The GLP-1 Gold Rush: Now They Want To Sell You The Supplements Too
Well, that didn’t take fucking long, did it?
The weight-loss medication market has exploded.
Millions of people are now using medications such as semaglutide and tirzepatide to help manage obesity and, where prescribed, other medical conditions.
For many people, these medications are making a meaningful difference.
Changing lives.
And that’s a good thing.
However, the wellness industry has spotted another opportunity.
Now it’s not enough to be taking a GLP-1 medication.
Apparently, you need an entire fucking support package to go with it.
GLP-1 protein powder.
GLP-1 collagen.
GLP-1 gut-health supplements.
GLP-1 fibre gummies.
GLP-1 muscle-support formulas.
GLP-1 beauty products.
And enough capsules to make you wonder whether you’ve accidentally opened a branch of Holland & Barrett in your kitchen.
I’m not anti-GLP-1.
I’ve written about this before.
My biggest concern with them is that they become the new yo yo diet.
These medications can be effective tools for people who are clinically suitable for them.
They can help reduce appetite and support substantial weight loss.
And that can lead to actual improvements in health.
That’s not something we should dismiss simply because it doesn’t fit somebody’s preferred narrative about willpower and eating less.
Obesity is complicated.
Appetite regulation is complicated.
And pretending everybody can achieve the same outcomes by simply trying harder is neither particularly helpful nor particularly scientific.
However,
An effective medication doesn’t automatically justify every product somebody decides to sell alongside it.
There’s A Whole New Market Being Built Around You
In October 2026, supplement-industry reporting highlighted five areas attracting commercial interest from companies targeting GLP-1 users.
Nutritional gaps.
Digestive problems.
Muscle preservation.
Skin and hair concerns.
And weight-management support.
None of those concerns has been invented out of thin air.
Some people using these medications eat substantially less.
Some experience nausea, constipation or other gastrointestinal side effects.
Some struggle to meet their nutritional needs.
And weight loss can involve reductions in lean tissue as well as fat.
Those are legitimate things to discuss.
But there’s an enormous difference between recognising a genuine issue…
and deciding everybody needs to buy five products to solve it.
One company has even launched a five-product GLP-1 companion bundle containing probiotics, digestive enzymes, beef liver, magnesium and a vitamin-C-rich fruit product.
To give it it’s dues, the company does acknowledge that the bundle hasn’t been specifically demonstrated to prevent or treat GLP-1 medication side effects.
Which rather highlights the question we should all be asking.
Why the Fuck should we be buying it?
Because a supplement containing something nutritionally useful isn’t necessarily a supplement you need.
Eating Less Means Nutrition Matters More
If you’re eating significantly less food, you need to pay attention to what you’re actually eating.
Not just the calories.
The nutritional quality.
Protein.
Fibre.
Vitamins.
Minerals.
Essential fats.
Enough total energy to function properly.
If somebody’s appetite is suppressed to the point where they’re struggling to eat balanced meals, that deserves attention.
But the answer isn’t automatically a specially branded GLP-1 supplement.
Sometimes it’s about making the meals you can manage more nutritionally useful.
Sometimes it’s improving meal structure.
Sometimes a convenient protein shake helps.
Sometimes a deficiency needs investigating and correcting.
Sometimes persistent side effects mean speaking to the prescribing clinician about treatment.
The solution should follow the problem.
Not the other way around.
Maybe, if you are taking these medications you should be talking to a nutritionist to make sure you are getting everything covered.
Let’s Talk About Muscle Loss
This is probably the most important fitness-related part of the conversation.
When somebody loses weight, they don’t necessarily lose only body fat.
Changes in fat-free mass can occur too.
That can include muscle, but also water and other non-fat tissues.
So, when you see headlines claiming that a particular percentage of weight lost on GLP-1 medications is muscle, be careful.
Lean mass and muscle aren’t interchangeable terms.
And a change on a body-composition scan doesn’t automatically tell us what has happened to somebody’s strength or physical function.
