By Yannick Verry, Brand Director of Fi Events
Key takeaways:
- GLP-1 drugs are reshaping eating habits beyond the people taking them. Innova data shows most consumers managing their weight use exercise (64%) or calorie reduction (46%), not medication (9%).
- Smaller portions and higher satiety expectations raise the bar on every bite. Protein, fiber, and micronutrient density per serving matter more, and single-serve packs and mini meals follow.
- Mid-market brands face the most pressure. Lead with attributes like high protein, fiber, and portion size rather than naming GLP-1s.
GLP-1s may have been on the market for over a decade, but it’s only in the last five years that Ozempic, Wegovy, and the like have become household names. From their origins as humble diabetes drugs, they have completely transformed how we lose weight, in one of the biggest shifts we’ve seen in metabolic health to date. Now, lifestyle changes are more achievable than ever, and we’re only at the beginning of this journey.
With consumers generally eating less, it’s inevitable that these medications will have an impact on the food and beverage industry. So far, discussion has largely centred around which products are falling out of favor, and the nutrients that GLP-1 users are reaching for instead. Protein is one such hero ingredient, back in the headlines for helping consumers hold onto their muscle mass and bridge the hunger gaps that big meals used to fill.
But the ramifications of these so-called wonder drugs spread far wider than just ingredient lists. The real disruption is behavioral, and GLP-1s are accelerating a broader shift that was already underway: toward smaller portions, higher satiety expectations, and more intentional eating habits. That affects every sector of our industry. In this article, I explore how these changes will affect different food and beverage segments, and how manufacturers can succeed in the new “Ozempic Era.”
Mind the gap
The gap between medication use and behavior change is key to understanding the evolving market. Although GLP-1s are increasingly becoming part of dinner party conversation, only 9% of consumers who have acted on weight concerns have done so via medication, according to Innova Market Insights’ latest data. Most are taking a more holistic approach to reach their weight management goals, by either exercising (64%) or reducing calorie intake through portion size and diet (46%).
At the same time, weight management claims worldwide grew 14% in a single year (between 2024 and 2025), in everything from sports powders to tea and cold cereal. Brands have been quick to respond to rising GLP-1 momentum, quickly launching more weight management products to keep up with demand.
So, how does the new wave of weight management-focused products tap into GLP-1 users’ changing eating habits? Mintel’s research suggests that there is no one “typical” consumer. While some studies show a decreased preference for high-fat foods, others suggest that people still want the same types of food, only in smaller amounts. Emerging research also points to increased sensitivities for sweet tastes, which could influence how much soda or processed foods some consumers can tolerate.
The growth of weight management-focused products (in all their forms) tells us innovation is needed not just for GLP-1 users. The focus needs to be on the much bigger group of consumers trying to manage their weight through diet and exercise, whether or not they are on medication. That’s why every brand is exposed to this shift, even in markets where GLP-1 use is still low; the underlying behavior was never really about the drug.
How brands should respond
For brands, there is an opportunity to respond to these changing behaviors without becoming too fixed on the medication itself. Here’s what it means for the four corners of the market, including regions where the ripple effect hasn’t hit yet.
So-called “healthy” brands are not automatically set for success in the GLP-1 age. Mintel highlights that users’ nutrient requirements remain the same, or even increase, but it’s harder to hit these targets with a smaller appetite. Research suggests that they need to consume 1.2-1.5g/kg of protein compared to the 0.75g/kg baseline, a relatively big jump. To keep up with these needs, brands may need to scale, diversify, or rethink portion architecture around satiety and nutrient density. Think single-serve packs, mini meals, and resealable multi-packs, containing maximum protein, fiber, and essential micronutrients.
For indulgent brands, gone are the days of traditional low-fat “diet” products that are tasteless and uninspiring. Today’s GLP-1 users focus on addition, not restriction, but importantly, not at the expense of the emotional eating or drinking experience. This opens doors for indulgent brands to develop premium or artisan-style options in smaller portions or with cleaner labels. After all, every bite or sip counts when you’re consuming less. Tapping into the “permissible indulgence” trend is the natural next step for many brands, promising consumers a protein or fiber boost with their favorite treat. Ice cream is the perfect example; mini and high-protein versions have steadily been appearing in frozen aisles over the last few years, bringing joy to those both on and off GLP-1s.
Brands in the middle of the market face the greatest pressure, as consumers become less tolerant of unclear positioning between health and indulgence. Although some products are now overtly marketed as GLP-1 friendly, some brands are choosing to take an indirect approach instead, focusing on relevant attributes like high protein and fiber, micronutrient density, smaller portions, and convenience. This messaging clearly shows how products can meet consumers’ needs without explicitly referencing GLP-1s. For sceptical shoppers, this level of transparency provides nutritional information up front, without seeming gimmicky.
GLP-1 use varies by region, but food and beverage brands still need to prepare now, as consumer expectations often shift faster than prescription rates. Plus, with GLP-1 manufacturing expected to expand in the coming years, it will likely lower barriers to adoption, such as cost and access. Nonetheless, wider usage is changing how consumers see food, even in developing markets. As the buzz continues to grow, shoppers are increasingly looking for high-protein, portion-controlled options. The time is now for reformulation, or to start gradually shifting messaging towards terms like “sustained satiety” and “muscle preservation” – clear, easy-to-read labels with universal appeal.
A longer-term mindset change
GLP-1s are far from just a pharmaceutical-based story. Their halo effect spans users and non-users alike, and their impact can be felt worldwide. With these medications set to stay, brands must recalibrate their offering to thrive. Portion sizing, product packaging, and nutritional profiles all need to address consumers’ changing needs, while innovation pipelines, portfolio strategy, and brand positioning will need to evolve alongside them. The brands that move now will survive the Ozempic era and define what comes next.
Yannick Verry is Brand Director for the Fi Events Portfolio at Informa Markets, leading strategic, financial, operational, and customer-oriented objectives for the Fi series of exhibitions — the world’s largest network of events for food ingredients and innovation in the F&B and pet food sectors. With over 15 years of experience in international trade and B2B events strategy across Europe, Asia, and the Americas, Yannick brings extensive expertise in P&L management, brand leadership, and digital transformation within the global food industry.
