A Wren Says

When I saw the box of Vital Pursuit Chicken Mozzarella Pizza, I thought I’d buy it. It seemed like an option created for the health and fitness conscious consumer. I figured I’d try it and look into it. Turns out I was right, but Nestle had a much more specific target market in mind: GLP-1 users.

You might have heard of the drug Ozempic. It is a GLP-1 receptor agonist, a drug that works to decrease appetite to support weight loss. In a press release from the brand, Marlene Schmidt, Registered Dietitian and Senior Health & Wellness Manager at Nestlé, had this to say: “People taking these medications not only have a decreased appetite, but they must adjust their diets with a sharper focus on smaller portions, while also prioritizing beneficial nutrients for their health.”

Drugs in this category slow digestion which increases feelings of fullness. That often means users can’t eat as much as they used to. They need smaller portion sizes. That, my friends, is an opportunity. The Vital Pursuit line was designed to be smaller portions with higher nutrition levels to support this section of the market.

Because the brand observed the trends in the market they were able to come up wit ha new product line to respond. Or in other words, because they are doing their market analysis, they were able to adjust their strategy to capitalize on the opportunity.

The world is continuing to shift. New trends are developed every week. If you are paying attention, you can use that awareness to gain an advantage for your brand. You don’t have to follow the trends, per se, but you definitely want to make sure you know where they’re going.