AUSTRALIA | The surge in usage of ‘GLP-1’-style weight loss medications is seeing a “ripple effect, impacting eating patterns.
In the global report, Every bite counts: GLP-1s and the future of food, RaboResearch said that weight-loss medications marked a turning point in food consumption.
While it’s early days and the scale of these shifts is still evolving, the direction is clear as eating patterns are changing, and no (food) category is immune, with users of these medicines eating both less and differently.
Not everyone will use GLP-1s, but the user base will grow large enough to shape mainstream (food) demand, the report forecasted, much like vegans, ‘flexitarians’ and wellness-driven consumers already do.
Adoption of weight-loss medications, such as glucagon-like peptide-1 receptor agonists (GLP-1s), has surged in the United States, with Europe, particularly the United Kingdom, following closely, and Australia is not far behind.
For the food sector, the growing global popularity of weight-loss medication has fundamental implications, representing both disruption and opportunity for the industry.
People will eat less, and growth will hinge on creating more value per bite, less but better, becoming the norm. Category impact will vary. Snacks and indulgent staples face sharper disruption, but also stand to gain if they evolve. Dairy, fresh foods and functional beverages are better positioned to benefit.
In Australia, RaboResearch Australia general manager Stefan Vogel said that recent indications are that close to half a million people (or approximately two percent of the adult population) currently use GLP-1-style medications for both medical and/or weight loss purposes.
The two main factors driving behavioural change among weight-loss medication users, with knock-on impacts for the food sector, were “appetite suppression” and “altered taste perception”.
“Appetite suppression reduces overall food intake among users of weight loss medication and makes portion-controlled, nutrient-dense foods more sought after,” he said.
“Altered taste perception reduces taste sensitivity and dulls cravings, shifting indulgence away from pure flavour intensity towards multi-sensory experiences where texture, aroma and visual appeal play a bigger role in delivering satisfaction.”
Vogel said a large US-based study indicated that households with at least one GLP-1 user reduced their grocery spending by approximately six percent within six months of adopting the medication.
“Purchases of calorie-dense, processed items – such as chips, sweet bakery goods and soft drinks – declined significantly, while spending on high-protein dairy products, fresh produce and nutrition bars showed modest increases,” he mentioned.
“Users of GLP-1s are changing their eating habits and often also those of the whole household – especially cutting back on calorie-dense products containing sugar and fat and likely also on alcohol. But weight loss due to these medications also comes with muscle loss, which can be somewhat countered by increased protein intake, leading to greater demand for high protein food, particularly dairy products and nutrition bars, as well as fresh produce.”
Vogel added that while changes in food consumption patterns would negatively impact sugar, wine, and beer producers, studies in the US showed that consumer spending on meat and eggs also fell in line with the reduction in average grocery spend seen amongst GLP-1 users.
“The winners are producers of fresh produce and high-protein foods and food supplements,” he said.
Rather than creating new food-consumption trends, the report suggested that GLP-1s are intensifying existing trends that are already shaping the market. These include: high protein, gut health and digestive comfort, hydration and nutrient density, portion control and mindful indulgence, and avoidance of ultra-processed foods.
Vogel said the demand for protein among GLP-1 users was being fuelled by its role in satiety, metabolic health, and muscle preservation.
“Yoghurts, prebiotics and probiotics are also sought for improving food tolerance and enhancing digestive wellness, which can be an issue for those taking these medications. We are also seeing a demand for functional beverages with electrolytes and fortified foods that are nutrient-dense, as hydration cues can weaken among people using weight loss medication, and they also need to get the most nutrition from fewer calories.”
Additionally, appetite suppression was also making smaller portions more the norm, including for indulgence foods, while there was evidence of a move away from ultra-processed foods among those on GLP-1s.
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