Nestlé’s launch of Boost Pre-Meal Hunger Support signals a strategic shift in response to changing market dynamics. The booming weight-loss industry, projected to reach $150bn annually within the next decade, is reshaping the food sector.
The company’s protein shot uses whey protein micro-gels to trigger the natural release of GLP-1, an appetite-regulating hormone. With 45 calories and 10g of whey protein per serving, it offers a milder alternative to pharmaceutical weight-loss medications.
A randomized study involving 26 people with type-2 diabetes showed a 22% reduction in post-meal glucose levels when consuming the whey protein micro-gel. However, some experts have expressed reservations about its long-term efficacy for weight loss.
The affordability of Boost is a notable advantage, priced at $10.99 for a four-pack, making it significantly cheaper than prescription GLP-1 agonist Wegovy. Nestlé’s move into the weight-loss market represents a shift in focus from volume-based sales to value-driven offerings and emphasizes functionality over traditional indulgence.
The company’s patented microgel technology illustrates how food manufacturers are drawing inspiration from pharmaceuticals to create products that address specific physiological needs. This innovation could pave the way for cross-sector collaborations between the biotech and food industries.
However, establishing consumer trust in these products will be critical, especially as experts voice doubts about their benefits compared to simpler dietary adjustments. Competition from established brands and smaller players in the functional food space will intensify as the market grows.
Source: https://www.bakeryandsnacks.com/Article/2024/12/18/nestle-targets-weight-loss-market-with-protein-shot