Every named GLP-1 supplement brand globally — and who's moving in AU/NZ.
First-mover field: As of May 2026, no major ANZ supplement incumbent — Blackmores, Swisse, Healtheries, Go Healthy, BePure, Two Islands, or Hardy's — has launched a dedicated GLP-1 companion product. Nouri's only confirmed direct NZ competitor is Naturecan NZ, a UK-origin brand with a NZ-facing online store. The first-mover window is open, but it is measured in months, not years.[8][6][25]
The global GLP-1 nutritional support category reached USD 4.1 billion in 2025 and is projected to reach USD 13 billion by 2035 at a 12.2% CAGR — yet this accounts for under 1% of the broader dietary supplements market and less than 3–5% of the GLP-1 pharmaceutical ecosystem, which is itself forecast to hit USD 156.7 billion by 2030.[10][22] Consumer interest is outpacing product supply: searches for "GLP-1 supplement" grew 792.1% year-over-year in 2024, and products carrying GLP-1-related claims have grown at 124% CAGR over five years, with North America capturing 83% of that growth.[22][15] The ANZ supplement market sits at USD 3.60 billion (2024), growing at 10.6% CAGR to USD 6.55 billion by 2030 — but dedicated GLP-1 companion products represent a near-zero share of that base today.[25]
The clinical need driving the category is not aspirational — it is documented and acute. Over 70% of GLP-1 users discontinue medication within one year, largely due to unmanaged side effects.[31] Up to 50% of users experience GI side effects; over 20% develop nutrient deficiencies within 12 months; and 40–60% of total weight lost on GLP-1 medications comes from lean muscle rather than fat.[10][17][22] Despite this, 60% of patients report receiving insufficient nutritional guidance from their prescribing providers.[10][17] Medsafe's own adverse event database confirms the problem: among 111 GLP-1 case reports filed between 2007 and 2025, nausea (29 cases), vomiting (24 cases), and diarrhoea (20 cases) are the three most common events — precisely the categories addressed by leading US companion brands.[19]
The US market defines the global pricing and positioning ceiling. Purpose-built GLP-1 companion supplements range from USD 24.99 (Nature Made, mass retail) to USD 173.65 (Herbalife Vegan MRP, distributor channel), with the core DTC sweet spot between USD 60–105/month.[15][18] Subscription discounts of 10–60% are near-universal; all major DTC brands offer them. The most scientifically differentiated entrant, Pendulum GLP-1 Probiotic — the only brand in the category to hold an FDA Breakthrough Designation (for its Glucose Control product in T2D) — sells its companion SKU at USD 65–95/month with up to 60% off for new subscribers and reported 91% cravings reduction in a 274-participant consumer study.[2][24] The Vitamin Shoppe's March 2025 launch of a dietitian-formulated private-label GLP-1 line across 750+ specialty retail stores marks the category crossing into mainstream specialty retail — no longer solely a DTC niche.[30]
| Brand | Monthly Price (1-time) | Subscription Price | Primary Format | Key Clinical Angle |
|---|---|---|---|---|
| Nature Made GLP-1 Companion | USD 24.99 | USD 22.49 (10% off) | Daily capsule packets | Mass-market micronutrient gap-fill |
| Supergut GLP-1 Daily Support | USD 60.00 | USD 48.00 (20% off) | Mixable powder | Fiber + satiety (low FODMAP) |
| Pendulum GLP-1 Probiotic | USD 65–95 | Up to 60% off (first order) | Refrigerated capsules | Endogenous GLP-1 stimulation (Akkermansia) |
| SoWell 3-Part System | USD 104.99 | Not specified | Stick packs (powder) | Nausea-designed; physician-founded |
| Healthspan UK GLP-1 Metabolic Support | £49.99 (~USD 65) | £44.99 (10% off; £29.99 first order) | Dual timed-dose capsules | Polyphenol GLP-1 pathway + Akkermansia |
Protein supplementation is the single most common ingredient category across US GLP-1 companion brands — present in 7 of 8 major brands reviewed — reflecting the clinical imperative to address lean muscle loss that accounts for 40–60% of GLP-1-induced weight reduction.[22][1][31] Beyond protein, the ingredient map clusters around five addressable problems: GI side effects (fiber blends, digestive enzymes, probiotics); microbiome support and endogenous GLP-1 stimulation (Akkermansia muciniphila, butyrate-producing strains, chicory inulin); micronutrient gap-filling (B12, D3, calcium, magnesium); blood glucose regulation (chromium, berberine); and skin elasticity during rapid weight loss (collagen peptides, ceramides, hyaluronic acid).[2][28][8] Branded ingredients now differentiate mid-tier from premium products: Metabolaid® (polyphenol GLP-1 pathway), HOWARU® Shape (Akkermansia-supporting probiotic), and Amarasate® (NZ hops extract, USD 30M+ Crown Research Institute R&D, exclusively licensed by Calocurb) each signal clinical investment to informed buyers.[7][11]
No AU/NZ telehealth platform — Juniper (A$449/month), Pilot (~A$375/month), Mosh (from ~A$240/month), rfynd, or Well Revolution — has confirmed supplement bundling as of May 2026, with the partial exception of Mosh's own branded shakes.[5][13][9] This is a structural gap relative to the US, where Hims & Hers (which acquired Eucalyptus/Juniper for USD 1.15 billion in 2024) already cross-sells companion supplements on its US platform.[4] The Hims & Hers acquisition creates the most credible future threat: a well-resourced global operator with AU telehealth infrastructure and US supplement cross-sell experience could replicate its model in NZ. NZ expansion is not confirmed, but UK Juniper presence is already established.[5] rfynd and Well Revolution, NZ's two leading telehealth platforms, are currently partnership opportunities rather than competitors — both prescribe GLP-1 medications but sell no companion supplements.[9][29]
