{"id":279819,"date":"2025-06-07T18:05:54","date_gmt":"2025-06-07T18:05:54","guid":{"rendered":"https:\/\/peraltafinancing.com\/agriculture\/glp-1-drugs-are-rewriting-americas-food-preferences-says-iff\/"},"modified":"2025-06-07T18:05:54","modified_gmt":"2025-06-07T18:05:54","slug":"glp-1-drugs-are-rewriting-americas-food-preferences-says-iff","status":"publish","type":"post","link":"https:\/\/fivemor.com\/?p=279819","title":{"rendered":"GLP-1 drugs are rewriting America\u2019s food preferences, says IFF"},"content":{"rendered":"<p> <br \/>\n<\/p>\n<div>\n<p>Eighty-five percent of US <a href=\"https:\/\/agfundernews.com\/from-glp-1-companion-foods-to-natures-ozempic-what-the-new-breed-of-weight-loss-drugs-means-for-the-food-industry\">GLP-1<\/a> drug consumers report major changes in their food and beverage preferences after starting the medications, says a new <a href=\"https:\/\/www4.iff.com\/l\/946632\/2025-05-19\/cz7cn?\">report<\/a> from ingredients giant <a href=\"https:\/\/www.iff.com\/\">IFF<\/a>. And it\u2019s not just about cutting down on junk food.<\/p>\n<p>\u201cGLP-1s alter taste perception\u2026 and commonly disrupt the perception of sweetness, bitterness, fatty foods and even mouthfeel, especially during early treatment phases,\u201d says the firm, which has been conducting ongoing research into the food preferences of consumers on the weight loss and diabetes management medications.<\/p>\n<p>\u201cFoods that once tasted normal can suddenly seem off-putting or intolerable. Among the most frequently rejected foods are fatty dishes, deli meats, sweets, coffee and alcohol, while new preferences include fruits, lean proteins and plant-based items,\u201d adds IFF, which has developed a suite of \u201cAI-refined, consumer-tested product concepts\u201d to help food and beverage manufacturers optimize portfolios for users on these medications.<\/p>\n<p>\u201cAt the same time, dry mouth and digestive side effects can further impact texture preferences. Dry, sticky or overly dense products can quickly become unappealing, leading to rejection of foods and beverages, including familiar favorites.\u201d<\/p>\n<p style=\"padding-left: 40px;\"><em>\u201cGLP-1 consumers have unmet needs, often finding themselves skipping meals and experiencing downstream health effects like muscle loss and fatigue<\/em>.\u201d<strong> IFF<\/strong><\/p>\n<h4><strong>Conventional diet talk falls flat with GLP-1 users<\/strong><\/h4>\n<p>Similarly, messaging that has traditionally been designed to appeal to people watching their weight doesn\u2019t resonate at all with GLP-1 users, who don\u2019t need to be told to \u201ccontrol cravings,\u201d watch calories, or select \u201cguilt-free\u201d options, notes IFF.<\/p>\n<p>Some easy messaging shifts include:<\/p>\n<ul>\n<li>From \u201clow-calorie\u201d to \u201cnutrient-packed\u201d<\/li>\n<li>From \u201ccontrol cravings\u201d to \u201csupport your journey\u201d<\/li>\n<li>From \u201cguilt-free\u201d to \u201cmade to feel good\u201d<\/li>\n<\/ul>\n<p>This new class of drugs isn\u2019t a fad or a trend, says IFF, which has developed a series of consumer personas of GLP-1 users with distinct values, health goals and emotional drivers. \u201cThey\u2019re a clinical breakthrough that\u2019s rapidly transforming both consumer behavior and product expectations across the food and beverage landscape.\u201d<\/p>\n<h4><strong>Distinct groups of GLP-1 users<\/strong><\/h4>\n<p>According to IFF, food and beverage manufacturers need to think about the different needs of three consumer groups: active users of the medications, those transitioning off the drugs, and those seeking to sustain results after coming off the drugs.