{"id":31966,"date":"2025-08-19T19:03:45","date_gmt":"2025-08-19T23:03:45","guid":{"rendered":"https:\/\/www.iff.com\/?p=31966"},"modified":"2025-09-16T14:40:59","modified_gmt":"2025-09-16T18:40:59","slug":"5-truths-about-glp-1-consumers-every-food-and-beverage-brand-should-know","status":"publish","type":"post","link":"https:\/\/www.iff.com\/es\/media\/stories\/5-truths-about-glp-1-consumers-every-food-and-beverage-brand-should-know\/","title":{"rendered":"5 Truths about GLP-1 Consumers Every Food and Beverage Brand Should Know"},"content":{"rendered":"<p class=\"wp-block-paragraph\">The rise of GLP-1 medications is transforming more than individual health\u2014it\u2019s 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.&nbsp;<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><\/p>\n\n\n\n<p class=\"wp-block-paragraph\">For <a href=\"https:\/\/www.iff.com\/es\/food-beverage\/media\/\"  data-wpil-monitor-id=\"66\">food and beverage<\/a> brands, this presents both a challenge and an opportunity. Products that were once dependable staples may no longer meet the moment. And traditional \u201cbetter-for-you\u201d frameworks fall short in addressing the nuanced needs of these medically guided consumers.&nbsp;<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><\/p>\n\n\n\n<p class=\"wp-block-paragraph\">To build loyalty\u2014and unlock growth\u2014brands need to understand how <a href=\"https:\/\/www.iff.com\/es\/food-beverage\/food-ingredients\/functional-ingredients\/glp-1-friendly-food-ingredients\/\"  data-wpil-monitor-id=\"142\">GLP-1 consumers experience food<\/a>, what\u2019s changing and where unmet needs lie.&nbsp;<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><\/p>\n\n\n\n<p class=\"wp-block-paragraph\">At IFF\u2019s recent webinar, <a href=\"https:\/\/onlinexperiences.com\/scripts\/Server.nxp?LASCmd=AI:4;F:QS!10100&amp;ShowUUID=9E4F8979-DF13-48AF-97E6-2695D196D534&amp;GroupID=Onyx&amp;AffiliateData=od_cust_inviteSPIFF25\"><strong>\u201cTaste Disrupted: The Multibillion-Dollar GLP-1 Consumer-Market Opportunity,\u201d<\/strong> <\/a>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.&nbsp;<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Here are five of the most important points about GLP-1s to consider.&nbsp;<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><\/p>\n\n\n<div class=\"wp-block-image\">\n<figure class=\"alignleft size-medium\"><img loading=\"lazy\" decoding=\"async\" width=\"300\" height=\"200\" src=\"https:\/\/www.iff.com\/wp-content\/uploads\/2025\/08\/iStock-1281324910-300x200.jpg\" alt=\"Multiple and diverse woman, of diverse weights, in prayer pose during yoga in a studio\" class=\"wp-image-32004\" srcset=\"https:\/\/www.iff.com\/wp-content\/uploads\/2025\/08\/iStock-1281324910-300x200.jpg 300w, https:\/\/www.iff.com\/wp-content\/uploads\/2025\/08\/iStock-1281324910-1024x683.jpg 1024w, https:\/\/www.iff.com\/wp-content\/uploads\/2025\/08\/iStock-1281324910-768x512.jpg 768w, https:\/\/www.iff.com\/wp-content\/uploads\/2025\/08\/iStock-1281324910-400x267.jpg 400w, https:\/\/www.iff.com\/wp-content\/uploads\/2025\/08\/iStock-1281324910-200x133.jpg 200w, https:\/\/www.iff.com\/wp-content\/uploads\/2025\/08\/iStock-1281324910.jpg 1620w\" sizes=\"auto, (max-width: 300px) 100vw, 300px\" \/><\/figure>\n<\/div>\n\n\n<p class=\"wp-block-paragraph\"><strong>1. GLP-1 Consumers are Not Just Dieters<\/strong>&nbsp;<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Unlike traditional weight-loss consumers who are focused on restriction, <a href=\"https:\/\/www.iff.com\/es\/food-beverage\/health-and-wellness\/weight-management\/\" target=\"_blank\" rel=\"noreferrer noopener\">GLP-1 consumers<\/a> 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\u2014or even intolerable.