This shift is forcing manufacturers to adapt, but how significant is the change? Could ultra-processed and HFSS foods see a decline?
GLP-1: The Appetite-Regulating ‘Anti-Consumption’ Drug
GLP-1 (glucagon-like peptide-1) is a hormone that slows gastric emptying, signals satiety, and boosts insulin production—making it highly effective in both diabetes management and weight loss.
Ozempic, Wegovy, and Mounjaro, GLP-1–based medications originally created for Type-2 diabetes—, now illustrate the wider reach of GLP-1 therapies. In a recent podcast, Dr. Ziad Al-Aly hailed these drugs as a turning point in metabolic health, highlighting not just their ability to curb dopamine-fuelled overeating but also their potential to reduce the risk of conditions like Alzheimer’s and cardiovascular disease. Prolonged use could, in turn, reinforce a new normal for how we eat—raising important questions about the future of the food industry.
Still, while GLP-1 drugs can cut daily calorie intake by up to 30%, concerns linger about side effects (like muscle loss and digestive discomfort), long-term dependence, and accessibility (FMCG Gurus, 2024). Even so, by diminishing impulse-driven consumption and prompting a more measured approach to eating, these therapies are already reshaping consumers’ habits—reducing impulse-driven food choices and influencing how consumers interact with food.
How Will This Change Consumer Behaviour?
With 45% of global consumers aware of GLP-1 drugs (FMCG Gurus, 2024), usage is climbing fast. Already, many users report fewer cravings for sweet or salty snacks (potentially denting sales in once-popular categories) and show a growing preference for pre-portioned, nutrient-dense meals. Protein has also taken on new importance, as GLP-1 users look to counteract possible muscle loss by prioritizing foods that support lean mass. Overall, these evolving habits signal an industry in flux, with heightened attention on portion control, nutritional value, and the balance between taste and health.
The Impact on Ultra-Processed Foods
The conversation around ultra-processed foods is already shifting public perception, and the rise of GLP-1 drugs could accelerate this change. As more consumers scrutinize calorie density and portion sizes, brands reliant on indulgent snacking face a tough crossroads: double down on taste or adapt to changing expectations?
Many are opting to innovate by reformulating products to maintain indulgent flavours while cutting empty calories, turning to functional ingredients that offer satiety, added fibre, or protein. This growing emphasis on nutritionally smarter choices is likely to reshape how brands appeal to consumers, forcing a rethink of what “indulgence” can look like in a healthier, more conscious era.
What Does This Mean for the Food Industry?
GLP-1 drugs are poised to challenge industries that thrive on impulse-driven consumption, though the extent of their impact will vary. While some sectors—such as snacking and confectionery—may need to rethink their reliance on cravings, others may see more gradual shifts rather than immediate disruption. Reformulating products with portion control, functional benefits, and enhanced nutrition will be a likely strategy for some brands, while others may focus on premium indulgence and occasional treats, ensuring they remain relevant in a changing market. Fast food and quick-service restaurants (QSR) will likely explore smaller portion sizes, high-protein options, and greater customization, while the beverage industry may experience a continued shift toward low-calorie and functional drinks. However, indulgence will always have a place, meaning adaptation will not be one-size-fits-all.
Recognising these changes, companies are already adjusting their strategies. Nestlé has launched protein-enriched meals specifically for GLP-1 users, while Conagra Brands has introduced its ‘On Track’ Healthy Choice range to cater to evolving dietary needs. At the same time, retailers are testing smaller portion sizes to meet shifting consumer demand.
How Should Manufacturers Respond to This Shift?
Adapting to GLP-1-driven trends requires proactive innovation. Many manufacturers may choose to focus on protein-rich offerings to help consumers preserve muscle mass, whether through high-protein yoghurts, snacks, or ready meals. Reformulation strategies could emphasise satiety-enhancing ingredients such as fibre, slow-digesting carbohydrates, and healthy fats. Additionally, with some consumers eating less overall, brands exploring smaller portion sizes with premium quality may find opportunities to align with changing expectations around taste, texture, and nutrition.
In Conclusion. Where Do We Go from Here?
One thing is clear: GLP-1 isn’t just a fleeting trend. With obesity rates continuing to rise and the potential for wide-ranging health benefits, these drugs are set to play a major role in reshaping consumer behaviour and, in turn, the food industry. However, cost remains a barrier for many, indicating that the impact of GLP-1 therapies may not be felt equally across all demographics.
For food manufacturers, consumer behaviour is shifting, but responses will vary by sector and strategy. Brands that explore ways to balance indulgence, nutrition, and portion control may be well-positioned to navigate this evolving market.
GLP-1 users are eating differently, but they’re still eating. The challenge now is to create products that align with this shift, without alienating the broader market.
Want expert advice from leading clean label ingredient manufacturers? Get in touch to find out how our innovative clean label solutions can support your products in a changing market.
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The obesity Crisis over the next decade – FMCG Gurus. Trend Report November 2024
