By Edward Fish, Senior Vice President and General Manager of Varietal Solutions at Bay State Milling
Key takeaways:
- GLP-1 medications are reshaping consumer food behavior, with users seeking smaller, more nutrient-dense portions that support satiety, digestion, and overall wellness — driving a $190 billion market shift.
- Food manufacturers must reformulate products and innovate with functional ingredients like high-fiber flours and protein-rich oats to meet GLP-1 user needs for clean-label, high-quality nutrition in reduced-calorie diets.
- Success in this evolving market requires cross-functional strategies, including ingredient R&D, updated marketing, and product transparency, to serve both GLP-1 users and the growing health-conscious consumer base.
The emergence of GLP-1 medications has rapidly evolved from a scientific breakthrough to a transformational force shaping the food industry. Once primarily used for managing type 2 diabetes, these drugs are now widely prescribed for weight loss and weight management, ushering in a new era of consumer behavior that food manufacturers cannot afford to ignore.
As of early 2024, an estimated one in eight U.S. adults has taken a GLP-1 medication, and adoption continues to rise. Initially dominated by older adults managing chronic conditions, the GLP-1 user base now includes younger consumers, often parents with children in the home, whose purchasing decisions affect the entire household. The ripple effect is massive with analysts estimating a $190 billion market opportunity tied to these shifting consumption patterns, according to a report from KPMG.
To compete in this new landscape, food manufacturers must reassess everything from ingredient sourcing to product formulation to marketing strategy. Since GLP-1 medications work to mimic a natural hormone that slows gastric emptying and increases satiety, users tend to eat less and feel full longer. Slowed appetites and smaller portions are causing consumers to be more intentional about food choices to ensure they are consuming a balanced diet.
A shift toward intentional eating
GLP-1 users are showing heightened demand for nutrient density, digestive support, and functional ingredients that align with evolving weight management goals. Research from NielsenIQ also shows that buying habits are shifting towards products that support microbiome health, brain function, muscle composition, and sustained energy.
Many GLP-1 users live in multi-person households, and their dietary changes impact broader family purchasing habits. Simultaneously, consumers are increasingly scrutinizing ingredient panels to cut down on added sugars, refined carbs, and sodium, gravitating toward clean-label, functional, and better-for-you options. This shift, combined with increasing GLP-1 use, is impacting purchasing decisions in nearly every grocery aisle.
Rethinking product formulation
This heightened focus on nutrition, and GLP-1 users consuming fewer calories per day, means every bite must work harder. Food manufacturers must deliver satiety and nutrition in smaller portions that still appeal to consumers and taste great.
Many R&D teams are looking to ingredient innovation to drive product reformulations and new SKUs, particularly in staple foods. Increasing nutrition and adding valuable functions like protein or fiber can draw these consumers to a product that they may have otherwise overlooked. At Bay State Milling, we’re seeing increased interest for hard-working ingredients like high-fiber wheat flour and high-protein oats to support this shifting market. These ingredients not only support digestive health, but also stimulate short-chain fatty acid production, which plays an important role in metabolism, immune function, and even the body’s natural GLP-1 hormone response.
Today’s wellness-focused consumers are seeking great-tasting, high-quality nutrition — without chemical additives. For manufacturers, the right ingredients not only meet this demand, but also deliver the functionality and ease of use needed to scale.
Supporting consumers along their GLP-1 journey
As the GLP-1 market segment grows, so will the demand for foods that support users across the various stages of their weight loss journey. Whether someone is newly prescribed a medication, managing side effects, or entering a post-medication maintenance phase, the need for convenient, nutrient-rich, and palatable foods remains constant. GLP-1 users prioritize hydration, fiber, and protein though small, more frequent meals.
This opens doors for companion products, such as high-fiber snacks or protein-rich meal solutions that help consumers feel full and nourished even with reduced intake. It also challenges marketers to rethink packaging, in-store placement, and on-pack messaging to help shoppers quickly identify products aligned with their goals.
We’re already seeing brands introduce products with “GLP-1 friendly” claims, a trend likely to accelerate. Still, the most successful innovations will be those that genuinely deliver on taste, nutrition, and ingredient transparency.
Meeting the moment
The GLP-1 revolution isn’t a passing fad. It’s a permanent shift in how a growing segment of consumers approach food, influencing buying decisions for GLP-1 users and their families. For food manufacturers, this represents a challenge and a nearly $190 billion market opportunity.
The key is to act now — by investing in ingredient R&D, reformulating high-velocity SKUs, and building cross-functional strategies that integrate nutrition science with market data and product innovation. Food manufacturers that successfully serve this audience will earn loyalty not just from GLP-1 users, but from the broader health-conscious consumer segment that’s rising alongside them.
Edward Fish is the Senior Vice President and General Manager of Varietal Solutions at Bay State Milling, where he brings new-to-the-world ingredients to market and focuses on unique IP varietals with inherently better nutrition like HealthSense® High-Fiber wheat flour and SowNaked® Mindfully Farmed Oats. Ed chairs the Board of Directors’ Grains Council of the Organic Trade Association, and serves on the Board of Directors of About Fresh, a nonprofit getting healthy foods to vulnerable populations.
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