GLP-1 Medications Are Reshaping the Food Industry

Weight loss medications are beginning to transform not only healthcare but also the global food industry. As millions of people change their eating habits and consume smaller portions, major food companies are already adjusting their strategies to respond to shifting consumer behavior.¹²

Glucagon-like peptide-1 (GLP-1) receptor agonists were initially developed for diabetes treatment and were first approved in the United States in 2005. In 2014 they were also approved for weight management, and their cultural influence expanded dramatically after semaglutide received approval for obesity treatment in 2021.³⁴ Today medications such as Wegovy and Ozempic have become widely discussed across healthcare settings, social media and everyday conversations.

Recent reports estimate that around 5 percent of adults in the United States currently use GLP-1 medications and approximately 12 percent have tried them. Some projections suggest that adoption could increase significantly over the next decade as these therapies become more accessible.⁵ Similar trends are emerging internationally, with more than 1.4 million people in Canada now using GLP-1 receptor agonists.²

Because GLP-1 medications suppress appetite and increase satiety, many users report eating smaller portions and snacking less frequently. This shift has important implications for companies whose business models rely heavily on frequent consumption of snack foods, confectionery products and sugary beverages.⁶

Major food corporations are already responding. During PepsiCo’s 2025 earnings discussions, company leadership acknowledged that consumers using GLP-1 medications are still purchasing familiar brands but in smaller quantities. In response, the company has focused more strongly on smaller portion sizes and multipack formats designed to remain appealing to consumers with reduced appetites.⁵⁷

Other companies are pursuing similar strategies. Nestlé introduced a new product line called Vital Pursuit designed to support consumers using GLP-1 medications.⁸ Conagra Brands has introduced labeling on selected products that indicates they may align with the needs of GLP-1 users. Meanwhile companies such as Coca-Cola and General Mills are experimenting with adjustments to existing products to reflect changing consumption patterns.

Food innovation firms are also exploring entirely new product formats tailored to smaller appetites. Some concepts include miniature snack portions, nutrient-dense bite-sized products and hydration-focused foods designed to complement weight management treatments.⁹

However the rise of GLP-1 medications raises broader questions about the future of the food system. Historically the food industry has adapted quickly to shifting dietary trends by reformulating products and adjusting marketing strategies. In previous decades this included the introduction of low-fat snacks, diet frozen meals and plant-based alternatives aimed at health-conscious consumers.¹⁰

As GLP-1 medications reshape consumer eating behavior, companies may once again respond by reengineering products to maintain demand. Some analysts question whether ultra-processed foods could become even more strategically designed to remain appealing despite appetite suppression.

This issue may be particularly significant for younger populations. In the United States, youth already obtain more than 60 percent of their daily caloric intake from ultra-processed foods, raising concerns about long-term health outcomes and the influence of food marketing on dietary patterns.¹¹

The intersection between pharmaceutical innovation and food industry adaptation therefore represents an important development in the evolution of global food systems. While GLP-1 medications may change how people eat, the long-term impact will depend on how food companies, policymakers and innovation ecosystems respond.

The role of Agriventures in supporting agrifood innovation

As the agritech startup ecosystem grows across Europe, initiatives such as Agriventures are helping connect entrepreneurs, researchers, investors, and policymakers working in agriculture and food innovation.

Agriventures focuses on supporting agrifood startups, biotechnology innovation, and access to European funding for agriculture, while also helping entrepreneurs navigate the complex landscape of startup financing, venture capital, and research commercialization.

By strengthening connections between startups, research institutions, investors, and farmers, Agriventures contributes to building a stronger agricultural innovation ecosystem that can accelerate the transition toward sustainable agriculture and resilient food systems.

Through knowledge sharing, events, and ecosystem building, Agriventures helps ensure that promising agritech innovations can scale and reach farmers, food producers, and global markets.

References

1. Blake S. Ozempic is costing grocery stores billions. Newsweek. 16 July 2025. Accessed 11 December 2025. www.newsweek.com/ozempic-costing-grocery-stores-billions-2099920

2. Gonzales F. GLP-1 drugs take a bite out of fast-food returns. Benefits and Pensions Monitor. 2 December 2025. Accessed 11 December 2025. www.benefitsandpensionsmonitor.com/news/industry-news/glp-1-drugs-take-a-bite-out-of-fast-food-returns/392827

3. Lee JM, Sharifi M, Oshman L, et al. Dispensing of glucagon-like peptide-1 receptor agonists to adolescents and young adults, 2020–2023. JAMA. 2024;331:2041–2043. https://doi.org/10.1001/jama.2024.7112

4. Government of Canada. Regulatory decision summary for Wegovy. Modified 17 December 2025. Accessed 18 December 2025. https://dhpp.hpfb-dgpsa.ca/review-documents/resource/RDS1689349413724

5. Best D. GLP-1 “structural disruption” to food, drinks – study. Yahoo! Finance. 20 November 2025. Accessed 11 December 2025. https://finance.yahoo.com/news/glp-1-structural-disruption-food-090000756.html

6. Southey F. How food brands can stay ahead of GLP-1 craze. Food Navigator. Updated 22 July 2025. Accessed 11 December 2025. www.foodnavigator.com/Article/2025/07/22/glp-1-drugs-what-food-brands-need-to-know

7. Redman R. PepsiCo to accelerate phaseout of artificial ingredients. Food Business News. 28 April 2025. Accessed 11 December 2025. www.foodbusinessnews.net/articles/28167-pepsico-to-accelerate-phaseout-of-artificial-ingredients

8. Nestlé. Nestlé introduces Vital Pursuit brand to support GLP-1 users in the US. 21 May 2024. Accessed 11 December 2025. www.nestle.com/media/news/vital-pursuit-brand-glp-1-weight-support

9. Watson E. Mattson probes Ozempic effect on food innovation, from mini-bites and hydrating pops to lighter protein drinks. AgFunderNews. 6 May 2024. Accessed 11 December 2025. https://agfundernews.com/mattson-probes-ozempic-effect-on-food-innovation-from-mini-bites-and-hydrating-pops-to-lighter-protein-drinks

10. Weber T. Ozempic could crush the junk food industry. But it is fighting back. New York Times Magazine. 10 January 2025. Accessed 11 December 2025. www.nytimes.com/2024/11/19/magazine/ozempic-junk-food.html

11. Williams AM, Couch CA, Emmerich SD, Ogburn DF. Ultra-processed food consumption in youth and adults: United States, August 2021–August 2023. US Centers for Disease Control and Prevention. NCHS Data Brief No. 536, August 2025. Accessed 11 December 2025. www.cdc.gov/nchs/products/databriefs/db536.htm