Client Challenge
GLP-1 medications like Ozempic and Wegovy are reshaping how consumers approach their weight loss and weight management goals.
With this in mind, a global CPG food and beverage company sought to understand whether its food and beverage concepts/products, developed specifically for GLP-1 users, considerers and lapsed users, were believable and solved for pain points.
Project Highlight
Curion worked with the client to develop a strategic look at the future of consumer health and comfort eating. We helped the client navigate one of the fastest-growing and most sensitive shifts: the rise of GLP-1 use and its effect on food choices and the effects of eating less.
Curion led in-person focus groups to gain real-time feedback on food and beverage concepts and prototypes. For each concept, this research helped the client understand believability of key claims, needed optimizations, and how well the concepts would meet consumers’ personal weight loss and weight management goals.
Key Learnings
Overall, more consumer education around how the body interacts with products with GLP-1 claims is needed for consumers to believe in the efficacy of these products and trust brands to support their health. Additionally, consumer interest in these products is directly tied to their health, regardless of where they are on their wellness journey.
