How Weight Loss Drugs are Changing Eating Habits

A significant shift in consumer eating habits is becoming apparent, driven by the emergence of GLP-1 agonists such as Ozempic and Wegovy, which are increasingly being used as weight-loss aids. These medications function by mimicking a hormone that slows digestion and influences the brain’s signals regarding hunger and satiety. The consequence? They are reshaping the cravings of many individuals, steering them away from ultraprocessed snack foods and towards healthier options.

Recent reports highlight that users of these drugs are experiencing a profound alteration in what they want to eat. One user, a Californian called Trinian Taylor, shared his experience with the New York Times, stating, “It was so sweet it choked me,” regarding a candy he tasted, which contrasts sharply with his current cravings, now centred on cucumbers, kale, and lemon-infused water. This sentiment reflects a broader trend, with many consumers moving away from products like Doritos and Pop-Tarts, which were once staples in their diets.

Morgan Stanley forecasts that by 2035, up to 24 million Americans may be prescribed GLP-1 medications, a number that dwarfs those following vegetarian or vegan diets.

The rise of these medications has presented a formidable challenge to the food industry, traditionally reliant on the appeal of ultraprocessed foods designed to exploit the brain’s reward system. As appetites diminish and preferences shift towards wholesome foods, many in the food sector are expressing concern.

Lars Fruergaard Jorgensen, CEO of Novo Nordisk, stated to Bloomberg that executives within the food industry are apprehensive about this change.

As trends show a decline in sales of sweet snacks and baked goods, the industry is recalibrating. Insights from focus groups suggest users of GLP-1 medications are rediscovering the enjoyment of simple, whole foods. A 32-year-old chemist noted, “I just started to realize that they taste wonderful by themselves,” highlighting a growing appreciation for natural flavours over processed alternatives.

Big Food companies are responding to these changes by developing products that cater to the new demands of consumers who are now less inclined to indulge in standard fare. Nestlé is introducing a new range, Vital Pursuit, emphasising smaller portions and nutritional balance, while Coca-Cola’s Fairlife protein shakes target the GLP-1 customer base. Innovations from food-innovation firm Mattson include “NourishFit” brownie bites and no-carb tacos, all designed with the needs of GLP-1 users in mind.

Despite this adaptation, there remains uncertainty about the long-term implications of these drugs, particularly how they affect craving and reward mechanisms in the brain. For instance, GLP-1 medications not only diminish appetite but also modulate the brain’s reward pathway, potentially impacting cravings for substances beyond food, such as alcohol and nicotine. Nicole Avena, a neuroscientist at Mount Sinai, indicated that, while the food industry has a track record of manipulating biological responses, the exact dynamics of these medications in relation to food consumption are still not entirely understood.

Industry experts maintain that the appeal of convenience in food products persists, even as consumer expectations evolve. Bob Nolan of Conagra Brands expressed that while consumers may not wish to prepare elaborate meals for small portions, they still seek nutritious options seamlessly integrated into their lifestyles.

Mattson’s CEO, Justin Shimek, who has lost weight himself after using a GLP-1 drug, remarked on the significance of balancing taste with satisfaction. He suggested that if food producers can successfully offer appealing, low-calorie foods aligned with the new preferences driven by GLP-1 users, they could thrive amidst this disruption.

So, the trajectory of the food industry is at a crucial juncture brought about by these medications. With GLP-1s fundamentally altering consumer cravings and eating patterns, manufacturers are encouraged to pivot their strategies to meet the new biological landscape of consumers, who are increasingly favouring whole foods over ultraprocessed alternatives. The challenge now lies in balancing convenience, nutrition, and the changing taste preferences of a growing segment of the population.