At this month’s Food and Nutrition Conference and Expo in Nashville, one buzzword dominated conversations – GLP-1 medications. From protein-packed bars, portion-controlled snacks to prepared meals, brands are racing to market foods for a rapidly growing segment, those taking popular weight loss drugs like Wegovy and Ozempic.
Last year, 12% of US adults tried a GLP-1, with survey data suggesting that number will double in 2025, to 1 in 4. For an industry built on appetites, brands are quickly trying to respond to what this means for consumers.
GLP-1s are Changing Food Behavior
GLP-1 drugs work by suppressing appetite and slowing digestion. Their rise is reshaping what—and how much—consumers buy at the grocery store.
Among GLP-1 users, consumption of snacks, sugar drinks, and desserts has declined. In their place: higher-protein, higher-fiber products and smaller portions. Nearly half of users (48%) intentionally split entrees or downsize meal portions when dining out.
A 2024 study by Cornell University and Numerator found that households with at least one user of GLP-1 medication cut their grocery spending by about 6% within 6 months.
That impact extends beyond individual choices. Household food routines, such as grocery lists, meal prep, and social meals, are also being reworked to accommodate these new eating patterns.
“If just 10-15% of the prescription-eligible population takes GLP-1s, that equates to a weekly caloric deficit of roughly 45 billion calories for the US population, “says Amanda Patterson, SVP of Audience Strategy and Data Innovation at FleishmanHillard.
It’s also changing how people approach food shopping. Summer Kessel, RD, CSOWM, LDN, Chief of Operations at Vineyard Health and author of Living Your Healthiest Semaglutide Life, notes that GLP-1 users tend to make more intentional, less impulsive food choices.
“They are cooking more meals at home, eating out less frequently, and seeking foods rich in protein and fiber,” she explains.
The food industry is already feeling the impact. Major retailers are reporting shifts in purchasing patterns, with Walmart CEO Doug McMillon noting last November that the company is beginning to see some margin pressure from the growth of these drugs.
With users reporting an estimated 20 to 30% fewer calories consumed each day, what’s good for people’s waistlines will end up affecting grocers’ bottom lines.
Caution Needed for “GLP-1 Friendly” Products
In Nashville, the nation’s largest nutrition expo mirrored these market expectations, with several companies showcasing “GLP-1-friendly” products.
However, these buzzy marketing claims exist in a regulatory gray area that has some nutrition experts concerned. Currently, there is no formal definition for terms like “GLP-1-friendly” or “Ozempic-approved” on food packages.
According to Allison Koch, MS, RD, CSSD, LDN, VP, Food & Nutrition Strategic Communications at FleishmanHillard, these claims edge dangerously close to qualified health claims territory– statements regulated by the Food and Drug Administration (FDA).
“Brands would be better served to promote the protein and/or fiber content of their food/beverage versus using a term like ‘GLP-1-friendly,’ given the scrutiny they may receive by both skeptical consumers and the FDA,” says Koch.
The issue is that all food and beverage marketing must be truthful and backed by credible scientific evidence. And, as research linking individual foods to GLP-1 effectiveness remains limited, companies using these claims may be putting themselves at legal risk.
That said, certain foods still deserve focus for everyone, including GLP-1 users.
Kessler adds, “At the end of the day, the foods that are truly ‘GLP-1 Friendly’ are whole foods like lean proteins, whole grains, beans, legumes, low-fat dairy, fruits, and vegetables – and they don’t have flashy marketing labels!”
Long Term Shift vs.Temporary Trend
All signs point to a long-term, sustained shift when it comes to how these drugs are used. While some stigma remains, Patterson notes that most users seek benefits beyond aesthetic reasons, such as improvements in health, energy, and daily function.
This trend is reinforced by the fact that 68% of current users say GLP-1s have helped them achieve their weight management goals, and 80% report improved self-confidence.
“GLP-1 users are adopting eating patterns that align more closely with classic nutrition guidelines (higher protein and fiber, lower sugar and processed foods), which could lead to broader positive implications for public health if they maintain these eating habits,” says Patterson.
Some dietitians worry that the push toward higher protein foods will steer consumers toward options rich in saturated fat, a nutrient linked to increased risk of heart disease.
“Consumers on GLP-1 medications are taught to focus on protein, but they really need to be focusing on plant-based sources of protein, like beans, tofu, tempeh, and plant-based meat alternatives,” says Whitney English, RD, and co-founder of Plant-Based Juniors. “Only plant-based proteins contain fiber and tend to be much lower in saturated fat than animal proteins.”
English emphasizes that while weight loss matters, the quality of food choices matters just as much. And, plant-based proteins offer a dual benefit: they support the protein needs of GLP-1 users while promoting long-term cardiometabolic health, a consideration that extends well beyond the scale.
As brands continue the rush to capture GLP-1 consumers, English notes that those focused on high-protein, high-fiber options from plants will find themselves better positioned not just for this moment, but for the future, where protein quality matters just as much as quantity.
What’s Next
Novo Nordisk and Eli Lilly currently dominate the weight-loss drug market, but other companies are developing new drugs that will soon hit the market, with 16 potentially launching in the next five years.
If the GLP-1 trend continues, there will likely be a broad shift toward improved diet quality, at least among users. On the industry side, there is major innovation among food manufacturers and retailers aiming to thread the needle between maximizing product sales and focusing on consumer needs.
Grocery stores are already introducing “GLP-1 aisles” of foods tailored to users, accompanied by an increase in companion products like fiber supplements that cater to these consumers.
Patterson says some analysts expect a contraction of the center aisles in grocery stores as demand for traditional processed snacks decreases. That’s likely a positive for overall diet quality, but there’s a lot of what-ifs at this stage.
Kessler is worried that people will rely too heavily on low-calorie processed foods instead of balanced meals, missing out on essential nutrients. “I think brands are going to struggle to justify increasing prices on foods that people don’t really crave anymore – folks on GLP-1s are much more likely to say “meh, not worth it” or “I could take it or leave it” so fun foods are going to need to be excellent, nostalgic or nutritious and at a reasonable price to make sales.”
For consumers navigating this shift, whether or not they are on these medications, the message from dietitians is clear: focus on food quality over marketing claims.
The best GLP-1 friendly foods are those that have always supported good health; consuming more fiber, less processed snacks, and smaller portions benefits everyone.
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