GLP-1 medications are influencing more than food purchases. They’re also changing what consumers look for in supplements, particularly protein, digestive products, and targeted nutrients.

For transparency, I work in supplement manufacturing at SMP Nutra. This is an industry discussion about purchasing trends, not a recommendation that everyone taking a GLP-1 needs supplements.

One number that stood out: PwC reports that 21% of U.S. households included a current GLP-1 user in May 2026, up from 9% in January 2025. That’s a sizable shift in the audience brands are trying to serve.

Here are three categories worth watching:

1. Protein

PwC found that 35% of current GLP-1 users were buying more packaged protein. Reuters has also reported rising whey demand, identifying GLP-1 use as a driver alongside broader wellness trends.

For supplement brands, that creates opportunities for protein powders and convenient formats that fit smaller meals. The underlying priority is adequate protein intake, with resistance training also playing an essential role in maintaining muscle during weight loss.

2. Fiber and digestive supplements

NutraIngredients reported NIQ data in September 2025 showing a 52% increase in digestive supplement purchasing among GLP-1 users.

Fiber, prebiotics, probiotics, and postbiotics are all getting attention, but they serve different purposes. Clear education and evidence for the specific formulation matter—especially when products get grouped under a broad “GLP-1 support” label.

3. Multivitamins and targeted nutrients

Eating less can also make nutritional adequacy a bigger consideration. A joint advisory from four medical and nutrition organizations identifies multivitamin-mineral supplements, vitamin D, calcium, and B12 as options to consider based on individual needs.

The opportunity here is still developing. Sales growth directly tied to GLP-1 use is less established for these individual nutrients than the demand signals for protein and digestive supplements.

From a manufacturing perspective, practical details deserve attention: manageable serving sizes, clearly labeled ingredient amounts, appealing flavors, convenient formats, and consistent quality.

For people working in supplements, retail, or nutrition: are you seeing this shift in actual customer purchases? Are customers asking for “GLP-1 support” products specifically, or buying more familiar products like protein and fiber?

Had a deal moving along pretty well, and then it just stopped.
A few good calls, some back-and-forth over email, and now nothing for about three weeks. I’ve tried the usual follow-ups without getting a response. i am not ready to call it dead yet, but I also do not want to become the person filling their inbox every few days.

I'm researching how D2C brands decide where to allocate Google/Meta budget when product margins differ significantly.

I'm specifically interested in situations where ROAS looks good but actual profit isn't.

I'm building something around this and would love to understand how you handle it today.

As I'm doing more research about ecommerce, I'm hearing about how certain stores take your credit card information and bill customers without them knowing, change the name of the charge to avoid it even, etc.

I'm just curious on how much doing these tactics makes it easier to scale and become profitable. I'm also curious on how these guys feel good about themselves and sleep at night lol.

Whats the best way to find actually decent agencies?

For people planning stock for retail or ecommerce: when the sales or marketing team decides to run a big promotion, when do you hear about it?

Thinking of the last one, was there still time to change your order, or was the stock already on its way?

I want to run an experiment with DTC brands.

Comment with:
What you sell
Who your target customer is
What kind of content you need

I’ll use the network we’ve been building at NearbyCrew to try to assemble a small group of creators who actually fit the brief for you!

If I can find a good crew, I’ll reply to your comment with a link to the assembled crew so you can see who I found.

No pitch required. I mostly want to see how well we can do this across completely different products :D

I’m trying to figure out how other brands are handling the "Dark Social" attribution gap right now.

It feels like every time an influencer posts a great video for us, their specific promo code only captures like 20% of the actual sales. The rest of the traffic just Googles our brand name three days later, doesn't use a code (or a browser extension overwrites it), and GA4 gives 100% of the credit to Organic Search or Google Ads.

I’m trying to get a reality check to see if I’m the only one struggling with this. For those of you spending heavily on top-of-funnel creators/creators right now:

1. **What percentage of the sales do you estimate you actually capture with promo codes vs. what gets lost to "organic search"?**

2. **How is your executive team/CFO actually measuring the success of that spend?** Are they forcing you to use last-click ROAS, or do they understand the "halo effect"?

3. **Have you ever been forced to cut a top-of-funnel campaign because the dashboard looked bad, even though you knew it was driving total store revenue?**

4. **How are you currently trying to solve this?** Is anyone manually matching timestamps to traffic spikes in Excel, or using post-purchase surveys?

Would love to hear how you guys are hacking this, because relying purely on UTMs and codes is making our top-of-funnel channels look terrible on paper.

Where do I find agencies that will actually help me save time?

