With the explosive trend in drugs that stimulate the satiety hormone glucagon-like peptide-1 (GLP-1), and the subsequent rush to market of foods and beverages formulated or promoted to support or replace those drugs, weight management seems to have overtaken the post-COVID focus on immunity when it comes to better-for-you beverages.

Yet, the GLP-1 trend is merely a reflection. Although an October 2025 poll from Gallup Inc. revealed a slight decrease in the rate of obesity, the serious health issue remains at epidemic levels. Gallup found that following a recorded peak high of around 40% in 2022, study results showed a modest decrease to 37% in 2025.

Multiple consumer research groups note that the weight management beverage category is posting strong gains. Shielded Technologies Ltd.’s market research engine, Midnight Ember Network, for example, forecasts global sales of weight management drinks to reach around $10 billion by 2028, at a compound annual growth rate (CAGR) of about 8%. The research cites greater consumer emphasis on health, wellness and — tellingly — proactive approaches to mitigating or preventing obesity.

Growth in this category is being driven by other trends converging with obesity and obesity drugs, including an increased demand for functional beverages, especially those that target specific health benefits. According to the global market research firm Mordor Intelligence Pvt. Ltd., “In 2025, the functional beverage market was valued at $151.80 billion. Projections indicate a rise to $224.76 billion by 2030, marking an 8.17% CAGR.”

Another driving factor is that of today’s fast-paced lifestyles that — especially among the millennial and Gen Z categories — encourage more informed, health-driven purchasing behaviors. This includes the demand for clean labels and naturally derived formulations, as well as personalized nutrition platforms that tailor beverage offerings to individual metabolic or lifestyle needs.

“It’s important to recognize that obesity is not only a daily burden for individuals; it is a national health concern,” emphasizes Bret Barhoover, manager of specialized nutrition for Cargill, Minneapolis. “More than 100 million U.S. adults live with obesity today. Beyond the numbers, consumers are increasingly aware of the long-term health risks associated with obesity, including diabetes, heart disease and cancer.”

Barhoover stresses that the concern is not just about weight; it’s about long-term health and vitality.

“Consumers increasingly realize weight management is a crucial part of their overall wellness journey,” he says. “Weight management is no longer seen as a standalone goal; it’s part of a broader desire to feel better, stay active and maintain vitality over time.

“Rather than simply aiming to live longer, people are prioritizing the idea of a person’s health span — the quality of life during those years,” Barhoover continues. “This shift is driving demand for personalized, preventive solutions that support physical, mental and emotional well-being across all life stages. As our TrendTracker 2025 research revealed, they want to maintain good health into old age and recognize that a balanced diet plus a healthy weight can help them achieve that goal.”

Although weight loss is an immediate goal, Barhoover asserts that maintenance is the real concern.

“Products that support satiety, particularly those with protein and fiber, can play a key role in this long-term weight management journey,” he says. “This highlights the need for beverages that offer more nutrition in fewer sips, without compromising taste and enjoyment. For many consumers, that translates into solutions such as more protein ― but bumping up protein levels while delivering on sensory expectations requires thoughtful formulation. Chalkiness, grittiness and off flavors are a just a few of the potential hurdles.”

Barhoover adds that ready-to-drink protein shakes, nutritional smoothies, hydration beverages and powdered drink mixes are “natural fits because consumers already look to these categories for nourishment, recovery and support.”

The new weight management consumer

The interest in weight management comes as market research suggests global obesity rates are set to increase.

“It’s important to understand how big of an issue weight management is globally,” states James Stone, certified sports nutrition specialist and vice president of global insights at Glanbia Nutritionals Inc., Chicago. “By 2030, 25% of the world’s population will be obese —not just overweight — according to a report by FMCG Gurus, which also notes that 46% of consumers want to lose weight, and 36% of consumers have tried to lose weight.

“Yet, the report also noted that 55% of consumers consider their weight loss efforts unsuccessful or uncertain,” he continues. “So, we know that obesity continues to rise, we know consumers want to lose weight, and we know their efforts have been largely unsuccessful. This is why a drug class like GLP-1 RA’s are becoming so disruptive.”

Stone recognizes that the conversation around weight management is “changing to a focus on metabolic health and the factors that contribute to that.”

