The rise of GLP‑1 medications may accelerate long‑needed changes in the food system, pushing companies to rethink flavor, texture, portioning and even the definition of enjoyment itself.
The rise of GLP-1 medications is fueling demand for portion-controlled foods with more protein and fiber, while pushing brands to deliver the taste and sensory experience consumers expect experts shared during a webinar hosted by the Institute of Food Technologists (IFT).
“GLP-1 users are shifting their behaviors from living-to-eat to eating-to-live,” said Dave Lundahl, founder and CEO of market research company InsightsNow.
Lundahl pointed to behavioral research on more than 60,000 social‑listening verbatims and four consumer studies. He described a fundamental pattern where consumers “can only finish half of what they used to eat,” with many saying they now gravitate toward “kid’s menu servings before they become completely satisfied.”
Some users report stopping mid‑meal for the first time in their lives and many reported forgetting to eat due to diminished hunger. Consumers who remind themselves to eat tend to choose more nutrient-dense foods because of their limited appetite, Lundahl said. Foods like protein shakes, Greek yogurt, eggs, lean means and protein-pack snacks were common in self-reported consumption patterns.
A second behavioral theme is the avoidance of overeating to prevent feeling nauseous. That punishment–reward flip, he explained, disrupts ingrained habits and “opens up the door for a brand new cycle of creating new habits.”
Sensitivity to sweetness, fat and texture
What do these eating patterns mean for the whole sensory experience when eating a food product?
Users reported scent and aroma aversions to rich or greasy foods (e.g. bacon, fried chicken, creamy sauces). For sweet flavors, 75% of users reported sensitivities towards these foods, often describing them as “sickly sweet,” Lundahl said.
Some report “food grief” when foods they loved taste different. “One in four users said, like coffee or ice cream, tastes different now,” Lundahl said.
Texture plays another role in how product developers can better align with GLP-1 users as the next best sensory attribute when flavor diminishes. Some users reported certain beverages, like protein shakes, as “unpleasingly heavy” and carbonated beverages as “too sharp or bubbly,” according to Lundahl.
Rethinking product guidance
Rather than relying on traditional sensory KPIs that prioritize craveability, formulators should focus on “tolerance to avoid these displeasures” like slowing down the eating rate through texture design, Lundahl said.
As GLP-1 users eat more slowly, their risk of flavor fatigue rises. For developers, this means to “tone down those flavors” and build formulas with textures and flavor profiles that don’t degrade over longer eating windows.
Lundahl grouped risks into taste/flavor and texture categories.
For products that exhibit too much sweetness or a “chemical” note from artificial sweeteners, strong lingering flavors, rich/greasy profiles and any off-notes from fortification are a challenge for GLP-1 food products. This includes textures users described as “really hard” or “really thick,” Lundahl added.
Where the opportunities lie
Formulating for GLP-1s, as complex as it may be, means there are opportunities to readjust how these foods can satisfy consumers’ sensory, emotional and nutritional expectations.
These opportunities include “Goldilocks reformulations and portfolio adjustments” for products that satisfy both GLP‑1 users and non‑users; smaller portions aligned with slower eating; and designing foods that hold their texture as they cool, Lundahl said.
Ultimately, food quality trumps quantity, he added.
InsightsNow’s AI‑driven analysis (via an agent Lundahl called Clara) highlighted three major nutrition white spaces: muscle preservation, hydration and fiber and micronutrient density.
Consumers already are revamping their breakfast routines to meet protein goals and seeking hydration options that don’t require chugging water, he explained. And because consumers are choosing to “eat to live, rather than living to eat,” stealth vitamin and mineral fortification becomes essential to avoid triggering aversions, he added.
Danone’s response: Small, nutrient dense portions
GLP-1 users typically consume 1,000 less calories per day, which creates nutritional challenges linked to reduced intake, early satiety and loss of lean mass, according to Whitney Evans, director of nutrition and scientific affairs for Danone North America.
With this change in appetite, experts recommend prioritizing nutrient-dense foods, protein, fiber and hydration while limiting added sugars and refined grains, she said.
Yet, Danone’s consumer insights suggest many GLP‑1 users are either “eating less often” or just “eating smaller portions of the same foods,” Evans explained.
Danone responded by developing Oikos Fusion, which Evans described as “the first cultured dairy drink designed to support the nutrition needs of GLP one users.” At just seven ounces, it was intentionally built for consumers who struggle to finish standard portions and need on-the-go nutrition, she said.
Oikos Fusian includes “a proprietary science backed protein blend” (whey, leucine peptides, vitamin D), totaling 23 grams of protein, plus 5 grams of prebiotic fiber and several vitamins and minerals. The format highlights consumer feedback that current food environments “are not built for smaller portion sizes,” she noted.
Evans also highlighted Silk Plant‑Based Protein, designed as a high‑protein, high‑fiber, lower‑sugar option that fits the same nutrient‑density‑per‑ounce need.
The need for education
Evans noted a major gap in nutrition guidance.
“Roughly nine in 10 GLP-1 users had no contact with a registered dietitian prior to initiating the medication.”
Danone has launched several initiatives, including a website, dietitian partnerships and education for pharmacists, to help consumers interpret expert recommendations and learn “tips and tricks for ways of getting in as much nutrition as you can in these smaller volume meals,” Evans said.
The goal, she said, is not just to support people while they’re on medication, but also to “set them up for success if they decide to come off the medication,” to help curb the returning food noise.
