The surge in demand for weight loss products is driving up sales of protein, meal replacement items, and Vitamin Shoppe's CEO has stated this.

• The Vitamin Shoppe provides nutritional support for GLP-1 users through products such as protein supplements, multivitamins, fiber, and probiotics.
• Sales of meal replacement products and unflavored protein powder increased by 13% and 12% in the first four months of 2024.
• In May, the company introduced "Whole Health Rx," a telehealth service that offers access to compounded and branded GLP-1 weight loss drugs such as Wegovy and Ozempic.

Consumers are increasingly spending more on protein supplement products due to the popularity of weight loss.

The Vitamin Shoppe's 2024 Health & Wellness Trend Report reveals that as more Americans use weight loss treatments like GLP-1 drugs, they are also looking for ways to replace lost nutrients, such as protein, due to the medications' side effects, including muscle loss.

"The Vitamin Shoppe CEO, Lee Wright, stated in the annual report that the company is experiencing significant growth due to innovations such as GLP-1 medications and the increasing popularity of health and wellness supplements and products on social media."

On Tuesday morning, CNBC's Squawk on the Street reported that the growth in weight loss products is a positive development after consumers reduced their spending on vitamins and supplements following the pandemic, as stated by Wright.

The company has been expanding its focus on protein supplements, multivitamins, fiber, and probiotics through its "GLP-1 Nutritional Support" program. In 2023, The Vitamin Shoppe reported a 10% increase in sales of ready-to-drink protein beverages compared to the previous year.

The sales of meal replacement products and unflavored protein powder increased by 13% and 12% respectively during the first four months of 2024.

"We are collaborating with a group of medical professionals and nutritionists to ensure that our weight loss program offers a comprehensive approach to our customers," Wright stated. "Losing weight is not just about shedding pounds; it's about losing fat and making sure you're incorporating exercise and protein into your routine."

The customer base for weight loss products is expected to triple, according to Wright, as more Americans attempt to shed pounds.

In early May, The Vitamin Shoppe launched its own telehealth service, "Whole Health Rx," which provides access to branded and compounded GLP-1 weight loss drugs. Last week, the company added additional branded weight-loss options Zepbound and Wegovy, as well as diabetes treatments Ozempic, Mounjaro, and Rybelsus, which were already available.

This was the first year that GLP-1s were included in the company's trend report.

Out of the respondents, 52% would increase exercise and activity, 26% would prioritize diet programs, and 17% would seriously consider using GLP-1 medications to manage or lose weight.