That doesn’t mean we should ignore the issue.
Maintaining muscle and physical capacity during weight loss is important.
Particularly for older adults.
And particularly for people who already have relatively low strength or muscle mass.
But the answer isn’t necessarily a premium powder labelled GLP-1 MUSCLE RESCUE.
We already have some fairly sensible tools.
Resistance training.
Adequate protein.
Appropriate overall nutrition.
Monitoring strength and function.
And adjusting the plan to the person in front of us.
It’s not all sparkly and glamorous.
But neither is brushing your teeth or wiping your arse but we still recognise that’s quite useful.
Protein Matters. But It Isn’t Magic.
Protein matters.
And if somebody’s eating less overall, getting sufficient protein can become more challenging.
So protein-rich foods and, where useful, a protein supplement can help.
Brilliant
No argument.
But do you need a protein powder specifically designed for people taking GLP-1 medication?
Nope
A standard protein supplement will do the same practical job.
And food is still perfectly capable of providing protein.
Eggs.
Fish.
Meat.
Beans.
Lentils.
Tofu.
Soy products.
Dairy foods, if you tolerate them and it doesn’t cause you to shit yourself.
You get the idea.
The important questions are how much protein someone needs, what they’re already eating and whether they’re actually struggling to meet that requirement.
Not whether the tub has a picture of a syringe on it.
Protein doesn’t replace resistance training.
You don’t preserve physical capability simply by buying the right powder.
You need to give your muscles a reason to remain useful.
Here Comes The Collagen
Apparently there’s no modern wellness trend that can’t be improved by adding collagen to it.
Now we’re seeing collagen ingredients positioned for GLP-1 users, with marketing discussions around skin appearance, digestive comfort and muscle preservation.
But we need to separate several different questions.
Can collagen peptides have particular effects in certain settings?
Possibly, depending on the outcome and evidence.
Does that mean a specific collagen product has been shown to prevent muscle loss or treat medication-related side effects in people taking GLP-1 drugs?
Not without the appropriate trials.
And collagen isn’t nutritionally equivalent to a complete protein source for supporting muscle protein synthesis.
So if preserving muscle is the priority, I’d start with adequate overall nutrition, appropriate protein and resistance training.
Not a beautifully marketed collagen tub.
Especially if somebody is already struggling to eat enough.
What About Gut Health?
Another concern.
These medications can affect gastrointestinal function.
Nausea and constipation are recognised problems.
And if you’re dealing with them, it’s understandable that you’d want something to help.
But here’s where I’d be careful.
A probiotic isn’t automatically the answer to constipation.
A digestive enzyme isn’t automatically the answer to nausea.
And a fibre supplement isn’t automatically appropriate for somebody who’s already struggling with bloating, fullness or gastrointestinal discomfort.
The right approach depends on the symptom, its severity, what the person is eating and their medical circumstances.
Sometimes dietary changes help.
Sometimes fluid and fibre intake need reviewing.
Sometimes a clinician may recommend a suitable treatment.
And sometimes medication dose or tolerability needs reviewing with the prescriber.
You don’t need to turn every side effect into another supplement subscription.
The Problem With Selling The Solution Before Identifying The Problem
This is the it that really fucks me off about the industry.
The marketing often starts with a fear.
You’re losing muscle.
Your gut is suffering.
Your skin is changing.
You’re not getting enough nutrients.
Then comes the product.
Buy this.
Take that.
Subscribe here.
And suddenly somebody who started taking medication to improve their health is being told they need an entire new routine to avoid falling apart.
Now, some people will need additional nutritional support.
And that’s exactly why they deserve proper assessment and advice.
But other people may be managing perfectly well with normal food, sensible activity and appropriate clinical follow-up.
Those people don’t need to be convinced there’s something wrong with them.
A potential risk isn’t proof that every individual has the problem.
And it certainly isn’t proof that a particular branded supplement is the solution.
