What GLP-1s mean for your next product launch

Smiling woman eating yogurt on sofa at home

The new consumer appetite

Get ready for a major shift that is happening in how people experience food, driven by the rise of GLP-1 prescriptions. These medications are now being widely prescribed for weight loss.
GLP-1s mimic a natural hormone that regulates appetite, digestion and blood sugar. As a result, people taking them tend to eat less and often find their food preferences changing. This is more than a diet trend – it’s a structural global shift in consumer behavior that’s already impacting millions. How can we create products that fit the new reality of smaller portions, altered taste preferences and higher nutritional expectations?

A handful of statistics

Currently in the U.S. about 6% of adults are using the medications, with 30% to 35% interested in using them - demand is rising rapidly in other regions, too. In Europe, adoption has grown steadily across countries like the UK, Germany and France, supported by broader clinical access. In Asia-Pacific the GLP-1 therapies market generated over 1.1 billion dollars in 2024 and is expanding at double-digit CAGR, signaling growing awareness and uptake beyond North America.
According to Innova’s 2024 survey, more than 1 in 4 consumers are actively managing their weight, and GLP-1 medications are increasingly part of that journey. For food and beverage manufacturers, this presents both a challenge and an opportunity.

We’ve identified five key areas of innovation that guide how we support product development in this changing landscape. Each one reflects a shift in what these consumers need and expect from food and drink.

Young adult hands holds drinking glass with organic oat milk . Healthy eating lactose free milk substitute concept .Close up,selective focus.

Nutrient density

Why it matters: GLP-1 users eat smaller portions, but still need to meet daily nutritional needs. That means every bite counts. Products must deliver more protein, fiber, vitamins and minerals without being heavy or overwhelming.
What they’re looking for: small-portion, nutrient-rich foods and drinks that help maintain energy muscle mass and overall wellbeing.
Example ingredients we recommend:
  • High-quality proteins: whey protein isolate, milk protein concentrate, soy protein, pea protein, chickpea protein, yeast protein, fava bean protein
  • Fortification blends: micronutrient premixes tailored for daily requirements, vitamin-enriched powders (e.g., B-complex, vitamin D, calcium)
  • Functional product examples: high-protein instant noodles with yeast protein, high-protein oat milk enriched with pea or yeast protein, high-protein drinking yoghurt with dairy or plant-based protein
Blueberry smoothie with oats in glass on wooden table. Healthy eating, healthy lifestyle, dieting concept

Digestive comfort and functionality

Why it matters: GLP-1 medications slow digestion, which can cause discomfort. Foods that are gentle on the stomach and support gut health are increasingly in demand.
What they’re looking for: low-bulk, gut-friendly fibers, probiotics and functional botanicals.
Example ingredients we recommend:
  • Gentle fiber sources: chicory root fiber (inulin), fructo-oligosaccharides (FOS), galacto-oligosaccharides (GOS), polydextrose, resistant starch, psyllium husk, oat beta-glucan
  • Probiotic formats: live cultures in kefir and yoghurt drinks; shelf-stable probiotic strains for snacks and beverages
  • Digestive botanicals: ginger, peppermint, chamomile, fennel seed extracts
Brenntag nutrition experts testing the new formulation of the sauce of a customer product, Allentown, USA

Taste, texture and palatability

Why it matters: changes in taste, smell and mouthfeel are common among GLP-1 users. Products that are lighter, smoother and hydrating are more appealing.
What they’re looking for: balanced flavors, softer textures and refreshing formats.
Example ingredients we recommend:
  • Flavor modulation: natural flavor maskers, bitterness blockers and flavor enhancers to balance sweetness and reduce aftertaste
  • Texture solutions: enzymes to improve softness and moisture retention in baked goods; hydrocolloids (e.g., pectin, guar gum) for smooth mouthfeel
  • Hydration support: coconut water powder, aloe vera juice concentrate, isotonic beverage bases
Dietary supplement: Gummy with calcium and vitamins

Sugar reduction and blood sugar support

Why it matters: many GLP-1 users actively reduce sugar intake to manage blood sugar and support weight loss goals.
What they’re looking for: lower- or no-sugar products with no compromise on taste.
Example ingredients we recommend:
  • Natural sweeteners: stevia, thaumatin
  • Low-GI carbohydrates: isomaltulose, resistant maltodextrin, slowly digestible starches
  • Sugar-fiber blends: combinations of erythritol and soluble fiber to reduce glycemic load
Lemon juice or a glass of lime

Hydration and convenient nutrition

Why it matters: increased thirst and preference for easy-to-consume nutrition make functional beverages and portable snacks appealing.
What they’re looking for: ready-to-drink, portion-controlled and nutrient-enriched formats.
Example ingredients we recommend:
  • Hydration agents: electrolyte blends with sodium, potassium, magnesium; coconut water powder
  • Convenient nutrition: protein waters, collagen-infused beverages, fiber-enriched drink bases
  • Fortification: vitamin blends with B-complex, vitamin C, zinc; beauty-enhancing nutrients such as hyaluronic acid and biotin

Seize the opportunity

The rise of GLP-1 users is a clear signal that consumer expectations are changing. They’re eating less and differently. By focusing on nutrient density, digestive comfort, taste, sugar balance and hydration, manufacturers can create products that serve this growing and influential audience.
With our ingredient expertise, we’re ready to help you lead in this new chapter of food innovation.

Get in touch

Let us know how we can help you. Contact us today to ask us any questions, to learn more about our product portfolio, or to see how we can support you with our tailor-made applications.