Global ingredient company, IFF, has released its 2025 GLP-1 Consumer Opportunity Outlook, highlighting how the rapidly growing GLP-1 consumer market is reshaping the sensory experience and nutritional needs associated with eating and drinking. The report outlines how food and beverage manufacturers can better support this emerging consumer segment with products that align with their evolving preferences.
The food and beverage industry is facing one of its most significant consumer shifts in decades – and the numbers speak for themselves.
According to the latest KFF Health Tracking Poll, 12 per cent of US adults have been on a GLP-1 medication at least once in their lives, while 6 per cent of US adults are currently on a GLP-1. There's a distinct lack of clear information on how many people are taking GLP-1 drugs in Australia for weight-loss purposes, but anecdotal evidence has suggested widespread use of injectable appetite suppressants.
As adoption increases, so does the potential impact on category performance, portfolio strategy and innovation priorities.
Research also shows that GLP-1 households in the US reduce their grocery spend by an average of 6 per cent within the first six months of treatment. When scaled across the current GLP-1 population, that translates to an estimated US$3 billion drop in food and beverage dollars.
This decline isn’t just about lower intake – it reflects deeper sensory shifts and misalignment with existing product offerings. Consumers are avoiding foods that no longer “work” for them, and entire categories are seeing fallout as a result.
IFF CEO, Erik Fyrwald, said the company aims to empower customers to lead the next wave of food and beverage innovations beyond traditional formulations, including helping GLP-1 consumers have choices they desire.
“We aim to bring back the joy of eating and drinking by offering more healthy, great-tasting nutrition choices for all consumer segments, including GLP-1 users,” said Fyrwald.
Disconnect on three levels
Despite the rapid rise in GLP-1 medication use, most food and beverage products fall short of meeting the needs of these consumers – or aligning with how they now experience food. IFF has identified a disconnect on three key levels:
- Nutritional: GLP-1 users are eating less but require more from every bite and sip. They need nutrient-dense, smaller portions that efficiently deliver protein, fiber and hydration – without overwhelming flavours.
- Sensory: Eighty-five percent of GLP-1 consumers report significant changes in their food and beverage preferences. Common aversions include fatty foods, sweets, deli meats, coffee and alcohol. Dry, sticky or dense textures are also frequently rejected.
- Emotional: Many consumers are navigating a changed relationship with food – one that may involve a sense of loss, social disruption and a search for new meaning in nourishment.
Understanding the GLP-1 consumer personas
IFF is in the early stages of exploring GLP-1 consumer segmentation to help brands move beyond a one-size-fits-all approach toward one grounded in empathy, specificity and long-term relevance. The company’s latest outlook introduces key consumer personas, which are expected to evolve over time:
- Health Hacker Holly: Proactive, data-driven and focused on long-term wellness, she views GLP-1 as part of a broader bio-optimization journey. She seeks functional benefits in formats such as protein bars, smoothies and enriched hydration blends, prioritizing high-quality protein, added fiber and digestive support.
- Remedy Reacher Ron: Often managing chronic conditions such as diabetes, he uses GLP-1 to reclaim his health and sees food as both medicine and maintenance. He looks for fortified snacks and gut-friendly options aligned with medical guidance, favoring meal kits and low-glycemic shakes.
- Glow Getter Gail: Transformation-minded and focused on lifestyle and self-image, she wants food that aligns with her goals and identity – aspirational yet approachable, with “glow-up” appeal. She seeks portion-conscious indulgences, beauty-boosting nutrition and enjoyable flavours in formats such as smoothies, functional waters and shareable treats.
Researchers found that 85 per cent of health-conscious US consumers on GLP-1s are actively working on their wellness, and 41 per cent of GLP-1 consumers say label-reading is the top factor influencing their food and beverage purchases.
The outlook outlines how the food and beverage needs of each GLP-1 persona evolve over time. In the initial treatment phase, consumers need support managing smaller portion sizes and medication side effects.
The transitional phase focuses on preventing regression, requiring flexible serving sizes and flavour intensity options that adapt to changing cravings. In the “forever” phase, consumers seek to sustain their new routines with habit-forming formats for daily use, nutritional fortification and pre-portioned, high-satiety foods.
Source: IFF
Driving empathy-powered innovation
As awareness and adoption of GLP-1 medications grows, so does consumer demand for products that feel intentional and aligned. Brands that respond early, by developing targeted solutions and communicating with insight, have the chance to capture market share and build long-term loyalty. This isn’t just about being first to shelf. It’s about being first to understand.
IFF has introduced a comprehensive framework to support food and beverage manufacturers in addressing the complex sensory and nutritional needs of GLP-1 consumers. The framework is designed to guide both the reformulation of existing products and the development of new offerings, tackling challenges such as muscle mass maintenance, satiety, digestive support and sensory preferences.
To demonstrate practical applications, IFF has developed a suite of AI-refined, consumer-tested product concepts that show how manufacturers can optimise their portfolios for this rapidly expanding market.
For more information, download the 2025 GLP-1 Consumer Opportunity Outlook here for more insights and consumer-tested concepts.
