How GLP‑1 Drugs Are Reshaping Food & Beverage Marketing

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As GLP‑1 weight‑loss medications like Ozempic gain traction, food and beverage marketers are recalibrating product strategies to align with changing consumer behaviors. Survey data from Mattson reveals that 59% of GLP‑1 users have increased water intake, 66% report reduced soda and alcohol consumption, and 92% are eating less overall.

This shift impacts CPG brands across the board. A growing cohort of GLP‑1 users is opting for smaller meals, higher protein, and functional hydration—presenting an opportunity for brands to innovate. “What we have seen throughout all of this work is that these drugs have fundamentally changed the way people interact with food when they are on them,” says Jennifer Pagano, senior insight manager at Mattson.

In response, brands have already launched companion products tailored to this demographic. For instance, Daily Harvest introduced its GLP‑1 Food Companion Collection, featuring smaller portions and nutrient-rich ingredients.

Mattson, leveraging AI, tested 22 concept products with GLP‑1 users—simple formats like mini meal cups, grilled chicken strips, and yogurt pouches ranked highest in appeal. These insights illustrate emerging consumer preferences favoring convenience, nutrition, and manageable portions.

As appetite-suppressing drugs continue to influence dietary habits, F&B brands that proactively design for this audience—prioritizing hydration, protein, and portion control—can gain a competitive edge. The imperative for marketers: innovate product forms that resonate with a rapidly evolving consumer.