, the global weight loss supplement market is expected to grow at a compound annual rate of 14 percent from 2025 to 2030, eventually reaching a $71 billion market cap.2 This research report found that the North American weight loss supplement market accounts for the largest revenue share of the global market, while Asia-Pacific was the fastest-growing market. Vitamins and minerals are expected to dominate this market, while botanicals and natural extracts are poised to grow rapidly. As the weight management supplements market expands, retailers can capitalize on this aggressive growth by stocking products that are well-backed by scientific studies. Here are some of the trends driving growth in the weight management supplements market.
Weight Supplements Skyrocket on Increasing Health Awareness
The global weight management supplements market is rapidly expanding as more consumers become aware of the dangers of obesity. Maggie McNamara, vice president of global marketing for Saanroo (formerly Gencor) in Austin, TX, said that this growth is fueled by an increasing health awareness among consumers, as well as growing prevention efforts and a preference for natural ingredients during the “Ozempic age.”
“As consumers spend more on wellness, supplements are becoming a vital part of non-pharmaceutical support,” McNamara explained. “In the nutraceutical industry, companies are creating complementary or alternative products that aid in fat burning, suppress appetite, increase metabolism and counteract the side effects of GLP-1 agonist medications.”
McNamara said personalization is also affecting the weight management supplements space. Consumers are increasingly looking for customized nutritional solutions tailored to their specific health goals, ages, and genetic profiles, creating opportunities for custom nutraceuticals.
Lauren Gaffney, co-owner of Mastel’s Health Foods, a health supplement retailer in St. Paul, MN, said that the industry is now responding to the growth of the weight-loss market with products that incorporate protein and fiber for diet supplementation.
Meanwhile, a fast-evolving market is creating new opportunities for natural supplements. Nitesh Khakhar, national sales manager for HealthAid America in Sunnyvale, CA, said that while the weight management category is booming right now, it’s also evolving fast. The rise of prescription GLP-1 drugs, Khakhar said, has brought massive attention to metabolic health, which is lifting interest in natural alternatives.
“Consumers are looking for options that feel sustainable and supportive, not just quick fixes,” Khakhar said. “Natural supplements, functional foods and probiotics aimed at metabolism and appetite balance are all seeing renewed growth.”
Weight Management Ingredients Diversify
Gaffney said that Mastel’s has always operated under the idea that there’s no magic pill for weight loss, instead steering customer conversations toward diet and exercise, with supplements to assist with blood sugar management as the closest thing that could help with weight loss. Now, that’s changing.
“The latest news is obviously that now, there is a magic pill or shot in the form of prescription GLP-1 drugs, and so we are having conversations with folks either during or after their GLP-1 journey,” Gaffney explained. “The supplements, like Akkermansia, that have come out as GLP-1-like products seem promising, but we haven’t had anyone come in with miracle weight-loss stories from these products, which makes sense, as I believe they are designed to be gentler than prescription drugs, and not as extreme or fast-acting.”
Khakhar noted that there’s a renewed focus on the natural side of weight-loss support, with the industry now shifting toward ingredients that support the body’s natural metabolic and appetite-regulating systems.
“Green tea extract, with its catechins, is often used to support fat metabolism, while caffeine remains a popular choice for boosting energy and thermogenesis,” Khakhar said. “Soluble fibers like glucomannan help promote a sense of fullness, and minerals such as chromium picolinate are included to help maintain healthy blood sugar levels. Botanicals like Garcinia cambogia, berberine, and conjugated linoleic acid are also being used to help the body utilize fats more efficiently.”
McNamara pointed to berberine as a common ingredient in weight-loss supplements. However, she noted, berberine can cause tolerability issues at high doses. That’s why Pharmako Biotechnologies recently released its branded BioBerb, a cold-water-dispersible berberine powder that overcomes traditional performance barriers. BioBerb, McNamara said, unlocks the benefits of berberine to support metabolic health, offering formulation flexibility.
“In addition to berberine, there are other innovations on the market, like oleoylethanolamide, or OEA,” McNamara explained. “Trpti is a branded OEA ingredient designed to support healthy weight management and metabolic health. OEA is a fatty acid ethanolamide produced by the intestine in response to food intake; it acts as a signaling molecule involved in activating peroxisome proliferator-activated receptor-alpha (PPAR-α), which promotes the breakdown of fat and helps reduce food intake.”