The NZ regulatory and drug availability timeline sets the competitive clock. Wegovy (semaglutide) launched in NZ in July 2025 at ~NZ$450–600/month unfunded; Mounjaro (tirzepatide) arrived in early 2026 from NZ$429.99/month.[6][29] Neither is Pharmac-funded as of May 2026, constraining the current user base to high-income self-pay patients. Pharmac's December 2025 advisory group provisionally recommended funding Wegovy for chronic weight management — a full funding decision is outstanding, and if approved, would dramatically expand the addressable market.[20] For supplement brands, NZ's regulatory framework presents both a constraint and a moat: therapeutic claims ("works like Ozempic") are illegal without Medsafe consent, but general wellness claims ("supports metabolic health") are permitted — and violations now carry fines up to NZ$500,000, raising the cost of fraudulent competition.[19] Dietitians NZ and Dietitians Australia have both called for systematic nutritional support alongside GLP-1 prescriptions, without endorsing specific brands — creating an evidence-based endorsement opportunity for credentialed supplement manufacturers.[17][29]
The competitive implications for a NZ-native GLP-1 companion brand are unusually clear. The 2026–2027 window — between current unfunded drug availability and any Pharmac funding decision — is the critical first-mover period before incumbents respond at scale. Naturecan NZ is the only confirmed purpose-built direct competitor with an active NZ-facing store, and its UK-origin positioning lacks the local credibility advantage available to a NZ-native brand. Any formulation that omits protein supplementation is structurally incomplete relative to global category benchmarks: 7 of 8 major US brands address muscle preservation, reflecting a clinical consensus on the 40–60% lean muscle loss risk. The NZ telehealth channel (rfynd, Well Revolution) is currently an untapped referral network — neither platform sells supplements, and both serve the exact patient population a companion brand needs to reach. The Hims & Hers/Eucalyptus integration is the most credible medium-term threat and warrants monitoring, but it is not yet a NZ reality. The field is open; the patient base is growing month-over-month from July 2025; and the clinical need is documented, unmet, and worsening at a 70%+ one-year discontinuation rate.[31][8][4][20]
The GLP-1 nutritional support category reached USD 4.1 billion in 2025 and is forecast to hit USD 13 billion by 2035 at a 12.2% CAGR.[10] Despite this scale, the segment remains nascent relative to its parent markets: it accounts for approximately 3–5% of the broader GLP-1 pharmaceutical ecosystem (itself on track for USD 156.7 billion in revenue by 2030[22]), under 1% of dietary supplements, and less than 0.5% of functional foods.[10] Consumer search interest is explosive — searches for "GLP-1 supplement" grew 792.1% year-over-year in 2024[22] — and products making GLP-1-related claims have grown at 124% CAGR over five years, with North America capturing 83% of that growth.[15]
Key finding: The GLP-1 companion supplement category is growing at 12.2% CAGR globally, but the clinical need driving it is acute — over 20% of GLP-1 users develop nutrient deficiencies within one year, 60% receive insufficient nutritional guidance from providers, and over 70% discontinue medication within one year largely due to unmanaged side effects.[10][17][31]
| Metric | Value | Source |
|---|---|---|
| Global GLP-1 nutritional support market (2025) | USD 4.1 billion | [10] |
| Global GLP-1 nutritional support market (2035) | USD 13 billion | [10] |
| Global CAGR 2025–2035 | 12.2% | [10] |
| GLP-1 pharmaceutical market revenue by 2030 | USD 156.7 billion | [22] |
| ANZ dietary supplements (broad), 2024 | USD 3.60 billion | [25][3] |
| ANZ dietary supplements (projected 2030) | USD 6.55 billion at 10.6% CAGR | [25] |
| "GLP-1 supplement" search growth YoY 2024 | +792.1% | [22] |
| Products with GLP-1 claims CAGR (5 years) | 124%; North America = 83% of growth | [15] |
| Prebiotic "GLP-1-friendly" claim usage growth, 2020–2024 | +78% | [1][22] |
| Region | CAGR 2025–2035 |
|---|---|
| India | 16.8% |
| China | 15.4% |
| Germany | 12.7% |
| United States | 11.2% |
| United Kingdom | 10.9% |
Source: Future Market Insights.[10] ANZ CAGR not broken out separately in available reports — ANZ rides broader supplement market at 10.6%.[25]
| Segment | Market Share / Status |
|---|---|
| Protein & Macronutrient Blends | 43% (leading) |
| Fiber Supplements | Secondary category |
| Micronutrient Blends | Supporting segment |
| Digestive Health Formulations | Emerging |
| Powders (meal replacement / fiber) | 38% of dosage forms |
| RTD Shakes | Growing in clinical settings |
| Capsules/Tablets & Gummies | Smaller segments |
Source: Future Market Insights.[10]
| Channel | Share |
|---|---|
| Prescription (Rx) channel | 72% |
| OTC / consumer channel | 28% |
Source: Future Market Insights.[10] Note: Rx dominance reflects clinical protocols and HCP-guided supplement recommendations in the US, not formal prescription requirements for supplements.
