5 Truths about GLP-1 Consumers Every Food and Beverage Brand Should Know

The rise of GLP-1 medications is transforming more than individual health—it’s reshaping how people interact with food. From appetite suppression and digestive side effects to shifts in taste and texture preferences, these changes are redefining what it means to nourish and satisfy. 

For food and beverage brands, this presents both a challenge and an opportunity. Products that were once dependable staples may no longer meet the moment. And traditional “better-for-you” frameworks fall short in addressing the nuanced needs of these medically guided consumers. 

To build loyalty—and unlock growth—brands need to understand how GLP-1 consumers experience food, what’s changing and where unmet needs lie. 

At IFF’s recent webinar, “Taste Disrupted: The Multibillion-Dollar GLP-1 Consumer-Market Opportunity,” hundreds of food and beverage professionals explored these emerging challenges firsthand, discovered new consumer insights and provided their own feedback into what brands are grappling with and where the biggest opportunities lie. 

Here are five of the most important points about GLP-1s to consider. 

1. GLP-1 Consumers are Not Just Dieters 

Unlike traditional weight-loss consumers who are focused on restriction, GLP-1 consumers are navigating medically driven changes in biology. Appetite is suppressed not by choice, but by design. Hunger cues are dulled. The foods they once loved may now be unappealing—or even intolerable. 

This makes GLP-1 consumers fundamentally different from their prior selves and the “calorie counters” of past generations. They require solutions that go beyond labeling or macros. To succeed, brands must consider how taste, nutrition and food identity are evolving at a biological and emotional level. 

Polling from the “Taste Disrupted” webinar supports this reality: nearly a quarter of F&B industry attendees (24%) said they’re so new to this space that they need guidance – emphasizing how unfamiliar this consumer mindset can be, even for experienced F&B professionals. 

2. Taste and Texture Preferences Have Shifted Dramatically 

In a 2024 IFF study (Dietary Dynamics: Weight Management and GLP-1 Consumers, US), 85% of GLP-1 consumers reported major changes in food preferences, including new aversions to foods like deli meats, sweets, fried items, alcohol and coffee. These shifts are often accompanied by physical side effects like nausea, dry mouth and digestive discomfort. 

That means mouthfeel, texture and flavor intensity all require reconsideration. Foods that are too dry, sticky, bitter or overly sweet can quickly be rejected. Conversely, products that lean into familiar, comforting flavors and offer smooth or juicy textures tend to be better received. 

Meeting this new sensory reality will be key to product acceptance and repeat purchase. 

3. Needs Change Across the Consumer Journey 

GLP-1 consumers don’t stay in one static state. Their needs evolve as they move through the treatment phase, transition phase and ultimately into long-term maintenance, when they go off the medication completely. Each stage brings its own challenges—such as nausea and low appetite early on, followed by the return of cravings and emotional eating triggers later.  

At the same time, these consumers aren’t all the same. IFF identified three distinct consumer mindsets, each with different motivations for using GLP-1s. When you cross these personas with the phases of treatment, you get a nuanced map of where targeted product solutions can be most impactful. 

Brands that take a stage-sensitive, persona-informed approach will be best positioned to deliver relevant value at every point in the journey. 

4. There’s Real Market Momentum and Room to Grow 

GLP-1 medications are no longer a fringe phenomenon. According to a 2024 KFF Health Tracking Poll, 12% of U.S. adults have taken a GLP-1 medication, and 6% are currently on one. IFF estimates this consumer group already represents $56 billion in household spend. 

Purchase behavior is shifting. Protein-forward snacks, yogurts and functional beverages are gaining traction, while heavier, high-fat or sugary products are falling out of favor. But that doesn’t mean certain categories are lost—these declines signal unmet needs, not dead ends. Reformulation, repositioning and sensory adaptation all offer pathways to reclaim relevance. 

Yet, despite the clear opportunity, only one-third of “Taste Disrupted” webinar attendees said their companies have dedicated research efforts focused on GLP-1 consumers. Most of the remaining webinar respondents said they are just beginning this work, exploring adjacent trends or are unsure how to begin. 

Brands that act now can capture early loyalty and establish a long-term presence in a high-growth, high-impact space. 

5. Empathy is a Competitive Advantage 

The most successful brands in this space won’t just meet nutritional needs—they’ll meet consumers where they are emotionally. 

GLP-1 consumers are navigating complex personal changes, and for many, the fear of rebound weight gain is a major concern Many are relearning how to enjoy food, rebuilding social eating habits and struggling to find pleasure in flavors that no longer taste the same. Products that acknowledge these realities—through formulation, messaging and experience—build trust and long-term brand affinity. 

Empathy-driven innovation isn’t a buzzword here. It’s a strategy. When backed by consumer research, sensory science and a deep understanding of the GLP-1 journey, it leads to products that resonate in real life, not just on paper. 

Importantly, webinar polling reflected this, as well. F&B respondents cited “understanding changed sensory preferences” as their top barrier to innovation – above formulation complexity, regulatory concerns or access to consumer research.

Uncovering More Insights 
GLP-1 medications are ushering in one of the most significant shifts in modern food culture. For brands, this is a rare opportunity to innovate with both precision and purpose. Those who succeed will be the ones who don’t just see a trend—but recognize the human need behind it. 

To dive deeper into these insights and explore where the biggest formulation and innovation opportunities lie, check out the “Taste Disrupted” webinar.

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