Research shows GLP-1 users are seeking tailored food products, highlighting opportunities for food & beverage innovation
AMC Global, an international custom market research firm specializing in launch strategies and brand tracking, and OpinionRoute, a leader in insights process management, have released the second wave of their new study on GLP-1 medication users and food choices. GLP-1 drugs include brand names like Ozempic, Mounjaro, Trulicity, Wegovy and more.
The second wave of the GLP-1 weight loss user study shows that they are looking for products tailored to their unique needs. While many GLP-1 users are seeking whole foods, the insights also show potential for new product development for food and beverage brands offering bars, snack foods, pasta, bread, cereal and even frozen pizza. This growing group of consumers are especially drawn to products that promote functional benefits such as protein, fiber, antioxidants and energy. GLP-1 users are also consuming smaller portions—making it essential to design products that align with their reduced consumption habits.
Key findings from AMC’s “Impact of GLP-1 on Food Choices” study:
- Seventy-nine percent (79%) of GLP-1 users are extremely or very interested in food and beverage products designed specifically for them.
- Top products GLP-1 users are seeking include yogurt (53%), cheese (50%), red meat (47%), fresh fruit (47%), bars (41%) and salty snacks (39%).
- Fifty-seven percent (57%) are looking for protein-rich foods.
- Other functional benefits GLP-1 users are seeking include fiber (41%), antioxidants (39%), energy (38%), and omega-3s (38%).
“GLP-1 users represent a quickly growing consumer segment that is highly receptive to food and beverage products designed specifically for their unique needs,” said Erin Russeck, Chief Research Officer at AMC Global. “There’s a clear opportunity for brands to innovate with offerings that provide functional benefits this population is seeking.”
A complete representation of the “Food & Beverage Products Sought by GLP-1 Users” can be found here. Data was collected mid-September from n=301 U.S. general population consumers over age 21 with an oversample to n=150 of those who are or have taken GLP-1s for weight loss. The first release of this study can be found here.
The study findings are designed to help clients and industry leaders navigate quickly changing consumer behavior.
About AMC Global
AMC Global are the experts in product launch, with an innovative suite of tools that span the full product lifecycle. The company’s proprietary PFU™ (Purchaser Follow-up) tool, was developed early on to capture insights from real purchasers of new or restaged products immediately following launch. This solution set the stage for the development of numerous tools, some with exclusive patents, to help brands optimize products for launch and deeply understand purchaser and shopper perspectives. The AMC Global team prides itself on the fact that clients consider them true strategic partners, brought in to help their teams forward-think and stay on the cutting edge of analytics and insights. The company is headquartered in Blue Bell, PA. www.amcglobal.com