Speculation Grows Over GLP-1 Agonists' Impact on Food and Beverage Demand

In recent months, speculation has grown regarding the potential impact of GLP-1 agonists like Ozempic, Trulicity, and Mounjaro on the food and beverage industry. These medications, known for their role in appetite suppression and weight loss, may shift consumer focus towards ingredients that promote satiety, such as fiber, protein, and the sweetener allulose.

Thom King, CEO of Icon Foods in Portland, Ore., noted, “It’s going to affect the food industry in a really negative way, or it’s going to open up a lot of opportunities. I think it really depends on how you look at it.”

A study by market research firm Circana, released last October, indicated minimal impact on shopping behavior. The average number of food and beverage items purchased per trip was similar between households with a member on GLP-1 agonists (26 items) and the general population (25.1 items). However, households with GLP-1 users showed a preference for protein-rich snacks that offer quick energy, support hydration, and provide convenience.

Morgan Stanley's February survey of 300 U.S. consumers on GLP-1 drugs estimated a potential 1.5% to 2.5% decline in calorie consumption by 2035 as the use of anti-obesity medications increases to 31 million people, or 9% of the U.S. population. The survey suggested that while the consumption of protein bars and shakes might rise, there could be a decrease of about 5% in the consumption of sweets, baked goods, confectionery, chips, and regular soft drinks by 2035.

“Love them or hate them, Ozempic and GLP-1 drugs have proven to be a massive success,” said Hannah Ackermann, director of marketing and communications for Comet Bio, London, Ont. “They have shown that consumers are not only interested in but willing to pay large amounts of discretionary income for products that provide tangible results."

Ackermann added that the food and beverage sector could innovate by developing biotic foods and drinks that regulate appetite and satiety through mechanisms other than GLP-1.

However, Vanessa Bailey, senior manager of global strategy and innovation at Ingredion, Inc., Westchester, Ill., urged caution. “Foods and drugs should not be compared,” she said. “Both play crucial roles in our health but have distinct purposes and contexts. It is difficult to say how they would be complementary at this point in time. However, a healthy diet is always important and should be discussed with the prescribing physician or a registered dietitian.”

Some ingredients, such as allulose, have been found to increase GLP-1 levels. A study published in April 2023 in PLOS One by researchers from Kagawa University and Hokkaido University Hospital in Japan found that allulose can induce GLP-1 release from intestinal cells and regulate postprandial glucose levels.

King explained that allulose, metabolized by the gut, can act as a GLP-1 agonist. He highlighted the potential for nutrient-dense snacks and protein drinks containing over 30 grams of protein per serving to counteract the muscle loss (sarcopenia) that could result from reduced calorie intake due to weight-loss medications.

Fiber also plays a role in increasing GLP-1 levels. Colleen Zammer, vice president of varietal solutions growth and innovation for Bay State Milling Co., Quincy, Mass., noted that fermentable fibers produce GLP-1 over several hours, offering a supplementary boost in addition to normal metabolic processes and medication. She emphasized the benefits of resistant starch fiber, which promotes satiety by expanding in the stomach and being fermented in the large intestine to produce short-chain fatty acids that trigger satiety hormones.

Ingredion offers Hi-Maize resistant starch, which has shown benefits in digestive health, weight management, diabetes, and energy management. Bailey highlighted that fiber influences hunger and satiety through several mechanisms, including gastric distention, delayed gastric emptying, and the production of short-chain fatty acids that stimulate satiety hormones like GLP-1 and PYY.

Protein also contributes to satiety by elevating GLP-1, cholecystokinin, and PYY levels while reducing ghrelin levels, which increase appetite. Priyadarshini Muley-Lotankar, research scientist at Glanbia Nutritionals, Chicago, pointed out that amino acids like BCAA can initiate the satiety signal in the brain. Bay State Milling’s SowNaked Oats, containing 40% more protein than traditional oats, exemplify how protein can extend the feeling of fullness.

As the popularity of weight-loss medications rises, the food and beverage industry may see both challenges and opportunities. Innovating with ingredients that enhance satiety and complement the effects of GLP-1 agonists could position companies to meet evolving consumer demands.