Trends Shaping Health & Wellness in Ecommerce: GLP-1s & Beyond
OPERATORS · with Andy Dunn · May 13, 2026 · 53 min
Summary
The GLP-1 drug wave is fundamentally reshaping the health and wellness e-commerce landscape. This episode explores the second and third-order effects of these medications, from the potential decline of the plus-size apparel and junk food markets to the rise of demand for fiber, longevity, and gut health products. Operators will learn how to identify categories at risk and capitalize on emerging opportunities in this evolving CPG environment.
Key takeaways
Prepare for seismic shifts in consumer demand across health and wellness categories due to GLP-1s, with potential declines in markets like plus-size apparel and conventional junk food, and increased demand in areas like fiber, gut health, mental wellness, and longevity.
Analyze your existing product portfolio and identify how GLP-1s might impact consumer need. Consider innovating or repositioning to align with the growing demand for preventative health, personalized nutrition, and products supporting overall well-being (e.g., colostrum, hair loss solutions).
Leverage e-commerce as the fastest engine for CPG growth to quickly test and scale new products and brands that cater to the evolving health & wellness consumer. Focus on agility to adapt merchandising and marketing strategies.
Develop a deep understanding of evolving consumer behaviors and preferences driven by GLP-1s to inform product development and marketing messaging, ensuring your brand stays relevant and captures new market share.
Investigate new ingredient trends highlighted, such as colostrum, and explore how they can be integrated into your product offerings to meet the demand for advanced health and wellness solutions.
What happens in ecommerce when obesity is cured? Sean Frank (CEO of Ridge) and Matt Bertulli (CEO of Pela Case x Lomi) dig into one of the biggest health-and-wellness trends they’ve seen in their careers: the GLP-1 wave and how it’s rewiring consumers. They cover who’s about to get crushed and who’s sitting on a gold mine. From the collapse of plus-size apparel and the slow death of junk food to the rise of fiber, longevity, and gut health, they map out the second and third-order effects. They also get into why ecommerce is still the fastest engine for CPG growth, and what Sean sees as the next ingredient trends worth betting on — colostrum to hair loss to mental health. Powered ByFulfilhttps://bit.ly/3pAp2vuPostscripthttps://9ops.co/postscriptRichpanelhttps://9ops.co/richpanelNorthbeamhttps://www.northbeam.io/Aftersellhttps://9ops.co/4i3bb5Saras Analyticshttps://bit.ly/9OP-YtdescOperators Newsletterhttps://9operators.com/
Prepare for seismic shifts in consumer demand across health and wellness categories due to GLP-1s, with potential declines in markets like plus-size apparel and conventional junk food, and increased demand in areas like fiber, gut health, mental wellness, and longevity.
What does this episode say about product & merchandising?
Analyze your existing product portfolio and identify how GLP-1s might impact consumer need. Consider innovating or repositioning to align with the growing demand for preventative health, personalized nutrition, and products supporting overall well-being (e.g., colostrum, hair loss solutions).
What does this episode say about brand & content?
Leverage e-commerce as the fastest engine for CPG growth to quickly test and scale new products and brands that cater to the evolving health & wellness consumer. Focus on agility to adapt merchandising and marketing strategies.
What does this episode say about supply chain & operations?
Develop a deep understanding of evolving consumer behaviors and preferences driven by GLP-1s to inform product development and marketing messaging, ensuring your brand stays relevant and captures new market share.
What does this episode say about dtc strategy?
Investigate new ingredient trends highlighted, such as colostrum, and explore how they can be integrated into your product offerings to meet the demand for advanced health and wellness solutions.