| Clinical Problem | Statistic | Source |
|---|---|---|
| GLP-1 weight loss from lean muscle reduction | 40–60% of total loss | [22] |
| GLP-1 users developing nutrient deficiencies within 1 year | >20% | [17] |
| Patients reporting insufficient nutritional guidance from providers | 60% | [10][17] |
| GLP-1 users affected by GI side effects | Up to 50% | [10] |
| GLP-1 users who discontinue within 1 year | >70% | [31] |
| Average GLP-1 medication cost globally | USD 1,200/month | [10] |
| US adults who have used GLP-1 agonists | ~25–30 million (12% of population) | [22] |
| Americans with weight-loss goals planning GLP-1 use | 27% | [1] |
| Australians accessing GLP-1 drugs privately per month | Up to 239,000 | [25][26][27] |
See also: Consumer Behavior (consumer willingness-to-pay, patient journey); Market Sizing (GLP-1 user prevalence calculations)
The US market contains the broadest range of purpose-built GLP-1 companion products globally. Six major brand archetypes have emerged: physician-founded DTC specialists (SoWell), established supplement brands adding GLP-1 lines (Herbalife, Nature Made, Thorne), probiotic specialists (Pendulum), and specialty retailers launching private-label lines (The Vitamin Shoppe). Pricing ranges from USD 24.99 (Nature Made, mass-market) to USD 173.65 (Herbalife, distributor MRP).[15][18]
| Brand | Launch | Price (1-month) | Subscription Discount | Format | Key Differentiator | Distribution |
|---|---|---|---|---|---|---|
| Thorne GLP-1 Stack | Pre-2025 | $154 (bundle); FiberMend $45 | Not specified | Capsules + powder | AI advisor "Taia" for personalized recs | DTC, Amazon[1][14] |
| Pendulum Metabolic / GLP-1 Line | Pre-2025 | Metabolic Daily $49; Akkermansia $54; Glucose Control $99; Polyphenol Booster $35; Metabolic Daily Bundle $74 | Subscription discounts available | Capsules (refrigerated) | Akkermansia + butyrate → endogenous GLP-1 stimulation; 91% cravings reduction (n=274) | DTC, Amazon, iHerb, specialty pharmacies; FSA/HSA eligible[2][24] |
| Nature Made GLP-1 Companion | Pre-2025 | $24.99 one-time | $22.49 (10% sub discount + free shipping) | Daily packets (4 capsules) | Mass-market price entry; Walmart/Target/Walgreens/Costco; currently unavailable | Walmart, Target, Walgreens, Costco[15][23] |
| Supergut GLP-1 Daily Support | Pre-2025 | $60 regular | $48 (20% sub discount) | Mixable powder | Solnul, oat beta glucan, green banana fiber; Non-GMO/vegan/gluten-free/low FODMAP | DTC[1][21] |
| Replenza GLP-1 Bundle | Pre-2025 | $74.96 regular; $63.72 (15% first order) | 15% first order discount | Capsules | 22 vitamins/minerals + electrolytes + enzymes + collagen + probiotics | DTC[1][14][21] |
| SoWell 3-Part System | August 2024 | $104.99 (all 3); individual: $34.99 / $44.99 / $34.99 | Not specified | Stick packs (powder) | Physician-founded (Dr. Sowa, obesity medicine); designed for nausea sufferers; 17 evidence-based ingredients | DTC (getsowell.com) + specialty retail[31] |
| Herbalife GLP-1 Companion | February 8, 2024 | Classic: distributor pricing; Vegan MRP ~$173.65 | Distributor network discounts | Shakes + fiber | First major established supplement brand to enter category; 24g protein/21 vitamins; vegan variant | Herbalife Independent Distributors only; US & Puerto Rico[18] |
| The Vitamin Shoppe GLP-1 Line | March 31, 2025 | Not disclosed | Not specified | Nutrient powder (25g protein), Protein+Collagen (30g whey + collagen), Fiber Powder, synbiotic probiotic, gender-specific multivitamins | Dietitian-formulated, doctor-approved; builds on Whole Health Rx telehealth platform (May 2024); 675+ stores | 675+ Vitamin Shoppe + Super Supplements stores + vitaminshoppe.com[30] |
Pendulum is the most scientifically differentiated US brand in the category. Its formulation contains Akkermansia muciniphila, Clostridium butyricum, Bifidobacterium infantis, and prebiotic chicory inulin — the combination generates butyrate and P9 protein to stimulate endogenous GLP-1 production.[2][24] A 274-participant, 6-week consumer study found 91% reported reduced food cravings.[2] Refrigeration is required, limiting convenience. The product does NOT contain GLP-1 and the American Diabetes Association cautions it is an add-on only — not a GLP-1 agonist replacement.[2] Microbiome changes take ~90 days to manifest.[24] Pendulum positions its Glucose Control product (USD 99 at audit) as "the only medical probiotic clinically shown to improve A1C in type 2 diabetes."[2] Amazon Subscribe & Save provides an additional 10–15% discount.[24]
Key finding: Pendulum's positioning as "the only medical probiotic clinically shown to improve A1C in type 2 diabetes" makes it the highest-credibility scientific brand in the GLP-1 probiotic niche — a proof point that clinical validation is attainable for companion supplement products.[2][24]
SoWell (getsowell.com), founded by Dr. Alexandra Sowa MD (board-certified obesity medicine, author of The Ozempic Revolution, HarperCollins 2025), launched in August 2024 claiming to be "the first and only supplement system specifically for GLP-1 side effects."[31] Its three-product system in stick-pack format addresses distinct physiological problems:
The Vitamin Shoppe's March 2025 GLP-1 launch is the most significant retail development in the category: a major specialty retailer entering with private-label, dietitian-formulated products distributed across 675+ stores and integrated with a proprietary telehealth platform.[30] The five-product line comprises nutrient powder (25g protein + 24 vitamins + enzymes + fiber + greens), Protein+Collagen powder (30g whey + collagen), Fiber Powder (Fibersol-2, NatureKnit & Inavea), synbiotic probiotic, and gender-specific multivitamins with stress and nausea support.[30] Pricing is undisclosed in available sources.