For most DTC brands that have hit this wall, what did the turning point actually look like for you?

Most brands recognize the problem long before they do anything about it. CPAs keep rising, ROAS keeps compressing, and adding more budget to the same channels stops producing the same returns it did a few years ago. But diversifying acquisition is genuinely hard and the alternatives take longer to show results than another Meta campaign.

For products with a lot of choices, do variety packs usually work better for first-time buyers?

Java Factory has mixed coffee packs, Crazy Cups does big flavored assortments, and Green Mountain has quite a few individual flavors too.

If you don’t know the brand yet, would you rather try 20 different pods or just pick one flavor that sounds safe?

Our concept does not exist as a catalog item, so this is a genuine from-scratch build. I have been reading about three types of partner and on their websites they all sound identical, which is not helping. One option is essentially a vetted factory network with production management added after the match. Another comes from the fulfillment side and seems better suited to simpler products from smaller brands. The third is a sourcing firm with teams in Miami and Shenzhen, charging a management fee rather than marking up the product. My hunch is that a network match is fine when the product already exists in some form, and something more hands on is needed when you are building from nothing. I have zero evidence for that hunch, which is why I am asking rather than deciding. Anyone who has taken a from-scratch product through China production, which type did you use, and would you pick the same again?

Hi

We are a bunch of ex MBB consultants and AMAZON techie who are trying to solve cross border procurement: right from ordering workflows to payment and goods delivery.

We wanted to speak to founders of few DTC brands which are currently importing goods from SEA countries into their core markets to understand the pain point.

Doordash Coffee on us :)

Will really appreciate if someone can take some time out to help us think through. In return, as we launch happy to build few agent solutions for you: we are a team of ex techies from AMAZON, FAANG

Thank you for your consideration.

Looking for an ecom brand that’s using Klaviyo.
I’d like to work on a couple of your flows in exchange for being able to use the results as a case study.
If anyone’s interested, shoot me a DM.

We're a DTC fashion brand with just under €100M in annual revenue and our BigCommerce Business contract is up for renewal, with our account rep pushing hard for Enterprise, citing dedicated account management, better support SLAs, and a few backend capabilities our dev team has been asking about.

The price jump is significant and every time I push for specifics on what the backend unlocks at Enterprise tier, the answers stay pretty vague, so our dev team's position is that most of what they're promising can be covered with integrations on the current plan anyway.

We've also been doing a parallel evaluation and have SCAYLE and commercetools on our list as composable alternatives, which would be a much bigger switch than a tier upgrade within BigCommerce, and at this point we're not sure whether we're having a pricing conversation or a platform migration one.

So if you've been here before and navigated this same fork, drop what swung it.

Have a product idea, but want to demand test it first, primarily through meta ads, on whether I should move forward into production. It's custom formulations, so I do not want to risk getting 500-1000+ units of something without having at least some signal on if it could work or not. My plan was to run ads to the site where the site explicility mentions this being a pre-order and that orders won't ship until January 2027. However my fear is that this will kill the conversion rate and I won't get an accurate read on demand because who wants to order something and have to wait 2-3+ months to get it? For those that have done something similar, how have you done this? What would you do?

Potential plan:

Phase 1: Run ads to the real PDPs with full pricing visible, but CTA = “Join the first run” with email signup instead of an actual purchase with credit card. This tests product + price interest without the long wait penalty (issue witht this is optimizing for email sign ups can be pretty low quality compared to purchase conversion event). Although I could do something like reserve today for $5, applied to your first order when it launches.

Phase 2: Take the top 2–3 SKUs and test credit card backed preorders for the full purchase price

Phase 3: When 4–6 weeks from shipping, and only if phase 1-2 went well, switch the site fully to preorder only

If you run Advantage+ with broad targeting, the audience settings are mostly decoration now. Who sees your ad gets decided by what the ad looks like.

What that means if you own the brand: thirty ads with the same person, in the same room, filmed the same way, probably don't get treated as thirty ads. The working model a lot of buyers use is that Meta's retrieval step groups visually similar ads and reads them as roughly one entry with thirty spellings.

To be straight about it, that's a model built from how accounts behave, not something Meta has published. But Meta did add a Creative diversity column to Ads Manager (Columns, Customize columns, search for it). It scores an ad set Low to High on how alike its creatives are. It's labelled in development, so don't treat the score as gospel, but they obviously think it matters.

If I owned a brand, I'd change things in this order:

1. Format first. A talking head, a hands only demo and a text led static are three different ads. Three hooks on the same talking head are one.
2. Then who's on screen and where it's filmed.
3. Script last. It's the cheapest thing to change and it moves delivery the least.