In this framework, Stone further points out that “metabolic health refers to how well your body efficiently converts food into energy and maintains healthy blood sugar, blood pressure and cholesterol levels — a state where the body’s metabolic processes function optimally, minimizing the risk of developing chronic, weight-related diseases like type 2 diabetes and heart disease. So, as people seek a pathway to healthy aging, and are better understanding metabolic health and the primary contributors, weight management becomes a top area of focus.”

Thom King, a certified food scientist specializing in sweetener technology and founder of Icon Foods Inc., Portland, Ore., notes that obesity isn’t just about aesthetics anymore.

“It’s metabolic risk, inflammation, joint pain, poor sleep, and the creeping sense that life is getting shorter and smaller,” King says. “Add in the GLP-1 wave, and suddenly everyone’s paying attention to sugar, so-called ‘ultra-processed’ carbohydrates, hidden calories, and anything that spikes insulin. People want to feel lighter, sharper, and more in control, and they’re tired of products that pretend to be ‘healthy’ while dumping 30 grams of sugar into a bottle.

“Even consumers not on GLP-1 meds are adopting the GLP-1 mindset,” King continues. “They want smaller portions, cleaner macros, lower sugar and ingredients that work with their biology. This is going to push beverage formulators further toward high-fiber, low-calorie, low-GI builds and away from the old-school 5 grams of sugar but tastes like 25 grams approach. The winners will be brands that stop trying to fight physiology and instead design beverages around the new metabolic reality: clean, efficient, satisfying and honest about what the human body actually needs.”

King explains that this is a key reason why weight-management products are “having a moment.”

“Consumers want foods and beverages that actually help them regulate appetite, stabilize blood sugar, support gut health, and keep calories in check, without sacrificing flavor,” he says. “Clean label matters, metabolic clarity matters, and people are demanding formulations that respect their biochemistry instead of fighting against it.”

Use it to lose it

The ingredients beverage developers employ in creating weight management beverages typically take either of three main approaches: thermogenics (so-called “fat burners”); satiety boosters (promoters of satiety hormones such as GLP-1, the most popular of which are protein and fiber); and calorie-reducing sweeteners.

The thermogenic ingredients are most commonly caffeine or other xanthine alkaloids, as well as catechins, such as epigallocatechin gallate (EGCG). In addition to coffee, tea and energy drinks, popular beverage sources of these compounds include green tea, maté, and guarana.

Icon Foods’ King concurs: “The smartest weight-management beverages aren’t built on hype ingredients; they’re built on compounds that actually move the needle on satiety, glycemic control, metabolic rate and caloric density,” he emphasizes. “High-value players include soluble prebiotic fibers like, which slow gastric emptying, blunt post-prandial glucose, feed the gut microbiome, and help consumers feel full on fewer calories.”

King singles out plant proteins and their capacity to stabilize blood sugar and enhance satiety per calorie, and the aforementioned green tea catechins — particularly EGCG, stressing that the thermogenic boost they provide is gentle, compared to caffeine. However, he also stresses that caffeine shouldn’t be discounted. “Used responsibly, caffeine enhances fat mobilization and perceived energy,” he says.

Several protein sources score high when it comes to metabolic balance. 

“Quality protein is a complete protein, so if a company is going to use plant protein, for example, it would need to ensure a complete amino acid profile,” Glanbia’s Stone cautions. “However, whey protein isolate, whey protein concentrate, milk protein, and pea protein are excellent complete protein options for beverages.”

Among sweeteners, Icon Food’s King points to allulose and tagatose as exemplary. “As ‘rare’ sugars, they deliver sweetness without the metabolic baggage, slightly increases fat oxidation, and show promise in reducing body fat over time,” he explains.

Riding along with the general protein trend, protein has become a key ingredient in weight management beverages. According to a November 2025 report by Cubemarket S.R.O.’s Fact.MR research resource, “protein-based ready-to-drink beverages are widely used in the USA for weight management, satiety enhancement, and muscle maintenance where immediate convenience, nutritional reliability, and effectiveness remain essential for consumer compliance and program adherence.”

