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How brands can formulate for GLP-1 food cravings

Research suggests GLP-1 drugs don't remove food cravings – they change them, prompting new product development to focus on nutrition and enjoyment.

Glucagon-like peptide-1 (GLP-1) agonists are a class of medications used to treat type 2 diabetes mellitus and obesity.

Growing in popularity in recent years, Goldman Sachs insights estimates that by 2028, 70 million consumers in the US alone will have tried GLP-1 medicines.

Learning how these drugs affect food preferences is of increasing interest to researchers, and focus for manufacturers who want to meet the demands of this growing consumer base.

GLP-1 research is still evolving

Cravings may become less frequent or less pronounced, but consumers who use GLP‑1s still seek the same flavours and comfort foods they enjoyed before starting medication. Consumers respond by changing their behaviour and adapting their routines to smaller portions or new formats.

Research into the relationship between GLP-1 drugs and food cravings is growing, but it is an evolving area. Current insights show distinct stages of the GLP‑1 journey, from early appetite suppression and digestive adaptation to long‑term weight maintenance and metabolic balance.

Sensory properties, such as taste, are crucial to the food and drinks consumers purchase. Yet, researchers from the University of Pennsylvania have found GLP-1 medications affect taste. This suggests that knowing more about how these drugs impact taste and smell is an important element of formulating for GLP-1 users.

The 2025 research study found that GLP-1 medications alter the function of a major sensory system, meaning their ability to taste was worsened. Their findings showed this was the case for all five basic taste qualities. Yet, exactly why this occurs is unknown. ​

Protein-packed products prove promising

Recent research has found GLP-1 users purchase more protein-based goods. A 2026 study found that using GLP-1 medications changed consumers’ purchasing patterns across most nutrient categories studied. After their first prescription, consumers bought more protein and fewer calories, sugars, saturated fats, and carbohydrates, and reduced their purchases of ultra-processed foods (UPFs).

The relationship between GLP-1 use and increased protein intake is further supported by another 2025 study that specifically examined GLP-1 use and protein demand. Scientists found that GLP-1 medications increase consumers’ willingness to pay for protein-packed products.

The response from food manufacturers

GLP‑1 medications are accelerating change in the food industry, ramping up long‑standing consumer desires for enjoyable, nutritious and purposeful eating.

“There is an increasing need for manufacturers to develop nutrient‑dense, high‑protein, and portion‑controlled products to meet the needs of consumers experiencing reduced appetite,” Santiago Vega, vice president of marketing, North America at Givaudan, told this publication.

Across the food and beverage industry, consumer demand for these products has spurred new developments in ready‑to‑drink shakes, functional drinks, and protein‑fortified snacks, which have become popular options in the better-for-you and healthier-alternatives space.

Indulgent foods that are packaged in smaller portion sizes are also key to meeting consumers’ physiological and emotional needs.

“In many cases, formulating products for higher nutrient density or lower calories comes with some taste challenges, such as off notes or astringency,” said Vega.

Manufacturers are teaming up with brands to strategise ways to maintain appeal by creating an enjoyable eating experience while improving nutritional value.

They are creating masking solutions for high‑protein formulations, mouthfeel-enhancement tools for indulgence, and sugar- and sodium-reduction technologies.

Predictions for the future of GLP-1 launches

New launches will increasingly focus on nutrient density and functional benefits centring on protein, fibre or gut health. Manufacturers can aim to enhance satiety in their formulations to support former GLP-1 users manage returning hunger and “food noise”. They can also design permissible indulgences that focus on smart ingredients and texture design to provide nutrient-dense options in smaller portions.

More high‑protein dairy products, fibre-rich snacks, and convenient, portion‑controlled options that make “every bite count” is a key approach manufacturers need to adopt.