GLP-1 medications like Ozempic and Wegovy aren’t just reshaping waistlines. They’re disrupting the business of appetite itself.
And in doing so, they pose a new existential question for the bakery and snacks sectors: what happens to those categories built on indulgence when hunger disappears?
Most industry conversation to date has focused on nutrition: reducing calories, adding protein, swapping sugar for fibre. But a deeper shift is underway.
These drugs are severing the emotional triggers that made snacking such a powerful cultural and commercial force.
Now, the challenge isn’t just reformulation – it’s redefinition.
Snack innovation in a post-appetite world
GLP-1 receptor agonists suppress appetite by slowing gastric emptying and altering hormonal signalling. That means users feel full longer and eat significantly less. For brands whose success depends on impulse purchases and cravings, that’s a profound disruption.
Data from Mintel shows that 38% of GLP-1 users snack less frequently, while 53% are actively seeking foods that deliver high functional value - especially protein and fibre – in smaller formats. Circana reports a 7.8% year-over-year rise in high-protein snack bar sales in Q1 2025 and an 11.2% increase in low-sugar products marketed to diabetic or weight-conscious shoppers.
“GLP-1s are reshaping conversations around appetite and metabolism,” says Catherine Hayden, chief marketing officer at Kate Farms. “The need for nutrient-dense, clinically informed products is only growing. Our opportunity is to lead in this next chapter – offering organic, plant-based, doctor-trusted options that support long term health, not just weight loss.”
In this new landscape, volume is down but nutritional expectations are up. Consumers aren’t just eating less – they’re demanding more from each bite.
This demand isn’t going unnoticed. A wave of new products designed specifically with GLP-1 users in mind has entered the market in recent months. Nestlé launched Vital Pursuit, a frozen meal line formulated to support satiety and portion control for GLP-1 users. Conagra followed suit with new Healthy Choice bowls labelled ‘GLP-1 friendly’. Smoothie King introduced a GLP-1 Support Menu focused on nutrient density and digestion, while Daily Harvest rolled out a GLP-1 Companion Collection of plant-based bowls and smoothies designed to address nutrient gaps. Together, these launches signal a fast-forming category: appetite-aware foods for consumers intentionally eating less but smarter.
This shift challenges the very foundation of snack and bakery categories that have long relied on emotional cues like cravings, comfort and indulgence. According to behavioural economists, GLP-1s are altering the role food plays in emotional regulation. Cravings are blunted. Comfort eating declines. The category must now offer more than momentary gratification.
That doesn’t mean pleasure is obsolete. It means pleasure needs a purpose.
In response, a wave of ‘mood snacks’ and functional indulgences is emerging: cookies with collagen; brownies with magnesium; crisps with calming adaptogens. These products don’t just fill you up – they offer benefits you can feel, even when appetite is minimal.
Kate Farms’ new High Protein Nutrition Shake is a blueprint for this shift. Built specifically with GLP-1 users in mind, the plant-based shake delivers 25g of organic pea protein, 6g of fibre, 27 essential vitamins and minerals, 160 calories and 0g of sugar.
“We heard clearly from both healthcare professionals and GLP-1 users that appetite suppression – while effective for weight loss - often leads to unintentional muscle loss and nutrient gaps,” Hayden tells us. “It’s been found that patients on GLP-1s are at increased risk for insufficient protein, fibre and micronutrient intake, especially vitamins D, B12, A and iron.”
What sets the shake apart is its clinical rigour paired with emotional appeal. It isn’t just a functional drink; it’s a purposeful product built on Kate Farms’ legacy of clean label, plant-based nutrition. “Every ingredient in this shake was included for a reason,” says Hayden. “We made sure it delivers complete protein, digestive support and trusted, comprehensive nutrition in a clean label format.”
Kate Farms’ approach reflects that evolution. “With the rise in GLP-1 use and more people focused on intentional weight management, we knew we had to create something that worked with – not against – their health goals,” Hayden says. “The 6g of fibre supports digestive health and satiety and helps ensure the shake isn’t just nutritious but sustaining.”
Hayden also stresses the broader implications go beyond Kate Farms’ own portfolio. “This isn’t about swapping in new ingredients,” she says. “It’s about redefining what ‘satisfaction’ means when traditional appetite cues are diminished. We’re seeing consumers expect more from less and that’s an innovation challenge with a lot of upside.
“The future of indulgence is likely to be emotionally intelligent. That could mean smaller portions with bolder flavour or nutrient-rich snacks that support mood or calm. What’s constant is that people still want to feel good about what they eat – even if they’re eating less.”
As traditional markers of hunger-driven purchase behaviour fade, emotional design, packaging and experience will play larger roles in winning loyalty. “You can’t rely on cravings anymore,” Hayden notes. “You have to deliver something meaningful - whether that’s flavour, nutrition or emotional uplift.”
Appetites shrink but opportunities grow
Brands like Kate Farms that deliver clinical precision, clean label credibility and emotional resonance are well-positioned. The shake’s DTC and Amazon-first rollout strategy also reflects where this market is heading: toward intentional, healthcare-aligned consumption.
Meanwhile, undifferentiated mid-market brands face real vulnerability. Products that are neither indulgent enough to spark joy nor functional enough to justify consumption may be squeezed out as GLP-1 adoption rises.
Kantar data shows that nearly 1 in 5 GLP-1 users have already changed their grocery shopping habits, favouring fewer, higher quality items. That’s not a trend. That’s a pivot point.
GLP-1s may be reducing appetite, but they’re expanding demand for products that work harder. That means rethinking value beyond volume. It’s not about more bites – it’s about meaningful ones.
Kate Farms is meeting this moment with science-backed, user-informed innovation. And as Hayden notes, the shake is just the beginning: “We believe this is a transformational moment in how people approach nutrition and wellness. At the end of the day, that’s exactly why we’re here: to help nourish people with the wholesome nutrition they deserve.”
For producers still marketing to hunger, GLP-1s are quietly rewriting the rules. The question is no longer how to make people eat. It’s how to make every bite count.
Key takeaways for producers
Appetite is no longer a given. Consumers on GLP-1s are eating less frequently and more intentionally.
Emotional indulgence must evolve – snacks need to offer satisfaction beyond cravings.
Protein, fibre and mood-supporting ingredients are top priorities.
Small format, high impact products are gaining ground.
Clinical precision, clean labels and DTC distribution are emerging as competitive advantages.
Innovation isn’t just about formulation – it’s about reframing the role of food.
