GLP-1 Agonist 101: Opportunities for the Food and Health Industries

GLP-1 receptor agonists (GLP-1s) are transforming how millions of consumers manage weight and metabolic health, though their overarching impact on the food and beverage industry remains unknown. Whether you’re a marketer, innovator, or brand strategist, understanding the landscape is crucial. For the food and drink industry, these shifts are shaping product development, marketing strategies, and consumer relationships. Here’s what you need to know:

1. Studies Have Shown Evidence of Significant Weight Loss

Though originally developed for Type 2 Diabetes, GLP-1s (e.g., Ozempic®, Wegovy®, Mounjaro®) have emerged as game-changing solutions in obesity treatment due to their ability to curb hunger and slow digestion.

• Users experienced up to a 20% weight reduction within 6 to 12 months. A study funded by Novo Nordisk highlighted a 10% to 20% weight reduction for patients on GLP-1 medications, surpassing the average 2.8% reduction seen in the placebo group¹
• A 20% reduction in the risk of heart attacks has also been observed. Findings from the SELECT trial revealed a 73% reduction in the risk of developing diabetes and a 20% decrease in heart attacks, strokes, and cardiovascular-related deaths²

2. GLP-1 Medications Are Reshaping Eating Habits

GLP-1 medications are fundamentally reshaping consumer relationships with food, drink, and overall wellness. By suppressing appetite and slowing digestion, GLP-1s drive users towards smaller portions, reduced snacking, and lighter food choices. Our proprietary consumer research and other studies have observed:

• A notable reduction in consumption of sugary drinks, alcohol, and salty snacks, as well as fewer visits to fast-food and pizza restaurants^3,4
• More interest in nutrient-dense and lighter options like fruits and vegetables, lean proteins, nuts and seeds, and protein shakes^3,4
• Smaller clothing sizes, more frequent use of online meal kits, and increased engagement in physical activities, signaling broader lifestyle improvements^5,6

Recent market data already show sales impacts in sugary beverages and baked goods categories,⁷ with forecasters predicting a continued decline in overall calorie consumption.¹

3. Public Interest in GLP-1s Is Booming

The surge in GLP-1 interest in the U.S. is both unprecedented and unsurprising. Driven by widespread demands for metabolic health solutions and a growing cultural emphasis on proactive health management, GLP-1s have become a powerful tool in addressing weight-related health challenges.

• 42% of Americans over 20 live with obesity, representing an unmet need for effective solutions⁸
• Nearly 40% of Americans want to lose weight⁹, and 1 in 8 have tried a GLP-1 medication¹⁰
• Projections suggest 18 million U.S. users by 2029, with the global market reaching $126 billion¹¹

4. The Potential for Companion Products and Solutions

As GLP-1 usage grows, so does the market for products and services tailored to reduced appetites and metabolic health. From nutrient-dense snacks to meal replacements, brands are seizing opportunities to align with changing consumer needs.

• Companies like Nestlé, BistroMD, and The Vitamin Shoppe are developing platforms or specialized product ranges for GLP-1 users.
• Other brands (e.g., Daily Harvest, GNC, Costco, Noom) offer customized meal kits, weight-management programs, or supplements that fit these new dietary patterns.

5. The Need for Education and Trust-Building

Despite the growing adoption of GLP-1 medications, misconceptions and stigma around their use — and around obesity itself — remain pervasive. This presents a unique opportunity for food and beverage brands to take a leadership role in education and advocacy, fostering trust while driving meaningful engagement with consumers.

• Partnering with healthcare professionals — especially Registered Dietitian Nutritionists — enables brands to develop science-backed products aligned with food and nutrition expert advice
• Providing transparent, evidence-based messaging reassures consumers that companion products are safe and effective complements to GLP-1 treatments
• Co-developing programs that align with medical advice, creating a seamless bridge between healthcare recommendations and consumer solutions

Ready to dive deeper on GLP-1 agonists and their impact on the food and beverage industry?

We offer comprehensive resources to help you follow the impact of GLP-1 medications on the food and drink industry:

1. Access Our GLP-1 Insights Infographic – An overview of GLP-1 dietitian and consumer insights from our proprietary research
2. Download Our Free GLP-1 Landscape Analysis – A summary of the emerging trends around GLP-1 medications
3. Watch Our On-Demand Webinar – Exclusive insights into the changing health priorities of GLP-1 users and what this means for the food and beverage industry
4. Purchase Our Full Reports – 50+ page comprehensive analyses featuring a unique combination of dietitian and consumer insights, with essential implications for the food and drink industry

Stay tuned for more thought leadership on the GLP-1 trend from Eat Well Global!

Let's talk! How can the Eat Well Global team support your business goals related to the GLP-1 trend or other hot topics in food and nutrition?