IFF targets growing GLP-1 market with sensory and nutrition-focused innovation strategy

IFF has released a new report aimed at helping food and beverage companies better serve the rapidly growing market of consumers using GLP-1 medications, such as Ozempic and Wegovy. These drugs, originally developed to treat diabetes and now widely used for weight loss, are fundamentally changing the way millions of people experience food – and, IFF argues, they are creating a new category of consumer with unique nutritional and sensory needs.

The company’s 2025 GLP-1 Consumer Opportunity Outlook highlights a growing disconnect between current food and beverage offerings and what these consumers actually want and need. According to IFF, GLP-1 users are eating less overall, but require more from every bite and sip – smaller portions, higher nutritional density, and textures and flavors that don’t overwhelm.

“GLP-1 consumers are navigating a changed relationship with food – one that may involve a sense of loss, social disruption and a search for new meaning in nourishment,” said IFF CEO Erik Fyrwald. “We aim to bring back the joy of eating and drinking by offering more healthy, great-tasting nutrition choices for all consumer segments, including GLP-1 users.”

IFF’s research identifies three areas where current products fall short: nutritional content, sensory experience, and emotional engagement. More than 85% of GLP-1 users report changes in taste and smell preferences, according to the report, with new aversions often targeting fatty foods, sweets, processed meats, coffee and alcohol. Many also report sensitivity to certain textures, including dry, dense or sticky foods.

These shifts in perception mean that even once-popular foods may now trigger discomfort or disinterest. At the same time, users are being advised to maintain muscle mass and avoid nutritional deficiencies – creating demand for protein- and fiber-rich options in smaller, easier-to-consume formats.

In response, IFF is proposing a framework to help manufacturers reformulate existing products or develop new ones that cater specifically to this segment. Solutions include pre-portioned, high-satiety products, functional beverages, protein-enriched snacks, and gut-friendly meal kits. The company also unveiled a set of AI-refined, consumer-tested prototypes meant to illustrate how brands can meet these evolving demands in practical terms.

Recognizing that GLP-1 users are not a monolith, IFF has developed a set of consumer personas that reflect different motivations and behaviors within this group. Health Hacker Holly is proactive, data-driven, and focused on long-term wellness. She sees GLP-1 use as part of a broader personal optimization journey and seeks functional benefits from food, prioritizing formats like protein bars, smoothies and fiber-enriched hydration blends. Remedy Reacher Ron is often managing chronic health conditions such as diabetes. He treats GLP-1 medication as a way to regain control of his health and seeks foods that are both nutritious and medically aligned, such as fortified snacks and low-glycemic meal kits. Glow Getter Gail is more lifestyle-driven, focused on self-image and transformation. She looks for aspirational but accessible products that offer portion-conscious indulgence, beauty-related benefits and enjoyable flavors, often in formats such as functional waters or shareable snacks.

IFF’s report explains how the needs of these consumer types shift over time. In the early stages of treatment, people often need help managing smaller portions and mitigating side effects. As they transition, their dietary preferences and cravings can change, requiring food that is adaptable in flavor intensity and format. In the long-term, they seek to sustain routines with consistent, habit-forming products that provide satiety, nutrition and convenience.

The report emphasizes that emotional responses to eating also change for many GLP-1 users, who may feel disconnected from food in new and unfamiliar ways. IFF’s concept of “empathy-powered innovation” encourages brands to recognize this complexity and design foods that restore joy and agency in the eating experience.

IFF has developed a suite of consumer-tested concepts based on these insights, all intended to help food and beverage manufacturers tailor offerings to this rapidly expanding market. With GLP-1 prescriptions continuing to rise, the company positions itself as a strategic partner in rethinking how food is formulated and marketed for those whose relationship to eating is being reshaped by medication.

“We’re helping our customers lead the next wave of food and beverage innovation beyond traditional formulations,” Fyrwald said. “IFF is empowering our customers to help GLP-1 consumers have the choices they desire.”

The full report includes additional data and concept examples and is available for download via the company’s website.