| Brand | Price | Key Ingredients / Format | Notes |
|---|---|---|---|
| Lemme GLP-1 Daily (Kourtney Kardashian) | N/A | Saffron extract, lemon fruit, red orange fruit; capsule | No clinical validation cited[1] |
| Arrae MB-1 | N/A | Vitamin B6, chromium, green tea, African mango, Cissus, Bifidobacterium lactis B420 | Uses HOWARU® Shape strain[1] |
| Arrae Tone Gummies | $74.96 reg / $63.72 promo | Creatine gummies; targets women | [14][21] |
| Veracity Metabolism Ignite | N/A | Hibiscus/lemon verbena polyphenols, coffee bean extract, magnesium | [1] |
| Codeage GLP-Harmony Companion+ | N/A | Lion's Mane, PEA, colostrum, shilajit, Akkermansia, resveratrol | [1][15] |
| DaVinci Labs GLP-1 Companion Bundle | N/A | Three doctor-formulated supplements | [1][15] |
| DietWorks GLP-1 Companion | N/A | GlucoVantage berberine, BCAAs, probiotics, herbal blend | [15] |
| Solaray GLP-1 Collection | N/A | Not detailed | [15] |
| Momentous Creatine | $39.95 | 5g creatine/serving | [14] |
| Legion Creatine Gummies | $49.99 | Expert-endorsed for GLP-1 users | [14] |
| Huel RTD Shakes | $4.99/4-pack | 20g plant-based protein, 27 vitamins/minerals | [14] |
| Transparent Labs Grass-Fed Whey Isolate | $59.99 reg / $53.99 (10% sub) | 28g protein, 1g sugar | [14] |
| 1st Phorm Vegan Power Pro | $54.99 | 19g protein/serving | [14] |
| Superpower | N/A | AI-powered supplement recs via biomarker testing | [1] |
See also: Channel Economics (subscription retention rates, LTV benchmarks for DTC supplement brands)
Healthspan (healthspan.co.uk) is one of the UK's largest mail-order supplement brands and has launched a purpose-built GLP-1 Metabolic Support product (code: GLP1028).[7][16][28] Note: Research found no product named "NovaShape" or "Oxford Healthspan GLP-1" in search results — Oxford Healthspan is a distinct longevity/spermidine-focused brand with no GLP-1 product confirmed.[16] Similarly, no "Wellgevity GLP-1" product was identified.[16]
| Attribute | Detail | Source |
|---|---|---|
| Price (one-time) | £49.99 / 28-day supply (~USD 65) | [7][28] |
| Price (first subscription) | £29.99 (40% off) | [28] |
| Price (recurring subscription) | £44.99 | [28] |
| Brown capsule (before breakfast) | Metabolaid® 500mg (hibiscus flower + lemon verbena leaf); Biotin 25µg | [7] |
| White capsule (with breakfast) | HOWARU® Shape: Bifidobacterium animalis lactis B-420™ 10B CFU; Chromium 40µg | [7] |
| Mechanism 1 (Metabolaid®) | GLP-1 level influence via polyphenol pathway | [28] |
| Mechanism 2 (HOWARU® Shape) | Supports Akkermansia muciniphila growth | [28] |
| Mechanism 3 (Chromium) | Blood glucose regulation | [28] |
| Subscription intervals | 14, 28 (recommended), or 56 days | [28] |
| Cancellation window | 72-hour window before dispatch | [28] |
| Certifications | Vegan, vegetarian, gelatin-free | [7] |
| ANZ distribution | None confirmed | [28] |
Key finding: Healthspan UK's dual-capsule, timed-dosing system (two different capsules at two different times) represents the most sophisticated formulation design among confirmed GLP-1 companion supplement SKUs globally — pairing a polyphenol GLP-1 activator (pre-meal) with an Akkermansia-supporting probiotic (with-meal). No ANZ distribution has been identified.[7][28]
Gap note: "Conquer Companion" and "Nutricost GLP-1 Stack" were in the original research scope but no verified product pages or pricing data were found in the consolidated corpus.
