Quick bites

• GLP-1 drugs reduce appetite and change how people enjoy food
• Snacking, confectionery and soft drinks face falling impulse buys
• Premium and functional products can grow despite lower volume
• Fast action and new messaging help brands meet shifting goals

The GLP-1 tsunami is approaching. As demand for weight loss drugs surges, some food and drink categories are set to decline sharply.

There’s still time for industry to respond before the wave hits. Wondering which categories will be impacted first? Or where new opportunities are emerging to meet the needs of GLP-1 users?

Here’s what food brands need to know to stay ahead.

GLP-1 users don’t eat the way they used to

First things first: GLP-1 users have a suppressed appetite and feel fuller for longer. Not only are they eating less, but they’re also not getting the same pleasure from food and drink.

Growing research suggests that when taking GLP-1 drugs like Ozempic or Wegovy, food can taste dull, metallic, or even bitter. Scientists are also wondering whether changes in the brain and tongue’s processing of taste might explain why some users say they no longer crave sugary or rich foods.

Signs that consumers are changing the way they eat are already beginning to show. Market trends firm Circana has noticed “subtle shifts” around meal frequency and portion size, suggesting people are “recalibrating” their eating patterns.

Also read → GLP-1 is changing taste: How can food makers reignite flavour?

Dramatic category declines have yet to be seen, but in the US, where 12% of adults say they’ve tried a GLP-1 drug and 6% are currently using one, some are already taking a hit. Users initially cut spending in food and beverages during the first three months, explains Melissa Petch, client director for healthcare and beauty. Products that suffered initially include those in frozen or refrigerated categories.

Spending largely rebounds within a year, according to Petch, but with a preference shift – leaning into produce, tea, nuts and foods high in fibre and protein.

Some food and drink categories will suffer immediately

Not all food and drink categories will be negatively impacted to the same extent, and certainly not all immediately. The big question for food brands is: which food categories will be most affected from the get-go?

Three are clearly at the forefront, says Circana’s Petch. That’s snacking, confectionery and soft drinks.

These are among the sweetest and fattiest, which reiterates suggestions that some GLP-1 drugs cut cravings. But there’s another reason these categories are more likely to be hit first.

“These categories rely heavily on frequency and impulse, which are both vulnerable to appetite suppression,” explains Petch.

Other categories are also showing early warning signs, at least in the US. “Sharp” declines have been observed in refrigerated salad dressings, dried meat snacks, and alcohol, according to Circana data.

“Conversely, GLP-1 users increase purchases of gum, mints, tea, fibre-rich foods and snack nuts, often to manage side effects like dry mouth or stomach discomfort.”

Premium, indulgent snacking will survive

GLP-1 does not spell the end for any of these ‘first-hit’ categories: snacking, confectionery or soft drinks. Viewed optimistically, it’s an invitation for brands to rethink their offerings with premium indulgence in mind.

“Brands that focus on premium portion-controlled or functional options could see growth even as overall volume softens,” says Petch.

This may not feel entirely new – because is isn’t. In some ways, the rise of GLP-1 drugs is reinforcing shifts that were already in motion. “Think high-protein bars, functional beverages or smaller indulgent formats. Appetite suppression may act as a catalyst that pushes these from niche to norm.”

Some manufacturers have already responded, particularly in the US where the impact of changing consumption habits is being felt hardest. Notable examples include Nestlé’s Vital Pursuit – a range of portion-controlled high-protein ready meals – and Abbott’s ‘ProTality’ line of nutrition shakes that aim to support muscle mass during weight loss.

Acting quickly is key, especially for brands operating in volume-driven categories, stresses Petch. “There is a real risk, especially for brands that are slow to adapt. If you’re overly reliant on high-frequency consumption or large pack formats, this shift could be challenging.”

But the opportunity is there. “It’s about delivering more value per bite, not just more bites,” she explains. “Brands that innovate with format, function and emotional resonance can still grow.”

By pivoting quickly, brands can resonate with GLP-1 users

It’s not just snacks brands that can quickly pivot to cater to GLP-1 users. Most packaged food businesses can make small adjustments with GLP-1 users in mind.

That means thinking about formats and reformulating for functionality. “Start testing appetite-friendly innovations,” suggests the healthcare and beauty lead.

But the most important aspect of catering to GLP-1 users is to listen to how consumer goals are changing.“It’s not just about losing weight, it’s about gaining control, balance and satisfaction.”

How brands get that message across is paramount to sales success. Particularly for brands that have traditionally focused on selling multiple products to one shopper, messaging needs to pivot from “abundance to intentionality”, we’re told.

“It’s not just about being healthier, but being more rewarding, more satisfying and more mindful. Brands that can tell a story around balance, enjoyment and self-care will resonate more than those simply offering ‘less’.”

In Europe, brands can do well to see what’s working in the US, where the GLP-1 trend has taken a greater hold. There, consumers see their GLP-1 journey as more of a ‘lifestyle shift’, with top goals include losing weight, improved wellbeing, and chronic condition management, Petch explains.

 “Messaging that connects with these holistic wellbeing goals is likely to be more effective.”

Ignoring the GLP-1 trend is pointless

Finally, there’s no point in food brands burying their heads in the sand: the GLP-1 trend shows no sign of abating. In fact, quite the opposite. In the UK, the trend is still considered ‘emerging’ with 1.5m people currently using the drugs, but it’s gaining momentum, fast.

It’s suspected many more would use weight-loss injections if they were offered free on public healthcare. Over time, it’s expected the price of GLP-1 drugs will come down, which means user numbers would go up.

“Forecasts suggest that by 2034, GLP-1 US households could account for nearly 13% of food and beverage unit sales,” says Petch. “That’s a significant shift in the consumer base, requiring a forward-thinking approach to product development, messaging, and cross-sector innovation.”

Do not underestimate the GLP-1 trend, warns the Circana analyst. This isn’t just a healthcare shift. “It’s a lifestyle shift with real implications for what, how and why people eat. The brands that succeed will be those with that meet shrinking appetites with expanded imagination.”

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