{"id":154009,"date":"2026-08-24T14:48:33","date_gmt":"2026-08-24T12:48:33","guid":{"rendered":"https:\/\/www.retaildetail.be\/?p=154009"},"modified":"2026-08-24T14:48:35","modified_gmt":"2026-08-24T12:48:35","slug":"ozempic-verandert-de-winkelkar-zo-voelen-fmcg-en-retail-het-effect","status":"publish","type":"post","link":"https:\/\/www.retaildetail.be\/nl\/news\/food\/ozempic-verandert-de-winkelkar-zo-voelen-fmcg-en-retail-het-effect\/","title":{"rendered":"Ozempic verandert de winkelkar: zo voelen FMCG en retail het effect"},"content":{"rendered":"\n<p class=\"wp-block-paragraph\">Van de prote\u00efnehype tot nieuwe kledingmaten: het effect van Ozempic en andere afslankmiddelen wordt voelbaar in de retail. Consumenten eten niet gewoon minder, ze kopen bovenal anders. GLP-1-medicatie verandert zelfs hoe graag ze fysieke winkels bezoeken, blijkt uit nieuw onderzoek.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Miljardenomzet in gevaar<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">Dat de snelle opmars van GLP-1-medicatie voedingsconcerns onder druk zet, is inmiddels een gekend verhaal: de middelen remmen de eetlust en verminderen bij veel gebruikers de trek in calorierijke snacks en tussendoortjes. Precies daar verdienen veel grote FMCG-bedrijven een belangrijk deel van hun omzet.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">JPMorgan schatte eerder dat de Amerikaanse voedings- en drankensector zo tegen 2030 jaarlijks 30 miljard tot 55 miljard dollar (tot 47 miljard euro) aan omzet kan verliezen. Volgens Boston Consulting Group gebruiken inmiddels ongeveer 16 miljoen Amerikanen GLP-1-middelen. Het fenomeen waait echter snel over: ook in Belgi\u00eb bereikte het aantal <a href=\"https:\/\/www.tijd.be\/dossiers\/datajournalistiek\/aantal-terugbetalingen-voor-ozempic-en-co-op-record\/10682937.html\">terugbetalingen voor Ozempic en consoorten vorig jaar recordcijfers<\/a>, weet De Tijd.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Nestl\u00e9: &#8220;enorme kans voor ons&#8221;<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">Voor fabrikanten verschuift de vraag daardoor van m\u00e9\u00e9r consumeren naar beter inspelen op consumenten die kleinere hoeveelheden eten. <strong>Nestl\u00e9 <\/strong>probeert die omslag nadrukkelijk te vertalen naar nieuwe producten. De Zwitserse voedingsgroep gebruikt artifici\u00eble intelligentie en voedingswetenschap om producten te ontwikkelen voor gebruikers van afslankmedicatie.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">&#8220;We zijn goed gepositioneerd met ons portfolio. Het is een <a href=\"https:\/\/www.reuters.com\/legal\/litigation\/nestle-looks-develop-new-products-serve-users-weight-loss-drugs-2026-08-17\/\">enorme kans voor ons bedrijf<\/a>&#8220;, zegt technologiedirecteur Stefan Palzer tegen Reuters. De groep kijkt daarbij naar typische gevolgen van snel gewichtsverlies, zoals verlies van spiermassa en een lagere inname van eiwitten en andere voedingsstoffen. In de Verenigde Staten lanceerde Nestl\u00e9 onder meer een Boost-drank met 35 gram eiwit. In Azi\u00eb en Australi\u00eb kwam Milo PRO High Protein op de markt. Ook producten van Vital Proteins kregen extra collageeneiwit.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Nestl\u00e9 onderzoekt met name combinaties van eiwitten en micronutri\u00ebnten die spierbehoud moeten ondersteunen. AI moet dat innovatieproces versnellen: het concern gebruikt interne systemen om wetenschappelijke literatuur, consumententrends en ongeveer 120.000 recepten te analyseren.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Voeding wordt functioneel<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">De verschuiving kan FMCG-categorie\u00ebn fundamenteel veranderen: waar fabrikanten jarenlang groei zochten via grotere verpakkingen, meer consumptiemomenten en impulsverkoop, winnen producten met een hoge voedingswaarde per portie aan belang. Ook andere voedingsbedrijven zoeken naar producten met meer eiwitten, kleinere porties en een duidelijker gezondheidsprofiel. <strong>PepsiCo <\/strong>bracht bijvoorbeeld al een eiwitrijke chipsvariant op de markt.