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The use of GLP-1 receptor agonist drugs, such as semaglutide (commonly known by brand names Ozempic and Wegovy) has surged across global markets in recent years. The US is primarily driving acceleration, with around 12% of adult consumers estimated to be using the medications for weight loss in the country, while roughly 1.6 million adults in the UK (nearly 3% of the population) used them for weight loss as of early 2026. The effects of this rise in usage on the global F&B industry are already noticeable, with analysts observing trends in reduced calorie consumption and grocery spending.

GLP-1 (glucagon-like peptide-1) drugs were originally approved for treatment of type 2 diabetes. They work by mimicking the body’s natural GLP-1 hormone, stimulating insulin release and regulating blood sugar. Due to their appetite reduction and craving suppression effects, these drugs have increasingly been used for weight management purposes in recent years.

According to Lucas Ferreira, a senior analyst for Latin America Food, Beverages and Agribusiness at JP Morgan, GLP-1 treatments are projected to lead to an annual revenue reduction of $30-55 billion by 2030-2034 for the food and beverage industry. And with upcoming developments in 2026 including the expiration of patents in several markets, as well as the introduction of oral medications (rather than injectables), analysts expect growth to accelerate further this year.

For this roundtable feature, we asked key players across the food and beverage industry the question:

Are GLP-1 drugs a genuine long-term disruption or simply the latest health hype cycle? With uptake rising fast, what does this mean for the future of food and beverage and how should the industry respond?

Karel Thurman, portfolio director at Beneo

The rise of GLP-1 drugs is reshaping the nutrition landscape. They don’t change the fundamentals, but they do change the type of nutritional and lifestyle support needed in each stage of the weight loss journey. While GLP-1 therapies may be here to stay, many consumers continue to pursue weight management through natural approaches. In both cases, the need for high-quality diets remains essential, and functional ingredients have a crucial role to play.

Key aspects like appropriate protein and fibre intake to support digestive health, hydration, nutrient-dense smaller portions, glycaemic impact and metabolic health have long underpinned successful weight management. Now more than ever, informed consumers want products that go beyond calorie reduction, creating new opportunities for manufacturers to rethink their formulations.

At Beneo, we take a holistic approach, emphasising the role of plant-based proteins and prebiotic fibres, as well as low glycaemic carbohydrates that stimulate GLP-1 release naturally, promoting fat burning and supporting blood sugar management.

Elizabeth Horvath, VP marketing, Kerry North America & Global Accounts

Vivien Sheehan, VP regional business development, Kerry North America

GLP-1s are not just a fad, they represent a disruptive technology accelerating a long-term shift toward nutritional efficiency. The combination of rising penetration, declining prices, new oral dosage formats and global expansion signals a sustained, long-term shift in how consumers will eat, shop and manage their health.

Kerry’s proprietary research of over 2,600 US adults confirms that this movement is quickly shifting from niche to norm, and is already reshaping grocery and foodservice behaviours. As ‘food noise’ decreases and appetite shrinks, the bar for every bite gets higher. Consumers are pivoting toward nutrient-dense, high-protein and fibre-forward options in smaller, convenient formats that satisfy without feeling heavy.

The food and beverage industry response shouldn’t simply be ‘diet’ rebrands, but smarter innovation that addresses new sensory sensitivities – such as aversions to certain textures or increased sensitivity to sweet and salty notes. Tolerability remains a key barrier, with gastrointestinal-related side effects creating meaningful whitespace for companion products that support adherence – such as solutions for digestive comfort, microbiome support and micronutrient replenishment.

Ultimately, the food and beverage industry winners will be those who provide high-quality, clinical-adjacent nutrition without sacrificing the pleasure and ritual of eating. This disruption is here to stay; what will evolve is how precisely we nourish people throughout their journey. And this doesn’t just apply to those on the medication – households and brands will adapt to new occasions and expectations. Those who win will treat GLP 1 as a catalyst for better-for-you, better-tasting innovation at scale for all.

Renee Leber, food science and technical services manager, Institute of Food Technologists

GLP-1 use, now increasingly discussed within Nutrient‑Stimulated Hormone Therapies (NuSH), continues to rise globally driving increased interest from both consumers and companies. Together with former GLP-1 users who maintain certain lifestyle traits, these dynamics require brands to closely monitor consumer needs and evolve alongside their consumers as they move through different stages of this journey. As a result, food and beverage formulation discussions are increasingly inclusive of products that account for reduced appetite and its impact on product design, portion size and nutrient delivery.

Foods developed for GLP‑1 users commonly emphasise protein, fibres associated with fullness and digestive support, and plant‑based ingredients such as allulose and fenugreek that are being explored for their potential role in a healthy appetite and metabolism. These products also often include vitamins and minerals, such as B vitamins, magnesium and vitamin D, to help make smaller portions more nutritionally complete. There is growing interest in prebiotics, probiotics and postbiotics, reflecting increased attention to gut health and digestion.

Discussion around future innovation includes nutrient‑dense small‑format foods and functional beverages that support hydration and micronutrient delivery, underscoring the importance of meeting consumers where they are while adapting to their changing needs over time.