Calocurb (calocurb.com globally; calocurb.co.nz for New Zealand) is the highest-profile NZ-origin GLP-1 supplement internationally, backed by over 15 years of clinical research and more than USD 30 million in R&D investment by Plant & Food Research NZ (a Crown Research Institute).[11] The product is manufactured in the USA using local and imported ingredients, with DTC sales via calocurb.com, a dedicated NZ storefront at calocurb.co.nz (NZ$89.95/bottle, NZD pricing, NZ-localised support, Auckland testimonials), and Amazon.[11]
| Attribute | Detail |
|---|---|
| Price | USD 89.99/bottle (90 capsules, ~1 month supply); USD 5 off/bottle when ordering multiple[11] |
| Key ingredient | Amarasate® — NZ hops flower extract, 250mg/serving[11] |
| Additional ingredient | Rosemary leaf extract; delayed-release vegetarian capsule[11] |
| Mechanism | Activates GLP-1, CCK, and PYY — claims 600% above baseline satiety hormone activation[11] |
| Claimed health outcomes | 40% reduction in cravings; 30% hunger reduction; 18% average calorie reduction after 1 hour[11] |
| Side effects | 5% mild digestive discomfort in first 24–72 hours only[11] |
| Dosing protocol | Gradual escalation from 1 capsule/day to 4 capsules/day over 5+ days; taken on empty stomach before meals[11] |
| Return policy | 30-day money-back guarantee for first-time orders[11] |
| Distribution | calocurb.com (DTC, US/global) + calocurb.co.nz (NZ-direct, NZD $89.95) + Amazon[11] |
| R&D base | Plant & Food Research NZ (Crown Research Institute); >$30M invested over 14 years[11] |
| NZ storefront | calocurb.co.nz — dedicated NZ store, NZD pricing (NZ$89.95/bottle), NZ-localised customer support[11] |
Calocurb's mechanism is categorically distinct from companion supplements: it aims to stimulate endogenous GLP-1 production (appetite suppression), rather than address nutritional deficiencies caused by GLP-1 drug use. This positions it as competition to the GLP-1 drugs in some consumer segments, and as a complementary product in others.
BePure (bepure.co.nz) is an established NZ supplement brand with 20 years in market, formulated in NZ with no fillers or additives.[8] It has no dedicated GLP-1 companion SKU; instead, it publishes editorial content recommending existing products for GLP-1 users — a content-first funnel strategy.[8]
| Product | Price (NZD) | Function |
|---|---|---|
| BePure Gut Regular | NZ$59.00 | Digestive regularity |
| B-Vit Energy Restore | From NZ$39.00 | B vitamins, energy metabolism |
| BePure One Multivitamin | From NZ$69.00 | Broad-spectrum nutrient gaps |
| Good Gut Collagen Protein | NZ$74.90 | 27g+ protein, 10g bovine collagen |
| Collagen & Ceramides + HA | NZ$59.90 | Skin hydration/elasticity |
| Estimated bundle (4+ products) | ~NZ$250–300 | Full GLP-1 support stack equivalent |
Source: BePure Wellness NZ.[8]
Key finding: BePure is Nouri's most established NZ brand competitor in the GLP-1 content/awareness space — it is actively publishing GLP-1 guidance and funneling users to existing products. However, it has not launched a purpose-built GLP-1 companion SKU, which means it competes on brand trust and SEO rather than product specificity.[8]
Naturecan NZ (naturecan.nz), a UK-based brand with a NZ online store, offers a dedicated GLP-1 Bundle (naturecan.nz/products/glp-1-bundle) priced at NZ$194 (sale from NZ$220) for a 60-day supply across four products: Berberine (60 capsules, 500mg daily), Reducose (60 capsules, 250mg daily), Vegan Omega-3 (120 capsules, 1000mg daily), and Digest Gummies (60 gummies, 1 billion CFU daily). The bundle is positioned as "a natural ozempic alternative" supporting appetite regulation, blood sugar regulation, and weight management.[8] At ~NZ$97 per 30-day supply, it is meaningfully cheaper than BePure's estimated NZ$262–302 4-product stack — making Naturecan NZ Nouri's most direct purpose-built companion-supplement competitor on price in the NZ market.[8]
Key finding: As of May 2026, no major ANZ supplement incumbent — Blackmores, Swisse, Healtheries, Go Healthy, Two Islands, Hardy's, or Sanderson Vitamins — has launched a dedicated GLP-1 companion product. The category opportunity is largely unaddressed by incumbents, representing a first-mover window for new entrants like Nouri.[3][25]
| Brand | Ownership / Status | GLP-1 Activity | Notes |
|---|---|---|---|
| Blackmores | ASX-listed; largest AU supplement brand | None — no GLP-1 companion product announced | Head of product development (BioCeuticals subsidiary) addressed stress/OA/diabetes at industry events; attended Growth Asia Summit 2025/2026[25][3] |
| Swisse | Acquired by H&H Group (Health & Happiness International Holdings Ltd, HKEX: 1112; Hong Kong-headquartered) in 2015; premium AU brand | None — no GLP-1 product confirmed | H&H Group innovation focused on nootropics/cognitive health at summits; celebrity endorsement model[3][25] |
| Vitaco Health (Healtheries, Nutra-Life, Musashi, Aussie Bodies, Wagner) | Trans-Tasman; Chinese-backed via Shanghai Pharma since 2017, with NZ manufacturing operations and AU corporate presence | None — no GLP-1 product or imminent launch signal | [3][6] |
| Go Healthy, Two Islands, Hardy's, BePure (dedicated SKU) | Various NZ brands | None confirmed | Searched; no dedicated GLP-1 SKU found as of May 2026[6][25][29] |
Several smaller or international online brands have established AU GLP-1 supplement presence without the scale of incumbents:
| Brand | Platform | GLP-1 Offering |
|---|---|---|
| Naturecan AU | naturecan.com.au | Dedicated GLP-1 weight management range[3] |
| The Fast 800 AU | aus.thefast800.com | GLP-1 Support meal replacement range; GLP-1 Base & Ultimate Support Bundles; backed by health professionals[3][27] |
| Vita Diet AU | vitadiet.com.au | Branded GLP-1 product line[3] |
| iHerb AU | au.iherb.com | Curated GLP-1 support category; ships to NZ; carries Pendulum[3][24] |
| MrSupplement AU | Editorial | GLP-1 supplement editorial coverage[3] |
Growth Asia Summit 2025 (Singapore, July 2025) featured sessions on nutrient density (Nestlé), stress/bone/metabolic innovation (Blackmores BioCeuticals), oats and inflammation (PepsiCo), nootropics (H&H/Swisse), and social commerce (TikTok) — signalling active ANZ-incumbent industry discussion of metabolic health, though no GLP-1-specific session was named in the summit preview.[3][25] AU experts are publicly skeptical of OTC GLP-1 replacement claims — The Conversation (AU media) published pieces noting supplements may "slightly boost body's natural GLP-1" but cannot replicate drug effects.[3] This media skepticism creates a positioning challenge for brands making strong claims, but validates a "clinical support" (not replacement) positioning.
