Key takeaways:
- GLP-1 users follow a clear behavioral arc, and bakery and snack brands that match their changing needs – especially early on and after discontinuation – stand to win long-term loyalty.
- Texture is emerging as a major driver of satisfaction, with airy, crispy, creamy and slower-eating formats helping deliver both ‘food joy’ and satiety in smaller portions.
- Former GLP-1 users need nutrient-dense, indulgent-but-functional snacks to manage returning hunger and ‘food noise’, making protein, fiber and clean label cues more important than calorie cuts alone.
For all the noise around GLP-1s, one thing’s becoming clear: they’re not just shrinking appetites, they’re reshaping how people experience food.
Proprietary research from Tate & Lyle suggests the shift runs far deeper than portion size. It’s a sensory, emotional and behavioral reset, and brands that understand that nuance could score loyalty long after the GLP-1 craze moves from headlines to habit.
“GLP-1 medications are redefining the eating experience,” says Anisha Banerjee, senior manager, Global Insights and Analytics at Tate & Lyle. And she means redefining. Taste, texture, satiety, even how people read ingredient labels – all of it is being rewired in real time. Tate & Lyle’s survey of 500 current and former GLP-1 users across North America paints a picture of consumers who aren’t just eating less, but eating differently and expecting foods to work harder for them.
If the first wave of nutrition commentary focused on appetite suppression, Banerjee’s data points to something more interesting: the return of ‘food joy’ but in compact, nutrient-dense, texture-led ways. Smaller portions now carry bigger emotional weight. Crispy matters. Creamy matters. Layered mouthfeel matters. Satiety matters. And yes, permissible indulgence matters more than ever.
For bakery and snack makers, that means huge opportunity, but also a warning. Banerjee points out that many brands still overlook crucial needs at every stage of the GLP-1 journey, especially as users come off the medication and hunger, cravings and ‘food noise’ roar back.
A behavioral arc that’s predictable and easy to misread
Banerjee’s team saw a distinct ‘momentum-maintenance-regression’ arc among users, and it’s packed with signals for R&D teams.
In the early enthusiasm phase, she says, consumers are “hyper-engaged”, checking labels almost obsessively and experimenting with new foods. What caught her off guard wasn’t the excitement – it was how open they are to trial. “They’re motivated, optimistic and open to trying new things,” she notes. This is the golden window for format innovation.
The gap in the market at this point? “Texture-forward, portion-controlled permissible indulgences,” she says. Consumers want creamy, crunchy, joyful treats that support their nutrition goals, not derail them. And because many users discontinue medication due to side effects, supportive formats that help them manage those effects aren’t just helpful, they’re a competitive advantage.
By the maintenance phase, things shift. Former users juggle healthy habits with creeping returns to old favorites. Protein and fiber remain high priorities, but they’re craving better flavor and more product variety. “Focusing on calorie reduction alone won’t be enough,” Banerjee warns. Classic snacks that feel familiar but come with functional perks – gut health, muscle support, slower digestion – will resonate.
Then comes regression and this is where many brands lose them. The label checking fades. Hunger returns. Emotional cravings spike. ‘Food noise’ – that internal chatter about when you’re eating next – gets loud. Banerjee says the need here is enormous: accessible, tasty, nutrient-dense snacks that don’t feel punitive. Think satiety-forward formats that feel indulgent enough to calm cravings but functional enough to support weight maintenance.
What ‘food joy’ really looks like in the GLP-1 era
One of Banerjee’s most revealing findings is how GLP-1 users define ‘food joy’. It’s not about decadence in the traditional sense. It’s about comfort, ease and emotional reward in smaller, highly satisfying quantities. In practice, that means single-serve treats that feel intentional, not restrictive; nutrient-dense formats with clean flavors; and snacks whose texture does as much work as their ingredients.
Texture-forward experiences come up again and again in her interviews. Smooth, creamy, yogurt-like snacks deliver emotional comfort. Protein-backed crackers with crisp snap deliver excitement and a sense of fullness. And clean flavor cues – lightly sweetened bars, fruit-forward drinkables – are winning over heavy or complex flavor profiles.
