A recent study conducted by food product innovation expert Mattson reveals that individuals using anti-obesity medications such as Ozempic, Wegovy, and Zepbound are altering their dietary habits. These consumers are now seeking foods rich in protein, available in smaller portions, and effective in maintaining hydration. Beyond smaller serving sizes, those on these medications also prefer food items that alleviate nausea and other gastrointestinal side effects that some experience. “What we’ve observed throughout our research is that these drugs have fundamentally transformed the way people engage with food,” stated Katie Hagan, Mattson’s EVP of insights and innovation, during a May 3 webinar discussing the study’s findings.
GLP-1 receptor agonists and other anti-obesity medications function by slowing down the digestion process, leading users to eat less and feel satiated for longer periods. According to Barb Stuckey, Mattson’s Chief Innovation and Marketing Officer, some traditional diet food products may offer larger portions than these individuals can manage. “Even a slight overindulgence can lead to significant discomfort,” she noted.
Manufacturers aiming to develop products for this expanding market segment—projected to include up to 15 million people, or 13% of the U.S. population, by 2030 according to recent Goldman Sachs research—should concentrate on creating items that fulfill new demands for protein and hydration, as well as gentle foods that alleviate gastrointestinal side effects, Stuckey recommended. “There are opportunities for startups where there is a complete void in the marketplace… and we believe the frozen food sector has immense potential to offer foods and beverage supplements that can assist,” she added.
“The brands that truly understand their consumers will prevail, as always. They will provide compelling offerings at a reasonable price that taste great. Just because you’re not particularly hungry doesn’t mean you want to eat something with an odd flavor,” Stuckey emphasized. “Especially when consuming less food, I want it to be enjoyable.”
Mattson utilized its proprietary AI technology to generate food concepts that were evaluated by panel participants, with several proving to be appealing. The study, which included around 100 participants, also revealed that those on these medications reported an increase in their intake of tap or still water (59%) while reducing their consumption of soda and alcohol (66%). Conversely, 38% indicated they were drinking more protein beverages.
In general, 92% of participants stated they were eating less, with 61% reporting fewer meals and 51% consuming fewer snacks. They reported an uptick in high-protein foods, eggs, fruits, vegetables, salads, grains, and legumes, while reducing their intake of sweets, sugary drinks, fatty meats, processed salty foods, alcohol, spices, and dairy. Participants also noted an increase in exercise frequency, and 61% mentioned spending “much less” or “a little less” time contemplating food.
Gastrointestinal side effects led some participants to enjoy food less and to shy away from dining out. “What this necessitates from the food and beverage industry is a comprehension of how these medications operate,” Stuckey explained. “This is a medication that truly demands a different perspective.”
Moreover, as part of their dietary adjustments, some participants are also considering supplements like calcium citrate 250 tablets to ensure they are meeting their nutritional needs while managing their new eating habits. The evolving landscape of consumer preferences highlights the need for innovative food solutions that align with the experiences of those taking anti-obesity medications.