Prescription GLP-1 drugs are relatively new; the US Food and Drug Administration (FDA) approved the first GLP-1 in 2005. But in 2024, a Kaiser Family Foundation Health Tracking Poll found that 12%, or about one in eight adults, said they had taken one of a class of prescription drugs called GLP-1 agonists. This translates to roughly 30 million people taking the most popular GLP-1s for weight loss and to treat Type 2 diabetes, or to reduce their risk of heart disease and stroke.
GLP-1 agonists work by mimicking the effects of the naturally occurring hormone of the same name which is made in the small intestine. The hormone has several roles:
- Trigger insulin release from the pancreas.
- Block glucagon (a hormone that raises blood sugar levels when necessary) from entering the bloodstream.
- Slow digestion; and
- Affect areas of the brain that process hunger and satiety signals.
These medications are most often injectable and administered as subcutaneous shots, although there are many different types of GLP-1 agonists.
Benefits of the drugs include lower blood pressure; improved lipid disorders; improved fatty liver disease; reduced risk of heart and kidney disease; and delayed progression of diabetes-related neuropathy.
Side effects include loss of appetite; nausea; vomiting; diarrhea; indigestion and increased heart rate. Severe side effects include pancreatitis, medullary thyroid cancer and worsening of diabetes-related retinopathy.
Popular GLP-1 medications are most often injectable, but there are different types of GLP-1 agonists. (Source: MATT FOWLER KC - STOCK.ADOBE.COM)Supporting nutrition
Researchers continue to find other potential uses and benefits for these drugs, but the drugs alone can’t treat Type 2 diabetes or obesity. Lifestyle and dietary changes are required, and that’s where animal proteins enter the picture.
“When you lose weight on these drugs, 40% of it is muscle, and 60% is fat,” said Suzy Badaracco, president of Culinary Tides, a market researcher who spoke at the recent Research Chefs Association conference in St. Louis about how to formulate foods for consumers taking GLP-1 weight-loss drugs. “That’s why high protein is critical in these meals — you’re trying to preserve muscle mass. So, you want to focus on protein-rich snacks, meal replacements, functional beverages and any kind of lean protein entrées … protein and fiber for gut health are your two best friends.”
Badaracco said other areas of focus for GLP-1-focused product development should include smaller portion sizes due to reduced appetites, and hydration, which is sometimes easily overlooked.
Findings from a proprietary survey conducted by Corbion showed 77% of respondents said they noticed a change in the proteins they preferred across all meals. Chicken topped the list, followed by eggs, ground beef and steaks. This shift occurred because GLP-1 drugs suppress users’ cravings for sweet and salty foods while increasing desire for healthy nutritious foods and savory umami proteins.
“It’s very early days on GLP-1, still a lot to learn about the impacts of GLP-1, but some of the early research we are seeing shows that in addition to fresh fruit for weight management products, poultry and fish are among the highest growth categories experiencing increased consumption for those on GLP-1,” said John Ghingo, executive vice president, retail, Applegate Farms. “Then you look at it from a lifestyle and usage perspective. Ground turkey is a very versatile option for consumers. It plugs in very well for everyday life and different food experiences. So, with the number one brand nationally in Jennie-O and ground turkey, we’re in a great position to capitalize on that growing consumer market.”
Shane Smith, president and chief executive officer of Smithfield Foods, said in remarks during the Bank of America Consumer and Retail Conference on March 12, that growing demand for animal-based meat among consumers reflected the positive role meat plays in the diets of GLP-1 users.
“What we see where we are able to see scanner data is that people who use GLP-1s are staying with a protein diet,” he said. “Where we see the impact on that is snacks and sugary drinks and those types of things that they’re not buying. But they’re really focused on maintaining a good level of protein and high-quality protein in their diet. So, we think we’re set up well as we go forward.”
He noted general advantages of pork relative to other proteins include versatility. Pork products are “…offered at breakfast, lunch, dinner; snacks across all of the dayparts. They’re very receptive to different recipe styles, so if you think what’s growing now — Asian cuisines and Hispanic cuisines are growing very quickly across the United States. Those cuisines tend to be dominated by pork offerings.
