The GLP-1 Effect: Redefining Consumption Trends and Future Growth Potential

New research reveals that GLP-1 medications are already reshaping everyday food and beverage behaviour, removing millions of consumption moments and forcing a rethink of growth strategies across FMCG, and CPG categories. 

The study, "GLP-1 People and Products in 2025", from Blue Yonder Research in partnership with Clickscape®, combines nationally representative UK and US survey data with real-time, consumer-initiated moment capture. The findings show that GLP-1's impact is no longer theoretical, it is already being felt at scale. 

One in four consumers now has direct experience of GLP-1, while awareness is near universal. More significantly, three in five consumers know someone using it, extending behavioural change into shared social moments and routines. 

The research shows that current GLP-1 agonists have around 20% fewer food and drink moments per day, with past users also maintaining reduced consumption levels. The most exposed occasions are non-functional food and drink moments, eating and drinking for reasons other than hunger, which decline by 36%, as new habits form and stick. 

This shift raises fundamental questions for brands built around snacking, treating, and habitual consumption. At the same time, it opens new opportunity spaces. As traditional food-led enjoyment declines, consumers seek alternative sources of satisfaction, creating white space for products, formats, and experiences that deliver joy without relying on volume consumption.

One of the clearest near-term opportunities lies in beverages. GLP-1 users increasingly prioritise hydration and highly functional nutrition delivery, pointing to growth potential in functional drinks and adjacent categories. 

Despite widespread debate and concern, most users report positive outcomes. The majority find GLP-1 easy to live with and say their relationship with food has stayed the same or improved. Sensory changes such as taste or smell differences are reported by some, but are typically short-lived. 

The research highlights three key implications for insight and innovation leaders: 

  • GLP-1 has already changed behaviour for a quarter of consumers, removing millions of consumption moments each day 

  • Non-functional food and drink categories face the greatest disruption, but also the greatest need-led innovation opportunity 

  • As new habits stabilise, brands that understand when, why, and how moments are changing will be best placed to grow 

As GLP-1 adoption continues, the challenge for brands is no longer whether change is coming, but how quickly they can adapt to fewer, more intentional consumption moments. 

 

To receive the full report and explore what the findings mean for your specific brand or category, including identifying key growth opportunities, please contact Richard Heath by email at [email protected]. 

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