The craze for GLP-1, an intestinal hormone that regulates blood sugar and appetite, for obesity treatment is shaking up the food industry beyond pharmaceuticals. As appetite suppression drives a surge in consumers who "eat less," food and beverage corporations are moving to both defend sales and create new markets.
The shock is already showing up in the numbers. J.P. Morgan projected that the spread of GLP-1 will cause the food and beverage industry to face annual revenue declines of $3 billion to $5.5 billion in 2030-2034, while consumer calorie intake will fall 21% and grocery expenditure 31%. By contrast, the GLP-1 market is growing fast. Morgan Stanley forecast that the diabetes and obesity drug market will more than double from $79 billion in 2025 to $190 billion in 2035, and identified the launch of oral products and the entry of generics after patent expirations as catalysts to broaden the base.
At the 2026 Korea Society of Food Science and Technology international conference held on the 2nd at the Daejeon Convention Center, Lay Kwan Goh, executive vice president and head of marketing and business development for Asia-Pacific at dsm-firmenich, a global nutrition and ingredients company, defined this change as "both an opportunity and a threat." Citing the company's consumer research, Goh said, "Eighty-three percent of GLP-1 users choose healthier foods and dine out less," while noting, "As meal sizes shrink, protein and micronutrient intake is structurally decreasing." Goh also presented findings that side effects such as constipation, nausea and fatigue are widespread, with 6 in 10 users experiencing gastrointestinal issues. "Weight is managed, but consumers shoulder multiple problems from side effects to nutrient deficiencies," Goh said. "GLP-1 is a double-edged sword."
The food industry's response falls largely into two tracks. One is to roll out nutritional supplement products that make up for protein, vitamins and minerals that GLP-1 users can easily miss. Nestle Health Science is pursuing a multibrand strategy by grouping several of its brands under the umbrella of "GLP-1 weight management support," while also launching a new brand that contains 20 g of protein. Smoothie King is targeting GLP-1 users with a no-added-sugar, high-protein line.
Products touted as "natural GLP-1" alternatives that claim to help manage weight naturally without medication are also flooding the market. In Indonesia, high-dietary-fiber drinks have emerged, while in the United States, products claiming to promote GLP-1 secretion with plant extracts and reduce appetite and visceral fat have appeared. Many come in formats that are added to existing diets without separate dosing, such as mixing into coffee or sprinkling on food, a strategy meant to let consumers take them consistently without burden and turn intake into a habit.
Goh's assessment is that these moves are still in the early stages. "GLP-1 use is now spreading quickly beyond people with diabetes to general consumers seeking to manage their weight," Goh said. "Discovery of what consumers need is ongoing, and there is still ample room for the food industry to experiment with new formats and delivery methods."