&nbsp;<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><\/p>\n\n\n\n<p class=\"wp-block-paragraph\">This makes GLP-1 consumers fundamentally different from their prior selves and the \u201ccalorie counters\u201d 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.&nbsp;<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Polling from the \u201cTaste Disrupted\u201d webinar supports this reality: nearly a quarter of F&amp;B industry attendees (24%) said they\u2019re so new to this space that they need guidance \u2013 emphasizing how unfamiliar this consumer mindset can be, even for experienced F&amp;B professionals.&nbsp;<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>2. Taste and Texture Preferences Have Shifted Dramatically<\/strong>&nbsp;<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">In a 2024 IFF study (<em>Dietary Dynamics: Weight Management and GLP-1 Consumers, US)<\/em>, 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.&nbsp;<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><\/p>\n\n\n\n<p class=\"wp-block-paragraph\">That means mouthfeel, texture and <a href=\"https:\/\/www.iff.com\/es\/food-beverage\/taste\/\" target=\"_blank\" rel=\"noreferrer noopener\">flavor intensity<\/a> 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.&nbsp;<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Meeting this new sensory reality will be key to product acceptance and repeat purchase.&nbsp;<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>3. Needs Change Across the Consumer Journey<\/strong>&nbsp;<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">GLP-1 consumers don\u2019t 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\u2014such as nausea and low appetite early on, followed by the return of cravings and emotional eating triggers later.&nbsp;&nbsp;<\/p>\n\n\n<div class=\"wp-block-image\">\n<figure class=\"alignright size-medium\"><img loading=\"lazy\" decoding=\"async\" width=\"300\" height=\"200\" src=\"https:\/\/www.iff.com\/wp-content\/uploads\/2025\/08\/shutterstock_2091026011-300x200.jpg\" alt=\"Man smiling and eating food at a restaurant, holding food with a fork\" class=\"wp-image-32000\" srcset=\"https:\/\/www.iff.com\/wp-content\/uploads\/2025\/08\/shutterstock_2091026011-300x200.jpg 300w, https:\/\/www.iff.com\/wp-content\/uploads\/2025\/08\/shutterstock_2091026011-1024x683.jpg 1024w, https:\/\/www.iff.com\/wp-content\/uploads\/2025\/08\/shutterstock_2091026011-768x512.jpg 768w, https:\/\/www.iff.com\/wp-content\/uploads\/2025\/08\/shutterstock_2091026011-400x267.jpg 400w, https:\/\/www.iff.com\/wp-content\/uploads\/2025\/08\/shutterstock_2091026011-200x133.jpg 200w, https:\/\/www.iff.com\/wp-content\/uploads\/2025\/08\/shutterstock_2091026011.jpg 1620w\" sizes=\"auto, (max-width: 300px) 100vw, 300px\" \/><\/figure>\n<\/div>\n\n\n<p class=\"wp-block-paragraph\"><\/p>\n\n\n\n<p class=\"wp-block-paragraph\">At the same time, these consumers aren\u2019t 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.&nbsp;<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Brands that take a stage-sensitive, persona-informed approach will be best positioned to deliver relevant value at every point in the journey.&nbsp;<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>4. There\u2019s Real Market Momentum and Room to Grow<\/strong>&nbsp;<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">GLP-1 medications are no longer a fringe phenomenon. According to a <a href=\"https:\/\/www.kff.org\/health-costs\/poll-finding\/kff-health-tracking-poll-may-2024-the-publics-use-and-views-of-glp-1-drugs\/\" target=\"_blank\" rel=\"noreferrer noopener\">2024 KFF Health Tracking Poll,<\/a> 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.