Annabel Twinberrow, analyst at Agriculture and Horticulture Development Board (AHDB)

Only 4.1% of Great Britain’s households are currently taking GLP-1 medications according to Worldpanel by Numerator, but there is clear potential and expectation that this will increase. Looking at the more mature US market, Gallup Health reported in October 2025 that 12.4% of American adults are now using injectable GLP-1 medications for weight loss, with uptake increasing rapidly.

With almost two-thirds of adults in England classified as overweight and more than a quarter as obese (in 2023/2024), the potential market is significant. However, only 14% of people surveyed by IGD in January 2026 said they would try injections for weight loss.

We understand that GLP-1s are an expensive option and aren’t yet widely available or affordable. There is also emerging evidence of weight gain after stopping the medications, meaning that future barriers to growth could emerge.

With the current evidence, we can expect that uptake in the UK will continue to increase as policy shifts, accessibility increases and new variants of the drug emerge, including oral options. This creates opportunities for the food and drink industry to adapt. Providing nutritionally complete, convenient and pre-packed dairy options with attention to portion size.

Mike Hughes, head of research and insight at FMCG Gurus

GLP-1 medication use is on the rise across the globe, with 17% of people last year saying they are using it to some extent – a figure that will undoubtedly have grown since. The use of such medication creates opportunities for the food and drink industry in terms of the need for products to cater for more nutrient-dense, fewer-calorie diets and to manage side effects amongst users and ex-users. It is worth noting that these products will appeal to those not necessarily using medication, such as those with reduced appetites or suffering from muscle erosion.

These products could also have a positive impact if they help challenge perceptions around adequate portion control. There will also be an opportunity for products seen to encourage GLP-1 stimulation naturally. While these opportunities exist, brands must proceed in an ethical manner: remember that this is a medical nutrition product, rather than a mass market offering. Brands shouldn’t be seen to be encouraging people to use such medication unnecessarily as a quick fix solution.

This is particularly true as younger people are most likely to be using the medication and least likely to be satisfied with the results, creating the risk of historical problems whereby the industry could be perceived as putting pressure on younger people to ‘look good.’ This could set back improved credibility and transparency in the overall wellness market over the last couple of decades considerably.

Jacqueline Van Schaik, lead nutritionist at Fonterra

GLP-1 medications are here to stay. While they’ve been used clinically for decades, their recent expansion into weight management marks a meaningful shift in how obesity is treated, with real implications for the food system.

The question is not whether GLP-1s will have an impact on the food and beverage industry, but how portfolios should evolve in response to changing consumer needs.

Early insights around how GLP-1 use shapes long-term food preference and behaviors are consistent. Users report reduced tolerance for very sweet or fatty foods and a greater preference for simpler, more natural options, alongside higher-protein choices. People often opt for smaller, more frequent portions with high nutrient density, where protein and fibre, alongside essential micronutrients, play a critical role.

Supporting people during their GLP-1 journey is only the starting point. Focusing on how foods naturally influence satiety, hormone release and metabolic health is also important, not just for those using medication, but for people transitioning off treatment or pursuing weight management without drugs at all.

We see this as an opportunity to lead with nutrition, functionality and trust, designing products that support healthier lifestyles across a much wider consumer base.

Domini Town, head of product at Food Nutrition Partners

As widespread use of GLP-1s continues, it’s difficult to understand how this will affect long-term behaviour. A recent study from the University of Oxford suggests that around half of GLP-1 users discontinue use within 12 months. In addition, stopping use could cause people to regain weight faster than compared to using behavioural weight loss programmes.

This could lead to more people in future deciding to use GLP-1 drugs longer-term, especially as more studies emerge about their long-term safety, but the opposite could also happen. Right now, the fact remains that this drug is disrupting the market.

We’ll likely see the ‘maturity curve’ hit its peak quite soon and in 2026, users are far more aware of the way they need to adapt their diets to ensure they’re not missing out on important nutrients – even if their portions are smaller. When something as simple as a yogurt is elevated with high protein and functional benefits, for example, its value increases significantly for this audience because it delivers purpose, not just calories.

Shopping patterns are also evolving. For many people, grazing is replacing the traditional three-meals-a-day structure, and staples are being reformulated into more functional formats. Although overall volume may decrease, value can rise as consumers invest in products that support their health, with nutritional benefit taking priority over sheer quantity.

For manufacturers, the opportunity lies in targeted, evidence-based innovation. This isn’t about offsetting lost sales – it’s about building a scalable model that supports consumers’ nutritional needs through both weight loss and maintenance. Clearer labelling, both in-store and online, will be critical to help shoppers identify suitable options and navigate the category with confidence.

Education must underpin everything. With so much nutrition ‘noise’ on social media and in the news, the industry has a responsibility to communicate clearly and avoid exploiting vulnerable consumers. GLP-1 is transforming the market, and by focusing on nutritional density, product clarity and genuine consumer needs, we can shape the category in a positive and sustainable way.