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As appetite-suppressing weight loss drugs move into the mainstream, they are beginning to reshape how consumers relate to food. Jess Ryall, content and marketing executive at FMCG Gurus, explores what the rise of GLP-1 medication could mean for snacking habits, product innovation and how brands balance health, indulgence and trust in a rapidly changing market.

The use of weight loss medication is on the rise. FMCG Gurus' research shows many global consumers are struggling to eat healthily, with 26% stating they are snacking more frequently compared to twelve months ago. This has been highlighted through a reliance on snacking in times of stress, time-scarcity and convenience.

Comfort is driving unhealthy snacking, despite consumers feeling guilt or even attempting to disguise their snacking habits. Consumers focus on the indulgence, escapism, and mood enhancement that these foods bring. This leads to consumers looking for alternative methods to help them lose weight as many struggle to stick to long-term dietary plans.

GLP-1 medication and weight loss

Initially developed for and approved to treat type 2 diabetes, GLP-1 medications are now being used to tackle the ongoing obesity crisis. This has been utilised because of its ability to suppress appetite. FMCG Gurus' consumer insights show that of those who are familiar with GLP-1 medication, 57% have a positive opinion on it and believe this could be the new way to overcome high rates of obesity. Many consumers who struggle to lose weight through diet or exercise favour this weight loss method.

Notably, many consumers are sceptical of the medication, with varied views on its safety, long-term reliability and believe availability should be prioritised for those with diabetes (the medications first-hand use), rather than for irresponsible use.

The impact on the snack industry

In May 2025, FMCG Gurus asked 16,000 consumers if they currently use GLP-1 injections, like Ozempic or Wegovy. Of those who are familiar with GLP-1 drugs or injections, 44% say they are currently using it, whilst 5% used them in the past. This equates to nearly half of this sample size having used GLP-1 injections/drugs at some point. FMCG Gurus' research shows that the majority of these consumers have been using the drug for less than a year, showing its recent popularity.

This growth in usage will directly impact the snacking industry. A significant 35% of those using GLP-1 medication have reduced or eliminated snacking altogether. There are numerous reasons for this, alongside consumers being more aware of their health in today's trends, healthcare professionals advise high protein diets whilst taking the medication, this leads to demand for better-for-you snacks containing low calories and high protein.

Re-positioning snacking

GLP-1 medication presents the snacking industry with opportunities to target these consumers and create new healthier snack options. This is because there is less need for users of GLP-1 to eat large quantities to feel satisfied as fullness cues come sooner, meaning snacking inevitably decreases and consumers aren’t driven by intense spikes in hunger. This leads to more mindfulness around eating habits, moving consumers away from dietary evils which are associated with weight gain.

FMCG Gurus' insights show that within the snacking market, consumers enjoy new, unusual flavours. Thoughtful, innovative product development will target the growing number of consumers using GLP-1 medication. Therefore, creating unique and tempting products are a key opportunity to sway consumers away from their strict diets and target comfort and indulgence which consumers look for in times of stress or convenience.

A new opportunity for products that naturally stimulate GLP-1 hormones is also presented. This would be a popular, natural alternative to the medication for consumers who view it as unsafe.

Uncertainties around GLP-1 medication

It is important to highlight that there are still uncertainties around the use of GLP-1 for weight loss, with 26% of consumers having negative views towards its use. Amongst previous users of the medication, certain side effects have been prevalent after stopping GLP-1. Examples include increased hunger and digestive issues. This would likely lead to more snacking and reverse any weight lost whilst taking the medication.

This shows that whilst GLP-1 is on the rise, many consumers are sceptical. This emphasises that brands should not reformulate products completely, but be open to exploring the opportunity to create healthier options as well as those which could naturally stimulate GLP-1 hormones.

This would target both consumers, those who use GLP-1 injections and those who may look for more natural alternatives. Healthy eating is a growing trend in itself, therefore, healthy snacks are more in demand than ever before.