<\/p>\n<p>For the first group, who are \u201ceating less but need more from every bite,\u201d formulators need to think about hydration, muscle mass maintenance, satiety, digestive support and the sensory issues identified above.<\/p>\n<p>People in this group may also seek out products to help them manage the side effects of the drugs, which can include nausea and digestive issues, says IFF.<\/p>\n<p>Here, ginger-infused products, chamomile or peppermint, can help, along with small, nutrient-dense product formats that deliver protein, fiber, hydration and micronutrients efficiently, without overwhelming the body or palate, it says. \u201cFrom protein isolates and prebiotic fibers to gut-supporting probiotics and enzyme systems, the right nutrition must be built into the experience.\u201d<\/p>\n<p style=\"padding-left: 40px;\">\u201c<em>GLP-1 consumers often skip breakfast due to low morning appetite. But breakfast is a critical <\/em><em>nutritional touchpoint. We brought this insight to our team and asked: how can we nourish without <\/em><em>overwhelming<\/em>?\u201d <strong>IFF<\/strong><\/p>\n<figure id=\"attachment_45631\" aria-describedby=\"caption-attachment-45631\" style=\"width: 1075px\" class=\"wp-caption aligncenter\"><img loading=\"lazy\" decoding=\"async\" class=\"size-full wp-image-45631\" src=\"https:\/\/agfundernews.com\/wp-content\/uploads\/2025\/06\/GLP-1-households-spending-Source-2025-GLP-1-Consumer-Opportunity-Outlook-IFF.png\" alt=\"GLP-1 household spending. Source 2025 GLP-1 Consumer Opportunity Outlook, IFF\" width=\"1075\" height=\"901\" srcset=\"https:\/\/agfundernews.com\/wp-content\/uploads\/2025\/06\/GLP-1-households-spending-Source-2025-GLP-1-Consumer-Opportunity-Outlook-IFF.png 1075w, https:\/\/agfundernews.com\/wp-content\/uploads\/2025\/06\/GLP-1-households-spending-Source-2025-GLP-1-Consumer-Opportunity-Outlook-IFF-300x251.png 300w, https:\/\/agfundernews.com\/wp-content\/uploads\/2025\/06\/GLP-1-households-spending-Source-2025-GLP-1-Consumer-Opportunity-Outlook-IFF-1024x858.png 1024w, https:\/\/agfundernews.com\/wp-content\/uploads\/2025\/06\/GLP-1-households-spending-Source-2025-GLP-1-Consumer-Opportunity-Outlook-IFF-768x644.png 768w\" sizes=\"auto, (max-width: 1075px) 100vw, 1075px\"\/><figcaption id=\"caption-attachment-45631\" class=\"wp-caption-text\">GLP-1 household spending. Source 2025 GLP-1 Consumer Opportunity Outlook, IFF<\/figcaption><\/figure>\n<h4><strong>Meat snacks, yogurts, nutrition bars up, salty snacks, soda, ice cream down<\/strong><\/h4>\n<p>So what does all this mean for food &amp; beverage spending?<\/p>\n<p><a href=\"https:\/\/agfundernews.com\/how-are-glp-1-drugs-impacting-spending-on-food-and-dietary-supplements\">Data from GLP-1 households<\/a> suggest increases in purchases of meat snacks, yogurt, and nutrition bars, with declines across most other categories, most notably in chips and savory snacks, sweet bakery, candy, chocolate and cookies, soft drinks, ice cream, and cheese.<\/p>\n<p>\u201cWhile the negative figures may seem discouraging,\u201d says IFF, \u201cThey highlight unmet needs, not lost causes. Many of these categories have strong emotional or habitual relevance and with the right product reformulations focused on flavor balance, nutritional content, portion control and better textures, there is tremendous opportunity to reinvigorate these categories for the GLP-1 consumer.\u201d<\/p>\n<p>According to a <a href=\"https:\/\/www.kff.org\/health-costs\/poll-finding\/kff-health-tracking-poll-may-2024-the-publics-use-and-views-of-glp-1-drugs\/\">2024 KFF Health Tracking Poll<\/a> cited in the IFF report, 12% of US adults have been on a GLP-1 medication at least once in their lives, while 6% of US adults are currently on a GLP-1 drug.