Staying flexible with shifting GLP-1 dietary requirements

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Staying flexible with shifting GLP-1 dietary requirements

10 Oct 2025

Maggie Glisan

Maggie Glisan covers consumer trends and emerging markets for the Commercial Baking media group. She spent the bulk of her 15-year career as the senior food editor at Better Homes and Gardens, where she was responsible for producing, writing and editing stories and developing recipes for the monthly magazine and special interest publications. Prior to that she worked as graphic designer and assistant art director in the Food Group at Better Homes and Gardens, where she took on an increasing role in content creation and editorial development.

KANSAS CITY, MO — For more and more Americans, mealtime just isn’t the same as it used to be. They’re eating smaller portions, feeling fewer cravings and paying a lot more attention to what’s on the label — all the result of starting a GLP-1 medication. As these treatments grow in popularity, food manufacturers have to rethink how they meet new consumer habits, especially when it comes to flavor, function and nutrition.

GLP-1 (short for glucagon-like peptide-1) receptor agonists are a class of medications originally developed to help manage Type 2 diabetes by regulating blood sugar. Today, they’re increasingly prescribed for weight loss. Medications such as Ozempic, Wegovy and Trulicity mimic the GLP-1 hormone naturally released in the gut after eating. This helps stimulate insulin production, slow gastric emptying and reduce appetite.

It’s not just the physical effects of these medications that are making them so disruptive; it’s physiological as well. GLP-1 medications send satiety signals to the brain while slowing digestion, leading users to eat significantly less and feel fuller longer. Many patients report changes not just in how much they eat but also in their overall relationship with food.

As these medications become more common, the ripple effects are taking shape. The Institute of Food Technologists named GLP-1 agonists the leading driver of product innovation for 2025, and as the global GLP-1 market grows, food manufacturers are accelerating R&D efforts to meet the nutritional needs of users focusing on protein density, gut health and satiety.

“GLP-1 medications are creating one of the most significant behavioral shifts we’ve seen in food and beverage in recent years,” said Alon Chen, CEO of Tastewise, “not by eliminating demand, but by reshaping it.”

The impact is especially pronounced in snack foods. Products such as chips, baked goods, cookies and sides saw the steepest pullbacks, with average spending declines ranging from 6.7% to 11.1% during the six-month period post-GLP-1 adoption, according to research published by Cornell University and consumer insights group Numerator. Chen said he sees traditional snacking undergoing a quiet revolution with “smart snacking” on the rise, impulse-driven snack purchases down 15% and the definition of a snack evolving from indulgence to function.

“GLP-1 medications are creating one of the most significant behavioral shifts we’ve seen in food and beverage in recent years … not by eliminating demand, but by reshaping it.” — Alon Chen | CEO | Tastewise

GLP-1 medications are also impacting what types of foods users gravitate toward. A 2024 Corbion proprietary survey found 43% reported increased cravings for savory foods, while interest in sweet, salty and even bitter flavors appears to be declining. Many reported a reduced craving for sweets and rich foods and more of a preference for lighter, fresher, even more savory or umami-type flavors.

Although users of GLP-1 medicines may be consuming less food overall, what they do eat is becoming far more intentional.

“We’re seeing a sharp pivot toward nutrient-dense, functional options,” Chen said. “Consumers are actively seeking foods that align with their new physiological cues, i.e. less appetite, with a heightened focus on satiety and nutrition.”

So what, exactly, are GLP-1 users looking for in food from a nutrition standpoint? There are two clear winners: protein and fiber. According to Tastewise, interest in protein-rich snacks is up 113% year-over-year, while social conversations around fiber-rich foods have surged 177%.

Protein and fiber play a critical role for people taking GLP-1 medications because they support the unique nutritional demands these medications create. As appetite decreases and overall food intake drops, every bite matters more. Protein helps preserve lean muscle mass and promotes satiety, making it easier for users to feel full with fewer calories.

Fiber, meanwhile, aids in digestion, supports gut health and helps maintain blood sugar stability, which is another key consideration for many users managing Type 2 diabetes or insulin resistance. Together, protein and fiber help people feel satisfied longer, making them essential components of a more intentional approach to eating.

Ingredient innovations that boost protein and fiber are at the center of many emerging product formulations, but each comes with its own set of challenges.

“Fiber offers some great benefits from a nutritional perspective, but in terms of processing, it competes for water,” said Ashley Beech, bakery applications product development manager at Corbion. “When you’re using fiber, you have to be conscious of the water adjustments and how it will interfere with the gluten network, other hydrocolloids, other proteins, etc.”

Texture tends to be another big challenge when working with fiber.

“Fiber can create really tight, stiff doughs, and it can also create really sticky, wet doughs,” Beech said. “Understanding the specific fibers you’re working with and looking to your suppliers to identify the product process will help with those challenges.”

This has been adapted from the August | Q3 2025 issue of Commercial Baking. Read the full digital edition here.

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