The Transformational Impact of GLP-1 Medications on Food Preferences and Consumer Behavior
A recent report by IFF reveals that an astonishing eighty-five percent of GLP-1 drug users in the U.S. have experienced significant changes in their food and beverage preferences after commencing treatment. This change goes beyond merely reducing junk food intake.
According to IFF, “GLP-1s alter taste perception and often disrupt the recognition of sweetness, bitterness, fatty foods, and even mouthfeel, particularly in the early phases of treatment.” This shift in perception leads many consumers to find foods they once enjoyed—such as fatty dishes, deli meats, sweets, coffee, and alcohol—unpalatable.
Consumers on GLP-1 medications report increased interest in foods that are healthier, such as fruits, lean proteins, and plant-based options. “At the same time, issues such as dry mouth and digestive side effects can negatively influence textural preferences. For example, dry or overly dense items can become quickly undesirable,” adds IFF.
“GLP-1 consumers face unmet needs, which often lead to skipped meals and consequences like muscle loss and fatigue,” emphasizes IFF.
Reimagining Diet Messaging for GLP-1 Users
Traditional messaging aimed at weight-watchers does not resonate with GLP-1 users. They do not require nudges to control cravings or monitor calories. Instead, IFF suggests a few strategic shifts in messaging:
- Shift from “low-calorie” to “nutrient-packed”
- Transition from “control cravings” to “support your journey”
- Change from “guilt-free” to “made to feel good”
This new class of medications is not merely a trend but a revolutionary development in the food industry, reshaping consumer behavior and product expectations.
Understanding the Diverse Needs of GLP-1 Users
According to IFF, food and beverage manufacturers should thoughtfully address the diverse needs of three distinct consumer groups:
- Active users of GLP-1 medications
- Individuals transitioning off GlP-1 treatments
- Those seeking to maintain results after ceasing drug use
The first group—those currently using GLP-1 medications—has unique nutritional requirements. They are likely to eat less but require more from each bite. Their focus might include hydration, muscle mass maintenance, satiety, and digestive support. Furthermore, they often look for products that help manage potential side effects like nausea.
As IFF suggests, products infused with ginger, chamomile, or peppermint may be beneficial. Nutrient-dense formats providing protein, fiber, and hydration without overwhelming sensory experiences may also optimize their diets.
“Many GLP-1 consumers skip breakfast due to reduced morning appetite. However, breakfast is a key nutritional touchpoint, and we must consider how to nourish without overwhelming,” notes IFF.
Shifts in Food and Beverage Spending Patterns
So, what implications does this have for spending on food and beverages?
Data reveals that households using GLP-1 drugs are increasing their purchases of meat snacks, yogurt, and nutrition bars, while spending is declining in categories such as chips, soft drinks, ice cream, and candy.
“Though these declining figures may seem alarming,” IFF states, “they actually spotlight unmet consumer needs. With the right product formulations centered around flavor balance, nutritional content, and texture enhancements, there is far-reaching potential to revitalize these categories.”
Market Potential of GLP-1 Consumers
A 2024 KFF Health Tracking Poll shows that 12% of U.S. adults have taken a GLP-1 medication at least once, with about 6% currently using one. This equates to an estimated $56 billion share of the overall $939 billion U.S. food and beverage retail market.
“This figure is just the tip of the iceberg,” IFF remarks. “As adoption rates climb, the potential for impacting category performance and innovation strategies within the industry will also increase.”
Further Reading
- How are GLP-1 drugs impacting spending on food and dietary supplements?
- GLP-1 users’ grocery spending drops, but then levels out after 12 months – Circana data
- GLP-1 drugs are a tool, not a panacea, says Tufts professor: ‘Structured lifestyle support, including food medicine, is critical to prevent weight regain’
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