McNamara noted that OEA also helps to stimulate the release of glucagon-like peptide-1 through a G protein-coupled receptor-dependent mechanism known as GPR119. In doing so, OEA helps to further reduce food intake.
GLP-1 Drugs Create Excitement and Challenges
GLP-1 drugs, also known as glucagon-like peptide-1 receptor agonists, are a class of prescription medications that are designed to mimic the naturally occurring hormone glucagon. Initially designed as a treatment for type 2 diabetes, GLP-1s have been found to be effective in helping patients lose weight by reducing appetite and slowing digestion. While the pharmaceutical industry has exclusive domain over GLP-1 products, the rise of these drugs has inspired the natural ingredients space to come up with natural alternatives.
“The rising popularity of GLP-1 agonists has drawn significant attention to dietary supplements aimed at consumers seeking to support healthy weight management while avoiding the side effects associated with pharmaceuticals,” McNamara explained. “In response, brands are developing innovative solutions not only to address side effects, but also to support those who are stopping GLP-1 agonist use for healthy weight management and cravings.”
McNamara pointed to Saanroo’s branded Trpti ingredient as an example. Trpti, she explained, promotes the natural production of glucagon-like peptide-1. The objective of this supplement is to help manufacturers and brands develop alternatives to GLP-1 agonists that can help people coming off these medications to maintain satiety and to provide them with ongoing weight-management support. McNamara anticipates that in the coming years, more finished products will be available to address the various side effects of GLP-1 drugs while also optimizing nutrition and supporting the development and preservation of lean muscle mass.
For Khakhar, GLP-1s represent an opportunity for the natural ingredients industry to complement pharmaceuticals. The rise of these medications, Khakhar said, has completely changed how people view weight management.
“These drugs have shown impressive results for controlling appetite and supporting weight loss, and that’s created both excitement and new challenges for the natural health industry,” Khakhar said. “Many consumers are now looking for gentler, more holistic ways to support the same pathways naturally—things like balancing blood sugar, improving satiety and maintaining muscle tone.”
Khakhar went on to explain that natural supplement brands are responding to this demand by focusing on products that complement healthy metabolism, emphasize gut health and provide nutritional support for those looking to maintain results long-term. Instead of competing directly with pharmaceuticals, the nutraceutical industry is shifting toward a holistic view of metabolic wellness—supporting the body’s own balance before, during or after a medical intervention. Gaffney said she’s seeing a rise in customers who are excited to maintain the results they’ve achieved as a result of GLP-1 use:
“(Our customers) are taking a closer look at their overall health and how they can support their journey with supplements. The kick-start from the drugs gives them a positive place to look at long-term goals and be more conscious of what they’re putting in their bodies. We are excited to help them find the right vitamins and supplements to continue on their journey to a healthier lifestyle.”
Weight Supplements Go Holistic
Gaffney said that in the weight-management space, blood sugar control formulas are still the top category for retailers, with fiber and protein coming in to complement consumers’ supplement routines. She expects fiber to trend heavily in the weight loss space after protein-maxing everything. These retail trends point to a larger shift within the weight management market: One toward a more holistic approach.
“We’re seeing a big shift toward cleaner, more holistic formulas,” Khakhar said. “Consumers want natural ingredients that support metabolism, fullness and energy—not harsh stimulants or quick fixes. There’s also a growing focus on gut health, since a balanced microbiome plays a major role in weight control. And as GLP-1 drugs dominate headlines, many brands are positioning their supplements as complementary options that help maintain results naturally.”
Khakhar expects that the weight supplement space will soon shift into more sophisticated terrain; this niche will see greater emphasis on supporting metabolic resilience than just on burning fat fast. As a result, the weight management niche will expand to include aspects of gut health, muscle preservation and nutrient adequacy. Khakhar said precision formulations tied into digital behaviors and wearables will trend upward, while ingredients aimed at complementing newer pharmaceutical pathways will see significant demand.
For McNamara, natural weight management solutions are diversifying to include unconventional options like nutrient-dense meal replacements, as well as vitamins and minerals. Furthermore, she said, interest is growing in products that can support muscle health in order to prevent muscle loss.
“Affordability remains a key consideration for consumers,” McNamara said. “This creates an excellent opportunity to offer support through dietary supplements, functional foods and beverages designed to aid individuals in their weight management efforts.”
