The health and wellness landscape are rapidly evolving, influenced by social media trends and the growing use of GLP-1 medications.
At the recent Sports and Active Nutrition Summit, Ken Huntly, Vice President of Merchandising/DMM, Sports and Active Nutrition at GNC, discussed the changing consumer preferences that are shaping the supplement industry. In a conversation with Danielle Masterson, Huntly shared insights on how TikTok trends and GLP-1s are playing pivotal roles in this transformation, and how these shifts are driving new opportunities for supplement brands.
The Rise of HMB and Creatine
Huntly noted that consumer demand for specific supplements, such as creatine and HMB, has seen a significant uptick, in part due to social media and the popularity of GLP-1 medications. While it’s difficult to draw direct cause-and-effect relationships, Huntly pointed to noticeable trends in sales as evidence of shifting consumer priorities.
“It’s hard to draw a direct line, but anecdotally, we’re definitely seeing all of those things lift,” Huntly said. “One of the interesting things that we’re doing at GNC is we were one of the early adopters on really focusing a significant portion of the assortment and store presentation on supporting products for GLP-1 users.”
Huntly mentioned that supplements like HMB and creatine, as well as on-the-go protein options, have become integral to helping consumers fill nutritional gaps caused by the reduced food intake associated with GLP-1 usage. As these medications help with weight management, they can lead to a decrease in food consumption, making it essential for users to supplement their diet with key nutrients.
HMB (beta-hydroxy-beta-methylbutyrate), in particular, has seen impressive growth due to its role in supporting muscle health, especially in those on GLP-1 medications who may experience muscle loss as a result of reduced calorie intake. With a growing focus on muscle preservation, HMB is emerging as a critical ingredient in the wellness and active nutrition space.
TikTok’s Influence on Supplement Trends
TikTok has also emerged as a powerful force in driving consumer awareness and influencing supplement trends. According to Huntly, the platform has brought younger consumers into the health and wellness space, significantly affecting supplement sales and awareness. TikTok’s viral trends have amplified the popularity of certain products, creating a new wave of demand for supplements like creatine, HMB, and protein powders.
“One of the things we talked about on the panel is just the role of TikTok in bringing in a younger demographic to the space,” Huntly explained. “It’s definitely funneling a lot of awareness into these categories.”
However, this rise in awareness through TikTok does come with challenges. Huntly highlighted the pressure TikTok-driven demand places on retail profitability. As TikTok serves as an entry point for many new consumers, retailers face challenges with product pricing and margins, which can impact the broader industry.
Supply Chain and Regulatory Challenges
In addition to trends driven by TikTok and GLP-1s, Huntly addressed the ongoing challenges posed by supply chain issues, particularly regarding protein supplements. These challenges are compounded by restrictive state regulations that could impact GNC’s ability to meet consumer demand efficiently.
Despite these challenges, GNC is positioning itself to adapt and provide solutions to meet the needs of today’s health-conscious consumers.
For more insights from Ken Huntly on these industry trends, including the future of retail and how GNC is navigating these changes, watch the full conversation on NutraIngredients USA’s website here.
