After a meteoric rise, around 10 million US consumers now use GLP-1 medications, with J.P Morgan Global Research estimating that that figure could slide up to 25 million by 2030.
For those who use GLP-1 medications, the impact on eating and drinking habits is seismic. Food noise is gone; portions are shrinking, treat-led snacking is falling and spending habits are changing.
Low appetite, high opportunity
This could pose a risk to the beverage industry with research suggesting GLP-1 users significantly reduce spend on food and beverage. In the UK, for example, data from Worldpanel by Numerator shows GLP-1 households’ grocery spending declined by £780 million, equating to a £418 drop in grocery spending versus non-user households.
As uptake grows, we might expect to see constrained spending on food and beverage becoming more commonplace.
But, on the other hand, the rise in GLP-1 medication has led to the creation of a GLP-1 companion market, valued globally at around US$4.7 billion in 2025 with projected growth to $14.4 billion by 2036 (Fact.MR).
This represents a major opportunity, and food and beverage brands are responding to this new consumer segment with enthusiasm, delivering ‘GLP-1 friendly’ labelled products to market.
Thirst for wellbeing
When balancing risk and opportunity, brand owners and operators should note that GLP-1 users are not asking for entirely new things. They are asking more urgently for the things many consumers already want: less sugar, better nutrition, added functionality, and products that feel easier on the body.
For beverage brands and foodservice operators, that creates a practical innovation brief: serve the specific needs of GLP-1 users, while also aligning product portfolios to an increasingly health-conscious global market.
5 ways to meet GLP-1 users and health conscious consumer needs
- Reduce sugar. Because GLP-1 users are often more focused on blood-sugar management and digestive comfort, lower-sugar formulations, slower-release carbohydrates and soluble fibre can help beverages feel lighter and work harder.
- Build in protein and nutrient density. When appetite is lower, every sip counts. For GLP-1 users, that means seeking out products that contain added protein, fibre and other nutrients that make smaller portions more nutritionally complete.
- Consider hydration needs. Dehydration is a recognised risk for some GLP-1 users, particularly where reduced intake or gastrointestinal side effects affect fluid consumption. This creates a clear role for electrolytes and hydration formats. But functional hydration is also booming beyond this segment, as more consumers seek drinks that offer performance, recovery or wellbeing benefits alongside refreshment.
- Prioritise digestive comfort. GLP-1 medications slow digestion, meaning users can be more prone to bloating, nausea or discomfort. That makes gentle formulations, gentle soluble fibres, probiotics and easy-to-digest ingredients especially valuable.
- Design for smaller, smarter formats. GLP-1 users may consume less, but they still want convenience, enjoyment and tangible benefit in every serving. Smaller bottles, compact RTDs and concentrated shots respond to that need neatly.
What’s happening in the market?
Food and beverage manufacturers are already starting to evolve their portfolio strategies to adapt. In the US, for example, Smoothie King has rolled out a range of GLP-1 support smoothies which include protein, fibre and 0g added sugar, while Danone launched the Oikos Fusion drinks range which feature protein, pro-biotic fibre, and 0g sugar.
In the UK, major retailers have rolled out ranges that cater to GLP-1 diets. Sainsbury’s launched high-protein, ‘nutrient rich’ meals, while M&S launched a 20 product Nutrient Dense food range.
As uptake of GLP-1 medications continues, we can expect to see more and more products becoming available across both retail and out of home.
What’s next for drinks?
GLP-1 medication could represent a structural shift in global consumption habits over the coming years, particularly as oral forms become more widely available alongside injectable pens. As the number of users grows, brands and operators can respond with products that make every sip count. At Finlays, we therefore expect to see beverage portfolios continuing to evolve to meet the needs of this growing consumer segment.
But ultimately, this should be part of a bigger play. The cues that matter to GLP-1 users are also mainstream expectations. For beverage brands, the opportunity is therefore bigger than the GLP-1 companion product market: it is a chance to design products for a world where every sip earns its place.
GLP-1 companion products from a regulatory perspective
Sei-Wai Tse, scientific and regulatory affairs Manager at Finlays
Currently there are no defined regulatory requirements specifically for GLP-1 companion products. Presently, 'GLP-1 friendly' is not an authorised term and therefore these terms should be used with caution. Where they are used, they need to be contextualised with approved, specific claims such as ‘high in protein ‘or ‘high in fibre’, where the product qualifies.
When used, fortification must be in an amount that is claimable and in a format that is approved and readily available for the user. Any claims related to fortification must be approved for use in the destination country.
Finally, products must not claim to cure or alleviate ailments or symptoms, as these would be considered medicinal claims. That’s why products on the market focus on highlighting smaller portion sizes, while delivering additional benefits such as 'small and balanced' and 'nutrient dense'.
About the author
Thom Walton is group corporate affairs director at Finlays.
