A new report from IFF has highlighted the shortcomings of the functional food and beverage industries in catering to the needs of GLP-1 consumer market.
Following a sharp global increase in GLP-1 medication use, the report notes that many food and beverage products on the market currently fail to meet the needs of consumers in terms of nutritional value and sensory experience.
The document outlines three key issues that food, beverage and supplement manufacturers should consider, including:
- Elevated nutritional needs: Since GLP-1 users are eating less, they require more from everything they do consume. IFF notes that this consumer groups needs nutrient-dense, smaller portions that delivery key food groups such as protein and fibre, while also providing hydration.
- Sensory requirements: When on GLP-1 medications, many users experience significant changes to their food and beverage preferences — specifically to fatty foods, sweets, deli meats, coffee and alcohol. According to the report, dry, sticky or dense textures are also unfavourable to this population
- Emotional needs: Those on GLP-1 medications often experience a changed relationship with foods, meaning users may find themselves "searching for new meaning in nourishment."
"We put this report out to empower our customers to help GLP-1 consumers have choices they desire — bringing back the joy of eating and drinking by offering healthier, better-tasting nutrition choices," noted IFF's CEO, Erik Fyrwald.
The company is currently in the early stages of exploring GLP-1 consumer segmentation, helping brands to take a specialist approach to this emerging population.
From this, IFF has split the GLP-1 population into three groups:
- The health hackers: A proactive facet focused on long-term wellness, this group focuses on functional food and beverage products like protein bars, smoothies and hydration blends
- The remedy seekers: A group characterised by their desire to manage chronic conditions such as diabetes, who are searching for fortified snacks, meal kits and gut-friendly options aligned with medical guidance
- The 'glow getters': Consumers in this group are focused on lifestyle and self-image, prioritising portion-conscious indulgences, beauty-boosting nutrition and enjoyable flavours in functional water, smoothie or treat form.
IFF's report also highlights the dynamic nature of the GLP-1 user's nutritional needs, noting that consumers in the initial treatment phase require support in managing smaller portion sizes and side effects, while transitional users need to prevent regression through flavour intensity options.
According to the company, those in the “forever” phase, seek to sustain their new routines with habit-forming formats for daily use, nutritional fortification and pre-portioned, high-satiety foods.
The full report can be found on IFF's website.