GLP-1 therapies for weight loss and diabetes management are becoming more accessible and affordable in the US and around the world, driving consumer demand for healthier, nutrient-dense foods.
Nutrition experts at Fonterra, Ingredion, Carbery, and the University of California (UC) Davis, US, tell Nutrition Insight how these pharmaceuticals are reshaping food trends to create innovations that cater to new consumer groups beyond GLP-1 users.
“In the near-term, much of the industry response is likely to focus on supporting satiety, muscle maintenance, and digestive comfort,” says Jacqueline Van Schaik, lead nutritionist at Fonterra.
“This naturally brings attention to ingredients such as high-quality proteins and fibers that are well-suited to smaller portions and easier digestion. At Fonterra, we’re seeing increased demand for high-protein bars, drinks, and yogurt.”
Nina Guest, senior manager of Global Market Insights at Ingredion Incorporated, adds that the company’s proprietary research indicates that consumers prioritize dependable fullness, digestive comfort, hydration support, and nutrient density.
“As eating moments become more intentional, brands that deliver balanced nutrition, comfort, and pleasure in compact formats can unlock growth across snacks, ready-to-eat foods, and beverages without isolating GLP-1 users from the broader consumer base,” she highlights.
Furthermore, Fiona Rawlinson, head of Marketing, Nutrition at Carbery, says GLP-1s are creating a regulatory tension the food industry cannot ignore. She predicts it’s only a “matter of time” before regulators start asking tougher questions, as a sizable share of the US population is relying on smaller bites to deliver meaningful nutrition.
“We might see pressure for clearer protein and micronutrient labeling, guidance for products aimed at reduced‑appetite consumers, or even guardrails around ‘GLP‑1‑friendly’ claims if brands start leaning into that language,” she speculates.
Rawlinson highlights opportunities for food and pharma in co‑creating nutrient‑dense formulations and medically aligned functional foods.“The real turning point is whether policymakers treat this as a medical niche, a fad, or recognize it as a structural shift in how people consume food. If it’s the latter, the regulatory landscape won’t just evolve — it will be forced to catch up.”
Pharmaceutical developments
Research and product development on GLP-1s and related medications continue to advance. For example, earlier this month, researchers linked GLP-1s with a lower risk of worsening mental illness in people with anxiety and depression who took medication for diabetes.
In addition, the US FDA approved a new Wegovy injection from Novo Nordisk, which is said to deliver “the highest weight loss to date” for a Wegovy injection.
Meanwhile, Eli Lilly revealed that its triple agonist retatrutide demonstrated significant reductions in A1C — a blood glucose level test — and weight in a Phase 3 clinical trial to treat type 2 diabetes. This medication combines three hormone receptor agonists, GLP-1, GIP (gastric inhibitory polypeptide), and glucagon, to complement diet and exercise.
Oral versions of the drug are also becoming more widely available, currently at a lower price than monthly injections.
At the same time, Novo Nordisk’s semaglutide patent expired in India this month, opening the market for cheaper, generic versions. Analysts are expecting over 40 local companies to launch 50+ brands in the country in the next few weeks, vastly increasing consumer access to GLP-1s.
However, experts cautioned that the resulting appetite reductions will drive reliance on substandard supplements or foods with protein shortfalls, poor micronutrient delivery, and adulteration gaps.
Improved medication access
Kim Fisher, director of Programs at the Innovation Institute for Food and Health at UC Davis, highlights that the price of GLP-1s has generally been an impediment, with some people spending up to US$1,000 a month.
Fisher says combinations of GIP, GLP-1, glucagon, or insulin analogs coming onto the market will be more powerful and have fewer side effects, but also more expensive.While she welcomes more people gaining access to affordable versions of these medications, she urges that they need to be paired with sound nutritional and exercise advice.
“Physicians are giving these drugs out and not providing any dietary advice,” she cautions. “Even if physicians were fully informed and giving great nutrition advice, we’re still learning; that’s where the market needs to fill in.”
At the same time, she says the pharmaceutical pipelines are so fast that “better drugs are always going to be available at a higher price.”
“These combinations of GIP, GLP-1, glucagon, or insulin analogs that are coming onto the market are going to be more powerful and have fewer side effects, and there will still be a disparity.”
“What I hope is that the accessibility of these GLP-1s for a good 10–15% of the population will impact the food system enough that we all have healthier alternatives, and it lifts up everybody.”
Where pharma meets nutrition
Rawlinson at Carbery urges food ingredient companies and pharma to “stop pretending they’re playing different games.” As GLP-1s have blown up old boundaries, she notes that staying in separate silos is irresponsible.
“If we’re serious about long‑term metabolic health, we need an integrated approach, not disconnected agendas.”
