THE FOOD AND BEVERAGE INDUSTRY: SHIFTING CONSUMPTION PATTERNS
As explained, GLP-1s work by suppressing hunger hormones, significantly altering food and beverage consumption habits.
A key question is whether GLP-1 users are changing their dietary preferences or merely consuming less of their usual diet – a crucial distinction for food and beverage manufacturers. January 2024 data from Ipsos’ Obesity Consumer Monitor suggests the former, with 49% of the U.S. GLP-1 users having reduced their consumption of “snack foods” while on their current prescription according to a survey of 115 GLP-1 users in U.S. who had consumed snack foods in the last three months. Of course, GLP-1s will likely effect different changes in different users, and monitoring such metrics will be critical if manufacturers are to respond to changing consumption patterns in the right way.
Nestlé is one company that has already taken proactive steps to develop a new food category aimed specifically at individuals using GLP-1s, with products designed to align with their altered consumption habits and nutritional needs. Its Vital Pursuit line – frozen meals high in protein, fiber, and essential nutrients like vitamin A, potassium, calcium and iron – caters to the dietary needs of GLP-1 users by supporting weight loss and satiety.
While Nestlé is a prominent example, other food manufacturers are no doubt following suit, or soon will be, as demand for specialized products grows. For customers who aren’t shifting their overall diets, brands should also consider a broader array of sizes, including beverage companies featuring “mini-cans” for those who still want to consume their favorite products, albeit in a smaller portion.
This trend reflects a broader shift in the food industry to adapt to changing consumer needs driven by advances in healthcare. Companies might also consider partnerships with healthcare providers to develop meal plans and dietary programs, or task their R&D departments with creating more personalized nutrition solutions, using data analytics to track and predict consumer preferences and needs.
Meanwhile, we may see an increase in the development and popularity of functional beverages that include ingredients known to aid in digestion and prolong satiety, such as those containing soluble fiber like inulin.
GLP-1 users participating in Ipsos’ Monitor reported increased use of certain “complementary” products, including ready-to-drink protein beverages, which may help support a healthy diet and manage side-effects. There is certainly opportunity for brands in this space.