Danone Focuses on Nutritional Resources Amid Spike in Weight Loss Drug Interest
Danone North America is focusing on nutritional resources and marketing amid a notable rise of interest in weight loss medications, particularly GLP-1 drugs such as Ozempic and Wegovy.
Looking at U.S. social media data from the media monitoring tool Talkwalker, Danone found that out of a 50% spike in searches related to weight loss medications during Super Bowl LIX (versus pre-game hours), 21% of the overall GLP-1 discussion focused on nutrition-related conversations.
Top nutrition themes included how to reach protein goals, understanding how to reduce sugar cravings and addressing food noise, according to a media release from the manufacturer.
Danone’s Nutrition Group Chat
In response, Danone partnered with registered dietitians (RDs) to offer free nutrition advice and answer frequently asked questions from Americans considering or currently taking these medications on Instagram on Feb. 11.
The “Danone Nutrition Group Chat” was hosted on the company’s Instagram page and featured four expert RDs to answer top questions submitted by consumers, provide tips and advice on food choice and challenges.
"Registered dietitians are exceptional sources of knowledge when it comes to supporting people on their GLP-1 journey to address any nutrition challenges and incorporate the food and benefits they need into their daily lives," Whitney Evans, PhD, RD and director, nutrition & scientific affairs, Danone North America, said in the release. "We know this is top of mind after seeing a 50% spike in conversations surrounding GLP-1s [during the Super Bowl]."
Danone’s Ongoing Efforts, Positioning
Danone has also launched its GLP-1 nutrition website to serve as a dedicated education hub curated by the manufacturer’s in-house nutrition and scientific affairs team. Danone is positioning it as a place to learn more about GLP-1 nutrition needs, Danone products that can help support those needs, and snack ideas and recipes based on expert recommendations.
Danone products being emphasized to support the needs of GLP-1 users include OIKOS Pro Cups, OIKOS Pro Shots, OIKOS Triple Zero Yogurts, Too Good & Co. Blended Cups, Too Good & Co. Zero Sugar Cups and Light + Fit Greek Yogurts.
Danone also says it is committed to studying the unique nutritional needs of GLP-1 users and exploring new product offerings that support them in their health journey.
Weight Loss Medication Consumer Insights
According to PwC’s “2024 GLP-1 Trends and Impact” survey, more than one in 10 Americans (around 14%) are currently taking a weight loss medication and nearly 35% have expressed interest in taking one.
While these medications can be a valuable and effective tool for weight loss when discussed with a doctor, many experts have emphasized the importance education plays in ensuring patients are still getting nutrients they need amid the lower appetite and decrease in food intake.
Some concerns include people not prioritizing enough nutrient-dense foods, protein, fiber and water/hydration.
