What are the GLP-1 consumers’ needs?
(Image: Getty/Yuri_Arcurs)
GLP-1 injections are changing the way we lose weight. What do GLP-1 users want to eat, and why are they abandoning old-fashioned diets for GLP-1?
GLP-1 doesn’t represent a 21st century trend, but it is transforming the future of weight-loss.
An injection can be taken daily or every week to eliminate the weight-loss stress.
How do GLP-1 drugs work and what are they?
GLP-1 (glucagon like peptide-1) is a medication that was initially developed for the treatment of type 2 diabetes. The goal of this medication is to mimic GLP-1 hormone which is released naturally into the stomach after food consumption.
GLP-1 drugs act by activating GLP-1 receptors in the body. The drugs slow the gastric emptying process, block glucagon release, and increase insulin production. The patient will feel more satisfied for a longer period of time. This can reduce food intake, and help with weight loss.
It sounds too good to true, doesn’t it? It turns out that it isn’t, and GLP-1 usage rates are increasing across the world as a consequence. One in eight adults has tried it (KFF) and the market is worth $53.46bn. (EUR46.15bn).
Brands like Wegovy and Ozempic have also become household names overnight.
What do the GLP-1-consuming consumers of the future want to consume and drink? And how can food and beverage producers best meet their needs?
Understand the GLP-1 Consumer
As their number and purchasing power increases, the food and beverages industry is increasingly focused on getting to know GLP-1 customers.
A new report by IFF categorizes GLP-1 users into three groups:
- Health Hacker: People who are data-driven, proactive and focussed on long-term wellbeing. Health hackers see GLP-1 in the context of bio-optimisation. The health hacker is looking for functional benefits, such as in the form of protein bars, smoothies or enriched hydration mixes. They prioritize high-quality proteins, fibres and digestive support.
- The remedy seeker is a person who uses food to maintain and heal chronic illnesses such as diabetes. They use GLP-1 as a medicine. These people look for gut-friendly snacks that align with the medical advice, and they prefer meal kits or shakes low in glycemic index.
- Glow getter: Transformation-minded and focused on lifestyle and self-image, the glow getter wants foods that align with wellness goals and image. The glow getter is looking for healthy, delicious, and nourishing foods that are portion controlled.
Read also: Could GLP-1 drugs reduce alcohol consumption? GLP-1 has changed the way consumers consume food and alcohol. (Image: Getty/miljko)
What are GLP-1-consuming consumers looking for?
GLP-1 users are not consuming less food because they do not care about what they consume. In fact, they may care even more. They are choosing different products, and what used to appeal to them is no longer appealing.
A spokesperson from Genesis Lifestyle Medicine says that one of the fascinating effects of GLP-1 medication is their ability to change your food preferences. People who use these medications often experience a decrease in their cravings for spicy, high-fat and starchy foods. While the preference for fattening foods may decrease, people might develop a greater desire for sweet foods. This is especially true for foods containing artificial sweeteners such as sucralose. It can be easier to stick to a healthy diet when you do this.”
IFF found, however, that the majority of food and beverages do not meet GLP-1 consumer needs. These products also do not provide an enjoyable eating or drinking environment.
In order to attract GLP-1 consumers, the food and beverage industries should concentrate innovation and product development in these areas:
- GLP-1-users eat less, but demand more out of every mouthful and drink. The smaller, nutrient dense portions are needed to deliver the protein, fiber and hydration without overpowering flavours.
- Sensory Experience: 85% GLP-1 users report significant changes to their preferences for food and beverages. Aversions to fatty food, coffee, alcohol, and deli meats are common. Aversions to dry, dense and sticky textures are common.
- Consumers are experiencing a new relationship with food. It could cause a feeling of loss and disrupt social interactions when people eat or drink outside the home. The manufacturers should focus on creating new experiences and relationships for GLP-1 customers, rather than making them feel as if they are missing out.
Weight-loss drug users not only consume less food, but also choose healthier options. (Image: Getty/Jose Luis Pelaez, Inc.).
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