Located in Hoboken, NJ, the Hain Celestial Group is focusing on attracting consumers who are utilizing GLP-1 medications for weight loss or diabetes as part of its strategy to recover financially. By leveraging its position as a better-for-you food manufacturer, the company is developing criteria to identify products that are “GLP-1 friendly” based on scientific research.
Wendy Davidson, the president and CEO, shared during a recent conference call that they have already pinpointed several products within their beverage, soups, and yogurt brands that align well with the needs of GLP-1 users in the US. The company plans to market these items to this specific consumer group in the near future, capitalizing on the growing demand for better-for-you products.
Following the lead of companies like Nestle SA and Conagra Brands, Hain Celestial is adapting to the trend of catering to GLP-1 users. Davidson mentioned that the company has conducted extensive consumer research over the past year to better understand what consumers seek in the better-for-you category.
Consumers are looking for products that offer both health benefits and great taste without compromising on convenience, availability, or affordability. Davidson emphasized the importance of providing “healthy nudges” rather than focusing solely on pure health.
As the market adjusts to the impact of GLP-1 medication usage, Davidson likened this trend to other popular diets that have influenced the food industry. By evaluating their portfolio through the lens of a GLP-1 diet, Hain Celestial aims to identify products suitable for different stages of the diet and communicate this openly to consumers.
Ultimately, the company aims to support consumers in their pursuit of healthier living by offering products that align with various dietary preferences, including the GLP-1 diet. By adapting to evolving consumer needs and preferences, Hain Celestial seeks to position itself as a trusted partner in promoting healthier lifestyles.