CHICAGO — Tate & Lyle says a May 2025 study of people using GLP-1 drugs points to a shift in what they want from food, with taste, texture and satiety rising alongside nutrition. The ingredient maker detailed the findings in new consumer research it says can help brands keep smaller portions enjoyable, Nov. 12, 2025.
What GLP-1 users say they want now
The proprietary research, conducted among 500 active and former GLP-1 users across North America, mapped a “momentum, maintenance and regression” arc that can shape needs over time. GLP-1 drugs are designed to curb appetite and, for semaglutide, may slow stomach emptying, according to MedlinePlus drug information on semaglutide injection.
“GLP-1 medications are redefining the eating experience,” said Anisha Banerjee, global insights and analytics at Tate & Lyle.
“Food joy” returns: Current users often want comforting mouthfeel and indulgent experiences, but in smaller, nutrient-dense portions.
Satiety after discontinuation: Former users report returning hunger and “food noise,” making satiety-supporting foods more relevant once medication use ends.
Mouthfeel matters: Airy, crispy and layered sensations can make reduced portions feel more complete.
Timing matters: Willingness to adopt healthier diet changes was 2.5 times higher among early-stage users than late-stage users.
For brands, the GLP-1 era is about satiety and sensory design
Tate & Lyle said the research points to two lanes for product development: supporting former users who struggle with renewed hunger, and building “permissible indulgence” that balances pleasure with nutrition. That can mean fiber-rich or protein-fortified formulations, plus low- or no-sugar options that still deliver the mouthfeel consumers associate with a treat.
Emma Cahill, platform marketing director for sweeteners and fiber at Tate & Lyle, said manufacturers can “make healthy food tastier and tasty food healthier.”
GLP-1 trendline: early warnings to today’s reformulation race
Concern about GLP-1’s impact on the pantry is not new. In October 2023, Reuters reported investor debate over whether appetite-suppressing drugs would dent sales for snack-heavy portfolios. That same month, Grocery Dive cited Walmart’s early observation that some customers taking drugs such as Ozempic and Wegovy appeared to buy less food, hinting at smaller packs and different category winners.
By 2024, a KPMG report projected about $48 billion a year in reduced U.S. food and beverage spending in its base-case scenario, while arguing GLP-1 users remain a massive market — just “consuming differently.”
More recently, a Cornell University analysis tied GLP-1 adoption to real-world changes in household spending: grocery purchases fell 5.3% within six months, and spending at limited-service restaurants fell about 8%.
And in December, Reuters reported that newly approved GLP-1 pills could accelerate product overhauls and “GLP-1 friendly” marketing as the market expands.
For manufacturers, Tate & Lyle’s takeaway is less about removing indulgence than making every bite count: smaller, nutrient-dense foods that taste good, have appealing texture and help people feel satisfied — whether they are using GLP-1 now or navigating life after the prescription ends.
