In the United States, the rapid adoption of GLP-1 (glucagon-like peptide) drugs, such as Ozempic and Wegovy, is significantly influencing the food and beverage industry. These medications are driving a profound shift in consumer behavior, disrupting long-established norms. From changing dietary preferences to declining sales of indulgent products, GLP medications are rewriting the rules for how consumers interact with food.
In this article, we’ll explore GLP-1 drugs and their effects on consumer purchasing behavior. We’ll examine the implications for the food industry, uncover how food manufacturers can adapt to these evolving consumption habits, and introduce Biospringer by Lesaffre yeast-based solutions designed to help address reformulation challenges effectively.
What are GLP-1 medications?
Initially designed for managing Type 2 diabetes and weight loss, these medications are now influencing a far broader spectrum of daily life. GLP drugs mimic the natural hormones in the body that regulate blood sugar and appetite. By slowing gastric emptying and increasing satiety, they help users manage their weight more effectively. (Circana ‘GLP-1 Report’, Dec 2024)
In fact, the new class of obesity medicines can reduce calorie intake by 20% to 30% daily, according to findings from a Morgan Stanley research survey of 300 patients taking the drugs.
Their popularity stems from clinical effectiveness and endorsements by high-profile individuals, leading to a surge in prescriptions. According to recent studies, the global GLP-1 market is even forecast to grow at a 29.6 percent compound annual growth rate through 2030. (Research and Markets, “Global Glucagon-Like Peptide 1 (GLP-1) Agonist market 2024 Edition)
How GLP-1 medications impact consumers purchase behavior?
The rise of GLP-1 drugs is already influencing how consumers approach food, reshaping spending habits and dietary preferences.
Recent research reveals that while around 15% of households have at least one member using GLP-1 medications, only 7-8% of households consistently utilize these prescriptions. Among those consistent GLP-1 users, the impact on grocery spending is significant. Households with GLP-1 users saw an overall 6% decline in grocery expenditures, with higher-income households experiencing a more pronounced 9% drop. (Numerator study ‘The No-Hunger Games: How GLP-1 Medication Adoption is Changing Consumer Food Purchases’, Jan 2025)
The categories hit hardest by this shift in consumer behavior are chips/salty snacks (down 11.1%) and sweet baked goods (down 6.7%). GLP-1 medications tend to curb cravings for these indulgent, high-calorie items, leading to the highest declines in these segments. (Numerator study)
In the foodservice realm, GLP-1 weight loss users initially skew their spending toward quick-service restaurants (QSRs). However, over the course of their first year on the medication, they gradually shift their dollars toward grocery foodservice, casual dining, and midscale restaurants. (Circana study) Fast food consumption decreased 12% among lower income households, as GLP-1 users are tending to skip breakfast and seek to cook healthier foods for dinner at home. (Numerator study)
These insights underscore the profound impact GLP-1 medications are having on consumer purchasing habits across both retail and foodservice channels. As this trend continues to evolve, food and beverage brands will need to closely monitor shifting preferences and adapt their product portfolios accordingly.
Manufacturers face reformulation challenges as well as innovation opportunities.
For food manufacturers, the growing adoption of GLP-1 medications presents both challenges and opportunities. As consumer demand shifts toward healthier, reformulated products, brands must adapt their offerings to align with these preferences.
The growing prevalence of GLP-1 medication use is driving increased demand for foods and beverages that are lower in sugar, carbohydrates, and calories, yet still satisfying and flavorful. Brands can develop and promote offerings that align with the dietary needs of GLP-1 users, such as high-protein, low-calorie, and portion-controlled options that support feelings of satiety and healthy blood sugar regulation.
Food manufacturers are facing new technical challenges in reformulating products with less salt and fat to support GLP-1 users on their health and weight loss journey. Innovative ingredient technologies, such as yeast-based solutions, can play a pivotal role in helping brands develop GLP-1 friendly products that deliver on taste and nutrition.
Biospringer by Lesaffre offer innovative yeast-based solutions to develop healthier food.
At Biospringer by Lesaffre, we specialize in fermentation-based ingredients that help food manufacturers overcome the challenges of reformulating products for GLP-1 users and other health-conscious consumers. Our yeast-based solutions are designed to support healthier eating habits without compromising on taste.
For instance, the Springer® Umami range allows manufacturers to reduce salt content while maintaining flavor intensity, providing a satisfying taste experience even in low-sodium products. Similarly, our Springer ® Cocoon range enables fat reduction of up to 30% thanks to creaminess improvement by delivering rich, full-bodied flavors and textures.
When it comes to sugar reduction, our ranges offer various benefits that intensify sweetness or allow sugar reduction by bringing specific flavor notes, making it possible to cut sugar without sacrificing the sensory appeal of a product. For example, Springer ® Umami will bring an umami and roundness sensation, while Springer ® Reveal will intensify the sweetness, allowing a sugar reduction of 20% in tomato sauce. In chocolate cookies, Springer ® Signature range brings specific cacao and roasted flavors notes, leading to a sugar reduction of 30%.
For protein enrichment, our Springer Proteissimo® range delivers high-quality protein that can be seamlessly incorporated into a variety of food and beverage applications without introducing off-notes, ensuring nutritional balance and consumer satisfaction.
By partnering with Biospringer by Lesaffre, manufacturers can confidently reformulate their products to align with evolving consumer preferences while maintaining the quality and sensory appeal that today’s consumers expect.
How can companies take advantage of the new consumption habits of GLP-1 users?
The rise of GLP-1 medications presents a unique opportunity for food and beverage companies to innovate and grow their market share. By aligning product development with the evolving preferences of this growing consumer segment, businesses can not only mitigate risks associated with reduced consumption but also unlock new revenue streams.
To seize this opportunity, it’s essential for companies to understand the behavioral shifts among GLP-1 users. With reduced cravings for high-calorie, indulgent products and an increasing preference for healthier, nutrient-rich options, brands must recalibrate their portfolios to meet these demands. Introducing products that are low in calories, sugar, and fat, yet satisfying and flavorful, will be key to staying relevant.
Proactive planning is crucial as the adoption of GLP-1 medications continues to rise. As these drugs become more affordable and accessible, their influence on consumer behavior will only grow. Companies that act now to incorporate health-focused innovations into their product lines will be better positioned to capture a greater share of this expanding market.
At Biospringer by Lesaffre, our team of experts is ready to help food manufacturers navigate these changes. By leveraging our innovative yeast-based solutions, businesses can create products that cater to GLP-1 users’ preferences without sacrificing taste or quality.
