Beyond the Hype: How Food Marketers Can Navigate the GLP-1 Revolution

CPG food marketers who’ve seen health trends come and go know how it usually goes: A buzzy diet captures consumer attention, prompts temporary shopping behavior shifts, then fades as quickly as it arrives. 

But GLP-1 medications like Ozempic and Wegovy are proving they have decidedly more staying power. With nearly 15 million U.S. adults now using GLP-1s, this blockbuster class of drugs is poised to significantly shape consumer eating habits, reducing appetite and shifting food preferences in ways that demand strategic attention.

We’re already starting to see how widespread GLP-1 adoption translates to consumer behavior. According to Cornell University and Numerator’s aptly named 2024 study, The No-Hunger Games, GLP-1 users cut grocery spending by 6% within the first six months of treatment. That number jumped to 9% in higher-income households, with processed, calorie-dense packaged foods taking the heaviest hits across the board.  

For food marketers, the time to start considering how to meet the burgeoning GLP-1 challenge is now. Those who adapt quickly will find new opportunities — while those who wait risk watching their market share shrink along with consumers’ waistlines.

How GLP-1 Medications Transform Consumption Habits

Glucagon-like peptide-1 (GLP-1) drugs have been on the market for over a decade. Pharmaceutical companies initially developed GLP-1s for diabetes treatment, but they are now widely prescribed for weight loss. In fact, as of 2023, GLP-1 weight loss therapies became the best-selling drug category in the U.S., generating $13.8 billion in sales.

The attraction is clear: GLP-1s are extremely effective at helping users shed unwanted weight. People who use the drug generally experience reduced appetite and food cravings, making weight loss feel relatively easy. In fact, GLP-1 users consume nearly 30% fewer calories per meal while at the same time altering their food choices. Notably, in addition to fat loss, some GLP-1 users may also experience muscle loss. For that reason, many users prioritize high-protein foods.  

These individuals are:

• Prioritizing smaller portion sizes and reducing total food intake
• Deprioritizing indulgent foods like snacks, sweets, and alcohol
• Focusing on high-protein, nutrient-dense options

GLP-1-driven dietary changes translate directly to the checkout counter. Households with at least one GLP-1 user are cutting food expenses at a rate three times higher than non-users. As you might expect, the effect is even more pronounced among those using the medication specifically for weight loss.

That said, there’s some reason to believe the long-term impact on grocery bills won’t be as severe. According to research by Circana, GLP-1 users seem to follow a predictable food-spending trajectory over their first year on the drug. They reduce their food bills most significantly in the first three months of starting the therapy. Spend slowly rises over the remainder of the year, and after the one-year mark users are spending only 1% less on groceries on average. 

Market Impact: Winners, Losers, and the E-Commerce Connection

It’s clear that new GLP-1 users are reducing their food spend across the board. (In addition to lower grocery bills, they’re also spending 8.6% less at fast-food chains, coffee shops, and limited-service restaurants). At the same time, what does wind up in their grocery carts is changing. 

High-calorie, highly processed foods like chips, cookies, and baked goods are seeing the biggest reductions, with savory snacks declining by a whopping 11%. Meanwhile, fruits, vegetables, weight-management products, fish, and high-protein options are enjoying increased demand, according to Morgan Stanley’s survey research.

Beverage choices are changing dramatically, as well. In the same survey, Morgan Stanley found that 65% of GLP-1 users drink fewer sugary sodas, while 20% have eliminated them altogether. Meanwhile, 62% have cut back on alcohol and 25% have stopped consuming any alcohol at all. Analysts project U.S. alcohol companies, in particular, will be impacted by GLP-1-driven cutbacks, with a projected 2% decline in consumption by 2035. 

Users are even expressing different preferences around where and how they shop. According to Food Navigator USA, GLP-1 users are more likely to shop at value grocery stores and club stores after one year on the drug. There’s even a surprising e-commerce angle: those same users are 8.2% more likely to shop online for groceries. This creates an opportunity for brands to reach these consumers through personalized recommendations based on observed shopping habits.

Four Strategic Pathways for Food Marketers

As Ozempic, Wegovy, and other GLP-1 medications continue reshaping consumer behaviors, food marketers need a multi-faceted approach to meet these shifting demands. The following strategies offer practical ways to adapt your marketing, retail presence, partnerships, and product development to address this emerging market segment while maintaining core business strength.

1. Reposition Marketing Messages

When it comes to connecting with GLP-1 users, you may want to shift from indulgence-based messaging to a focus on health and functionality. 

That could look like: 

• Replacing craving-centric language with terms like “satiety,” “sustained energy,” and “balanced nutrition”
• Emphasizing protein content and nutrient density that support muscle retention and metabolism
• Using performance-based language that appeals to health-conscious consumers

Interestingly, some foods, including eggs, nuts, high-fiber grains, and olive oil, naturally trigger GLP-1 production in the body. CPG food brands with these components have an opportunity to highlight these ingredients in a new way, appealing to GLP-1 users who want to maximize the drug’s benefits as well as consumers interested in harnessing the effects of GLP-1s without the prescription.

2. Retail & E-Commerce Adjustments

With GLP-1 users increasingly shopping online, digital optimization becomes even more crucial. Consider adopting the following tactics to take advantage of this trend. 

• Leverage data for precision targeting to reach the right consumers with portion-conscious products
• Create online shopping categories like “high-protein” and “portioned meals” to simplify product discovery
• Tailor recommendations based on shopping patterns and search behaviors

3. Partnerships & Collaborations

Credibility is currency when speaking to this health-conscious segment:

• Engage with health-focused influencers, registered dietitians, and weight-loss specialists who resonate with GLP-1 users
• Develop partnerships with healthcare providers or telehealth platforms to feature products in weight management plans
• Encourage user-generated content showing how consumers incorporate your products into their new eating patterns

4. Product Innovations and Reformulations

For brands ready to make bigger investments, consider extending your existing product lines or developing offerings to appeal to GLP-1 users and other diet-conscious consumers. 

• Introduce smaller, nutrient-dense versions of popular products with increased protein and fiber
• Develop high-protein, portion-controlled meal kits or snack assortments
• Incorporate functional ingredients that support gut health or provide sustained energy

Brands like Nestlé and Conagra are already moving in this direction with smaller, protein-packed meal options. Conagra has even introduced a new “GLP-1 friendly” package label they’re using on products that are high in fiber and protein and low in calories.

Similarly, alcohol brands like Heineken are offering zero-proof alternatives to appeal to sober, sober-curious, and GLP-1 users who are reducing or eliminating alcohol from their diets. 

Balancing Adaptation Without Alienation

While responding to the GLP-1 trend is important, food marketers must carefully balance their approach. The majority of consumers still aren’t using these medications, and messaging that overemphasizes small portions or weight management may alienate core customers.

Successful adaptation might involve:

• Testing GLP-1-friendly approaches with specific audience segments before broader implementation
• Framing portion control and protein emphasis within a broader wellness narrative
• Maintaining product lines that serve diverse consumer needs while introducing new options

The Future of Food Marketing in a GLP-1 World

Despite these clear early trends, long-term consumer behavior remains uncertain. Whether these shifts sustain or evolve as GLP-1 adoption stabilizes is yet to be seen, making it crucial for food brands to monitor this space and remain agile.

What’s clear is that brands who position themselves ahead of the curve — thoughtfully adapting their marketing approach, retail strategy, and product development — stand to gain significant advantage as the GLP-1 market expands.

The time to act isn’t tomorrow or next quarter. Food marketers who begin testing and implementing these strategies today will be better positioned to thrive as GLP-1 medications continue reshaping what, how, and how much consumers eat.