As millions of Americans turn to GLP-1 medications for weight loss, sales of several foods and beverages are declining or at risk, as a greater portion of the population shifts toward smaller portions, functional ingredients, and healthier options. Tate & Lyle, a provider of specialty ingredients and solutions for the food and beverage industry, recently published a report, “Reimagining Food and Beverage Formulation, for GLP-1 and Beyond,” to share its consumer insights and projections on the topic.

An estimated 15 million Americans have used a GLP-1 receptor agonist for weight loss or glucose control, and use is expected to double over the next decade; these users experience a suppressed appetite, reduced cravings, and fewer thoughts about food.

Since GLP-1 adoption, sales have declined substantially for chips and savory snacks (-11%), sweet baked goods (-9%), cookies (-7%), soft drinks (-6.5%), ice cream (-5.25%), packaged meals (-4%), and desserts and frozen desserts (-2.75%).

It’s important to think about three distinct consumer groups whose shopping and eating habits have changed, the company noted, which include current GLP-1 users, former GLP-1 users, and weight-conscious consumers who aren’t currently taking the medication.

Appetites Suppressed

The act of eating is driven by many hormones and neurotransmitters, and for some, those signals are out of sync, making it easier to overeat. In addition to upregulating the body’s GLP-1 production, helping to regulate blood sugar and putting the brakes on the stomach and the intestines to induce feelings of satiety, they also impact areas of the brain involved in appetite control, cravings, and reward. Users report less “food noise” in their brains, Tate & Lyle reported, with dramatic reductions in impulse food and beverage purchases.

Side Effects

People are contending with severe and long-lasting side effects from these medications, such as nausea, diarrhea, and vomiting. They lessen in weeks or months for some.

Users also run the risk of dehydration, muscle loss, malnutrition, and weaker bones as a result of eating and drinking less. Many GLP-1 users also report feeling emotionally unsatisfied because comfort foods and indulgences, which can often worsen side effects, are missing from their routine.

Additionally, GLP-1 products are indicated for lifelong use, further driving nutrition as a priority.

Working With Shrinking Appetites

Though GLP-1 users have diminished biological drivers of hunger and cravings, they’re looking to reconnect with the joy and ritual of food, Tate & Lyle reported.

Current GLP-1 users (36%), former users (29%), and weight-conscious non-users (36%) all reported wanting to consume more stevia. Similar attitudes were shared for soluble corn fiber (31%, 21%, and 25% respectively for current, former, and non-users).

Widely, these consumers are looking for greater nutritional density overall, with 69% of GLP-1 users reporting they “almost always” read labels, and 34% “sometimes” read labels to seek out foods with high protein, added fiber, reduced sugar and refined carbs, maximal nutrient density, and clean-label, recognizable ingredient.

Is There a Rebound Effect with Discontinuation?

According to Tate & Lyle’s research, 65% of people discontinue GLP-1 drugs after a year, due to side effects, access, and affordability. About a third of former users start the medication again because it’s common to regain the weight lost while on the medication, which is intended for lifelong use.

Between 17% and 25% of former users maintain their healthy eating habits, the company reported, even after a year post-discontinuation. Most users report that they either “almost always” (41%) or “sometimes” (51%) read ingredient labels, and want to continue to squash the food noise. Former users need food that can help them achieve this, to prevent old habits from resurfacing.

These former users are filling carts with yogurt, meat snacks, nutrition bars, and shakes formulated with low sugar and high fiber and protein. Though they gradually increase consumption of crackers, tortilla chips, cookies, and ice cream, they’re still demanding better-for-you alternatives.

Taste is King

Indulgence isn’t off the table for any consumers, regardless of where they are in their GLP-1 experience. Most (57%) of current and former users indicated that taste was a barrier to a repeat purchase of a healthier beverage, such as a protein shake.

“The sensorial experience is one of the most satisfying parts of eating, and people will always desire that, whether they’re on a weight loss medication or not,” said Louisa White, senior manager of consumer insights and analytics for North America at Tate & Lyle.

Rebalancing foods presents significant opportunities for those who can make functional products indulgent.

“Reducing sugar and increasing fiber, protein, or other functional ingredients changes a product’s sensory aspects, adding challenges to formulation,” said Susan Butler, technical service director of Tate & Lyle. Not all fibers, proteins, and sweeteners are equal, and having a toolbox of ingredients is necessary.