Weight-management Ingredients Gain Clinical Validation
When it comes to weight-loss supplements, clinical studies matter. While some studies have shown that ingredients like caffeine, green tea extract, choline and capsaicinoids can provide some benefit for weight management and metabolic health,3 others have found limited evidence of efficacy.4 The weight management supplements market specifically is fraught with adulterated products and snake oil peddled by charlatans, making it critical for reputable ingredient suppliers and supplement brands in this space to invest in clinical validation.
One 2022 narrative review examined the safety and metabolic health benefits of six different dietary supplements designed to promote weight loss: caffeine, green tea extract, green coffee bean extract, choline, glucomannan and capsaicinoids and capsinoids. The review found that serious adverse events involving these supplements are rare and typically involve unusually high intakes; most of these ingredients also improved markers of metabolic health, such as blood pressure, lipids and glucose. The study authors concluded that of the supplements studied, green tea extract has the greatest clinical validation; all the supplements in the review, though, “may provide some benefit for weight management.”5
Another 2023 systematic review and meta-analysis published in Pharmacological Research examined the effects of various nutraceuticals on body weight in overweight and obese adults. This meta-analysis analyzed 111 randomized clinical trials of various weight management ingredients, comparing their efficacy against each other. The nutraceuticals included in this review were psyllium, Nigella sativa, spirulina, chitosan, grape seed, glucomannan, green tea, green coffee, curcumin, garlic, flaxseed, resveratrol, ginger, cinnamon, saffron, capsaicin, garcinia cambogia and cocoa.
The study authors concluded that psyllium had the highest efficacy as a weight loss supplement, followed closely by Nigella sativa. Cocoa had the worst efficacy, scoring less than a placebo. The meta-analysis also found that garlic consumption reduces waist size, but not body mass index or body weight.6
Finally, a 2023 randomized, double-blind, placebo-controlled clinical trial examined the efficacy of a novel multi-ingredient supplement containing 50 mg of forskolin, 500 mg of green coffee bean extract, 500 mg of green tea extract, 500 mg of beet root extract, and 400 mg of alpha-lipoic acid, as well as 200 IU of vitamin E and 200 mg of CoQ10, on weight loss in overweight and obese individuals. Fifty-five participants were randomly assigned to receive either this multi-ingredient supplement or a cellulose placebo for 12 weeks. Subjects were assessed for body composition, blood pressure and resting metabolic rate at baseline and on study conclusion.
The study authors found that while the placebo group gained weight compared to baseline, the supplementation group lost weight. There were also substantial differences between the groups on measures of fat-free mass and fat mass, indicating that the supplementation group saw preservation of muscle mass. The study authors concluded that this multi-ingredient supplement significantly reduced body weight and fat mass while preserving fat-free mass.7
Weight-loss Supplements Withstand Scrutiny
The weight-loss supplements market is full of ingredients with limited clinical efficacy, but at least some of these products have been shown to work in clinical trials. Retailers can help their customers understand which supplements are effective—and which aren’t—by investing time and energy into reading the clinical trial data around common supplements like green tea extract and protein. Retailers should also take the time to understand the GLP-1 landscape and develop educational materials for customers who are currently taking GLP-1s. As the weight-management space expands, expect more opportunities for supplement retailers that can offer clinically validated products.VR
References:
1 Emmerich SD et al. “Obesity and severe obesity prevalence in adults: United States, August 2021-August 2023.” NCHS Data Brief No. 508. Published online September 2024.
2 Grand View Research. “Weight loss supplement market (2025-2030).” Published online 2024.
3 Mah E et al. “Dietary supplements for weight management: A narrative review of safety and metabolic health benefits.” Nutrients, vol. 14 no. 9 (April 2022): 1787.
4 Batsis JA et al. “A systematic review of dietary supplements and alternative therapies for weight loss.” Obesity, vol.29 no. 7 (June 2021): 1102-1113.
5 Mah E et al. “Dietary supplements for weight management: A narrative review of safety and metabolic health benefits.” Nutrients, vol.14 (April 2022): 1787.
6 Shahinfar H et al. “Comparative effects of nutraceuticals on body weight in adults with overweight or obesity: A systematic review and network meta-analysis of 111 randomized clinical trials.” Pharmacological Research, vol.196 (October 2023): 106944. Published online October 2023.
7 Nederveen JP et al. “Novel multi-ingredient supplement facilitates weight loss and improves body composition in overweight and obese individuals: A randomized, double-blind, placebo-controlled trial.” Nutrients, vol. 15 no. 17 (2023): 3693.
For More Information:
HealthAid America, www.healthaidamerica.com
Saanroo, www.saanroo.com
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