GLP-1 and consumer behavior
Glucagon-like peptide 1 (GLP-1) drugs are redefining food consumption, influencing not just eating habits but also the psychological and social dynamics of food. While these medications aid appetite suppression and weight management, consumers are recognizing that long-term success depends on integrating mindful eating, balanced nutrition, and exercise. For brands in healthcare, food, and wellness, understanding this consumer mindset is key to staying relevant in a health-conscious market.
Leveraging Lux’s Virtual Anthropologist, we decode emerging consumer patterns to help businesses craft strategies that address concerns about dependency and altered food enjoyment while positioning GLP-1 drugs as part of a holistic lifestyle. Insights into shifting food habits also reveal opportunities for new products, wellness services, and meal planning solutions. As GLP-1 drugs reshape food culture, brands that anticipate and adapt to these changes will be best positioned to innovate, engage, and connect with this growing consumer base.
From cravings to control: GLP-1 and snack food
GLP-1 receptor agonists, such as Ozempic and Wegovy, have been shown to significantly reduce cravings for high-calorie, indulgent foods. A recent study found that within six months of starting GLP-1 medications, users decreased their grocery spending by an average of 5.5%, with notable reductions in purchases of ultra-processed snacks and sweets. Additionally, spending on fast food and dining out, particularly at breakfast and dinner, declined among GLP-1 users. Such changes liberate consumers from the constant pull of cravings and the cycle of overindulgence followed by guilt, allowing for more mindful eating and better portion control. This shift presents both challenges and opportunities for businesses in food, wellness, and hospitality. To remain competitive, brands must reformulate products to align with consumer preferences, offering lower-calorie, sugar-free, or nutrient-dense alternatives that cater to the demand for healthier indulgences.
Emotional and sensory shifts in eating for GLP-1 users
At the same time, consumers describe an unexpected loss: Indulgent foods no longer hold the same emotional or sensory appeal. The alteration in taste and enjoyment has sparked discussions about whether GLP-1 drugs fundamentally change not just what people eat, but how they experience food altogether. For many, food is more than sustenance — it’s tied to tradition, pleasure, and social experiences. When taste preferences shift so dramatically, it can feel like losing part of one’s identity or sense of enjoyment in shared meals. To bridge this gap, brands can create products and experiences that prioritize textures and flavors that suit the new palates of GLP-1 users while aligning with health goals. This might include enhancing the sensory appeal of foods, developing new formulations that satisfy cravings without overwhelming richness, or crafting marketing narratives that emphasize food as a source of connection rather than just consumption.
Balancing GLP-1 benefits and side effects
Beyond taste and cravings, consumers also weigh the trade-offs between weight loss benefits and medication side effects such as nausea, gastrointestinal discomfort, and fatigue. The decision to continue GLP-1 treatment often depends on how well individuals can manage these effects. This provides brands a chance to develop GLP-1-friendly products — such as light, high-protein snacks, meal replacement options, or gut-friendly foods — that cater to users dealing with digestive discomfort. Additionally, brands can offer personalized wellness solutions, including hydration aids, meal planning tools, or nutritional support services that help users navigate dietary changes while maintaining nourishment.
Many consumers also worry that relying on GLP-1 drugs for weight management feels unnatural, raising concerns about dependency, potential effects on metabolism and hunger signaling, and rebound cravings after stopping medications. Brands can address these concerns by positioning GLP-1 drugs within a broader wellness narrative, emphasizing them as a tool for holistic health rather than just a clinical treatment. Supporting products and services — such as educational content, coaching programs, or complementary wellness solutions — can help reassure consumers and reinforce the idea that these drugs are a stepping stone toward healthier habits rather than a permanent solution.
The takeaway: Rethink Indulgence for GLP-1 users
As GLP-1 drugs reshape food consumption, brands must rethink indulgence for consumers experiencing changes in cravings and taste perception. Traditional indulgent foods — rich, sugary, and high calorie — may lose appeal, but indulgence remains deeply tied to pleasure, texture, and cultural significance.
Our anthropological research reveals new ways to define indulgence beyond excess, emphasizing high-quality ingredients, refined textures, and mindful enjoyment. Brands can innovate with lighter, nutrient-dense versions of classic treats or new formats that satisfy evolving dietary preferences. This transition offers opportunities to create indulgences that align with health-conscious consumers while preserving sensory satisfaction. Marketing strategies must also evolve, framing indulgence as guilt-free enjoyment, self-care, or a way to enhance social connections. Companies that adapt to this concept of indulgence will be best equipped to connect with consumers, drive innovation, and succeed in the changing food landscape influenced by GLP-1 medications.
For a full research analysis check out our report Indulgence in the Context of GLP-1 Drugs.
