As the calendar turns to a new year, many people commit to weight loss resolutions, with various diets trending in the past—such as Atkins, keto, and Whole 30. However, this year, a new approach to weight management is gaining attention. It’s focused on manipulating the body’s satiety hormone, glucagon-like peptide-1 (GLP-1), to help people feel fuller and reduce their hunger.
GLP-1, produced in the small intestine, plays a crucial role in regulating insulin production, lowering blood sugar, and slowing down stomach emptying. Additionally, it suppresses hunger hormones, contributing to a sense of fullness. This function is the basis for medications that mimic GLP-1, such as semaglutides, which are commonly prescribed to people with type 2 diabetes. However, these medications are now being adapted for weight management, leading to new innovations in the food and beverage industry.
Impact on the Food Industry
“It has been over a year since the food industry began to recognize the potential of anti-obesity medications (AOMs) like Ozempic, Wegovy, and Zepbound,” said Nicholas Fereday, executive director of food and consumer trends at Rabobank in New York. “The demand for these drugs has exceeded expectations, and their success suggests they will remain a permanent part of the food landscape.”
The rise of GLP-1 medications has made a significant impact on consumer eating habits, forcing the food industry to adapt. Many users of AOMs report eating less and feeling fuller faster. According to research from the Brightfield Group, nearly 80% of AOM users say they feel fuller more quickly, while 75% have reduced their food intake overall. These changes include eating smaller meals and a decrease in snacking and cravings for sweets.
Fereday explained that AOM users typically consume 20% to 30% fewer calories and lose about 15% to 20% of their body weight. Moreover, many users are gravitating toward healthier food choices, with an emphasis on nutrient-dense options, such as fruits, vegetables, and protein-rich foods to help maintain muscle mass.
The Growing Market for AOMs
The market for anti-obesity medications is expected to reach $100 billion by 2030, according to Goldman Sachs Research. As demand for these medications grows, a new category of consumers with specific nutritional needs is emerging.
Research by ADM, a global food company based in Chicago, shows that 74% of AOM users are open to trying new foods, and 83% are cooking more at home. These consumers are particularly interested in the nutritional content of products, especially protein, carbohydrates, added sugars, and fiber. Many are increasing their intake of plant-based proteins, fiber, and probiotics or prebiotics.
Food Companies Respond
Food companies are slowly adapting to these changes. Starting in January 2025, Conagra Brands will label 26 products in its Healthy Choice line with an “on track” badge, indicating that they are high in protein, low in calories, and a good source of fiber—qualities that make them compatible with GLP-1 medications.
In September, Nestle USA launched the Vital Pursuit brand of frozen meals designed for AOM users. These meals are portion-controlled and nutrient-enriched to support weight management goals. Recently, Nestle Global also began test marketing its Boost pre-meal hunger support drink. This 4.2-ounce, shelf-stable beverage contains 10 grams of protein, 45 calories, and 1 gram of sugar, sweetened with acesulfame potassium. Taken 10 to 30 minutes before a meal, the drink helps promote the body’s natural GLP-1 production, aiding in appetite control.
Additionally, Abbott introduced Protality, a high-protein nutrition shake that combines fast- and slow-digesting dairy proteins. Designed to support muscle preservation during weight loss, these beverages also help individuals maintain a balanced diet while consuming fewer calories.
“We’re serving a new group of consumers who may be at higher nutritional risk due to obesity or weight loss medication use,” said Hakim Bouzamondo, division vice president of nutrition research and development at Abbott. “Ensuring proper nutrition, especially protein intake, is essential for preserving muscle mass during weight loss. Abbott plans to develop more science-backed products to meet the needs of people undergoing weight loss regimens.”
As AOMs continue to reshape consumer behavior, food and beverage companies are responding with innovative products designed to support healthier eating habits and weight management goals. The influence of GLP-1 medications is expected to be a lasting force in the food industry’s future.
