The first drug in a class known as GLP-1 agonists was approved in 2005 to treat diabetes. According to the Yale School of Medicine in a short write up titled “GLP-1 Agonists: Wonder Drugs of the 21st Century?” GLP-1s subsequently proved their certitude to treat obesity and prevent major cardiovascular events, and more than likely will soon be available to treat sleep apnea as well. 

Moreover, GLP-1’s action on the brain is prompting research to gauge their value in curbing drug, alcohol and nicotine cravings, according to the Yale School of Medicine, leaving the question, “How do they work, what else might they do, and how do we ensure they are accessible to those who need them most?”

Given the increasing use of GLP-1s for weight management, IFF, a global leader in food, beverage, and health and wellness, recently released a report highlighting how the rapidly growing GLP-1 consumer market is reshaping the sensory experience and nutritional needs associated with food and drink. 

The report outlines how food and beverage manufacturers can better support this consumer segment with products that align with their evolving preferences.  

“IFF is empowering our customers to lead the next wave of food and beverage innovations beyond traditional formulations, including helping GLP-1 consumers have choices they desire,” said Erik Fyrwald, IFF CEO, in a statement. “We aim to bring back the joy of eating and drinking by offering more, healthy, great-tasting nutrition choices for all consumer segments, including GLP-1 users.”

Despite the rapid rise in GLP-1 medication use, IFF notes that most food and beverage products fall short of meeting the needs of these consumers — or aligning with how they experience food. 

IFF identified the following as a disconnect on three key levels:

• Nutritional: GLP-1 users are eating less, but require more from what they consume. They need nutrient-dense, smaller portions that efficiently deliver protein, fiber and hydration — without overwhelming flavors, IFF notes.

• Sensory: 85% percent of GLP-1 consumers report significant changes in their food and beverage preferences, according to IFF. Common aversions include fatty foods, sweets, deli meats, coffee and alcohol. Dry, sticky or dense textures also are frequently rejected.

• Emotional: Many consumers are navigating a changed relationship with food — one that might involve a sense of loss, social disruption and a search for new meaning in nourishment, IFF notes.

IFF says it is in the early stages of exploring GLP-1 consumer segmentation to help brands move beyond a one-size-fits-all approach toward one grounded in empathy, specificity and long-term relevance. As such, the company’s latest outlook defined the following key consumer personas, which are expected to evolve over time:

• Health Hacker Holly: Proactive, data-driven and focused on long-term wellness, this person views GLP-1 as part of a broader bio-optimization journey. They seek functional benefits in formats such as protein bars, smoothies and enriched hydration blends, prioritizing high-quality protein, added fiber and digestive support.

• Remedy Reacher Ron: Often managing chronic conditions such as diabetes, this person uses GLP-1 to reclaim their health and sees food as both medicine and maintenance. They look for fortified snacks and gut-friendly options aligned with medical guidance, favoring meal kits and low-glycemic shakes.

• Glow Getter Gail: Transformation-minded and focused on lifestyle and self-image, this person wants food that aligns with her goals and identity — aspirational yet approachable, with “glow-up” appeal. They seek portion-conscious indulgences, beauty-boosting nutrition and enjoyable flavors in formats such as smoothies, functional waters and shareable treats.

The outlook also outlines how the food and beverage needs of each GLP-1 person can evolve over time. 

“In the initial treatment phase, consumers need support managing smaller portion sizes and medication side effects,” the company says. “The transitional phase focuses on preventing regression, requiring flexible serving sizes and flavor intensity options that adapt to changing cravings. In the ‘forever’ phase, consumers seek to sustain their new routines with habit-forming formats for daily use, nutritional fortification and pre-portioned high-satiety foods.”

IFF also introduced a comprehensive framework that is designed to guide both the reformulation of existing products and the development of new offerings, approaching challenges such as muscle mass maintenance, satiety, digestive support and sensory preferences, the company notes. 

With functional beverage trends continuing to gain traction, and more recently the rise in GLP-1 use to promote healthy living, it appears that beverage-makers will have to continue to innovate to meet evolving consumer trends.