The Fact.MR report also touched on the calorie-reduction side of the category, noting that, “[The] low-calorie claim segment is expected to represent 52% of USA weight management beverages demand” for 2025.

The fiber factor

Fiber fills a powerful role when it comes to satiety and stimulation of the body’s natural GLP-1.

“In terms of macronutrients, just like protein fiber is a leading candidate for inclusion in weight-loss beverages,” says Erhan Yildiz, PhD, Adjunct Professor at Rutgers University and a fiber, gums, and hydrocolloids expert. “The higher the solubility, the higher the inclusion level for these ingredients.”

Yildiz relates how the beverage category has been accelerating innovation in the weight management space. He sees opportunities for the inclusion of prebiotic fibers in protein drinks, meal replacements, dairy and alternative dairy beverages, and fermented beverages.

“It is worth noting that even the clear carbonated beverages have been innovating with low-sugar, high-fiber versions that are gaining popularity,” Yildiz says.

He also points out a growing consumer acceptance of different organoleptic characteristics in their beverages.

“Texture is making a comeback,” Yildiz explains “For example, the Clearly Food & Beverage Co.’s Orbitz line of beverages, with suspended beads, was ahead of its time when first launched. Now, the explosion of flavors and textures in beverages is proving this as a growing trend.”

In addition to specialized compounds such as EGCG and various alkaloids, more common micronutrients also have a place in weight management., experts note.

“Vitamins and minerals can be very useful for people on a weight management journey,” Glanbia’s Stone explains. “For those suffering from obesity, common deficiencies include the fat-soluble vitamins A, D, E and K; vitamins folate and thiamine, plus calcium and iron. Both of those minerals are deficient in half of people with obesity. Also, the electrolyte minerals play a role. These include magnesium, potassium and zinc, and these also show up as common points of deficiency.”

Future forward

Flush with more solutions, weight management formulations will take a new vision, experts note.

“The future of weight-management beverages is going to look a lot less like diet drinks and a lot more like metabolic-support systems in a bottle,” Icon Foods’ King says. “The category is heading toward formulations built around function first: satiety and glycemic response, clean plant proteins, electrolytes and targeted botanicals that support stress, digestion, and recovery in addition to weight management. And with the GLP-1 revolution rewriting how people experience hunger and portion size, beverages will become the go-to ‘small-format nutrition’ that delivers nourishment without overwhelming the system.”

Dr. Yildiz supports this outlook.

“Beverages are probably one of the most exciting and adventurous categories,” he says. “Along with gut health, probiotic, and postbiotic-promoting beverages, carbonated high-protein/high-fiber clear beverages are everywhere. I firmly believe beverages will be pushing the envelope in fitting any health trend we can think of into a beverage format. We will continue to see beverages that are designed to capture the attention of health-minded consumers.”

Glanbia’s Stone also points to shifts in legacy markets.

“We’re seeing an evolution in core categories, such as RTD protein drinks, where clear protein/high-acid formulations are growing by 50%-plus, based on recent data,” he says. “This includes high protein, low/no sugar, and interesting flavors that are more citrus/sweet versus indulgent. 

“We’re also seeing strong movement in protein coffee as consumers seek energy plus protein in a familiar drinkable format,” Stone continues. “Further, there has been significant growth across a range of beverages, such as energy drinks, ready-to-drink protein drinks, protein ready-to-mix powders, meal replacements, protein coffee, Greek yogurt and yogurt drinks such as kefir, as well as functional hydration solutions like electrolyte powders and drinks.”

Finally, functional hydration is critical for people who are suffering from type 2 diabetes, are insulin resistant, or using a GLP-1 drug and experiencing significant weight loss. A metabolic disease like type 2 diabetes will stimulate more urination due to the body’s attempt to flush sugar, and the GLP-1 RA’s also trigger thirst signals while the body is reducing the intake of foods and beverages due to the appetite suppressing effect. So, a good electrolyte drink or mix that includes a balanced combination of sodium, potassium, magnesium, calcium, zinc, and vitamin C would be very appropriate.

Across the category, manufacturers are investing in broader product portfolios, strategic collaborations, and convenient packaging formats designed to meet consumers where they are — positioning weight management beverages as a key component within today’s holistic health and wellness routines.