Glucose management: revolutionizing the intersection of food and health

In the ever-changing dynamics of consumer concerns and the advancement of food technology, the convergence of health and technology has brought glucose management into the spotlight, garnering growing interest from consumers, investors, and entrepreneurs alike. 

The advent of GLP-1 drugs like Wegovy and Ozempic has fueled interest in glucose management. Originally designed for diabetes management, these medications have demonstrated efficacy in weight loss by mimicking the effects of the GLP-1 hormone, which slows digestion and curbs appetite. This in itself has also shaped the discourse surrounding food, healthcare, and personalized wellness.

This focus on glucose management is leading to a growing amount of innovative startups poised to revolutionize the industry.


Glucose management: a growing trend

Glucose management has evolved beyond its conventional association with diabetes to become a pivotal focus in health and well-being. The monitoring of glucose spikes, often triggered by carb-heavy diets, has spurred concerns regarding obesity, diabetes, and metabolic disorders. In response, there’s been a surge in demand for products and solutions aimed at effectively regulating glucose levels.

An example is The Glucose Goddess, who is making cutting-edge science in the field of glucose available to the general public, allowing them to better understand the newest scientific discoveries in the field and apply them directly to their daily lives and meals


Stakeholders shaping the landscape

Amidst this changing landscape in health, a wave of innovation in Foodtech has emerged, providing solutions to the issues of glucose regulation. These companies are pushing the frontiers of Foodtech by providing unique techniques to help people on their path to improved health through glucose monitoring.

Joy Days is crafting snacks labeled as “spike-free,” providing consumers with guilt-free indulgences while claiming to regulate glucose levels. This addresses the growing demand for healthier snacking options in today’s health-conscious market.

Supergut specializes in developing “companion” foods specifically designed for GLP-1 users, providing support and assistance throughout their weight loss journey. By leveraging natural ingredients and advanced formulations, Supergut aims to aid in glucose and weight management.

Nestlé has also entered this growing market with a new line of foods designed to be a companion for GLP-1 weight loss medication users and for consumers focused on weight management in the US. This move shows that large corporations are also recognizing the importance and potential of glucose management solutions. 

Ultrahuman leads the charge in portable health devices, empowering users to take control of their metabolism. Through real-time data and actionable insights, Ultrahuman’s devices enable informed decisions about diet and lifestyle, ultimately leading to improved glucose management and overall well-being.


The future of glucose management

As interest in solutions to manage glucose levels continues to grow, as evidenced by the significant increase in online searches (see graph below for the impressive soar in searches online), and their enormous market potential—Ozempic sales alone are expected to hit $100 billion by 2030—this trend is clearly impacting the food sector. Analysis of investment trends in the graph below reveals a noteworthy projected increase of 217% from 2023 to 2024 in glucose-related solutions, with an estimated total investment of $266 million.


Glucose spike searches worldwide in the past 5 years. 

Glucose management
Source: Google Trends, 2024.
Glucose manegement
Source: Elaborated by Eatable Adventures, based on Dealroom data, 2024. Data for 2024 is annualized based on figures available up to May.










As the market continues to expand, the opportunities for innovation become limitless. Looking ahead, three key trends are poised to shape the future of glucose management:

  • Reformulation for health: A growing emphasis on reformulating food and beverage products to be “anti-spike” and promote overall health.
  • Integration and personalization: Leveraging technology and personalized nutrition to deliver tailored solutions that meet individual needs and preferences.
  • Collaboration and partnerships: Fostering collaboration between startups, established companies, and healthcare providers to drive innovation and expand access to glucose management solutions.


The growth of GLP-1 medicines, combined with consumer desire for improved glucose management, is pushing industry innovation. Startups and industry leaders such as Joy Days, Supergut, Nestlé, and Ultrahuman are leading the way with products and technologies geared at improving glucose regulation. With a large market potential, anticipated investments, and an emphasis on health reformulation, individualized nutrition, and collaborative collaborations, the future of glucose management appears bright.

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