How the meteoric demand for Weight Loss Drugs is changing the way consumers look at food, and how Product Innovators are creating products

Weight loss drugs like GLP-1s are beginning to quietly reshape how people think about food and what ends up in their shopping baskets.  Kantar research estimates that over a hundred million people are already using GLP-1 medications globally. Appetite is being pharmacologically suppressed; portions are shrinking, and mealtimes are being skipped altogether. In this blog, we explore how the rising use of GLP-1 medications (like Wegovy and Ozempic) is starting to shift purchasing behavior and what this means for brands.

Is your brand ready to meet the needs of the GLP-1 consumer? Do shoppers understand the risks of nutritional gaps while on these medications? Are you helping them preserve muscle, stay energised and avoid regaining weight? There’s a crucial opportunity to innovate and educate.

According to a recent report by Kantar, there has been a 0.4% decline in overall food volume in UK grocery baskets, a subtle but telling sign. Early indicators also show people are cutting back on traditional comfort categories like pizzas and biscuits. But this isn’t just about less, it’s about different.

Global Health Trends Driving This Shift

According to the World Health Organisation (2024 report):

• 2 out of 3 adults globally are not meeting the recommended intake of fiber and Vitamin D. GLP-1 users often consume 30–50% fewer calories per day.
• Iron deficiency remains one of the most widespread global nutrient gaps.
• Weight-loss medication use has grown by 400% globally in just two years.

GLP-1: An Emotional & Nutritional Journey not a Static Experience

Being on GLP-1 medication is a dynamic process, not fixed state and this has powerful challenges for product development. People move through distinct phases, each with evolving nutritional needs and challenges (e.g. organoleptic). They go through a true emotional disconnection from food, something that isn’t talked about enough.

Start phase: Nausea, Aversion and Adjustment

In the early weeks, many users experience nausea, reduced appetite and aversions to certain textures or smells. During this time, tolerance is low but nutrient needs remain high.

Think: Gentle on the stomach formats like clear broths, light protein drinks or fortified smoothies with electrolytes and B vitamins

Mid treatment Phase: Smaller portions, Plateauing and Muscle Risk

As users settle into their treatment, they consume consistently smaller meals often eating just once or twice daily. Without careful planning, this can lead to muscle loss and nutritional deficiencies.

Think: Satisfying, protein-rich mini meals, snacks that deliver a balanced mix of protein, fibre and essential micronutrients in 100-200 calorie formats

Plateau & Adaptation Phase: Weight Stabilisation and Mental Shifts

At this stage, consumers often face mental and metabolic plateaus. Appetite control may waver, and cravings can return.

Think: Functional snacks with mood-supportive ingredients (Magnesium, Omega-3s, Adaptogens) and satiety boosters like soluble fibres or slow digesting carbs.

Maintenance Phase: Rebuilding Appetite, avoiding regain

After 1-2 years many users reduce or stop GLP-1 use. Appetite can often return quickly but stomach capacity remains low, leading to confusion about hunger, fullness and control.

Think: Products that support appetite regulation, muscle rebuilding and metabolic balance such as Creatine or leucine-enhanced snacks, portion-controlled meal kits and supplements perhaps vegetable / fruit powders with Iron, Magnesium, Vitamin D and Omega-3

The use of packaging to reframe narrative is crucially important. Strategies such as positioning your product as ‘designed for appetite-aware living’ or ‘supports GLP-1 wellness goals’. For example – ‘Smart portion, full power: 20g protein + 8g fibre to protect your muscle and nourish your gut’

Final Thought:

In a world where people are eating less, the brands that thrive will be those that deliver complete, nutrient-rich, satisfying experiences from texture, mouthfeel in smaller formats. This is not just a health trend; it’s a fundamental change in how we nourish ourselves.

*Opportunity in this category is huge but only if we do it with empathy, science and nuance. *

Key Questions for Brands to Explore:

1. How can we help consumers get more from less—in every bite or sip?
   2. Are we prioritising the most at-risk nutrients (fiber, iron, protein, vitamin D)?
   3. Can we reimagine the snacking aisle for a post-GLP-1 world?
   4. How do our portion sizes, packaging, and nutrient claims align with these trend

Many consumers eating less frequently, interpret appetite suppression as ‘success’ without realising they are:

• Undereating protein
• Missing essential vitamins and minerals (like Iron, Magnesium, B12, D and Calcium)
• Losing lean muscle, which can slow metabolism and impair long-term weight stability.

Are GLP-1 consumers aware they need nutritional support?

Current GLP-1 conversations in mainstream media focus heavily on weight loss, with fat less emphasis on:

• Muscle preservation
• Micronutrient efficiency
• Bone health
• Long term appetite and metabolic regulation

Looking for specialist Food and Drink advice to help your business benefit from this global growth and give you team an advantage, lets connect and understand how the international team @ Prof. Consulting Group can help you win fast

For more information or to discuss how Prof. Consulting Group can support your business, please contact us now.