As the food industry rushes to place “GLP-1 friendly” labels on packaging, consumers taking the drugs for weight loss may be less concerned about a GLP-1 callouts and more about clearly communicated nutritional attributes, according to National Frozen and Refrigerated Association, a trade group whose members include frozen and refrigerated food manufacturers.
A vague front-of-pack claim may not be enough to capture increasingly selective and analytical shoppers looking for products that fit their GLP-1 weight loss diet preferences. Rather, brands that win these consumers include concrete nutritional information such as protein, fiber, ingredients and serving sizes, per a NFRA survey conducted by Morning Consult from June 25-27, 2026.
“They want information that removes guesswork from the shopping experience. The products that stand out are the ones that help shoppers quickly understand how they fit into a meal, snack or nutrition routine,” Tricia Greyshock, president and CEO, NFRA, explained.
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‘Specific attributes help build confidence’
While a “GLP-1 friendly” label may capture consumer’s initial attention, “specific nutrition attributes help build confidence,” she said.
According to NFRA, 31% of GLP-1 users surveyed say they are becoming more selective with their purchases and 30% are careful about how they plan their meals and snacks. Forty percent GLP-1 users surveyed say that simple ingredient lists are helpful. In terms of nutrient information, 39% of those surveyed reported protein and fiber content are important, followed by 38% citing serving-size guidance, according to the survey.
“The opportunity for brands is to become trusted partners in consumers’ health journeys by making it easier to identify products that support evolving nutrition needs. That means delivering products that meet those expectations while communicating in a way that feels credible, transparent and consumer-focused,” Greyshock said.
Some categories already are positioned for nutrition and convenience
Frozen and refrigerated foods, for example, are increasingly positioned as a convenient meal solution that delivers portion control and nutrient dense options, she added.
Among current GLP-1 users, 42% say refrigerated and frozen foods help them with portion control, 37% say these formats help them increase their fruit, vegetable and fiber intake, in addition to helping reduce food waste, according to NFRA.
The survey also found:
- 52% of respondents are buying more yogurt, cottage cheese and high protein dairy
- 43% buying more protein drinks
- 42% buying more frozen proteins
- 41% buying more soups and lighter meal options
What should CPG brands do differently?
For CPG brands across different categories, the opportunity lies in strengthening formulations, packaging and positioning, Greyshock advised. This means clearly communicating protein, fiber and portion sizes, and positioning products around occasions to help consumers build smaller, more nutrient dense meals.
“If I had to choose one area, I’d focus on helping consumers connect product benefits to real-world eating occasions. Our research shows that GLP-1 users are looking for foods that help them manage portions, get enough protein and fiber, and make the most of smaller meals and snacks,” she added.
