The food business, like other industries, has experienced its fair share of both short-lived fads and trends over the years: think the Atkins Diet in the early 2000s to the current low-fat | fat free and organic everything, everywhere. Those are just warm-ups in the context of the greater movement taking shape in today’s food and beverage world as we watch shoppers increasingly gravitate toward more nutrient-dense options and choices with fewer, simpler ingredients that support better health. As a result, protein and non-alcoholic beverage alternatives are red hot while red dyes are anathema, and empty calories are falling out of favor. But the shift does not end there because there’s another underlying factor pushing this trend full throttle forward. It’s the GLP-1 revolution, which is having a profound effect on every aisle in the grocery store as well as the restaurant scene, as millions of Americans join the ever-growing legion of GLP-1 prescription medication users (Ozempic, Wegovy, Mounjaro, etc.) and fundamentally transform food consumption as we know it.
Shifting Behavior and Spending Patterns
Originally developed to treat Type-2 diabetes and now also used for weight management, GLP-1 medications are actively taken by 6% of the US population and expected to grow by +20% annually through 2030. Clearly anything but a flash in the pan, these numbers alone should lead brands and retailers to pause and rethink their role with these consumers. There’s even more reason to understand that the impact of GLP-1 drugs extends beyond individual food choices consumers make — it is also altering overall food spending patterns. To help place that into perspective, recent data shows that within six months of starting GLP-1 therapy, household grocery expenditures among active GLP-1 users have declined 6-9%, even during this time when grocery prices are rising. Why?
- Hunger is reduced: GLP-1s are like appetite assassins, curbing cravings and promoting an “I’m full” feeling much sooner than later, resulting in GLP-1 users eating more frequent, smaller meals throughout the day
- Portion size shift: Supersizing is out, smaller | smart sizing is all in with GLP-1 use
- Farewell to junk food: GLP-1 meds naturally suppress desire for calorie-dense temptations like savory snacks, sweets, baked goods, soft drinks, and sodium laden items
- Say hello to nutrient-packed, cleaner options: While GLP-1 medications trigger reduced snacking both in quantity and type, they also correspondingly and naturally lead users to select “better-choice” foods promoting satiety, functional benefit and well-being
While the larger consumer movement toward healthier, more mindful eating is nothing new and one that food and beverage marketers are embracing, GLP-1 meds are having a very direct, compounding and seismic impact on that trend in ways that brands and retailers can no longer afford to ignore. That said, it’s time to overhaul the playbooks to meet this unfolding consumer demand on all fronts.
How Brands Can Partake in the Reinvention of the Plate
It’s not just about what’s disappearing from the plate – but rather what’s now on it and how much. Food brands need to rethink their product lineups to resonate not only with GLP-1 users, but also with the broader health-conscious crowd. And let us not forget that the ‘better choice’ boat has already set sail and the GLP-1 party is just getting started, so the time is now to become first in the minds of shoppers. This means brands must begin stepping outside their comfort zone to attract these shoppers with bold marketing strategies demonstrating they are in it to win. To get there, it takes:
New Product Research: while cleaner labels, lower sugar | sodium, and protein boosts all hit the sweet spot with GLP-1 users and health-conscious consumers alike, in the end, taste is king. Rigorous taste-testing with the target audience is essential for placing your brand on strong footing from the start – generating deeper household penetration and more positive product reviews- Portion-Conscious Packaging: catering to downsized appetite needs will demonstrate that your brand understands the GLP-1 consumer and will also provide them with better price value; the ability to make that packaging sustainable will also score bonus points with eco-conscious shoppers
- Bold Package Designs: delivering high impact, inviting shelf-presence is non-negotiable, and be certain to celebrate | shout out those functional product benefits with exuberance and confidence to attract these target shoppers
- Strategic Partnerships: teaming up with weight-loss | healthier-living influencers, dietitians, and weight-loss support organizations will serve to amplify your message, reinforce brand credibility and build consumer trust
- Prioritize, Promote and Experiment: start by constructing content that sells the functional and emotional value of your product to target GLP-1 users | ‘better choice’ seeking shoppers – then promote it using laser-focused, technology-driven campaigns that connect along the shopping journey to boost sales, ROAS (return on ad spend) and deliver performance metrics that inform future strategies. And remember to always experiment with a “test and learn” approach to continuously improve performance and identify new growth opportunities
Get Your Game on Now
Big food players are already making their moves into this space. Nestlé’s Vital Pursuit line specifically targets GLP-1 consumers, while Conagra Brands has introduced Healthy Choice meals labeled “GLP-1 Friendly.” This should not dissuade smaller “better choice” brands from entering the ring as well but instead prompt them to fully embrace their “David vs. Goliath” agility to be quick, nimble, and focused on delivering the perfect product and marketing formula to win over GLP-1 users and “better choice” shoppers.
While engaging in healthy eating and integrating exercise into one’s lifestyle are clearly recognized as beneficial practices, GLP-1 prescribed medications are also helping to elevate the health and quality of life of many who medically require these treatments – leaving consumers to choose the approach that is best for them. Whatever their decision, the message is clear: the food industry must evolve to meet the demands of a changing consumer landscape. With changing shopper needs and expectations already reshaping America’s eating habits, the emergence of GLP-1 drugs is further calling on brands to seize this opportunity and start making the consumer’s weight loss their gain!
