Snacking is no longer a mindless habit – it’s a calculated choice, especially for the millions of consumers on GLP-1 meds like Ozempic and Wegovy.
These drugs are reshaping what people eat, how often they snack and how food makes them feel.
And for bakery and snack brands, that spells a major opportunity – and a pressing need – to innovate.
According to IFF’s 2025 GLP-1 Consumer Opportunity Outlook, GLP-1 users now influence an estimated $56 billion in household food and beverage spend.
That influence is growing fast – FMCG Gurus reports that 38% of global consumers are already familiar with GLP-1 drugs like Ozempic and Wegovy, driven largely by viral social media content and online articles. And 59% of those familiar with GLP-1s have a positive perception of them, viewing the medications as more effective than traditional weight-loss supplements. With 85% of users reporting taste and appetite changes, traditional snack formats aren’t cutting it.
That’s a whole lot of purchasing power and a whole lot of unmet needs. And that figure is only expected to grow as GLP-1 prescriptions climb steadily toward an estimated 30 million users globally by 2030.
Why your products may be missing the mark
The average GLP-1 user isn’t just eating smaller portions, they’re eating differently. Sweets often taste too strong, rich foods feel nauseating and dense textures become hard to handle. Even longtime favourites like cookies, crackers and pastries are being left behind.
IFF’s study found 74% of GLP-1 consumers avoid fatty foods; 67% skip sweets; and nearly 60% report aversions to coffee and alcohol. Many are experiencing nausea, dry mouth and changes in taste sensitivity - meaning they’re not just shopping for health, but for comfort, manageability and emotional ease.
It’s not for lack of demand. The real problem is that most snack and bakery products just aren’t formulated for this new reality.
The GLP-1 personas
Not all GLP-1 users are the same. IFF’s research suggests three types of consumers worth knowing:
Health Hacker Holly is a wellness warrior. She tracks macros, reads labels and wants snacks that do something - whether it’s supporting gut health, fuelling workouts or balancing hormones.
Remedy Reacher Ron is focused on managing his health, often dealing with diabetes, high blood pressure or heart concerns. He looks for simplicity, function and foods that align with medical guidance.
Glow Getter Gail is in transformation mode. She’s motivated by appearance and lifestyle. She wants snacks that are functional but still indulgent - portion-controlled treats with beauty benefits and great packaging.
Each persona evolves over time too. In the early days of taking GLP-1s, users may be struggling with side effects like nausea or fatigue. Midway through, their tastes shift and hunger returns in waves. Long term, they want easy habits and snacks that help them maintain results without feeling restricted.
Reformulating for the new consumer mindset
Unlike traditional weight loss consumers, GLP-1 users aren’t driven by willpower or restriction but responding to biological changes. That’s why outdated language like ‘guilt-free’ or ‘indulgence without the guilt’ falls flat. Today’s shoppers want snacks that make them feel nourished, supported and genuinely in control.
But there’s more to it than nutrition. There’s an emotional gap forming. Food rituals – snacking at work, splitting treats with friends or unwinding with something sweet – can suddenly feel out of sync. Brands that offer portion-conscious, emotionally uplifting formats have a real opportunity to lead. The challenge is designing snacks that meet both emotional and physiological needs.
Formulation needs to keep pace. Smaller portions matter, but so do smarter, more intentional ingredients. Digestive support is crucial, since GLP-1 medications slow gut motility. That’s where gentle fibres, soothing herbs like ginger and functional additions like inulin or chicory come in. Whole grains like oats add comfort and familiarity, while sugar alcohols and synthetic additives should be avoided due to their potential to cause bloating or discomfort. Fortifying with prebiotics and probiotics can be especially beneficial – particularly in formats like bars, crackers or snackable breads.
Hydration-supporting elements (like electrolytes or betaine) and muscle-preserving proteins have also emerged as top priorities. According to IFF, GLP-1 users are three times more likely to choose snacks enhanced with vitamins, functional herbs or gut-health boosters.
And rather than chasing indulgence alone, the most effective products strike a balance: clean label simplicity (short, recognisable ingredients); texture sensitivity (avoiding dry, sticky, or dense builds); and taste familiarity (soothing flavours like cinnamon, vanilla, and berries).
IFF research indicates that bakery and snack items optimised for these preferences have a two to three times higher purchase intent among GLP-1 users compared to standard offerings.
5 fast-track formulation wins
Protein-boosted biscuits: Lightly sweet or savoury, with plant or dairy protein added. Make them easy to chew, easy to digest and easy to portion.
Fiber-enriched snack bars: Use soluble fibre for gut health and satiety. Think apple-cinnamon, blueberry-oat or spiced pear - not overly sweet or dense.
Hydration-friendly crackers: Use ingredients like chia seeds or light seasoning to subtly encourage hydration. Consider packaging that reminds users to drink with the snack.
Low-GI bakes: Muffins, cookies or flatbreads using almond flour, oats or resistant starch. Use natural sweeteners like allulose or monk fruit; and add functional benefits like calcium or magnesium.
Small-format indulgences: Think two-bite brownies, protein cookies or glow-up snack balls. Focus on fun flavours and attractive packaging that still feels nutritious.
What’s working and what’s not
According to Circana data, household snack spend among GLP-1 users drops by 6% within six months of starting treatment. That translates to a projected $3 billion revenue loss across major food categories.
The biggest losers are chips and savoury snacks (-11.1%), sweet bakery (-9.0%) and cookies (-6.7%). Meanwhile, protein bars, high-fibre yoghurts and functional beverages are seeing modest growth, suggesting a clear shift – not a decline – in snack interest.
Product developers can’t stop at reformulation. Packaging, positioning and front-of-pack claims need an overhaul, too. Label-reading is a top purchase driver for GLP-1 shoppers, who crave transparency more than trends.
Terms like ‘hydration support’, ‘protein-enriched’, ‘good source of fibre’ and ‘gentle on digestion’ outperform generic health claims. Visual simplicity, clean design and a friendly tone help products stand out in both physical and digital aisles.
Small changes in copy can transform appeal. For example, instead of ‘craving control’, try ‘supports your goals’; swap ‘low-calorie’ with ‘nutrient-packed’; and replace ‘guilt-free’ with ‘made to feel good’.
While this trend is GLP-1-driven, its impact is wider. The demand for better-for-you, clean label, portion-aware snacks is bleeding into the broader wellness market. Millennials and Gen Z consumers are especially open to snacks that align with their evolving identity around health.
In fact, one in three Gen Z consumers now report managing food intake for ‘energy, mood or metabolic wellness’ over weight alone. GLP-1-inspired innovation could well become the blueprint for future snacking.
Think smarter or get left behind
This isn’t just about innovation. It’s about protecting market share. Households using GLP-1 medications are already spending 6% less on groceries and cutting back most heavily in snacks, sweet bakery and cookies. If these categories don’t adapt, they’ll keep losing ground.
The GLP-1 era is more than a passing trend and shouldn’t be flicked off with just a passing glance. Appetite is changing. Taste is changing. The definition of satisfaction is changing. But that doesn’t mean joy is gone. Quite the opposite.
Today’s consumers are looking for satisfaction, nourishment and products that make them feel seen. R&D teams must rethink the foundations: portion size, nutrient value, sensory appeal and emotional resonance.
Start small. Reformulate intentionally. And don’t just feed your consumers – help them feel better, too.