<\/p>\n<p>Using data from the KFFpoll, Cornell University, and Euromonitor, IFF estimates that GLP-1 consumers currently represent a $56 billion share of US household food and beverage spend \u2014 a sizable segment of the nation\u2019s $939 billion food and beverage retail market.<\/p>\n<p>\u201cBut this figure is just the beginning,\u201d says IFF. \u201cAs adoption increases, so does the potential impact on category performance, portfolio strategy and innovation priorities.\u201d<\/p>\n<figure id=\"attachment_45632\" aria-describedby=\"caption-attachment-45632\" style=\"width: 1390px\" class=\"wp-caption aligncenter\"><img loading=\"lazy\" decoding=\"async\" class=\"wp-image-45632 size-full\" src=\"https:\/\/agfundernews.com\/wp-content\/uploads\/2025\/06\/GLP-1-growth-scenarios.png\" alt=\"Source 2025 GLP-1 Consumer Opportunity Outlook, IFF\" width=\"1390\" height=\"1366\" srcset=\"https:\/\/agfundernews.com\/wp-content\/uploads\/2025\/06\/GLP-1-growth-scenarios.png 1390w, https:\/\/agfundernews.com\/wp-content\/uploads\/2025\/06\/GLP-1-growth-scenarios-300x295.png 300w, https:\/\/agfundernews.com\/wp-content\/uploads\/2025\/06\/GLP-1-growth-scenarios-1024x1006.png 1024w, https:\/\/agfundernews.com\/wp-content\/uploads\/2025\/06\/GLP-1-growth-scenarios-768x755.png 768w\" sizes=\"auto, (max-width: 1390px) 100vw, 1390px\"\/><figcaption id=\"caption-attachment-45632\" class=\"wp-caption-text\">Source 2025 GLP-1 Consumer Opportunity Outlook, IFF<\/figcaption><\/figure>\n<p><strong>Further reading:<\/strong><\/p>\n<p><a href=\"https:\/\/agfundernews.com\/how-are-glp-1-drugs-impacting-spending-on-food-and-dietary-supplements\">How are GLP-1 drugs impacting spending on food and dietary supplements?<\/a><\/p>\n<p><a href=\"https:\/\/agfundernews.com\/glp-1-users-grocery-spending-drops-but-then-levels-out-after-12-months-circana-data\">GLP-1 users\u2019 grocery spending drops, but then levels out after 12 months \u2013 Circana data<\/a><\/p>\n<p><a href=\"https:\/\/agfundernews.com\/glp-1-drugs-are-a-tool-not-a-panacea-says-tufts-professor-structured-lifestyle-support-including-food-is-medicine-is-critical-to-prevent-weight-regain\">GLP-1 drugs are a tool, not a panacea, says Tufts professor: \u2018Structured lifestyle support, including food is medicine, is critical to prevent weight regain\u2019<\/a><\/p>\n<\/p><\/div>\n\n","protected":false},"excerpt":{"rendered":"<p>Eighty-five percent of US GLP-1 drug consumers report major changes in their food and beverage preferences after starting the medications, says a new report from ingredients giant IFF. And it\u2019s not just about cutting down on junk food. \u201cGLP-1s alter taste perception\u2026 and commonly disrupt the perception of sweetness, bitterness, fatty foods and even mouthfeel, [&hellip;]<\/p>\n","protected":false},"author":1,"featured_media":279820,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[12026],"tags":[17103,17616,2074,70054,18939,108852,6639,45595],"dealstore":[],"offerexpiration":[],"class_list":["post-279819","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-agriculture","tag-americas","tag-drugs","tag-food","tag-glp-1","tag-glp1","tag-iff","tag-preferences","tag-rewriting"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v26.4 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>GLP-1 drugs are rewriting America\u2019s food preferences, says IFF - Som2ny Network<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/fivemor.com\/?p=279819\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"GLP-1 drugs are rewriting America\u2019s food preferences, says IFF - Som2ny Network\" \/>\n<meta property=\"og:description\" content=\"Eighty-five percent of US GLP-1 drug consumers report major changes in their food and beverage preferences after starting the medications, says a new report from ingredients giant IFF. 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