GLP-1 adoption is reshaping consumer expectations
GLP-1 medications are becoming more common across the globe, moving away from a niche to a popular product. As usage grows, consumer views on diet, nutrition, and indulgence are reshaping. This is something in which brands must adapt to. They must offer solutions to GLP-1 use, whether this is new formulations for products or new products to target users.
Consumers are struggling with weight management and healthy habits
Consumers continue to struggle with weight management. 24% say they gained weight in the last year, and many feel that everyday barriers to healthy living, such as price, stress, and lack of time, make healthy eating difficult. This explains why 17% of global consumers now use GLP-1 medication as they look for faster and more reliable ways to lose weight and achieve their personal goals.
Reduced appetites are driving demand for high-nutrient foods
One major effect of GLP-1 medication is a reduced appetite. This means people eat less and want products that give them more nutritional value per bite. Users say they are changing their diets, with 47% changing their eating/drinking habits to lose weight.
This will increase demand for products that are high in protein, fiber, and beneficial vitamins but still low in calories. Ready meals, snacks, and even indulgent treats will need to deliver more nutrition but in smaller portions to appeal to users.
Managing side-effects creates a new category
The rapid adoption of GLP-1 medication brings new challenges. 76% of users report side-effects, including nausea, digestive discomfort, fatigue, and muscle loss. Many worry about weight returning when treatment stops and seek solutions to maintain satiety, improve energy levels, and protect muscle mass.
This opens the door for products fortified with high protein, prebiotics, fiber, vitamins, electrolytes, and digestive support. Scientific credibility will be crucial as consumers want reassurance in what they are purchasing, and results behind their claims. Products that help users transition off medication safely, without encouraging unregulated usage, will gain trust.
Natural GLP-1 stimulation
Not all consumers are comfortable with medical weight loss solutions. Whether due to safety concerns, self-responsibility, or preference for natural solutions, interest is rising in food and drink that can support GLP-1 hormones more holistically. 69% of global consumers say they are interested in food or beverages that naturally stimulate GLP-1.
This creates an opportunity for products built around protein, fiber, prebiotics, as well as other ingredients that support appetite control. If positioned correctly, natural GLP-1 support can appeal to both medication users and those who want an alternative.
Looking ahead
As GLP-1 usage increases, the food and drink industry will see rising demand for products that better support changing eating habits. Whether this means providing more nutrition in smaller portions, helping people manage the everyday effects of reduced appetite, or offering natural ways to maintain control of hunger without relying on medication. Brands need to adapt to these new preferences.
Overall, GLP-1 is not removing the need for food, it is reshaping expectations around it. Brands that adapt with simple, credible, and supportive solutions will be well placed to succeed as these behaviors continue to grow in 2026 and beyond.
Uncover how GLP-1 is reshaping consumer behavior and transforming the market with FMCG Gurus’ Trend Report: GLP-1: Diet Food Killer or Market Opportunity? – 2025. For more details, contact us at info@fmcggurus.com.