The consumer study on GLP-1 highlights significant changes in eating habits among GLP-1 users, especially regarding reducing overall food intake and prioritizing healthier options. The primary changes are reduced overall calorie consumption and the making of healthier choices. Nearly all (95%) of the study respondents reported eating smaller portions, while 87% noted they snack less and 81% said they eat less frequently.

This shift has led to a noticeable drop in the consumption of sweet snacks, frozen meals, and sugary beverages. Alcohol and soda consumption have also declined sharply, with users opting for healthier alternatives like water.

At the same time, GLP-1 users are gravitating toward functional foods with added benefits. More than 80% are actively seeking products enriched with vitamins, fiber, and gut-health boosters. Some 60% are seeking protein-rich foods.

The Food Institute reports that protein is the primary nutrient sought by GLP-1 users because “adequate protein intake is crucial for maintaining muscle mass, promoting growth, inducing feelings of fullness, and stabilizing blood sugar levels.” This shift in food choices is driving a growing demand for foods tailored to the unique needs of GLP-1 users.

Demand for Tailored Food Products

Insights from AMC Global and OpinionRoute’s study underscore a rising demand for food products designed specifically for GLP-1 users. Almost eight in 10 of this population (79%) express interest in tailored offerings, with top preferences including yogurt, cheese, fresh fruit, and protein bars. Functional benefits such as fiber, antioxidants, and omega-3 fatty acids are also high on their list.

Smaller portion sizes are particularly critical for this group. Since GLP-1 medications mimic the hormone that enhances satiety, their action encourages smaller, more frequent meals that are lower in fat and more nutrient dense. This eating preference of GLP-1 users not only helps maximize nutrient absorption but also helps manage common side effects, such as heartburn and nausea.

In fact, 78% of GLP-1 users polled say they are seeking pre-packaged foods that align with their reduced consumption patterns. This is creating big opportunities for brands to develop innovative solutions.

Implications for the Industry

For food manufacturers, the rise of GLP-1 medication usage presents a pivotal moment for adaptation and innovation. These users’ changing habits provide a clear roadmap for product development. Brands can capitalize by offering healthier, smaller-package options that emphasize functional benefits.

The shift is particularly notable in the snacks, frozen meals, and beverages categories, where demand for traditional products is declining. Companies that pivot toward nutrient-rich alternatives will not only meet the needs of this segment but also appeal to a broader audience seeking healthier lifestyles.

The influence of GLP-1 medications is expected to grow as more consumers turn to these drugs for weight loss. This trend also could accompany a shift in consumer expectations, emphasizing wellness, portion control, and functionality. Brands that stay ahead of these trends by leveraging consumer research and revising their offerings will be well positioned to thrive in this evolving landscape.

By understanding the needs of GLP-1 users, businesses can create products that resonate with this influential demographic while driving growth in the health-conscious market.

Want to know more?

Check out “GLP Naturally,” the cover feature in the April, 2025 issue of the Prepared Foods e-magazine or read the article: Beyond the Hype: How GLP-1 Medications Are Reshaping Weight Management and Nutrition Trends.