Givaudan-sponsored study highlights five emerging consumer trends among GLP-1 users

Findings from Food Innovation Solutions’ (FIS) UK-based Appetite Shift study suggest that GLP-1s are increasingly influencing everyday food choices. Five GLP 1-related trends emerge for food and beverage manufacturers. 

"This study shows that GLP-1 use is about much more than weight loss. It is driving broader lifestyle transformations, fundamentally reshaping consumers’ relationship with food, from what they choose to eat, to how they eat and engage with food every day. Our role is to translate these data backed signals into flavour, mouthfeel and ingredient solutions that preserve taste while helping to support evolving nutritional needs.” 

Catherine Bayard, Global Product Manager Protein

Five GLP-1 trends that create new opportunities for food and beverage manufacturers 

1. Protein-first formats 
   Consumers are prioritising protein-rich foods as they seek more nutritional value from smaller portions. Appetite Shift reports increased protein-focused consumption across categories, reflecting growing interest in supporting nutrient intake while managing reduced appetite. For manufacturers, this creates an opportunity to develop nutrient-dense products that help consumers maximise nutritional value without increasing portion size. 
    

2. Controlled indulgence
   As GLP-1 use matures, consumers seek complex flavours, enjoyable taste experiences and satisfying mouthfeel. Rather than accepting traditional low-calorie compromises, the findings suggest that taste and sensory quality will become increasingly important as consumers look for greater enjoyment from every eating occasion. 
    

3. Portion-right formats
   Changing eating occasions are driving demand for appropriately sized products. Appetite Shift found significant declines in restaurant dining, takeaway ordering and on-the-go eating suggesting opportunities for nutrient-dense products designed for smaller consumption occasions. As eating habits evolve, appropriately portioned formats and smaller packs may become an increasingly important area of innovation.
    

4. Transparency and credible claims
   Consumers expect clarity and credibility. The research indicates that overt "GLP-1 friendly" claims may be perceived as gimmicky, increasing the importance of transparent nutrition information, careful product positioning and responsible communications. Success will depend not only on product formulation, but also on building trust through clear and credible communication.
    

5. Strength and healthy ageing nutrition
   As many users anticipate longer-term use of GLP-1 medications, interest is growing in products that support muscle maintenance and healthy ageing. Appetite Shift found that around one in five users expects to remain on GLP-1s indefinitely, suggesting a need for nutrition solutions that extend beyond short-term weight management and support broader wellbeing goals.

“Consumer expectations around food are evolving rapidly, with greater focus on nutrition, enjoyment and long-term wellbeing. At Givaudan, we combine deep consumer insights with expertise in taste, sensory science, nutrition and bioscience to help our customers turn these shifts into meaningful innovation. Through our GLP-1 Wellbeing Collection, TasteSolutions™ portfolio and functional ingredient capabilities, we address challenges such as protein/fibre systems, off taste masking and mouthfeel restoration, and product functionality to meet changing dietary needs.” 

Thomas Ullram, Global Marketing Director, Taste & Wellbeing

Methodology

Appetite Shift is a three-wave GLP-1 tracking study conducted by Food Innovation Solutions between August 2025 and March 2026. Sponsored in part by Givaudan, the study surveyed 1,200 UK adult consumers, including a nationally representative sample of 1,000 consumers. An oversample of GLP-1 users was included to understand how GLP-1 medications are influencing food attitudes and behaviours. 

About Givaudan
Givaudan is a global leader in Fragrance & Beauty and Taste & Wellbeing. We celebrate the beauty of human experience by creating for happier, healthier lives with love for nature. Together with our customers we deliver food experiences, craft inspired fragrances and develop beauty and wellbeing solutions that make people look and feel good. In 2025, Givaudan employed over 17,500 people worldwide and achieved CHF 7.5 billion in sales with a free cash flow of 14.1%. With a heritage that stretches back over 250 years, we are committed to driving long-term, purpose-led growth by improving people’s health and happiness and increasing our positive impact on nature. This is Givaudan. Human by nature. Discover more at www.givaudan.com.

About Givaudan Taste & Wellbeing
Powered by innovation and creativity, Givaudan Taste & Wellbeing aims to shape the future of food by becoming the co-creation partner of choice to its customers. Built on its global leadership position in flavours and taste, the Company goes beyond to create food experiences that do good and feel good, for body, mind and planet. With an expanded portfolio of products across flavours, taste, functional and nutritional solutions and a deep knowledge of the food ecosystem, Givaudan’s passion is to collaborate with customers and partners to develop game changing innovations in food and beverage. This is Givaudan. Human by nature. Learn more about how we are shaping the future of food at www.givaudan.com/taste-wellbeing

For further information please contact
Carla Landon, Head of NOAM Communications 
E carla.landon@givaudan.com