Over 9 million Americans are now prescribed GLP‑1 medications such as Ozempic, Wegovy, Mounjaro or similar drugs. Clinical studies show that 25‑40 percent of the weight loss from these treatments comes from lean tissue rather than fat, prompting health professionals to recommend 1.2‑1.6 grams of protein per kilogram of body weight each day—roughly 90‑120 grams for most adults—plus resistance training to preserve muscle.
At the same time, GLP‑1 drugs suppress appetite by 30‑50 percent. The combination of a higher protein target and a reduced ability to eat has created a unique shopping pattern that is reshaping the Amazon protein market, according to data analyzed by SmartScout.
Creatine leads the growth
Creatine, the most evidence‑backed muscle‑preservation supplement, generated $720.8 million in annual Amazon sales and grew 90 percent year‑over‑year. The term “creatine” attracted 620,729 monthly searches, increasing in every tracking window measured. Protein powder searches also rose, with 603,335 monthly queries and an increase of 59,279 searches year‑over‑year.
Liquid protein drinks outpace solids
Because appetite reduction creates a volume constraint, consumers are favoring ready‑to‑drink protein shakes. Search data shows liquid protein formats gained roughly 57,000 searches over the past year, while solid protein products lost about 2,600 searches. Liquid shakes deliver about 30 grams of protein per serving without the need to chew, avoiding additional satiety signals and remaining tolerable for users who experience nausea.
Brands such as Core Power and Premier Protein now share roughly 55 percent of the liquid protein category on Amazon, each allocating about 15 percent of their advertising spend to protect that position. Consequently, a click on a “protein drink” ad costs about $9.72, compared with just $0.70 for a cottage‑cheese ad.
Protein bars lose ground
Traditional protein bars, which rely on sugar alcohols for sweetness, are struggling. Sugar alcohols can cause bloating, gas and gastrointestinal distress—symptoms already common among GLP‑1 users who experience slowed gastric emptying, nausea and constipation. Of the top 12 protein‑bar brands by revenue, ten saw month‑over‑month revenue declines.
TRUBAR is an exception, gaining market share with a 12‑gram‑per‑bar product that advertises “No Sugar Alcohols” and includes 12 grams of fiber. Its listings earn ratings between 4.3 and 4.8, above the category average of 4.22, suggesting that shoppers value tolerability over maximum protein content.
Fiber and real‑food options rise
Searches for “fiber supplement” rose by 28,689 in the most recent month, reaching 158,468 monthly queries, reflecting a need to manage constipation—a known side effect of GLP‑1 therapy. Likewise, cottage cheese and Greek yogurt each added roughly 100,000 searches in a single month, despite having only nine advertisers and low cost‑per‑click rates.
Good Culture transformed cottage cheese into a modern protein brand, now holding 33.7 percent of the Amazon cottage‑cheese category with just seven products. In the jerky segment, Chomps overtook Jack Link’s, generating $3.46 million monthly versus $3.30 million for Jack Link’s, while using far fewer SKUs.
Implications for shoppers and manufacturers
The data indicates that GLP‑1 users are searching for “creatine,” “protein shake,” “cottage cheese,” and “Greek yogurt” rather than the drug names themselves. Brands that solve the physiological challenges—muscle preservation, low appetite, and gastrointestinal comfort—are capturing the market without explicitly referencing GLP‑1 medications.
Overall, protein sales on Amazon have never been stronger, but the traditional protein‑bar segment is missing the wave because it was designed for a higher‑appetite consumer base. Companies that adapt to the new constraints—offering liquid formats, low‑sugar‑alcohol options, and real‑food protein sources—are poised to benefit from the ongoing shift.
Original reporting: KEYT (Ventura/Santa Barbara) — read the source article.
