New research: GLP-1s may lead to plainer supermarket foods

New research suggests that GLP-1s could force a significant shift in how food and drink manufacturers approach product development. A study from MMR Research indicates that three in four users of these weight-loss medications report changes in how they experience food, with many finding strong flavors and textures unpleasant. The findings come as the first GLP-1 tablets become available in the UK, a development that could accelerate broader adoption of the drugs.

The research surveyed 974 UK consumers who were either currently using, had previously used, or were considering GLP-1 medication. Nearly one-third of current users reported changes in the taste of food. About 30% of these individuals developed an aversion to very fatty foods, while 29% felt the same way about very sugary items. Among those who noticed differences, 45% found that sweetness became more intense. Just over one in five users, or 20%, expressed a desire to avoid certain textures.

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The sensory disruption caused by GLP-1s remains relatively contained for now, but the potential for wider market impact is growing. As accessibility and affordability improve, manufacturers face a complex challenge: they must recalibrate products to protect customers from sensory overload without alienating the wider population. This requires a delicate balance that may not be easily achieved through a single, universal change.

Cravings and the future of product design

Andrew Wardlaw, chief ideas officer at MMR Research, suggested that brands might need to rethink their approach to flavor and texture. “For decades, big flavours and bold textures have been seen as the winning formula,” he said. “But for GLP-1 users, stronger flavors can be unpleasantly overwhelming.” He noted that to connect with this demographic, brands might need to offer experiences that feel balanced, controlled, and easy to return to.

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Almost two-thirds of current users said their cravings have reduced. Wardlaw argued that this could mark the beginning of the end for the impulse to eat or drink something based on instant satisfaction. In this new era, he said, consumers are likely to make more intentional choices. Manufacturers will need to ensure their products are “worth it” in terms of supporting nutritional or lifestyle goals.

Wardlaw also suggested that brands may need to invest more heavily in delivering emotional rewards. The challenge is no longer just about making things taste good, but about catering to deeper needs. He explained that managing hunger and cravings is becoming the new norm for many people. “People are increasingly judging their choices against a new default: smaller portions, more intentional eating and less reliance on instant sensory reward,” he said. “Consumers may gain more control, but they can also lose some of the pleasure food and drink provides.” The brands that succeed will be the ones that understand this trade-off, finding ways to give some of that back in smaller, smarter ways.