She says GLP‑1s are already rewriting how people eat: smaller portions, higher nutrition standards, zero tolerance for empty calories, and a sharper focus on satiety and nutrient density. “That creates an obvious tension between medication and nutrition, and consumers are already living in that overlap, whether the industries collaborate or not.”
Van Schaik sees a clear opportunity for the food and ingredient sectors to complement medicines by supporting nutritional needs and helping manage side effects.“Pharma knows GLP‑1 success doesn’t end at the prescription,” Rawlinson continues. “Food and ingredient companies know reduced‑appetite consumers need smarter, more efficient nutrition. The opportunity is co‑creating nutrient‑dense formulations, muscle‑protective protein systems, medically aligned functional foods, and education that connects medical advice to everyday eating.”
“The future of metabolic health won’t be built by pharma or food alone. The winners will be the ones who build the bridge, and fast.”
Fonterra’s Van Schaik adds that although GLP-1s are changing the physiological context in which food is consumed, food remains essential to making those therapies work well over time.
“There is a clear opportunity for the food and ingredient sectors to complement medical treatment by supporting nutritional needs and helping manage common side effects,” she highlights.
Van Schaik notes that collaboration doesn’t need to mean formal partnerships, but can also be in the form of shared research, clearer nutritional guidance, and alignment around evidence-based principles, such as protein quality, muscle preservation, and digestive tolerance.
“When food choices support the body’s needs, they can help people get better long-term outcomes from therapy, whether they are using medication or not.”
“More nutrition per bite”
Guest at Ingredion notes that GLP-1 usage intensifies a broader, long‑running shift toward personalized wellness, though with higher consumer expectations.
“Consumers increasingly look for foods that support individual goals, such as protein for strength, fiber for digestion, and lower sugar for more balanced energy, alongside functional benefits like gut, immune, or cognitive support.”
According to Guest, innovations that deliver more nutrition per bite, without sacrificing enjoyment, helps brands meet consumer expectations.She says that GLP-1 users’ demand for meaningful nutrition and satisfying eating experiences in smaller portions has opened the door for Ingredion to work with partners to co-create innovations that address a more complex set of formulation challenges.
“Consumers are relying more heavily on packaging signals, from front-of-pack claims to detailed ingredient lists, to determine nutritional fit. As a result, expectations for clarity, credibility, and ingredient transparency are rising across the entire market, not just among GLP-1 users.”
“Ingredion research indicates that for many US consumers, label-reading has become a more deliberate habit, with over four in 10 saying they now check nutritional information more than they did last year.”
Guest underscores that the company’s research shows that GLP-1 users share the same core expectations as the broader population: they want food to taste good, have an appealing texture, and fit naturally into daily life.
“As wellness becomes more personalized, innovation that delivers more nutrition per bite, without sacrificing enjoyment, helps brands meet rising expectations while staying relevant to a wide audience.”
Healthier food culture
Although GLP-1s are currently most commonly used in the US, ING analysis indicates the medications will also impact 2030 food demand in Europe.
Carbery’s Rawlinson sees the pharmaceuticals opening the door to a “healthier food culture.”
“As these therapies become more common, consumers are starting to expect more from the foods they choose. They want smarter nutrition, cleaner formulations, and products that genuinely support long‑term health rather than just filling a calorie gap.”
GLP-1s are reshaping the food industry by driving demand for nutrient-dense, smaller portions that support satiety and muscle preservation.Although she says education around potential nutrient deficiencies isn’t yet widespread, a behavior shift is already underway. “People on GLP‑1s are naturally gravitating toward foods that deliver more satiety, more protein, and more functional benefits in smaller portions.”
“We’re seeing early signs of a hopeful pattern: consumers choosing high‑quality protein, prioritizing nutrient density, and moving away from high‑fat, high‑sugar options because those foods simply don’t work for them anymore.”
Rawlinson also notes that consumers are embracing convenient formats that feel nourishing rather than “diet‑y,” which creates a momentum for better everyday nutrition.
“As awareness grows and brands step up with clearer guidance and better products, consumers are well positioned to make choices that protect muscle, maintain health, and avoid the imbalances that reduced appetite can create.”
In light of this consumer interest in healthier options, Fonterra’s Van Schaik advises against creating niche “GLP-1 friendly-labeled” ranges.
“The smarter strategy is repositioning existing products that deliver protein, digestive wellness, and nutrient density through subtle messaging like ‘perfectly portioned’ and ‘nutrient-dense,’” she recommends.
Van Schaik says that GLP-1 drugs are primarily accelerating existing wellness trends rather than creating entirely new consumer desires, with current users influencing broader mindsets even among non-users.
“The most durable innovation will appeal to both GLP-1 users and the growing segment of wellness-minded consumers seeking these same attributes, extending well beyond medication users,” she concludes.
