Supplement Sales Surge Among GLP-1 Users As Regulators Weigh Stricter Oversight
For Allison Vecchio, GLP-1 drugs served as a reset button on life, but the side effects brought gastrointestinal distress, brittle nails, and profound weakness. US supplement sales have surged in recent years, surpassing $74 billion in 2025, according to the Nutrition Business Journal, as millions of patients turn to dietary products to manage the physical toll of weight-loss medications, reuters.com reported.
Drugs such as Novo Nordisk’s Ozempic and Wegovy now treat millions of Americans for obesity and type 2 diabetes. While clinical efficacy remains high, side effects drive users toward fiber, collagen, and protein. Nearly half of GLP-1 users started taking new vitamins and supplements after beginning their prescriptions, according to data from a Nutrition Business Journal survey.
Social Media Influence Drives E-Commerce Sales
Online platforms play a major role in the market expansion. TikTok Shop generated more than $1 billion in dietary supplement sales in 2025, capturing 5.4% of total e-commerce supplement sales, according to the Nutrition Business Journal. Rob Fried, CEO of Niagen Bioscience, cautioned that companies can easily hire hundreds of influencers on TikTok to make whatever claims will sell products.
Some content creators hold professional licenses. Allison Vecchio, a 42-year-old ER nurse from Fort Pierce, Florida, maintains 25,000 TikTok followers and participates in TikTok Shop’s HealthPro creator program. Terri Hart, a 52-year-old resident of Pittsburg, Kansas, uses commission-based promotions to offset the $110 monthly cost of magnesium, electrolytes, and B12 that she takes to counter nausea and fatigue from her GLP-1 regimen.
Retailers and Private Equity Firms Capitalize on GLP-1 Trends
Major retailers and private equity firms are capitalizing on the trend. Target is expanding its supplement inventory, while The Vitamin Shoppe has reported double-digit sales growth in fiber and creatine. Boston Consulting Group consumer surveys show that GLP-1 users spend roughly 20% more on protein, fiber, and collagen than before starting the medications.
Financial activity in the sector is strong. Global mergers and acquisitions reached 115 deals worth $7.3 billion in 2024, shifting to 95 deals worth $16.9 billion in 2025, according to financial data firm PitchBook. Transactions through October 6 totaled 68 deals worth $14.6 billion, including Procter & Gamble’s set acquisition of Thorne and Kirin Holdings’ purchase of Jamieson Wellness.
Federal Oversight Divisions And Industry Debate
Regulatory scrutiny is intensifying alongside commercial growth. US Health and Human Services Secretary Robert F. Kennedy Jr. has proposed stricter oversight, and the Food and Drug Administration issued new guidance this year regarding new dietary ingredients. A proposed rule would eliminate a pathway allowing food companies to declare ingredients generally recognized as safe without notifying the regulator.
Industry response is split. Jacqueline Maslan, CEO of vitamin startup Body of Work, supports pre-launch reviews to stop companies from adding unauthorized drugs or low amounts of beneficial ingredients. Conversely, Thorne CEO Colin Watts called it improbable that the agency possesses the manpower to review ingredients at the required speed, while the Council for Responsible Nutrition warned of severe administrative backlogs.
Frequently Asked Questions About GLP-1 Supplements
Why do GLP-1 users turn to dietary supplements?
Patients use supplements like fiber, protein, and electrolytes to mitigate side effects such as nausea, constipation, fatigue, and brittle nails caused by medications like Ozempic and Wegovy.
How much are consumers spending on these products?
Individual patients often spend between $100 and $300 monthly on supplements out of pocket, while Boston Consulting Group data shows overall GLP-1 user spending on protein, fiber, and collagen is up by roughly 20%.
What changes are regulators proposing for supplement ingredients?
The FDA has issued guidance strengthening oversight of new ingredients and is considering a proposed rule to eliminate a pathway allowing companies to market substances without prior agency notification.
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