How GLP-1 Adoption Is Shaping Formulation Strategies

The fast adoption of GLP-1 medications like Ozempic and Wegovy is quickly changing demand across food and beverage categories and creating a fast-growing segment of consumers with new food preferences. A November 2025 KFF Health Tracking Poll found that about one in eight U.S. adults (12%) report currently taking a GLP-1 drug for weight loss or to treat a chronic condition—up from 6% roughly 18 months earlier.

As anti-obesity medications suppress users’ appetites, reduce cravings, and quiet persistent food noise, sales of some categories of packaged foods are decreasing. According to a January 2025 Kantar-SC Johnson study, six months after beginning GLP-1 medications, consumer grocery spending had decreased 11% for chips and savory snacks, 9% for sweet bakery items, 7% for cookies, and 6.5% for soft drinks.

“Consumers are really looking for better-for-you foods across categories, such as crackers that have protein or fiber to offer a benefit while snacking,” says Jenna Peterson, senior technical service account manager at Tate & Lyle. “And it’s not just consumers who are taking GLP-1 medications that want to find better-for-you options. Former GLP-1 users and non-users who are seeking health benefits on their own terms are also changing their grocery shopping habits.”

Food and beverage companies in the consumer-packaged goods category face unique challenges in meeting these changing preferences while preserving the taste and textures their customers expect. Below, Peterson sheds light on the challenges presented by new preferences from consumers using GLP-1 medications and potential solutions.

What are the challenges in formulating foods for consumers using GLP-1 medications?

With smaller appetites, GLP-1 users are focused on optimizing nutrition in every bite and sip. Food and beverage manufacturers are being challenged to pack high nutritional value – like higher protein, fiber, vitamins, and minerals while reducing sugar and calories – into much smaller portions, while still maintaining great taste and texture. At the same time, the demand for clean-label, minimal ingredient lists continues to rise.

As reduced appetite and a change in sensitivity to texture and flavor reshape how consumers experience food and drink, formulators are facing new challenges—from digestive tolerance limits and satiety to protein mouthfeel off‑notes and the lingering sweetness profiles of nature‑derived sweeteners like stevia.

What guidance can you offer food companies responding to these changing dietary needs?

We lead with our deep technical expertise, partnering closely with food and beverage companies to incorporate fiber, protein, sweeteners, and hydrocolloids to various food applications—ensuring flavor, taste, and mouthfeel are never compromised.

Our fiber portfolio supports sugar and calorie reduction, with each fiber offering distinct texture benefits for specific applications. Our soluble corn fiber delivers meaningful benefits to current GLP-1 users, former GLP-1 users and non-users on a weight management journey. It can support bone health and mineral absorption, contributes to gut microbiome health, and, thanks to its high tolerance, helps consumers meet daily fiber goals comfortably.

When reducing sugar and calories, it’s essential to add back the right sweetness to maintain great taste. Our portfolio of low‑ and no‑calorie sweeteners—including combinations like stevia and allulose—allows us to guide customers on optimal usage levels to avoid lingering sweetness or off‑notes. These sweeteners can also support the “no sugar added” claims many GLP‑1 consumers look for.

Is it a valuable use of resources to develop formulations for people taking GLP-1 therapies?

Research suggests that the use of GLP-1 medications is projected to increase, with as many as one in nine U.S. adults using them by 2035. As adoption grows, we are thinking beyond current GLP-1 users, segmenting unmet needs across current GLP-1 users, former users and non-users to support the industry in formulating food and beverages for weight management. We also expect further nuances to emerge as trends in microdosing and self-guided usage grows with the availability of tablets and other formats beyond injections.

There are distinct unmet needs in each consumer group identified by our research. While much discussion focuses on current users, former and non-users have different priorities. As former users experience the return of food noise—and both former and non-users work to manage their weight independently—they’re increasingly seeking foods and beverages that deliver satisfying satiety and help them stay on track.

While reducing sugar and calories remains a priority for these consumer groups, fiber plays a critical role in delivering lasting satiety. Tate & Lyle’s prebiotic soluble fiber, STA-LITE® Polydextrose, supports sugar and calorie reduction and is backed by clinical research to enable satiety-related claims—all while being a well-tolerated fiber.

As consumer needs evolve, Tate & Lyle continues to partner with manufacturers to create foods and beverages that deliver great taste alongside meaningful nutrition—supporting gut health, sugar and calorie reduction, and long-term well—being, no matter where someone is on their GLP-1 journey.

To learn more about how GLP-1 medications are influencing consumer behavior and formulation strategies across food and beverage categories, access Tate & Lyle’s free playbook, Reimagining Food and Beverage Formulation for GLP-1 and Beyond. The guide offers consumer insights, ingredient trends, and practical considerations for innovating in this evolving landscape.