&nbsp;<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><\/p>\n\n\n\n<p class=\"wp-block-paragraph\">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\u2019t mean certain categories are lost\u2014these declines signal unmet needs, not dead ends. Reformulation, repositioning and sensory adaptation all offer pathways to reclaim relevance.&nbsp;<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Yet, despite the clear opportunity, only one-third of \u201cTaste Disrupted\u201d 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.&nbsp;<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Brands that act now can capture early loyalty and establish a long-term presence in a high-growth, high-impact space.&nbsp;<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>5. Empathy is a Competitive Advantage<\/strong>&nbsp;<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">The most successful brands in this space won\u2019t just meet nutritional needs\u2014they\u2019ll meet consumers where they are emotionally.&nbsp;<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><\/p>\n\n\n\n<p class=\"wp-block-paragraph\">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\u2014through formulation, messaging and experience\u2014build trust and long-term brand affinity.&nbsp;<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Empathy-driven innovation isn\u2019t a buzzword here. It\u2019s 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.&nbsp;<\/p>\n\n\n<div class=\"wp-block-image\">\n<figure class=\"alignleft size-medium\"><img loading=\"lazy\" decoding=\"async\" width=\"300\" height=\"200\" src=\"https:\/\/www.iff.com\/wp-content\/uploads\/2025\/08\/iStock-1463500624-300x200.jpg\" alt=\"Woman with curly hair, pulled up, smiling and exercising outside on a bridge with a friend who is faded and in front in image \" class=\"wp-image-31997\" srcset=\"https:\/\/www.iff.com\/wp-content\/uploads\/2025\/08\/iStock-1463500624-300x200.jpg 300w, https:\/\/www.iff.com\/wp-content\/uploads\/2025\/08\/iStock-1463500624-1024x683.jpg 1024w, https:\/\/www.iff.com\/wp-content\/uploads\/2025\/08\/iStock-1463500624-768x512.jpg 768w, https:\/\/www.iff.com\/wp-content\/uploads\/2025\/08\/iStock-1463500624-400x267.jpg 400w, https:\/\/www.iff.com\/wp-content\/uploads\/2025\/08\/iStock-1463500624-200x133.jpg 200w, https:\/\/www.iff.com\/wp-content\/uploads\/2025\/08\/iStock-1463500624.jpg 1620w\" sizes=\"auto, (max-width: 300px) 100vw, 300px\" \/><\/figure>\n<\/div>\n\n\n<p class=\"wp-block-paragraph\"><\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Importantly, webinar polling reflected this, as well. F&amp;B respondents cited \u201cunderstanding changed sensory preferences\u201d as their top barrier to innovation \u2013 above formulation complexity, regulatory concerns or access to consumer research.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>Uncovering More Insights<\/strong>&nbsp;<br>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\u2019t just see a trend\u2014but recognize the human need behind it.&nbsp;<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><\/p>\n\n\n\n<p class=\"wp-block-paragraph\">To dive deeper into these insights and explore where the biggest formulation and innovation opportunities lie, check out the &#8220;Taste Disrupted&#8221; webinar.