Report maps eating habits of GLP-1 users
International Flavors & Fragrances (IFF) has published a report identifying ten emerging consumer moments for people using GLP-1 medications. These drugs reduce appetite, and the report highlights how users are rethinking their food and beverage choices throughout the day.
The report, titled GLP-1 Consumer Moments of Opportunity, is designed to guide manufacturers in creating products that appeal to the growing number of GLP-1 users. It outlines new eating occasions, from protein-focused mornings to post-workout rewards and planned indulgences.
Understanding GLP-1 Users’ Needs
Yuvraj Arora, president of IFF Taste, emphasizes the importance of understanding these moments: “What GLP-1 users need from food and beverage products depends on the moment, and those needs can change many times throughout the day.”
To develop the report, IFF partnered with InsightsNow, an AI-powered market research service. The data combines proprietary consumer research with GLP-1 users, analysis of snacking behaviors, and a review of over 25,000 social media posts related to GLP-1 use and snacking.
Evolving Eating Occasions
The report identifies several key trends, including the “Protein-First Wake-Up” moment, where consumers seek an easy and appealing way to start the day while making progress toward their nutrition goals. Another trend is the “Midday Bridge”, where consumers look for satisfying nourishment between meals without feeling overly full.
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The “Post-Dose Recovery Window” is a moment when many GLP-1 users report discomfort or heightened sensory sensitivity around dosing. During this time, they may prefer mild flavors and easy-to-consume formats. For busy individuals, the “On-the-Go Fuel Stop” offers convenient, portable options with flexible portions.
After a stressful day, the “End-of-Day Emotional Reset” moment occurs, where GLP-1 users often seek comfort through familiar flavors and appealing textures. This is followed by the “Planned Indulgence” moment, where consumers intentionally choose small, enjoyable treats that deliver flavor and satisfaction.
The report also highlights the “Nutritional Insurance Check”, where consumers assess whether their daily intake has met their nutritional goals. After physical activities, the “Post-Workout Reward” moment offers opportunities to combine a refreshing sensory experience with relevant nutrition.
In social settings, the “Social Table Moment” is when consumers want to enjoy food with others. Flexible servings, shareable formats, and culturally familiar flavors can make their participation easier. Lastly, the “Compliance Snack” moment is when consumers seek confidence that their snacking choices align with their nutrition and wellness objectives.
Hydration on the Rise
The report also identifies a growing area of opportunity in beverage design, called “Hydration Plus”. Instead of viewing hydration as a single necessity, IFF’s research identifies five hydration need states: Replenish, Maintain, Revitalize, Perform, and Connect. This framework aims to help beverage developers create products that better align with consumers’ evolving routines and expectations.
