Peptide Primer: GLP-1 Opens Door to Consumer Awareness

Peptides are in the spotlight thanks in part to glucagon-like peptide-1 (GLP-1) drugs, which have drawn widespread attention and boosted consumer interest in peptides as bioactive ingredients in health and wellness products.

While GLP-1 medications such as semaglutide are synthetic pharmaceutical peptides used in diabetes and weight management, their popularity has helped raise awareness of the broader peptide category, creating a halo effect for dietary supplements and functional foods.

The potent biological activity, versatility, and appeal to health-conscious consumers seeking targeted wellness solutions have helped peptides shine. As consumers become more sophisticated in their understanding of nutrition science, peptide-based products are increasingly being positioned as precision tools for specific health outcomes.

Peptides 101

Peptides are naturally occurring molecules composed of two or more amino acids linked together in a chain. While proteins are also amino acid chains, peptides are shorter, usually fewer than 50 amino acids, and often have distinct biological functions compared to their larger protein counterparts.

This smaller size allows peptides to interact more efficiently with cellular receptors, influencing a range of physiological processes such as metabolism regulation, immune modulation, tissue repair, and neurological signaling.

In nutrition and wellness, peptides can be derived from animal proteins (such as collagen or whey), plant proteins (such as soy or rice), or produced through enzymatic hydrolysis and fermentation.

Collagen Peptides: A Category Leader

Collagen peptides are among the most recognizable and commercially successful peptide ingredients in the dietary supplement market. Typically sourced from bovine hides, porcine skin, or marine sources such as fish scales, collagen peptides are short chains of amino acids produced through hydrolyzation of
native collagen.

These peptides have been shown to stimulate fibroblasts, the cells responsible for producing collagen in the skin and connective tissues, supporting elasticity, hydration, and structural integrity. Research also supports benefits for joint comfort and mobility, making collagen relevant not just for beauty-from-within but also for active aging and sports nutrition.

Brands like Vital Proteins, NeoCell, and Sports Research have successfully positioned collagen peptides as essential daily nutrition for consumers seeking beauty and mobility benefits.

The category has been buoyed by clinical research as well. Market research data have indicated strong year-over-year sales growth. Innovation has also shifted toward customized collagen blends (e.g., specific peptide profiles for skin vs. bone health) and convenient delivery formats like ready-to-drink beverages, functional gummies, collagen creamers, and protein bars.

MegaFood, a Certified B Corporation and 1% for the Planet Member, recently launched Collagen Peptides with Hyaluronic Acid & Vitamin C, an unflavored powder that delivers high-absorption collagen, hyaluronic acid, and antioxidant vitamin C to support skin, hair, nail, and joint health.

Peptides Beyond Beauty

According to The Vitamin Shoppe, peptides are redefining muscle health and recovery. While traditionally associated with skin care and anti-aging, certain peptides can support muscle protein synthesis, endurance, and recovery, making them relevant to athletes and active individuals.

Searches for “peptides” on vitaminshoppe.com are up 550% this year, fueled by innovations like PeptiStrong, a patented, plant-based peptide complex developed by Nuritas using AI-discovery. PeptiStrong targets muscle maintenance, particularly relevant for aging consumers, those recovering from injury, and even GLP-1 users at risk of muscle loss due to rapid weight reduction.

Formulations incorporating PeptiStrong include AN Performance Creatine + Peptide and Force Factor Anabolic Muscle Builder. Other brands, such as Whole Health Rx, are introducing peptide-powered formulas aimed at preserving lean mass and metabolic rate in people on GLP-1 receptor agonist therapy.

Gelita, a leading collagen manufacturer, has emphasized that collagen peptides are not just a beauty ingredient; they’re a functional source of protein with applications for bone density, joint integrity, and tendon resilience. This versatility makes them attractive to product developers targeting multiple consumer segments.

GLP-1 Impact

One of the most notable drivers of peptide interest has been the surge in GLP-1 drug prescriptions. GLP-1 itself is a naturally occurring hormone peptide that helps regulate appetite and blood sugar levels.

Although pharmaceutical GLP-1 agonists are distinct from dietary supplements, their popularity has piqued consumer interest. This curiosity has created an educational opportunity for supplement brands. By explaining that GLP-1 is one example of a biologically active peptide, and that other peptides can influence different aspects of health, companies can tap into a wave of new interest.

Some peptide products are even being marketed alongside GLP-1 usage, emphasizing muscle preservation, nutrient absorption, and metabolic support to counteract some of the potential side effects of rapid weight loss.

Future Outlook

Peptides are poised to play an even larger role in the supplement and functional food industry in the coming years. Key growth drivers include consumer familiarity thanks to GLP-1 media coverage and collagen’s popularity, scientific validation for specific bioactive peptides in multiple health areas, innovation that makes peptide discovery and production more efficient and sustainable, and personalized nutrition applications where peptide blends are tailored to individual health profiles.

As the wellness market becomes more science-driven, peptides are positioned to be a core pillar of product innovation. The challenge and opportunity for brands will be to educate consumers, differentiate offerings, and back claims with credible clinical evidence.