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><strong><em><a href=\"https:\/\/www.iff.com\/es\/food-beverage\/health-and-wellness\/weight-management\/\">Discover More &amp; Access the Webinar<\/a><\/em><\/strong><\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><\/p>","protected":false},"excerpt":{"rendered":"<p>The rise of GLP-1 medications is transforming more than individual health\u2014it\u2019s reshaping how people interact with food. From appetite suppression and digestive side effects to shifts in taste and texture preferences, these changes are redefining&#8230;<\/p>","protected":false},"author":21,"featured_media":32009,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"inline_featured_image":false,"footnotes":""},"categories":[62],"tags":[119,121,125],"class_list":["post-31966","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-food-beverage","tag-beverage","tag-dairy","tag-taste"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v25.8 (Yoast SEO v28.6) - https:\/\/yoast.com\/product\/yoast-seo-premium-wordpress\/ -->\n<title>5 Truths on GLP-1 Consumers F&amp;B Brands Must Know | IFF Taste<\/title>\n<meta name=\"description\" content=\"Discover five of the most important truths about foods and beverages for GLP-1 consumers to consider during product creation.\" \/>\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.iff.com\/es\/media\/stories\/5-truths-about-glp-1-consumers-every-food-and-beverage-brand-should-know\/\" \/>\n<meta property=\"og:locale\" content=\"es_ES\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"5 Truths about GLP-1 Consumers Every Food and Beverage Brand Should Know\" \/>\n<meta property=\"og:description\" content=\"Discover five of the most important truths about foods and beverages for GLP-1 consumers to consider during product creation.\" \/>\n<meta property=\"og:url\" content=\"https:\/\/www.iff.com\/es\/media\/stories\/5-truths-about-glp-1-consumers-every-food-and-beverage-brand-should-know\/\" \/>\n<meta property=\"og:site_name\" content=\"IFF\" \/>\n<meta property=\"article:publisher\" content=\"https:\/\/www.facebook.com\/InternationalFlavorsandFragrances\" \/>\n<meta property=\"article:published_time\" content=\"2025-08-19T23:03:45+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2025-09-16T18:40:59+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/www.iff.com\/wp-content\/uploads\/2025\/08\/shutterstock_2105807291-1.jpg\" \/>\n\t<meta property=\"og:image:width\" content=\"1620\" \/>\n\t<meta property=\"og:image:height\" content=\"1080\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/jpeg\" \/>\n<meta name=\"author\" content=\"Katherine Davis\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:label1\" content=\"Written by\" \/>\n\t<meta name=\"twitter:data1\" content=\"Katherine Davis\" \/>\n\t<meta name=\"twitter:label2\" content=\"Est. reading time\" \/>\n\t<meta name=\"twitter:data2\" content=\"5 minutes\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\\\/\\\/schema.org\",\"@graph\":[{\"@type\":\"Article\",\"@id\":\"https:\\\/\\\/www.iff.com\\\/media\\\/stories\\\/5-truths-about-glp-1-consumers-every-food-and-beverage-brand-should-know\\\/#article\",\"isPartOf\":{\"@id\":\"https:\\\/\\\/www.iff.com\\\/media\\\/stories\\\/5-truths-about-glp-1-consumers-every-food-and-beverage-brand-should-know\\\/\"},\"author\":{\"name\":\"Katherine Davis\",\"@id\":\"https:\\\/\\\/www.iff.com\\\/#\\\/schema\\\/person\\\/1909b4f71358c3ec4032f393e263d197\"},\"headline\":\"5 Truths about GLP-1 Consumers Every Food and Beverage Brand Should Know\",\"datePublished\":\"2025-08-19T23:03:45+00:00\",\"dateModified\":\"2025-09-16T18:40:59+00:00\",\"mainEntityOfPage\":{\"@id\":\"https:\\\/\\\/www.iff.com\\\/media\\\/stories\\\/5-truths-about-glp-1-consumers-every-food-and-beverage-brand-should-know\\\/\"},\"wordCount\":995,\"publisher\":{\"@id\":\"https:\\\/\\\/www.iff.com\\\/#organization\"},\"image\":{\"@id\":\"https:\\\/\\\/www.iff.com\\\/media\\\/stories\\\/5-truths-about-glp-1-consumers-every-food-and-beverage-brand-should-know\\\/#primaryimage\"},\"thumbnailUrl\":\"https:\\\/\\\/www.iff.com\\\/wp-content\\\/uploads\\\/2025\\\/08\\\/shutterstock_2105807291-1.jpg\",\"keywords\":[\"Beverage\",\"Dairy\",\"Taste\"],\"articleSection\":[\"Food &amp; 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