The rise in the use of GLP-1 weight-loss medications is significantly impacting the food and beverage industry, as highlighted by market research company Mintel. In the US, 15% of adults managing their weight are currently using GLP-1 medications, and it is estimated that by 2035, 24 million US adults will be taking weight loss drugs.
According to Rick Miller, RD, Food and Drink Associate Director at Mintel, these medications are reshaping consumption patterns by suppressing appetite, reducing cravings, and making users feel fuller for longer. This leads to smaller meal and snack portions, but there is a risk of malnutrition or muscle loss if nutrient intake is not carefully managed.
This trend is creating a demand for portion-controlled, nutrient-dense foods across various categories such as dairy, snacking, confectionery, and alcohol. Sally Lyons Wyatt, Global EVP & Chief Advisor Consumer Goods & Foodservice Insights at Circana, LLC, highlighted that food and beverage manufacturers are actively adjusting their portfolios to cater to the needs of these consumers.
In the dairy sector, smaller, high-protein dairy formats like cottage cheese, protein shakes, and snack-size yogurts are gaining popularity as they provide essential nutrients in compact servings, helping users maintain muscle mass despite reduced caloric intake. In snacking, appetite suppression is leading to a decline in snacking frequency and volume, prompting snack makers to focus on healthier, portion-controlled options.
In the confectionery category, there is a growing demand for low-calorie and reduced-sugar versions of traditional treats. Brands are encouraged to position indulgent snacks as ‘permissible’ by offering healthier alternatives. Nestlé and Danone are among the companies leading the way in introducing GLP-1-tailored food products to meet these shifting consumer demands.
In the alcohol sector, major brewers in Europe appear relatively unconcerned about a decline in beer consumption, as beer is associated with relaxation and socializing. However, there is speculation that some users may reduce alcohol consumption. Restaurants may also see reduced visitation and less demand for appetizers and desserts, leading to a shift towards smaller, healthier menu items.
On the flip side, there is an untapped opportunity in addressing weight gain, especially among young males aged 18-24. Categories like dairy, sports nutrition products, wholegrain cereals, and fortified beverages are well-positioned to cater to this demographic. The weight management trend is expected to continue shaping the food and beverage landscape, driving innovation among manufacturers.
In conclusion, the rise in GLP-1 medication usage is significantly impacting core food and beverage categories. Manufacturers are adapting their portfolios to meet the needs of consumers managing their weight, creating opportunities for innovation and product development in the industry. The trend is expected to continue shaping consumer preferences and consumption patterns in the future.