See also: Regulatory Landscape (AU/NZ claims rules for supplement positioning)
Key finding: None of the identified AU/NZ telehealth platforms — Juniper, Pilot, Mosh, rfynd, or Well Revolution — are confirmed to bundle dedicated nutritional supplements with GLP-1 prescriptions as of May 2026. This is a structural gap versus US telehealth competitors (Ro, Hims & Hers) that actively cross-sell companion supplements.[4][26]
| Platform | Parent | Market | GLP-1 Program Cost | Supplement Bundling | GLP-1 Medications Offered |
|---|---|---|---|---|---|
| Juniper | Eucalyptus (acquired by Hims & Hers) | AU (women) | A$449/month | None identified | Orlistat, Wegovy (semaglutide ~20.7% loss), Mounjaro (tirzepatide ~20.9% loss)[5][26] |
| Pilot | Eucalyptus (acquired by Hims & Hers) | AU (men) | A$349/month standard (A$199 first month with code START50) | None identified | GLP-1 medication access + coaching[5] |
| Mosh | Eucalyptus (sister brand to Pilot) | AU (men) | From A$8.03/day (~A$249/month with introductory code MOSHINTRO100) | Partial: meal-replacement shakes historically associated with Mosh's weight-loss program (specific GLP-1 mechanism marketing has been softened in live materials) | GLP-1 medication access; cites University of Melbourne study (n=9,952, 180 days) showing "35% more weight loss with Mosh than on medication alone"[13][27] |
| rfynd | Independent NZ | NZ (all) | Not specified (Wegovy ~NZ$500/month medication cost) | None identified | Saxenda (liraglutide), Wegovy (semaglutide), Mounjaro (tirzepatide), Contrave[9] |
| Well Revolution | Independent NZ | NZ (all) | Online GP consultation; prescriptions to local NZ pharmacy | None identified | Wegovy, Mounjaro[29] |
| Hub.health | Independent AU | AU (all) | Not specified | None identified | GLP-1 weight loss services[13] |
Eucalyptus Health (founded AU 2019), parent of Juniper and Pilot, was acquired by Hims & Hers Health (NYSE: HIMS) for USD 1.15 billion (AU$1.6B) — comprising USD 240M cash at close, deferred payments, and an earn-out to 2029.[4][5] Revenue was A$120.9 million in FY2024 (+55% YoY), with approximately USD 250 million annual revenue as of 2024.[4][26] Eucalyptus is the first AU telehealth company accredited by the Australian Council on Healthcare Standards (ACHS) against EQuIP6 standards; sister brand Mosh pursues NSQPCH, QIP, Legitscript, and ISO/IEC 27001 accreditations separately.[5][13]
A Juniper clinical study of 7,683 patients found: compounded semaglutide produced 9.11% body weight loss after 4 months; commercial semaglutide produced 9.87% after 4 months.[26] During the 2023–2024 semaglutide shortages, Juniper partnered with compounding pharmacies; the Australian government banned pharmacy compounding of semaglutide in October 2024.[4][26]
Strategic implication for Nouri: The Hims & Hers acquisition creates a well-resourced global competitor with AU telehealth infrastructure and US supplement cross-sell experience. Hims & Hers' US platform already cross-sells companion supplements. NZ expansion is not confirmed but is a plausible future risk — UK Juniper presence is established.[4][5]
rfynd (rfynd.co.nz) positions itself as NZ's "most comprehensive weight care program" with a 100% virtual multidisciplinary team: doctors, dietitians, health coaches, nurses, and exercise physiologists.[9] It explicitly positions against fraudulent NZ operators.[9] Dietitian Kylie Russell provides nutrition guidance but no supplement sales have been identified.[9] rfynd represents a potential partnership or referral channel for Nouri rather than a direct product competitor — it prescribes the medication but does not sell companion supplements.[9]
See also: Channel Economics (telehealth referral partnership models and CAC implications)
| Drug | Event | Date | Cost |
|---|---|---|---|
| Saxenda (liraglutide) | Funding restrictions removed | March 2025 | N/A[9][19] |
| Wegovy (semaglutide) | Medsafe approval | March 2025 | N/A[6][20] |
| Wegovy (semaglutide) | Market launch | July 1, 2025 | ~NZ$450–600/month (unfunded)[6][20][29] |
| Dulaglutide | Funding restrictions removed | July 2025 | N/A[19] |
| Mounjaro (tirzepatide) | Medsafe approval | December 22, 2025 | N/A[29] |
| Mounjaro (tirzepatide) | Stock arriving in NZ pharmacies | Early 2026 | From NZ$429.99/month[29] |
| Oral GLP-1 for weight loss | Not available in NZ market | As of late 2025 | N/A[12] |
Wegovy and Mounjaro are NOT publicly funded by Pharmac for weight loss as of May 2026.[6][20] Pharmac received applications in September 2025 (CVD + BMI ≥27) and October 2025 (weight management, BMI ≥30 + comorbidities).[20] The Pharmac Obesity Treatments Advisory Group in December 2025 provisionally recommended funding Wegovy for chronic weight management with Special Authority criteria.[20][29] A full Pharmac funding decision has not been made as of early-mid 2026; Pharmac director David Hughes stated he "cannot say when or if any medicine will be funded."[20]
