Food firms adapt as GLP-1 users drive demand for protein
The rise of GLP-1 medications for weight management in the U.S. has reached a turning point, with 11% of adults now using them in 2026—a sharp increase from just 3% two years prior. This growth is prompting food and nutrition companies to rethink product development, as they strive to meet the needs of GLP-1 users while maintaining appeal for those who do not rely on these drugs.
According to ADM’s 2025 Anti-Obesity Medication Users Landscape Report, 67% of current users now seek out foods with attributes that complement GLP-1 therapy, and 80% are prepared to pay a premium for products offering added health benefits. Nearly 70% report that nutritional value has become a higher priority since starting medication, with protein and fiber emerging as top concerns.
Bastian Hörmann, senior marketing director at ADM, explains that users often experience quicker satiety, shifting their focus toward portion control and muscle maintenance. The company’s research identifies muscle loss, digestive issues, and dehydration as persistent challenges for those on weight-loss medications. Clinical data suggests that 20–40% of weight loss may come from muscle tissue, showing the need for higher protein intake to counteract this effect.
Protein deficiency is a widespread issue, with 55% of GLP-1 users struggling to meet daily requirements. Nearly two-thirds aim for at least 100 grams of protein per day, fueling demand for fortified foods. However, manufacturers face obstacles: traditional dairy proteins like whey are expensive, while plant-based alternatives such as ADM’s ProFam 883 soy protein isolate are gaining ground due to their high protein content and functional versatility. Fiber also plays a critical role, as users prioritize gut health, satiety, and appetite regulation. ADM’s Fibersol Prebiotic dietary fiber has been shown in clinical trials to boost levels of the appetite-regulating hormone GLP-1 when consumed with meals. Additionally, probiotic solutions like Esflorin1 and BPL1 target metabolic and digestive health.
Balancing nutrition, taste, and cost
Reformulating products for this demographic requires a delicate balance. Aysegul Ozcan, commercial marketing director for Enhanced Nutrition at Cargill, emphasizes that manufacturers must address nutrition, portion size, taste, texture, and convenience—all while controlling costs. At Vitafoods Europe 2026, Cargill showcased VitalFuel, a nutrient-dense cocoa drink that delivers plant protein, fiber, and phosphatidylcholine lecithin in a 250 ml serving. The product aligns with smaller, flexible eating habits while delivering key nutrients in an accessible format.
Taste and texture adjustments present further complexities. Specialty taste modulation solutions are increasingly employed to mitigate bitterness, enhance sweetness perception, and improve texture in enriched products.
Lighter textures drive new product formats
GLP-1 medications also contribute to faster satiety, making dry or heavy foods less appealing. Lighter textures, such as smoothies or drinkable yogurts, are preferred by users who need to consume nutrients without discomfort. Ozcan predicts these trends will extend beyond GLP-1-specific products, influencing broader industry shifts toward nutrient density, protein and fiber enrichment, and flexible portion sizes. The opportunity lies not just in creating dedicated GLP-1 products but in integrating these trends into mainstream offerings, avoiding messaging that may trigger sensitivities, such as the term “diet.”
A Cooperation Flavours consumer survey found that vitamins, followed by protein, fiber, and minerals, are the hardest nutrients to obtain from food alone, and as such, 95% of GLP-1 users are supplementing their diets to ensure adequate intake.
Nutrient stacking meets GLP-1 dietary needs
The company’s VitalFuel cocoa drink, for instance, combines plant protein, fiber, and phosphatidylcholine lecithin, a phospholipid supporting cellular function, in a 250 ml serving. The inclusion of cocoa powder and a stevia-based sweetener ensures the product accommodates GLP-1 users’ altered taste perceptions, particularly their reduced tolerance for sweetness and bitterness. This formulation reflects a broader industry movement toward “nutrient stacking,” where products deliver concentrated nutrition in formats suited to smaller, lighter portion sizes.
Developing GLP-1-friendly products also involves handling regulatory and cost challenges. Hörmann points to supply chain issues with traditional dairy proteins, where whey’s price volatility has driven interest in alternatives like soy or pea protein. These options address affordability while catering to dietary preferences, such as lactose intolerance or plant-based diets. However, scaling production of novel proteins requires collaboration with suppliers to ensure consistency in functionality, whether for solubility, emulsification, or texture.
