Food industry analysts are calling 2025 the year of the GLP-1 dieter. These consumers rely on medications that trick the body into feeling full by manipulating the satiety hormone known as glucagon-like peptide-1, or simply GLP-1. 

These dieters need nutrition but barely have an appetite. Many are turning to single-serve portions of easy-to-eat, high-quality, protein-packed foods, such as cheese, yogurt and whole milk. Some dairy processors are boosting the nutrition composition of these foods to make them more complete. For example, they may add prebiotic fibers, probiotics or slow-metabolizing sugars. Other food formulators include dairy, namely dairy proteins, in all types of products, turning them into superfoods. 

“We are in a period of time where health and wellness is absolutely core to our dairy industry,” Michael Dykes, president and chief executive officer, International Dairy Foods Association, Washington, said at Dairy Forum 2025 in January. “Protein is…our super superhero. Consumers that are on GLP-1 drugs, they’re eating smaller quantities. They need them to be more nutrient-dense, [they] need them to be higher protein.”

The science

GLP-1 is made by the small intestine. It stimulates insulin production and lowers blood sugar levels. It also slows down stomach emptying and reduces the levels of hunger hormones. The former function is why medications that mimic GLP-1, also known as semaglutides, are given to those with type 2 diabetes. The latter function is fueling many varied food and beverage innovations. 

“It has been over a year since the food industry finally woke up to the threats and opportunities of the new class of anti-obesity medications (AOMs), such as Ozempic, Wegovy and Zepbound,” said Nicholas Fereday, executive director, food and consumer trends, Rabobank, New York. “Both the demand and supply of these drugs have exceeded all expectations and the momentum driving the market suggests they are highly likely to become a permanent feature of the food landscape.  

“The impact of these drugs on the food industry is real,” Fereday said. “The challenge for the food industry is to figure out how to respond to that and unlock some of the opportunities these drugs create.” 

To do so, the food industry needs to embrace the fact that users of AOMs eat less and have changed their eating habits. Big brand empty-calorie foods are out.  

“Without a doubt, these drugs can revolutionize weight loss journeys,” said Stephan Theis, head of nutrition science and communication, BENEO, Mannheim, Germany. “But it’s important to note that nutrition is paramount to ensure healthy outcomes and long-term success. The food industry is a crucial piece of the puzzle to contribute to a healthier future by simplifying how consumers make the right food choices. 

“A key aspect for us in the food industry is preventing nutrient deficiencies common in calorie-restricted diets and with certain weight loss medications,” Theis said. “[In addition to high-quality protein,] functional fibers and functional carbohydrates enable manufacturers to develop solutions that address nutritional gaps.”  

Photo: ©Patrick Bay Damsted - stock.adobe.com

Nearly four-out-of-five AOM users report feeling fuller quicker, according to recent research from Brightfield Group, Chicago. Three out of four people eat less in general, and when they do eat, they eat smaller meals. Snacking and binging are both down. They are not craving food, specifically sweets.  

“People on these drugs not only eat less (20% to 30% fewer calories) and consequently lose body weight (about 15% to 20%), but they are choosing to eat different foods, often times healthier ones,” Fereday said. “Because they are eating less food, there is a greater interest in the nutrient density of food. This includes more fruits and vegetables, as well as protein foods to maintain muscle mass.”

The global market for AOMs could reach $100 billion by 2030, according to Goldman Sachs Research, New York. With this surge in use, there is now a new sector of consumers with distinct needs. 

The US leads the way when it comes to the use of AOMs. The Weight Management Trends Report from Mintel, Chicago, shows that 15% of adults in the US who are currently trying to manage their weight are using one of these drugs, and 21% are interested in doing so in the future. 

Chicago-based ADM conducted consumer research using its ADM Outside Voice platform and found that 74% of AOM users are open to trying new foods and 83% are cooking more at home. Consumers taking AOMs pay much more attention to a product’s protein content (64%), total carbohydrates (64%), added sugar content (57%) and fiber content (51%), according to ADM Outside Voice. These consumers are intentionally increasing their intake of plant-based proteins (41%), fiber (49%) and probiotics/prebiotics (39%). 

“Reformulation is one pillar for a healthier nutrition landscape. Boosting fiber or protein, or reducing fat and sugar content are feasible approaches to improve the nutritional values of foods and drinks,” Theis said. “Possible end products are high-protein/high-fiber products, low sugar/low glycemic foods, shakes, nutritional bars, meal replacements and supplements.” 

Portion control 

Nutrient-dense dairy foods have become a go-to for consumers taking AOMs, Bob Carroll, vice president of business development, California Milk Advisory Board, Tracy, Calif., said when speaking at the 2025 Dairy Products, Process & Packaging Innovation Conference, Feb. 18-20, in Shell Beach, Calif.  

