More than eight in ten of users of GLP-1 drugs in the US experienced “major changes” in their food and beverage preferences after starting the medication, a new study has claimed.
The research, published by ingredients supplier IFF, claimed GLP-1 drugs, marketed under brands including Wegovy and Ozempic, “alter taste perception” and “disrupt the perception of sweetness, bitterness, fatty foods and even mouthfeel”.
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The changes are particularly pronounced in the early stages of treatment, the study said.
Foods previously considered enjoyable become “off-putting or intolerable”, the IFF report noted.
According to the research, “among the most frequently rejected” products are fatty dishes, deli meats, sweets, coffee and alcohol. Users “gravitate” toward options such as fruits, lean proteins and plant-based products.
Textural preferences are also affected, with “dry mouth and digestive side effects” leading many to avoid dry, sticky or overly dense foods, the report said.
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By GlobalDataIFF said it had analysed public discussions on social media and found taste ranked among the top five concerns for GLP-1 users based in the US.
A study by Cornell University and consumer-insights group Numerator published earlier this year claimed that GLP-1 drug users in the US cut their grocery spending by an average of 5.5% in the six months after taking the medication.
There was a 2.4% increase in spending on yogurt among “GLP-1 households”, the research showed. Sales of meat snacks grew 1%.
However, cheese sales declined 7.2% and spending on crisps and savoury snacks fell more than 11%.
Spending on beverages decreased across the board. Soft drinks saw a 6.6% drop, followed by a 3.7% decline in the combined spending on coffee, tea and energy drinks. Spending on alcohol dropped by 1.4%.
IFF said food and drinks manufacturers needed to review how they develop products to meet the needs of the users of GLP-1 drugs.
The US-based group said product developers should “balance nutritional value with sensory appeal”, focus on “familiar and functional” flavours, incorporate hydration into the products, prioritise what it called “digestive comfort” and offer “satisfying portions in compact formats”.
The increased use of GLP-1 drugs has sparked concern about the potential impact on the revenues of packaged-food manufacturers.
Nestlé has launched a pre-meal drink under its Boost brand aimed at GLP-1 drug users in the US. The Swiss giant is also selling a range of meals in the US designed as a “companion” for those taking GLP-1 weight-loss medication.
Conagra Brands is also putting labels on some of its Healthy Choice products in a bid to catch the eye of users of GLP-1 drugs.