Economic argument for funding: NZ has the third-highest adult obesity rate in the OECD. Type 2 diabetes costs NZ approximately NZ$2.1 billion/year. Australia is already subsidizing Wegovy for cardiovascular disease patients.[20]
Strategic implication for Nouri: Pharmac funding would dramatically expand the NZ GLP-1 user base from the current high-income self-pay market. The 2026–2027 window — between current unfunded launch and any potential Pharmac decision — is the critical first-mover entry point for companion supplement brands.[20]
| Regulatory Element | Current Status |
|---|---|
| GLP-1 receptor agonists (drugs) | Medsafe-approved prescription medicines — NOT supplements[19] |
| Therapeutic claims for supplements | Require Medsafe medicine consent (e.g., "GLP-1 booster" implying weight-loss effects = therapeutic claim = illegal without consent)[19] |
| Therapeutic Products Act (TPA) | Passed then REPEALED by current NZ government[19] |
| New Medical Products Bill | In development; will EXCLUDE natural health products and dietary supplements[19] |
| Dietary Supplements Regulations 1985 (DSRs) | Now treated as if under Food Act 2014 (not Medicines Act)[19] |
| Pre-market approval | NOT required for dietary supplements before market entry[19] |
| Maximum fine for violations | Increased from NZ$500 to NZ$500,000 (+1,000%) under Food Act 2014[19] |
| Permissible claim example | "Supports metabolic health" — permitted[19] |
| Impermissible claim example | "Works like Ozempic" — illegal therapeutic claim[19] |
Medsafe has recorded 111 case reports involving GLP-1 receptor agonists over 2007–2025. Most frequent adverse events: nausea (29 cases), vomiting (24 cases), diarrhoea (20 cases).[19] These top three events are precisely the categories SoWell and other US companion brands address — validating the clinical addressability of these issues via supplements.
RNZ (2025) identified fraudulent operators using a fake doctor identity ("Dr. Anna Kowalska" — stock-photo profile, name not on NZ Medical Council register), AI-generated weight-loss videos, fraudulent use of Medsafe and Ministry of Health logos, and unapproved oral GLP-1 products priced under NZ$50 — compared to legal Wegovy at ~NZ$500/month.[12] Operations were managed from Hong Kong with Arizona-proxy domain registration.[12] Dr. Nicole Wilde (quoted in RNZ) noted that "there is no oral GLP-1 medication on the market for weight loss" in New Zealand — meaning any "oral semaglutide for weight loss" product circulating in NZ is by definition unapproved.[12]
rfynd positions itself explicitly against fraudulent operators.[9] Legitimate, credentialed NZ brands have a trust differentiation opportunity in this environment — and the regulatory penalty escalation (to NZ$500,000 fines) increases the cost of non-compliance for fraudulent operators.[12][6]
Dietitians Australia's 2025 parliamentary submission called on the AU government to mandate dietitian referrals when GLP-1 medications are prescribed, emphasizing comprehensive nutritional counselling BEFORE, DURING, and AFTER medication use.[17] No specific supplement brands were endorsed, representing a potential endorsement opportunity for evidence-based brands.[17] Dietitians NZ has called for greater awareness of nutritional risks alongside GLP-1 medications.[29] The AU government formally recognizing nutrient deficiency risk validates the clinical need for companion supplements.[17]
See also: Regulatory Landscape (AU/NZ therapeutic claims rules in full detail); Strategic Risk (pharma company nutrition line threats)
No dedicated NZ-origin GLP-1 companion supplement brand has been identified as of May 2026. The following brands were searched with negative results: Healtheries, Go Healthy, BePure (dedicated SKU), Two Islands, Hardy's, Blackmores NZ, Swisse NZ, Sanderson Vitamins.[6][25][29]
| Brand | Type | GLP-1 Approach | NZ Presence | Threat Level to Nouri |
|---|---|---|---|---|
| Naturecan NZ | UK-origin supplement | Dedicated GLP-1 bundle SKU at NZ$194/60-day supply (Berberine + Reducose + Vegan Omega-3 + Digest Gummies) | Yes — NZ online store active | High — most direct purpose-built companion-positioned GLP-1 bundle with NZ-facing store and competitive pricing[8] |
| BePure Wellness | Established NZ supplement brand (20 years) | Content-first strategy → existing product funnel; no dedicated SKU | Yes — direct NZ brand; strong organic presence | Medium — brand trust + content SEO competitor; no purpose-built product[8] |
| Calocurb | NZ-origin supplement (US-launched) | Dedicated GLP-1 Activator (appetite suppression, not companion) | Direct — dedicated NZ storefront at calocurb.co.nz (NZ$89.95/bottle) + Amazon | Medium — adjacent positioning (endogenous-GLP-1 activator, not nutritional companion); owns the "NZ-developed GLP-1 supplement" shelf-space with the strongest NZ IP story[11] |
| iHerb AU/NZ | International marketplace | Curated GLP-1 support category; carries Pendulum, US brands | Yes — ships to NZ | Medium — aggregates US competition into NZ market; no dedicated NZ GLP-1 SKU[3][24] |
