How GLP-1s could change the food industry and its leadership needs

Weight loss drugs are starting to change how Americans eat.

According to Gallup, 11% of American adults are now using GLP-1 weight loss medication, a fourfold increase since 2024, and recent client conversations lead us to believe this number could be even higher.

As these medications become more common, their influence is extending well beyond the pharmaceutical industry.

Consumers are eating less, prioritizing protein and reconsidering the foods they buy. For food producers, these changes present both a challenge and an opportunity to rethink how their products are developed and marketed.

How GLP-1s affect consumer behavior

Weight loss drugs like Ozempic mimic glucagon-like peptide-1, a naturally occurring hormone that helps regulate blood sugar and appetite, helping people feel full sooner and stay full longer.

Many doctors recommend these drugs in tandem with a high-protein and high-fiber diet to preserve muscle mass and manage common side effects, like nausea and fatigue. The result is a growing population of consumers with different nutritional needs and eating habits.

For the food industry, this creates an interesting problem: How do you continue growing sales when a meaningful portion of your customers are actively trying to consume less?

Smaller portions and higher protein are gaining ground

We’re already seeing signs that GLP-1s are influencing purchasing decisions at the grocery store. Emerging studies suggest people taking these medications are buying fewer groceries overall and gravitating toward smaller portions and protein-rich foods.

Food producers are responding by emphasizing protein content in everything from frozen pizzas to crackers. Other companies see opportunities to develop smaller portions or products specifically designed for people taking GLP-1 medications.

GLP-1 use is still evolving, and it’s difficult to predict how widely these medications will be adopted over the next decade, but as pharmaceutical companies develop more accessible options, the number of users is expected to grow.

What GLP-1s mean for leadership in the food industry

Our clients in the agriculture and food industries are already thinking about what these trends could mean for their businesses in the long term.

For some, the opportunity lies in repositioning existing products through new packaging, labeling or marketing. Others may see a reason to invest in product development, enter new categories or launch entirely new business units.

Established food producers may need executives who understand how to evaluate new markets, develop products and manage significant organizational changes. They also need leaders who can distinguish between short-term consumer trends and opportunities worth making long-term investments in.

This is especially important for private equity-backed food companies, where leadership teams are expected to find new avenues for growth while protecting the value of their existing businesses.

The takeaway

We believe GLP-1s will become an increasingly important consideration in how food companies approach their growth strategies and build their leadership teams.

The question isn’t whether every food producer needs to develop a GLP-1-friendly product, but whether their executives are prepared to recognize and act on meaningful changes in consumer demand before their competitors do.