As for what’s falling out of favor? Large, calorie-dense snacks that feel physically overwhelming – and emotionally wasteful – now miss the mark. High-sugar, high-fat formats worry users, especially in categories like chips and cookies. And long ingredient lists raise red flags, not because of anti-processing sentiment per se, but because GLP-1 users feel newly empowered by label literacy. “Clean label transparency and simplicity form part of their expectations for health,” Banerjee explains.
On-pack education can help. If an ingredient supports gut health or mineral fortification, say so plainly. Many GLP-1 users are rediscovering nutrition from the ground up.
Tackling food noise: Satiety, sensory cues and the power of texture
Former users face a particularly thorny challenge: returning hunger and physiological cravings. Banerjee describes ‘food noise’ as that persistent mental hum wondering when the next meal is coming, sometimes accompanied by physical symptoms. It’s no surprise that satiety-focused snacks score especially well.
Her research shows consumers gravitate toward high-protein, fiber-fortified products that slow digestion and soothe cravings. She points to options like salted chickpea protein crackers, which tick both the sensory and nutritional boxes. “Products that use every sensory and nutritional cue to help them feel fuller for longer and manage cravings are key,” she says.
Claims matter, too. Former users seek packs touting fiber, protein, glycaemic control, gut health, muscle maintenance, bone health and weight management support. And here’s a nuance worth noting: while GLP-1 users care about nutrition, they’re still deeply driven by indulgent cues. High-protein puddings with ‘just right’ mouthfeel. Crackers that deliver crunch. Textures that slow eating rate, which researchers increasingly link to higher fullness and lower overall intake.
Texture, it turns out, is a strategic lever. Banerjee says consumers don’t always articulate texture, but they feel it. This is where Tate & Lyle’s Sensation tool comes in, translating consumer language into sensory mapping. But the broader point is universal: reduce sugar, boost fiber or add protein, and you risk disrupting mouthfeel. “If mouthfeel and texture are overlooked,” she says, formulators can hit blind spots that hurt repeat purchase. And in the GLP-1 space, repurchase is everything.
Global momentum, local nuances: What manufacturers should actually do next
Although Tate & Lyle’s study focuses on North America, Banerjee believes the behavioral patterns will surface globally as other regions reach similar GLP-1 penetration. Nutrition needs travel well. But she cautions that cultural eating habits, demographics and policy environments will shape how quickly and strongly the patterns emerge.
GLP-1 users also show greater familiarity with sweeteners, fibers and texturants – and more positive associations than non-users. Processing anxiety doesn’t dominate their thinking; nutrition, convenience and clean labeling do. That’s an important distinction in today’s UPF debates, and one that should reassure reformulators leaning on functional ingredients.
So what should manufacturers actually prioritize right now?
Banerjee is unequivocal: catch consumers early. Willingness to adopt healthier habits is 2.5x higher in early GLP-1 use, making this a once-in-a-category-cycle chance to build loyalty. Innovations that support nutrient density, digestive comfort and easy consumption formats should be front of the queue. But she quickly adds that long-term opportunity lies in supporting users after they come off the medication – when appetite storms back and cravings resurface.
Across all stages, taste and texture remain the biggest levers. “If a GLP-1 user is accepting off-tastes during GLP-1 use to improve their nutrition, that’s unlikely to translate into loyalty once cravings return,” she warns.
The Lancet recently flagged potential nutritional gaps for GLP-1 users, especially around protein and micronutrients, and Banerjee’s findings align. Smaller portions and snack-like formats are often replacing full meals, pushing manufacturers to rethink what a ‘complete’ snack looks like. Added fiber supports digestive comfort. Added protein supports muscle health. And both help consumers hit nutrition targets on fewer calories.
This is where Tate & Lyle inevitably enters the conversation, but the framing matters. The company isn’t pitching GLP-1–branded ingredients. It’s pitching an approach: designing snacks that don’t force consumers to choose between nutrition and joy.
Because in the GLP-1 era, joy isn’t frivolous. It’s functional.