“There’s something really special going on in the dairy category right now,” Carroll said. “We have the momentum in our favor, so it’s time to press on.”

Sarah Fitzgerald, a culinologist with Culinex at the Culinary Innovation Center, Tukwila, Wash., also spoke at the conference. “The dairy industry is well poised [to support those on GLP-1 medications] because of dairy’s healthful halo, history of product development, and well trusted and established brands. These consumers need protein and micronutrients. Dairy foods are nutrient dense. Consumers also want portion control.” 

It’s no wonder retail yogurt dollar sales grew 8.7% in 2024, compared to 2023, according to Circana, Chicago. Yogurt ended the year posting $11.3 billion at retail. 

“Sales of almost all dairy was up in 2024,” Carroll said. “Higher-protein, reduced-sugar, lactose-free milks are booming.” 

This is all taking place with consumers doing their own homework. Some marketers are starting to assist. Danone North America, White Plains, NY, for example, has started addressing the unique nutritional needs of people on AOMs on its website with messaging such as, “Our mission is to bring health through food to as many people as possible. We’re by your side on your GLP-1 weight loss journey with nutrient-rich, delicious food and beverages from our Danone portfolio.” 

Big food brands are slowly starting to respond, as Fereday pointed out. In January, 26 products in the Healthy Choice line from Conagra Brands, Chicago, started featuring an “On Track” badge, indicating that the products are high in protein, low in calories and a good source of fiber, making them GLP-1 friendly. Dairy ingredients, such as cheese, nonfat dry milk and whey, are often part of the formulation. Conagra was the first major food brand to do this.  

Image: Nestle SA

Back in September, Nestlé USA, Solon, Ohio, rolled out the Vital Pursuit brand of frozen meals for users of AOMs. These meals are portion-controlled and nutrient-enriched to support weight management goals. More recently Nestlé Global, Vevey, Switzerland, began test marketing Boost Pre-Meal Hunger Support Drink. The patented, shot-style drink comes in a 4.2 oz shelf-stable bottle and provides 10 grams of clinically studied “Power Protein,” 45 calories and 1 gram of sugar. It is sweetened with acesulfame potassium. When consumed 10 to 30 minutes before a meal, the special formula based on whey proteins helps promote the body’s natural production of GLP-1 in response to a meal, according to the company. 

About a year ago, Abbott, Abbott Park, Ill., introduced Protality, a high-protein nutrition shake that features a blend of fast- and slow-digesting dairy proteins (milk protein concentrate and calcium caseinate) designed to feed muscles for up to seven hours. The beverages were designed to help preserve muscle mass during weight loss. High-protein consumption can also support weight loss maintenance.

“We’re serving a new group of people who may be at a higher nutritional risk because they may be overweight or have obesity and use weight loss medications,” said Hakim Bouzamondo, division vice president of nutrition research and development at Abbott. “It’s critical for adults on weight loss regimens to prioritize good nutrition to ensure they get enough micronutrients and protein to preserve muscle mass while consuming limited calories. Abbott intends to develop additional science-backed nutrition products and conduct clinical research to address the targeted nutrition needs of people losing weight.” 

It’s a “less but better” approach to food and beverage innovation. The better component requires the addition of pricier ingredients, hence why these products command a premium.  

Seizing opportunities

Hain Celestial Group, Hoboken, NJ, is eyeing opportunities with GLP-1 consumers. Company management sees the effort as building on Hain Celestial’s position as a better-for-you food manufacturer. 

“We are currently developing our criteria to define what is GLP-1 friendly based on available science, and we have already identified a number of products in the US that are a good fit for these consumers across our beverage, soups and yogurt brands,” said Wendy Davidson, Hain Celestial president and CEO, during a Feb. 10 conference call to discuss second-quarter results. “We plan to begin marketing certain items within our portfolio to GLP-1 users in the near future. These authentic better-for-you credentials position us well to meet increasing consumer demand for better-for-you products.” 

Davidson said Hain Celestial has been doing consumer research for about a year to really understand what consumers are looking for in the better-for-you category. 

“Because we continue to say that we’re a leader in better-for-you, we believe in healthier living, but we wanted to make sure that we had real science and real consumer insight to back that up,” she said. “We learned from that (about) very clear attributes the consumer was looking for. 

“They don’t want to sacrifice taste. They don’t want to sacrifice convenience. They don’t want to sacrifice availability and affordability. They don’t want pure health, but they do want healthy nudges. So, it is a presence of positive and a little bit of a nudge down of the negatives. 

“We’ve worked with our experts to look at our portfolio through the lens of a GLP-1 diet, what products do we have that are ideal for that first three months of GLP-1, what are products we have that are really good for in the middle and then what are those products that are ideal for maintaining. And we will message openly to the marketplace to make it, again, easier for consumers to be able to be on whatever diet they’re on, and Hain will be there to help support their healthier living.”