“And then you get into the ingredient category,” he added. “So, pork being used as an ingredient — you think of pepperoni on a pizza, or any type of charcuterie board is really pork dominated. So, I think pork as a protein is really well positioned for those reasons as well as the different price points.”
GLP-1 users are focused on maintaining a diet of high-quality protein, which leaves pork processors like Smithfield Foods well positioned to meet the demand. (Source: ROBERT BRIGGS - STOCK.ADOBE.COM)Pared back food purchases
The other side of the change in purchasing decisions is that GLP-1 users shop less often, buy smaller portion sizes and snack less often. A Morgan Stanley research survey of 300 patients taking GLP-1 drugs found that “… survey participants cut back the most on foods high in sugar and fat, reducing their consumption of confections, sugary drinks and baked goods by as much as two-thirds. As more people in the United States use obesity drugs, overall consumption of carbonated soft drinks, baked goods and salty snacks may fall up to 3% by 2035.”
Additionally, the Corbion survey found that GLP-1 users are buying less processed meats, such as hot dogs and lunch meats, or shopping for those items less frequently compared to before they started taking the drugs. And Morgan Stanley pointed to implications for the foodservice industry.
“Chains that mainly sell foods regarded as unhealthy face a longer-term risk, with same-store sales growth forecast to fall between 1% to 2%,” Morgan Stanley said. “But some fast- casual chains are already adapting by offering healthier menus, while others, such as pizza, doughnut or fried chicken chains, have less flexibility and could be more exposed.”
A Nielsen IQ analysis titled “Reclaiming Food and Beverage Sales: Key Strategies for Success in the Digital Era,” said the appetite-suppressing effects of GLP-1s peak after seven to 11 months of sustained use, leading to a noticeable decrease in food consumption and related spending.
“Remarkably, users who started GLP-1 treatments within this timeframe account for nearly one-quarter of the Total Store unit decline, underscoring the broader market impact of these medications,” Nielsen said.
In its October 2024 GLP-1 Trends & Impact Survey, PricewaterhouseCoopers (PwC) said that GLP-1 users in its survey spent about 11% less on most categories of food, with the big reductions in sweet and salty snacks and baked goods. Forty-seven percent of respondents said they ate smaller portions, while 56% said they made healthier food choices.
“While we don’t expect consumers to cease eating all unhealthy foods, the volume of purchases may change and overall caloric consumption per person may meaningfully decrease, suggesting that restaurants and food companies that focus on indulgent occasions should consider how to better tailor their products to a market that may be looking to experience their food in a different way (e.g., portion sizing, take-home),” PwC said.
But most of these trends depend on how long users stay on the drugs. Unpleasant side effects, costs of the drugs and supplies are factors influencing if and how long consumers take the drug.
In a study titled “The No-Hunger Games: How GLP-1 Medication Adoption is Changing Consumer Food Demand,” researchers at Cornell University, S.C. Johnson College of Business, examined whether dietary changes brought on by GLP-1 drugs persisted beyond six months after adoption, among other research questions.
“Analyzing shopping patterns over the 12 months post-adoption, we find that the magnitude of the reduction in food spending attenuates after six months but remains negative and statistically significant,” researchers said. “Furthermore, some users in our sample discontinue GLP-1 medications, allowing us to assess whether changes in food demand persist after stopping. Tracking spending in the three months following discontinuation, we find no evidence that reductions in food purchases persist, as grocery spending reverts back to preadoption levels.”
Where some go, others follow
PwC noted that the individuals using GLP-1 agonists for weight loss are charting the way to mainstream awareness of the benefits and side effects of the drugs. Additionally, adoption of the drugs will grow as more medical professionals recommend them to manage obesity. Given that GLP-1s are here to stay for now, food and beverage companies should prepare to take advantage of this revolution in weight management.
“There remains a major opportunity to support GLP-1 users through this transformational period and capture the value from enabling their new behaviors,” PwC said. “By acting now, businesses can increase the odds they learn from these customers, better serve them and develop a long-term strategy based on the market’s direction.”
