Rising Use of GLP-1 Medications Influences Nutrition Product Development

Bastian Hörmann, senior marketing director at ADM, notes that the increased use of anti-obesity medications (AOMs) such as GLP-1s necessitates new considerations regarding food and nutrition. According to ADM's data from its 2025 Anti-Obesity Medication Users Landscape Report, 67% of current AOM users value GLP-1 friendly attributes more since starting medication, with 80% willing to invest in products offering additional health benefits. Almost 70% of AOM users now prioritize nutritional value, paying closer attention to protein and fiber content, while also noting a quicker sensation of fullness and the importance of portion control.

Chris Whiting, European category development manager at Synergy Flavours, emphasizes that manufacturers must innovate nutritional products that attract this increasing demographic without alienating existing consumers who do not use GLP-1 medications. A consumer survey by Synergy Flavours revealed that GLP-1 users find vitamins, protein, fiber, and minerals challenging to obtain from food alone, leading to 95% of them supplementing their diets to meet nutritional needs. Protein is particularly emphasized, with 55% of GLP-1 users struggling to meet their protein requirements, often aiming for at least 100 grams per day.

Aysegul Ozcan, Enhanced Nutrition commercial marketing director at Cargill, adds that GLP-1 medications are influencing broader shifts in nutritional product development as eating behaviors change. Manufacturers must carefully consider how to deliver nutrition within various portion sizes and meal occasions while meeting consumer expectations for convenience and enjoyment. The industry is seeing a trend toward a more individualized approach to food where nutrition, convenience, and portion size must integrate seamlessly.

According to ADM's research, muscle maintenance, digestive health, and hydration are key concerns for weight-loss medication users. Clinical studies estimate that 20-40% of weight loss can result from muscle loss, underscoring the need for increased protein density in products. In response, manufacturers face challenges associated with traditional dairy proteins while exploring alternatives like soy, which can provide high-quality protein. Alternatives such as ADM’s ProFam 883 soy protein isolate deliver 90% protein content efficiently.

Navigating these nutritional needs, Cargill's Ozcan points out that reformulating products for GLP-1 users can be complex, as multiple requirements—like nutrition, taste, and portion size—must work cohesively. For instance, increasing protein or fiber, or reducing sugar, can change product taste and texture, necessitating innovative solutions to maintain palatability. Cargill presented new product concepts at Vitafoods Europe 2026 that combine nutrient density with manageable portion sizes.

Whiting from Synergy Flavours also mentions that 72% of GLP-1 users reported changes in taste perception, affecting their purchasing decisions. He notes that flavor sensitivities may require careful reformulation to avoid unwanted taste profiles. Additionally, among GLP-1 users, lighter food textures, such as smoothies or drinkable yogurts, may be more appealing due to a decreased tolerance for heavy foods.

Looking ahead, Ozcan suggests that the conversation around nutrition may extend beyond GLP-1 medications, influencing a wider range of food and beverage innovations focused on nutrient density, protein and fiber enhancements, and convenience. Both Cargill and Synergy Flavours foresee manufacturers innovating in 'better-for-you' products that highlight nutritional benefits in everyday formats while adjusting marketing strategies to emphasize nutritious qualities rather than strictly diet-oriented messaging.