The rise of GLP-1 weight loss medication has the potential to drastically alter the food landscape

GLP-1 users experience a change in their cravings. Their appetite decreases, they eat less often and when they do, portions are smaller. Even taste perception changes, as users might experience aversion to high fat, high sugar or bitter foods. 

A 2025 study on the food spending of GLP-1 users reflects this shift in eating habits. There’s a sharp drop in indulgent food purchases. Six months into the medication use, spending is down for:

• Chips and savory snacks -11%
• Sweet bakery -9% 
• Cookies -7%
• Desserts and frozen desserts -2.75%

Even so, those figures don’t necessarily spell bad news for the bakery, pastry, and chocolate industries. GLP-1 popularity also presents plenty of opportunities. The medication is most successful when combined with actual lifestyle changes. An adjusted diet is important and even necessary to prevent loss of muscle and bone density. Since GLP-1 drug users are eating less, it also important to choose products with sufficient fiber, vitamins and minerals. The big opportunity for food producers lies in the development of products that make it easier for consumers to meet protein, fibre and micronutrient needs.

What consumers on weight-loss medication look for, is first of all smaller portions. A giant cookie or large sandwich might become off-putting. With smaller appetites, consumers want maximum nutritional return in every portion. GLP-1 users are often advised to opt for products with:

• high nutrient density, to avoid malnutrition
• more protein, to prevent muscle loss and stimulate satiety
• more fibre, to combat gastrointestinal side effects and enhance calcium absorption for bone health 
• reduced sugar and refined carbohydrates, for calorie control and healthy glucose levels

So called companion products, made specifically for users of GLP-1 products, are being positioned as help to maximize weight loss results and support to make users feel better throughout their journey. Half of the users who stop treatment do so because of the side-effects they experience, so the need for nutritional support is high. For bakery and patisserie, that could look like fiber-enriched protein bars, high protein brioche or reduced sugar, macro-forward pastries. 

Even though GLP-1 users can experience a suppressed appetite and need to closely monitor their nutritional intake, most of them still want to enjoy food. In addition to health needs, there are also emotional needs. A GLP-1-friendly diet does not need to be limited to protein bars, crackers or high-fibre staples.

Users look for permissible indulgence: festive foods with crunch, creaminess and sweetness that still deliver on functional benefits.  Lower-sugar viennoiserie with enhanced mouthfeel, crispy fibre-enhanced crackers or high-end bite-sized dark chocolates. Snackification plays an important role here as well. According to Innova, one-third of GLP-1 users report cutting down on snacks, but this does not mean snacking disappears altogether. Instead, snack moments are being redefined. As appetites shrink, snacks need to work harder: they should be smaller, more nutrient-dense and more satisfying in both taste and texture. That creates room for products that sit between a classic snack and a mini-meal. Think protein-rich bites, fibre-forward biscuits, savoury crackers with added seeds and pulses, or bite-sized pastries that offer indulgence in a more controlled format.

A diversified diet is another wish. GLP-1 users want to have a choice and the option to try different foods, products and flavors. A desire that is very similar to the rest of the consumers. As we found in our global Taste Tomorrow consumer survey, 47% of people prefer healthier options to compromising on consumptions or eating occasions. In other words: they want to eat just as often and diverse, but better.

The increased use of GLP-1 medication requires producers of snacks and treats to take note. High fat and high sugar products can become less attractive to the population who are taking weight-loss medication. But the demand for indulgent foods remains, it's just the prerequisites that are changing. 

Producers who will take advantage of this shift, are those who know to develop products that:

• Embrace smaller, premium formats
• Increase nutrient density per bite
• Reduce sugar and glycaemic spikes
• Enhance satiety via fiber and protein
• Include ingredients that might protect muscle and bone
• Deliver impeccable texture and mouthfeel

Early movers are already redefining the category. Nestlé, for instance, was one of the first major producers who launched a special brand targeted to support GLP-1 users. With Vital Pursuit, they’ve created a line of frozen products – sandwich melts, whole grain bowls, pizzas and protein pastas – that are portion-aligned and include essential nutrients, which is marketed towards Americans who are on weight loss medication or actively working to manage their weight. Their Chicken Mozzarella Pizza features an on-pack ‘GLP-1 friendly’ labelling, together with a 33 gram protein and 17 gram fiber claim. 

For bakery, patisserie and chocolate, the implication is clear: value is no longer driven by size or indulgence alone, but by performance. The winners in this space will be those who can translate nutritional science into desirable products. Think high-protein laminated doughs that still flake, reduced-sugar pastries that still satisfy, or enriched breads that turn everyday moments into functional eating occasions.