Where The Fitness Industry Needs To Be Careful Too
Before we get too comfortable pointing fingers at supplement companies, the fitness industry has its own responsibilities here.
Because there’s a growing opportunity for coaches, gyms and nutrition professionals to work with people using these medications.
And done properly, that can be valuable.
Helping people build strength.
Develop sustainable activity habits.
Understand nutrition.
Maintain physical function.
Build confidence.
And work towards a healthier relationship with exercise.
Brilliant.
But we shouldn’t be frightening people into buying coaching either.
We shouldn’t be promising to prevent every gram of muscle loss.
And we shouldn’t be pretending that personal trainers are qualified to manage medication or diagnose nutritional deficiencies.
My job as a trainer and nutritionist is to work within my professional scope.
Help with training and appropriate nutrition.
Recognise when something needs medical input.
And work alongside other healthcare professionals where appropriate.
Support should be based on what somebody actually needs.
Not on what we can persuade them to buy.
The Scale Isn’t The Whole Story
Weight loss is not the same as improved physical capability.
Somebody can become lighter without becoming stronger.
They can lose weight while still being relatively unfit.
They can see the number on the scale dropping while struggling with energy, recovery or everyday tasks.
And that’s why I think it’s important to look beyond body weight alone.
Can you walk further?
Are you getting stronger?
Can you get up from the floor?
Are you maintaining your independence?
How’s your energy?
Are you eating adequately?
How are you managing the medication?
What happens when the initial weight-loss phase is over?
Because the aim shouldn’t simply be to produce a smaller number.
It should be to support a healthier, more capable human being.
You know the type, the ones that are harder to kill.
You Don’t Need A GLP-1 Starter Pack
If you’re using one of these medications, here’s what I’d encourage you to do before buying another supplement.
Look at what you’re actually eating.
Are you managing regular, nutritionally useful meals?
Are you getting sufficient protein?
Are you eating a reasonable variety of foods?
Are you struggling with persistent side effects?
Are you doing some appropriate resistance training?
Are you maintaining strength and function?
Have you discussed any concerns with your prescriber?
And if you’re considering a supplement, ask:
What specific problem is this supposed to solve?
Do I actually have that problem?
Is there good evidence that this product helps?
Could I address the issue through ordinary food or a simpler option?
Is it safe and appropriate alongside my medication?
Those are far more useful questions than whether a company has designed attractive packaging or got some celebrity from the 90s who is trying to feel relevant flogging it on the socials.
Another Gold Rush. Same Old Story.
We’ve seen this before.
With menopause.
With gut health.
With cortisol.
With detoxing.
With longevity.
And now with GLP-1 medication.
A genuine health concern appears.
People understandably want answers.
Companies identify a market.
Products multiply.
And before long, something that should involve personalised advice and sensible decision-making becomes another enormous shopping opportunity.
Sometimes those products are useful.
Sometimes they’re convenient.
Sometimes they’re simply expensive solutions looking for problems.
The challenge is knowing the difference.
The Medication Isn’t The Bullshit
GLP-1 medications can be effective medical treatments.
People using them shouldn’t be shamed.
And they shouldn’t be told they’re cheating.
They deserve proper medical care, sound nutritional advice and support with physical activity.
If a supplement genuinely helps meet an identified need, brilliant.
Use it appropriately.
But nobody should be made to feel that taking a GLP-1 automatically means they need an expensive collection of companion products.
Your health isn’t an accessory market.
And you don’t need to buy every new product that appears alongside a legitimate treatment.
Sometimes the best advice is considerably less exciting.
Eat as well as you can.
Get enough protein and other essential nutrients.
Build and maintain strength.
Manage side effects with appropriate professional guidance.
Keep an eye on your health and physical function.
And buy supplements when there’s a good reason.
Not because somebody has found another way to turn your health into increasing their bank account.
The medication may be helping you change your health.
That doesn’t mean the wellness industry gets to sell you everything else in the shop.
