GLP-1 market winners and losers abstract
- GLP-1 medicine drive main shifts throughout world meals sectors
- Practical elements surge as customers prioritise nutrient density and satiety
- Fatty and sugary meals seen by many shoppers as much less fascinating
- Trade innovators launch protein-rich portion-aligned ranges focusing on GLP-1 customers
- Alcohol consumption drops as GLP-1 reduces motivation and reward response
In a bit of over a 12 months, GLP-1 weight-loss medicine have remodeled the meals sector. The place as soon as they had been confined to therapy for diabetes, now round 12% of the US inhabitants (by some estimates) makes use of the medicine.
With any revolution, there are winners and there are losers. GLP-1 isn’t any completely different. The market has offered unparalleled alternatives for some meals sectors, whereas for others, it poses a considerable risk.
Winners: Practical elements
The principle objective of GLP-1s is boosting satiety, extra generally often called the sensation of fullness. Which means those that use the medicine are prone to eat considerably smaller parts.
After all, GLP-1 customers nonetheless want to satisfy the every day recomended consumption of vitamins. That’s why portion-controlled, nutrient-dense meals appeals.
Thus, using elements reminiscent of protein and fibre in vital portions is extra essential than ever, offering GLP-1 customers with the vitamins they want.
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Some elements have been in significantly sturdy demand. Prescriptions of whey protein by GLP-1 customers is likely one of the major elements in driving a worldwide scarcity of the ingredient.
Even electrolyte drinks might profit from the GLP-1 increase. With GLP-1 customers typically ingesting fewer fluids, fast hydration is turning into extra essential. Thus, drinks containing electrolytes can present GLP-1 customers with a much-needed hydration increase.
Whereas not all producers see GLP-1s as a optimistic, many need to the increase as a possibility to create nutritionally dense merchandise.
Losers: Fatty and sugary meals
GLP-1s don’t simply change the quantity that customers wish to eat – in addition they change the kind of meals persons are consuming.
For instance, GLP-1 customers typically report decrease cravings for fatty, starchy or salty meals than beforehand.
And whereas some analysis means that customers could also be extra interested in sweeter meals, there may be additionally vital proof that purchases of sugary drinks have fallen by round 7% amongst GLP-1-using households.
Latest analysis from elements firm Tate & Lyle backs this up, suggesting that giant, calorie-dense snacks, excessive in fats or sugar, are unpopular with GLP-1 customers.
There may be vital proof that GLP-1 adjustments even the best way individuals style sure meals, in flip influencing what they need. While it’s not an actual science and all shoppers are completely different, meals firms have to be careful that GLP-1 customers don’t pivot away from their merchandise due to modified style.
Winners: Companion product innovators
Whereas GLP-1 adoption has taken a while, many key trade gamers have now embracing the development, seizing the chance to launch new merchandise and increase current ranges
Nestlé was one of many first out of the gate, with its nutrient-dense Very important Pursuit product focused particularly at GLP-1 customers. The product was each ‘portion-aligned’ (in different phrases, smaller), and excessive in much-coveted elements reminiscent of protein, fibre and calcium.
Multinational big Normal Mills has additionally responded to the development by including extra protein to lots of its key merchandise, and US-based Conagra Manufacturers has labelled lots of its ‘Wholesome Alternative’ frozen meals as GLP-1 pleasant.
Exterior the massive FMCGs, different firms are embracing the development as nicely. For instance, UK grocery store chain Morrisons not too long ago launched a set of GLP-1 pleasant meals. The vary will embody high-protein variations of cheese, ice cream and pasta.
Whereas the ‘maxxing’ development in protein is prone to decline general, for GLP-1 customers protein is arguably extra essential than ever.
Whereas some merchandise are nutrient-dense and are geared toward those that are already utilizing GLP-1s, others are extra targeted on offering satiety by means of meals as a substitute for the medicine.
Many of those merchandise are comparatively new to the market, so their long-term success just isn’t sure. However GLP-1s have offered a brand new area of interest that’s already driving vital innovation, with numerous potential. Final 12 months, analytics firm Future Market Insights predicted the GLP-1 dietary assist market would develop at a CAGR of 12.2% between 2025 and 2035.
Losers: Alcohol
Whereas meals could also be foremost in shoppers’ minds, alcohol consumption may be a casualty of GLP-1s.
As early as 2024, analysis was suggesting that GLP-1 customers typically reduce down on their alcohol consumption over time.
Extreme drinkers had been, the truth is, the most certainly to cut back their consumption general through the research.
Certainly, that is borne out within the knowledge. Many GLP-1 customers are ingesting considerably much less, and analysis from funding financial institution Morgan Stanley means that round 1 / 4 of customers have stopped utterly.
One other research prompt that GLP-1 medicine not solely lower client motivation to devour alcohol within the first place, however doubtlessly scale back alcohol-induced reward.
GLP-1 medicine are simply getting began. Whereas they’ve already modified the world of meals and beverage considerably, they present no signal of slowing down. Whereas many key sectors have the potential to lose out, others, which attraction to the differing wants of GLP-1 customers, may expertise a increase.
Wish to know extra concerning the impression of GLP-1s on F&B?
Be a part of us at Constructive Diet, a sequence of broadcast occasions spotlighting the improvements and applied sciences central to the evolution of better-for-you food and drinks.
On 5 February 2026, we’ll be internet hosting a session titled: International GLP-1 disruption.
Weight-loss jabs are taking the world by storm, reshaping all the pieces from client habits to product innovation. Their impression is being felt throughout areas and throughout classes, however the impact in a single sector isn’t all the time mirrored in one other. From delicate drinks to alcohol, confectionery to snacks, we dissect the disruption and ask what’s subsequent.