| rfynd (NZ telehealth) | NZ telehealth platform | Medication + multidisciplinary care; no supplement sales | Yes — NZ only | Partnership opportunity — not a product competitor; potential referral channel[9] |
| Well Revolution (NZ telehealth) | NZ online GP platform | Prescriptions to local pharmacy; no supplement bundling | Yes — NZ only | Partnership opportunity — not a product competitor[29] |
| Hims & Hers / Eucalyptus (future) | US-acquired AU telehealth | AU telehealth infrastructure; US parent cross-sells supplements | AU confirmed; NZ expansion not confirmed | High (future) — well-resourced; US supplement model; potential NZ entry[4][5] |
Key finding: Nouri's most direct NZ competitor on the companion-supplement axis in 2026 is Naturecan NZ (NZ$194 for a 60-day, 4-product GLP-1 bundle). Calocurb competes in NZ via calocurb.co.nz on an adjacent axis (endogenous GLP-1 activation rather than nutritional companion) at NZ$89.95/bottle. BePure Wellness competes on content and brand trust but has no purpose-built GLP-1 SKU. The field remains effectively open for a credentialed, NZ-native GLP-1 companion supplement brand with the right combination of purpose-built formulation and direct NZ market presence.[8][6][11]
The NZ GLP-1 companion supplement market window has four key dynamics:
See also: Market Sizing (NZ GLP-1 user count projections and TAM calculations); Channel Economics (NZ pharmacy vs. DTC economics)
Cross-brand ingredient analysis across all researched GLP-1 companion supplement brands reveals eight functional categories with consistent representation.[22][1][14][31]
| Clinical Problem | Key Ingredients | Brands Using | Source |
|---|---|---|---|
| Lean muscle loss (40–60% of weight loss) | Whey protein isolate, casein, plant protein, collagen, creatine | SoWell, Thorne, Herbalife, Mosh, Vitamin Shoppe, Transparent Labs, 1st Phorm, Huel | [22][31][14] |
| GI side effects (nausea, constipation) | Prebiotics/GOS, fiber blends (psyllium, guar gum, Solnul, oat beta glucan), digestive enzymes, probiotics | SoWell, Supergut, Replenza, Vitamin Shoppe, Thorne | [31][1][21] |
| Nausea and hydration | Vitamin B6, electrolytes, trace minerals | SoWell, Thorne | [31][1] |
| Microbiome support / endogenous GLP-1 stimulation | Akkermansia muciniphila or supporting strains, butyrate-producing strains, chicory inulin | Pendulum, Healthspan UK, Arrae, Codeage | [2][24][28] |
| Nutrient deficiency gap-filling | B12, D3, Calcium, Magnesium, Multivitamin complex | Nature Made, Thorne, Replenza, Herbalife, BePure | [15][23][18] |
| Blood glucose regulation | Chromium, berberine (GlucoVantage), magnesium glycinate | Healthspan UK, DietWorks, Veracity | [28][15] |
| Skin elasticity during rapid weight loss | Collagen peptides (bovine, marine), ceramides, hyaluronic acid | SoWell, BePure, Replenza | [31][8][1] |
| Appetite regulation / endogenous GLP-1 activation | Amarasate® (hops extract), Metabolaid® (hibiscus + lemon verbena), saffron, green tea | Calocurb, Healthspan UK, Lemme, Arrae | [11][28][1] |
| Branded Ingredient | Function | Used By |
|---|---|---|
| Metabolaid® | Hibiscus + lemon verbena polyphenol blend → GLP-1 pathway influence | Healthspan UK, Veracity[7][1] |
| HOWARU® Shape (B. lactis B-420™) | Supports Akkermansia growth; probiotic GLP-1 support | Healthspan UK, Arrae[7][1] |
| Amarasate® | NZ hops flower extract → GLP-1, CCK, PYY activation; 15 years NZ Crown R&D | Calocurb (exclusive)[11] |
| Solnul™ | Resistant potato starch → satiety + metabolic signaling | Supergut[1] |
| Fibersol-2 | Digestion-resistant maltodextrin → fiber; satiety | Vitamin Shoppe[30] |
| GlucoVantage® (dihydroberberine) | Enhanced bioavailability berberine → blood glucose | DietWorks[15] |
Key finding: Protein supplementation (addressing the 40–60% lean muscle loss risk) is one of the dominant ingredient categories across GLP-1 companion brands, appearing in approximately half (4–5 of 8) of the major US brands reviewed — Herbalife (24g shake), Vitamin Shoppe (25g nutrient powder + 30g Protein+Collagen), SoWell (whey isolate + collagen), Replenza (collagen), and arguably Thorne (amino complex). Pendulum (probiotic-only), Nature Made (multivitamin pack), and Supergut (prebiotic-fiber powder) do not contain isolated protein, competing instead on probiotic, prebiotic, and multivitamin axes. A NZ formulation strategy that includes muscle preservation aligns with about half of US benchmarks.[22][1][31]
The US category has converged on two dominant formats for different use cases: capsule/tablet packs (Pendulum, Healthspan UK, Nature Made — convenience-first, lower compliance barrier) and powder stick packs (SoWell — specifically designed for nausea-affected users who cannot tolerate large capsules or mixing).[2][31][15] Pendulum's refrigeration requirement is cited as a convenience trade-off; all other major brands are shelf-stable.[2]
See also: Consumer Behavior (format preference data by GLP-1 stage and symptom profile)