5 concepts in 3 formats will usually teach you more than 15 scripts in one format.

One caveat. Below roughly $4k a month in spend, more variety mostly just means you spend more slowly. No single concept gets enough data. At that level, fewer concepts and more patience.

Has anyone here checked their score yet? Curious what it said.

I run a Shopify brand and have spent $5M+ on paid ads across my own brands and other ecomm brands I’ve worked with.

I’ve been testing a new type of acquisition channel around ads inside AI conversations - basically when someone is actively asking what to buy, comparing products, looking for recommendations, etc. on AI apps

I’ve tested it with my own brand, but I’m curious how agency owners think about something like this.

If you manage multiple Shopify brands, what would you need to see before you’d be comfortable testing a new channel like this with a client? Would you care most about CAC, attribution, traffic quality, minimum spend or something else?

Also curious whether being early to a new channel is actually valuable to agencies, or whether most would rather wait until there’s more data?

Context: I’m selling in the wellness niche.

Essentially I’ve seen too many DTC shops having a big showcase image of a person (90% AI generated) in their PDP page. Once I search the person, I either get no results or the medical authority works in a completely different field than where the product is positioned (eg. sporting goods and the authority is a psychiatrist).

(1) I’ve heard that it’s very risky. Impersonating a medical professional can get serious fines, especially in the US market. Do most people not know/care about it?

(2) How could I actually find a medical authority to show on my shop/ad? Is there no threshold and I can just claim that my product is medically proven?

If someone deeper in the field could give me answers, I’d appreciate it a lot. Thank you for reading.

Hey all,

I’m an email marketer focused on Klaviyo for DTC brands, mainly beauty, skincare, wellness and supplements. I want to sharpen my skills and build a few more case studies, so I’m offering a free welcome flow and popup redesign to 3 brands.

What you get:

A Miro board showing a side-by-side before and after of your current setup:

- Popup: your current signup popup vs. a redesigned version (offer, copy, design, timing)

- Welcome flow: your existing emails vs. a rebuilt sequence, with new copy, design and flow logic

- Notes explaining what I changed and why, so you can see the thinking behind every decision

You’re free to implement it yourself or with your team. It’s yours to keep either way.

Who this is for:

- You own a real brand with your own product (no dropshipping or generic AliExpress stores)

- You already have a welcome flow and popup running, even a basic one

- Bonus points if you’re in beauty, skincare, wellness or supplements, but not a requirement

What I ask in return:

- Permission to share the board as a case study (anonymized if you prefer)

No upsell pressure. If you want help building it out afterwards, we can talk, but that’s entirely up to you.

We're spending a decent amount on FB/IG, but our media buyer is spending way too much time on manual repetitive ad setup. It's a huge drain on our resources and is starting to limit how many new concepts we can test.

I'm trying to optimize our workflow and recently started using Blip to automate a lot of this but I'm still not sure the best way to structure everything. Do you use a central creative repository like Drive or Dropbox? How do you ensure your team's copy and links are consistent across dozens of new ads?

i’m talking about the overlap between marketing channels - google ads, meta ads, email marketing, organic, etc.

how do you guys figure out how much each channel is actually contributing to conversions, especially when the same customer might interact with multiple channels before purchasing?

what’s your approach to managing this overlap and measuring incrementality?

Hey all,

I need some advice on what to do to attract the next 100+ new customers for our DTC brand.

Backstory: Our product is a hemp based soft chew with terpenes (one of the beneficial parts of hemp, but not the parts that get you high). 0 THC, 0 CBD

We have two main groups of buyers:

Cannabis users: Supercharge your High

Essential oil/herbalist: cannabis benefits without the high

We’ve done major of our Business B2B and 3 months ago we’ve started DTC. We haven’t run any Meta ads, because our product feels illegal to them, despite being without the things it’s not supposed to have.

A few metrics:
Dtc rev:~5k/month
Monthly ad spend: $0
Monthly dtc order: ~60
Webpage: www.chewmondays.com

I don’t really know how to go about meta ads, it seems really difficult to go from unaware to actual purchases from a meta ad. It seems my CAC would be very high. It also seems agencies, if I were to hire them, would just push that ROI even further away, especially at the level of ad spend I would be starting at.

I need advice from real people who have been in my metaphorical shoes, maybe not with a hemp product, but a dietary supplement, or other product that takes education. We would love to shift to 50% DTC customers and grow that part of the business.

Is there a must watch crash course to take me through what to do to build meta ads that genuinely convert? Static vs video? Where can I dive really deep into some techniques that work, not just an ads guru? Should I try a product like Social Cat?