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A new report published by ingredient specialist IFF highlights how GLP-1 agonist drugs are ‘significantly’ impacting the nutritional needs and sensory eating experience of consumers.

According to IFF, while GLP-1 medication use for weight management has grown rapidly, most food and beverage products do not meet the needs of consumers using the drugs. The company’s research identified a ‘disconnect’ on three levels: nutritional, sensory and emotional.

Evolving dietary needs

GLP-1 users are eating less but require more nutrient-dense, smaller portions that deliver protein, fibre and hydration efficiently without ‘overwhelming’ flavours, the report states.

Additionally, it found that 85% of these consumers have reported ‘significant’ changes in their food and beverage preferences when it comes to sensory qualities.

Common aversions include fatty foods, sweets, deli meats, coffee and alcohol, while dry, sticky and dense textures are also frequently rejected due to side effects like dry mouth and digestive issues, IFF reported. New preferences for consumers include fruits, lean proteins and plant-based foods.

On the emotional side, the report emphasises that many consumers will be navigating a changed relationship with food and experience a sense of loss, social disruption and ‘search for new meaning’ in nourishment.

Formulation framework

In response to these findings, IFF has introduced a framework to support food and beverage manufacturers in addressing the complex sensory and nutritional needs of GLP-1 consumers.

The framework is designed to guide the reformulation of existing products and the development of new offerings, tackling challenges such as muscle mass maintenance, satiety, digestive support and sensory preferences.

In line with consumers’ heightened sensitivity to sweetness, bitterness and fats, IFF recommends that brands consider taste modulation and find ways to rebalance flavour profiles that may now be too intense or off-putting.

Reducing sweetness and masking bitterness is advised, while supporting desirable tonalities like chocolate, vanilla, caramel and berry can enhance flavour profiles. It also acknowledges consumers’ increased interest in nostalgic and familiar flavours, noting that comfort and recognition can be key motivators when appetite is reduced.

Manufacturers should also optimise for mouthfeel, favouring smooth and ‘easily consumed’ textures that minimise fatigue and discomfort, the report states. This can also mean reduced chew time, bulk and residue.

Products should also deliver a balanced nutritional profile, offering complete protein, fibre, vitamins and minerals efficiently without bloating, overfilling or overwhelming the palate.

IFF calls for ‘ingredient integrity and functionality,’ with key nutrients like protein isolates, prebiotic fibres and probiotics built into the experience, rather than added as an afterthought.

Hydration is another key area highlighted, as GLP-1 medications can cause decreased thirst and reduced fluid intake. Beverages targeted at these consumer groups should therefore offer ‘hydration with a purpose,’ the report says. This can include fortification with electrolytes, betaine and fibre, as well as offering taste profiles that encourage repeated sips without ‘flavour fatigue’.

Tailoring products to GLP-1 phases

One interesting element of the report is its acknowledgement of how the F&B needs of different GLP-1 ‘personas’ evolve over time, identifying three phases: initial treatment, transitional and forever.

In the initial treatment phase, consumers require support managing smaller portion sizes and medication side effects. Product opportunities for consumers in this phase include beverages with ginger-infused and soothing flavours like chamomile and peppermint, which can help to reduce nausea. Small, nutrient-dense formats, hydration and energy support, and low-stimulus, digestive-friendly formulations are noted to be key here.

The transitional phase focuses on preventing regression, requiring flexible serving sizes and flavour intensity options that adapt to changing cravings. Modular portions and adjustable servings are identified as product opportunities, as well as shelf-stable snacks and products that work on ‘on’ and ‘off’ days.

Finally, the forever phase covers the shift into sustainable, long-term routines with habit-forming formats for daily use, nutritional fortification and pre-portioned, high-satiety foods. Long-term functionality and products that reinforce health identity, able to be easily integrated into consumers’ daily routines, should be considered.

A long-term shift

IFF’s report states that while the shift toward these medications is creating a ‘complex and urgent’ challenge for brands, it also presents a ‘multibillion-dollar opportunity for those who can respond with empathy, speed and precision’.

It concludes: 'Brands that respond with tailored, science-driven and emotionally intelligent solutions will lead the next wave of product innovation'.

'Whether you’re reimagining your current portfolio or exploring entirely new categories, the path forward is clear: meet these consumers with empathy, support them with smart formulation and partner with them on the journey to joyful, sustainable nourishment'.