GLP-1 medications and the future of nutrition part three

How are GLP-1 medications influencing food preferences and choices?

Current research has not yet clarified exactly how GLP‑1 medications influence food preferences, though they are believed to affect food intake because GLP‑1 receptors are found in brain regions involved in taste and smell (3).

Although current evidence is based largely on self-reported experiences, GLP‑1 users commonly describe having a reduced desire for certain foods and noticeable shifts in preferred foods (30). Although the research is limited, case reports and small observational studies suggest a shift from highly processed, energy-dense foods toward more minimally processed foods (31).

GLP‑1 medications affect food choices

In one study, people taking GLP 1s reported a lessened desire for certain foods (64%), and about 21% noticed a heightened perception to sweet tastes (foods taste sweeter) — a change associated with less desire for sweet foods, feeling fuller and eating less (32).

In a small study of 15 participants, energy intake from high-fat, sweet foods was almost 39% lower in the GLP-1 group compared with placebo but energy intake from low fat sweet food intake wasn’t significantly lower (33).

While some GLP‑1 users report eating fewer high-sugars-containing foods, this seems to occur indirectly through the desire to eat certain foods, taste changes, and sweet foods not being as enjoyable. Although these changes have been documented, most studies rely on self-reported behaviour rather than objective measures of actual intake of sugars (30).

How GLP-1 medications are changing the food environment

The potential for GLP‑1 medications to reshape consumer food demand is becoming increasingly significant for the food industry in countries where GLP-1 usage is rapidly growing.

GLP‑1 users are changing how they shop

In countries where GLP 1 use has risen, consumers have been reported to buy fewer sweets, baked goods, salty snacks, and sugars-sweetened beverages, with demand shifting toward smaller portions and higher protein, higher fibre choices.

Protein-rich products are especially valued, given concerns about GLP‑1‑related muscle loss. In response, companies are reducing portion sizes of some products, boosting nutrient density, and placing greater emphasis on high‑protein offerings (34).

GLP‑1 users are not only changing their food preferences—they are also buying less, and this may affect the dietary intakes of others in the household too. In one study based on US households, it showed that those with a GLP‑1 user cut grocery spending by 5% in six months, rising to 8% among higher-income households.

The biggest reductions were in calorie-dense processed foods—especially savoury snacks, which fell by 10%. These purchasing shifts continued for a year, though they eased after six months. When GLP‑1 use stopped, households tended to revert to less healthy food purchases (35).

In the UK alone, a report has suggested that the grocery market has lost an estimated £136 million, driven by GLP‑1 users cutting their food and drink spending by around 2% more than non-users (36).

Summary and future considerations

Despite delivering significant weight‑loss and health benefits, GLP‑1 medications also present important limitations, including gastrointestinal side effects, nutrient shortfalls from the diet, loss of muscle mass, high costs, frequent discontinuation, and weight regain once treatment stops.

As GLP-1 medications become cheaper, more effective, easier to use, and cause fewer side effects, their adoption is likely to increase further around the world. The next generation of GLP‑1 medications—especially oral versions and longer-acting injectables—is expected to improve access and make it easier for people to stay on the treatment (37).

GLP-1 medications alone will not solve the obesity crisis

The WHO highlights that obesity is a complex societal issue requiring multisectoral action. The WHO also highlights that nutrition support strategies are essential for addressing the challenges associated with GLP‑1 use.

Looking ahead, it remains uncertain whether people will stay on GLP‑1 medications long‑term, cycle on and off them, or eventually stop treatment altogether. It is also unclear whether any negative health effects may emerge with prolonged use, how pill‑based options might influence adherence, and how regulators, insurers and health systems will adapt as usage grows. What is clear is that the food industry in some countries is already responding in anticipation of lasting change.

References

30. Bettadapura S, Dowling K, Jablon K, Al-Humadi AW, le Roux CW. Changes in food preferences and ingestive behaviors after glucagon-like peptide-1 analog treatment: techniques and opportunities. Int J Obes. 2025;49(3):418–26.

31. Sørensen KK, Møller FT, Yazdanfard PDW, Hasselbalch R, Kragholm KH, Andersen MP, et al. Consumer Food Purchases After Glucagon-Like Peptide-1 Receptor Agonist Initiation. JAMA Netw Open. 2026;9(1).

32. Kapan A, Moser O, Felsinger R, Waldhoer T, Haider S. Real-world insights into incretin-based therapy: Associations between changes in taste perception and appetite regulation in individuals with obesity and overweight: A cross-sectional study. Diabetes, Obesity and Metabolism. 2025;27(9):5008–18.

33. Gibbons C, Blundell J, Tetens Hoff S, Dahl K, Bauer R, Bækdal T. Effects of oral semaglutide on energy intake, food preference, appetite, control of eating and body weight in subjects with type 2 diabetes. Diabetes, Obesity and Metabolism. 2021;23(2):581–8.

34. Bambridge-Sutton A. FoodNavigator.com. Will GLP-1s go big in Europe in 2026? Available from: https://www.foodnavigator.com/Article/2026/01/05/glp-1s-europe-success-in-2026/

35. Hristakeva S, Liaukonyte J, Feler L. The No-Hunger Games: How GLP-1 Medication Adoption is Changing Consumer Food Demand. Social Science Research Network; 2024.

36. GLP-1 agonists: the next big disruptor in society. Available from: https://www.kantar.com/uki/inspiration/fmcg/2025-wp-glp-1-agonists-the-next-big-disruptor-in-society

37. Müller TD, Blüher M, Tschöp MH, DiMarchi RD. Anti-obesity drug discovery: advances and challenges. Nat Rev Drug Discov. 2022;21(3):201–23.