A surge in the use of GLP-1 weight-loss medications is starting to reshape how people eat, with significant implications for the global food and beverage sector. New research from Rabobank highlights that drugs such as semaglutide (Wegovy) and tirzepatide (Mounjaro) are becoming powerful drivers of dietary change, influencing both the quantity and types of foods consumers choose.
Rabobank’s report, Every Bite Counts: GLP-1s and the Future of Food, argues these medications mark a turning point for food consumption. While still in the early stages of adoption, the analysis suggests the trajectory is clear: people using GLP-1s eat less overall and shift toward different categories, a pattern with the potential to influence mainstream demand.
Adoption is fastest in the United States, where nearly 12 per cent of adults have used a GLP-1 drug. The United Kingdom is following closely behind, and Australia is gaining pace, with close to 200,000 Australians now using GLP-1-style medications—a tenfold increase since 2020. Uptake is expected to accelerate as the cost of treatment declines, insurers expand coverage and oral versions replace injections, lowering barriers to entry.
The biggest behavioural drivers behind these dietary changes are appetite suppression and shifts in taste perception. GLP-1s reduce hunger cues and limit the desire for large meals, creating stronger demand for portion-controlled, nutrient-dense foods. At the same time, many users report dulled cravings and lower sensitivity to strong flavours, pushing indulgence away from high-sugar and high-fat products towards multisensory eating experiences where texture, aroma and visual appeal matter more.
Although the global impact is only just emerging, early signs are already visible. Rabobank estimates that GLP-1 usage may be reducing food and beverage consumption by one to two per cent globally. A large US retail study found that households with at least one GLP-1 user cut their grocery spending by around six per cent within six months, particularly on calorie-dense categories such as chips, sweet bakery lines and soft drinks. Conversely, spending rose modestly on protein-rich dairy, fresh produce and nutrition bars. Weight loss from GLP-1 use can involve some muscle loss, which in turn encourages consumers to seek out higher-protein options, supporting growth in functional foods and dairy.
The research indicates that these medications are not creating entirely new food trends but are instead accelerating ones already underway: a shift toward high-protein diets, gut-health products, nutrient density, hydration, portion control and a gradual move away from ultra- processed foods. For many users, smaller portions are becoming the norm, even for indulgence foods, and functional beverages with electrolytes or digestive benefits are gaining popularity as hydration cues diminish.
As consumers eat less overall, categories will increasingly compete on delivering “more value per bite”, with fresh produce and high-protein foods emerging as the clear winners, while sugar- rich snacks, alcohol and calorie-dense processed foods face the greatest pressure. The food sector now finds itself at the beginning of a structural shift—one that will intensify as GLP-1 adoption continues its rapid global rise.
SOURCE: https://www.rabobank.com.au/news/media-releases/2025/every-bite-counts-glp-1-weight-loss-medicines-and-the-future-of-food