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Ook foodservicebedrijven proberen aansluiting te vinden. <strong>Shake Shack<\/strong> introduceerde in de Verenigde Staten een zogenoemd Good Fit Menu en koppelde dat expliciet aan consumenten die afslankmedicatie gebruiken. Al is het in grote mate een kwestie van marketing: voedingsdeskundigen waarschuwen voor nieuwe, ultrabewerkte producten die duurder zijn dan verse, volwaardige voeding die dezelfde eiwitten en voedingsstoffen bevatten.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Het Ozempic-effect in kledingretail<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">De gevolgen reiken inmiddels verder dan voeding. Amerikaanse kledingretailers merken dat consumenten na fors gewichtsverlies opnieuw naar fysieke winkels trekken omdat hun oude maten niet langer kloppen. Uit een enqu\u00eate van ReturnPro onder 500 GLP-1-gebruikers blijkt dat meer dan <a href=\"https:\/\/www.reuters.com\/business\/healthcare-pharmaceuticals\/glp-1-users-in-store-clothes-shopping-trip-is-back-2026-08-02\/\">twee derde vaker naar winkels wil om kleding te passen<\/a>. Onder consumenten die meer aan kleding uitgeven loopt dat aandeel op tot 91%, aldus Reuters.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Voor fysieke retailers kan dat onverwacht gunstig uitpakken. Jarenlang verschoof kledingverkoop naar online, maar veranderende lichaamsmaten maken persoonlijk passen opnieuw relevanter. &#8220;Het kan op zijn minst de vlucht naar uitsluitend online winkelen vertragen&#8221;, zegt Don Johnson, consumentenspecialist bij EY-Parthenon. &#8220;Het dwingt tot beter nadenken over de winkelervaring.&#8221;<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Al kan ook kunstmatige intelligentie opnieuw in de bres springen: retailers en merken moeten hun maatvoering, voorraad en paservaring herbekijken, en wie is daar beter in dan AI als ultieme cijfervreter? Slimme pastechnologie zoals die van <strong>Zalando<\/strong>, of van lingeriemerken van <strong>Marie-Jo<\/strong> tot <strong>Victoria&#8217;s Secret<\/strong>, worden snel een noodzaak in plaats van een extraatje.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Van de prote\u00efnehype tot nieuwe kledingmaten: het effect van Ozempic en andere afslankmiddelen wordt voelbaar in de retail. Consumenten eten niet gewoon minder, ze kopen bovenal anders. GLP-1-medicatie verandert zelfs hoe graag ze fysieke winkels bezoeken, blijkt uit nieuw onderzoek.<\/p>\n","protected":false},"author":5,"featured_media":132537,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"inline_featured_image":false,"_jetpack_newsletter_access":"","_jetpack_dont_email_post_to_subs":false,"_jetpack_newsletter_tier_id":0,"_jetpack_memberships_contains_paywalled_content":false,"_jetpack_memberships_contains_paid_content":false,"footnotes":""},"categories":[18,14],"tags":[],"people":[],"extra":[43],"company":[319,235,807,1789,287],"topic":[275,386,233],"region":[],"class_list":["post-154009","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-food","category-mode","extra-plus","company-nestle","company-pepsico","company-van-de-velde","company-victorias-secret","company-zalando","topic-analyse","topic-fmcg","topic-innovatie"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v28.1 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Ozempic verandert de winkelkar: zo voelen FMCG en retail het effect - RetailDetail BE<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.retaildetail.be\/nl\/news\/food\/ozempic-verandert-de-winkelkar-zo-voelen-fmcg-en-retail-het-effect\/\" \/>\n<meta property=\"og:locale\" content=\"nl_NL\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Ozempic verandert de winkelkar: zo voelen FMCG en retail het effect - RetailDetail BE\" \/>\n<meta property=\"og:description\" content=\"Van de prote\u00efnehype tot nieuwe kledingmaten: het effect van Ozempic en andere afslankmiddelen wordt voelbaar in de retail. 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