GLP-1 Users Boost Supplement Spend, Glanbia Raises Whey Prices

Italian pharmacy data shows GLP-1 users are spending more on supplements right now — not after they quit the drugs. Plus, Glanbia is signalling more whey price hikes that will squeeze sports nutrition brands heading into Q1. In this episode: Italian pharmacy data shows GLP-1 drug users are actively increasing their supplement and wellness spending while still on medication, with pharmacy and health retail channels identified as the key commercial touchpoint for European brands to act on now. Italy has become Europe's largest supplement market at €5.4 billion, but Il Fatto Alimentare is publicly questioning whether Italian consumers are buying out of genuine need or advertising influence — a reputational risk for the entire category. Serial founder Richard Laver, who built Kate Farms and Lucky Energy, is launching a new longevity-focused supplement gummy brand, signalling that experienced health brand builders are making deliberate, high-conviction bets on the longevity segment. Glanbia has confirmed it will steer toward further whey protein price increases as input costs remain elevated, with pricing uncertainty expected to persist into Q1 and direct downstream pressure on European sports nutrition brands and contract manufacturers. The Health Marketing Daily is a concise briefing for marketers and founders in supplements, functional food and consumer health, hosted by Marco & Klara. New episode every day. Enjoying the show? A quick rating or review on Apple Podcasts or Spotify helps other marketers find us. Also from Marco & Klara: The FMCG Marketing Daily · The Digital Commerce Daily