KANSAS CITY, MO — How is it possible to tell when a fad has become a permanent part of society? Look for these telltale signs:
Based on this list, GLP-1 medications are here to stay.
Food manufacturers are under pressure to satisfy the new — and permanent — eating behaviors of GLP-1 and post-GLP-1 consumers, who are eating less, choosing different foods, eating at a slower pace, and looking for an enjoyable experience.
David Lundahl, PhD, founder and CEO of behavioral research and strategy firm InsightsNow, identified seven opportunities where food producers could revamp their product offerings to meet the needs of GLP-1 users. He shared those insights during “Smaller Plates, Bigger Opportunities: Designing Food for Post-GLP-1 Appetites,” a recent IFT webinar.
Opportunity No. 1 | Goldilocks reformulation and portfolio adjustments. Take a page out of the gluten-free handbook, and redesign products within the existing portfolio that appeal to GLP-1 users and non-users alike.
Opportunity No. 2 | Smaller portions. Across the spectrum, consumers are interested in portion control. Think in formats such as single-serving sizes and individually wrapped indulgences.
Opportunity No. 3 | Align eating pace with product experience. Smaller portions support a slower eating pace.
Opportunity No. 4 | Minimize texture changes over time. A slower eating pace may cause textural changes. For example, as hot food cools, its texture and flavor can change, negatively impacting the eating experience. Reformulating products to minimize those changes can help attract consumers taking GLP-1 medications.
Opportunity No. 5. Design portions for the slow-pace moment. Redesign products into smaller portions and make texture part of the slower eating experience.
Opportunity No. 6 | Eating as an experience, not just fuel. People who take GLP-1s want food that goes beyond their nutritional needs. They still want to derive pleasure from eating.
Opportunity No. 7 | Quality, not quantity. Today’s consumers don’t necessarily want more: They want better.
“There are three main areas of innovation opportunities,” Lundahl said. “The first is protein and muscle preservation. The second is hydration and fiber. GLP-1s can reduce thirst and cause constipation, so consumers tend to drink more water and increased fiber intake. This is an opportunity for brands to make hydration solutions or fiber foods that are much more oriented to GLP-1 users. The last area is micro-nutrition. As people transition from ‘eating to live’ rather than ‘living to eat,’ you need to fortify foods in ways that won’t be aversions because of flavor differences.”
As with all product development, Lundahl urged manufacturers to find the gap with current GLP-1 users and post-GLP-1 users.
“The opportunity to innovate should be focused on where there’s a gap in people’s experiences and what they are missing in their lives,” he said. “First, stay focused on creating behavioral impact, and then focus the same goal at the back end, including marketing. You need to balance both sides to get a product to market and have it actually create the behavioral impact you’re hoping for.”
