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A surge in the use of weight loss medications like Ozempic, Wegovy, and Mounjaro is triggering significant shifts in consumer eating habits, prompting the food and beverage industry to adapt its offerings and marketing strategies, according to new research.
A study by the Arkansas Agricultural Experiment Station reveals that users of these drugs, known as GLP-1 agonists, are markedly reducing their consumption of processed foods, sugary drinks, beef, and refined grains. These changes are not going unnoticed by food companies.
“We’ve already seen a shift in how food companies market their products,” stated Brandon McFadden, professor and Tyson Endowed Chair in Food Policy Economics at the University of Arkansas System Division of Agriculture. He noted a correlation where stock prices for packaged food companies dipped while those for pharmaceutical firms producing GLP-1s climbed.
McFadden highlighted tangible examples of industry adaptation, citing a major packaged food company launching a “meal in one” bar targeted specifically at GLP-1 users shortly after he presented related research. Smoothie King has also introduced a “GLP-1 Support” menu section, directly responding to the growing consumer segment using these medications.
GLP-1 agonists, initially developed for managing type 2 diabetes, mimic a natural gut hormone that regulates blood sugar and significantly curbs appetite, leading to substantial weight loss – often 15% or more, as shown in clinical trials. Their use soared by 300% between 2020 and 2022, with tens of thousands estimated to be starting the medication weekly in 2024. The drugs (including Saxenda, Wegovy, Ozempic, Zepbound, and Mounjaro) are FDA-approved for adults with obesity (BMI ≥ 30) or those who are overweight (BMI ≥ 27) with related health conditions like high blood pressure or type 2 diabetes. Researchers estimate that potentially half the U.S. population could qualify for a prescription, given that around 42% are obese and 31% are overweight.
The study, published in Food Quality and Preference, surveyed nearly 2,000 individuals, including current, former, and potential GLP-1 users, as well as a control group. Key findings include:
- Reduced Consumption: Significant drops were reported for processed foods (roughly 70% more respondents reported decreasing than increasing consumption), sodas, refined grains, beef, starchy vegetables, pork, alcohol, fruit juice, and dairy milk.
- Smaller Dips: Consumption also decreased, though less dramatically, for chicken, coffee, fish, nuts, eggs, plant-based meats, whole grains, and plant-based milk.
- Increased Intake: Only fruits, leafy greens, and water saw an overall increase in consumption among GLP-1 users.
- Lingering Desire: Despite eating less of them, users still reported a desire for processed foods, sodas, refined grains, and beef.
“Our study shows that adoption of GLP-1 agonists changes both the amount and types of food people eat,” commented co-author Jayson Lusk, Vice President and Dean of Oklahoma State University’s Division of Agricultural Sciences and Natural Resources. “If adoption… continues to increase, food companies will be challenged as demand for processed foods falls but will have opportunities as demand for fruits and vegetables increases.”
The research team, led by graduate student Andrew Dilley under McFadden’s guidance, suggests these findings can help tailor communication, product development, and lifestyle advice for individuals using GLP-1 treatments. A follow-up study examining user-reported side effects is underway.
Disclaimer: This news article is based on information provided from a study conducted by the Arkansas Agricultural Experiment Station and associated researchers, published in Food Quality and Preference (DOI: 10.1016/j.foodqual.2025.105507). It summarizes the findings and perspectives presented in the source material regarding GLP-1 medications and their impact on food consumption and the food industry.
