Report from IFF details opportunities for serving the needs of GLP-1 users in food and beverage industry

A new report published by IFF provides insights into the impact of GLP-1 drugs on the food and beverage industry, and how manufacturers can adapt to new consumer preferences, in particular, their nutritional and sensory needs. The report, titled “2025 GLP-1 Consumer Opportunity Outlook,” highlights consumers’ relationships with foods and food shopping, market opportunities, product development, and paths for future innovations.

“IFF is empowering our customers to lead the next wave of food and beverage innovations beyond traditional formulations, including helping GLP-1 consumers have choices they desire,” stated Erik Fyrwald, IFF's CEO, in a June 4 press release. “We aim to bring back the joy of eating and drinking by offering more healthy, great-tasting nutrition choices for all consumer segments, including GLP-1 users.”

The three areas IFF identifies as the disconnect between consumers who use GLP-1 medications and their food and beverages options are:

1. Nutritional: consumers are seeking nutrient-dense portions that provide protein, fiber, and hydration, with optimal flavor levels
2. Sensory: consumers report avoiding fatty foods, sweets, deli meats, coffee and alcohol as well as textures that are dry, sticky or dense textures
3. Emotional: consumers are navigating new relationships with food and nutrition

As a way for manufacturers to approach the needs of the consumers with more empathy and maintain a relevant approach over time, the report also details a deeper understanding of the motivations, goals, and emotions of the consumers, illustrated in three unique personas. The personas also include messaging tones and opportunities for product formats.

1. Health Hacker Holly: this persona is proactive and data driven with the goal of long-term wellness while looking for high-quality protein, fiber, and digestive support. Format opportunities include protein bars, smoothies and enriched hydration blends.
2. Remedy Reacher Ron: this persona is usually managing diabetes or other chronic conditions is focused on health maintenance, also looking for gut-friendly options, fortified snacks. Format opportunities include meal kits and low-glycemic shakes.
3. Glow Getter Gail: this persona is motivated by self-transformation and lifestyle, looking for portion-conscious indulgences and nutrition that supports beauty. Format opportunities include smoothies, snack bars, and functional waters.

The personas are anticipated to evolve over time as well as throughout the three treatment phases of GLP-1 medications. Combining the personas and the treatment phase, the report explains possible product types and functionality to fit needs and preferences. In general, support for side effects and smaller portions is needed in the initial treatment phase, support for regression prevention and managing cravings using flavor intensities is needed in the transitional phase, and high-satiety and pre-portioned foods fortified with nutrition are needed in the final, “forever” phase.

Finally, IFF offers a framework for manufacturers, providing support for reformulation of products or develop new ones to fit the needs of GLP-1 users. The framework is intended overcome challenges including maintaining muscle, proving satiety, and addressing sensory preferences.