Food Makers Warn GLP-1s Will Have 'Lasting Influence' on Sector

Food executives warn GLP-1 weight-loss drugs will have a "lasting influence" on the sector, driving smaller portions, protein-forward products, and reformulations.

Global food and beverage companies are warning that GLP-1 weight-loss medications will have a profound and enduring impact on the industry, as adoption surges and consumer eating habits undergo a fundamental shift. About 20% of U.S. households now include at least one GLP-1 user, according to PwC analysis, with drug adoption more than doubling in the 12 months to December.

Executives who previously adopted a wait-and-see attitude now treat GLP-1s as a lasting demand shift rather than a passing fad. Nearly three dozen non-healthcare companies have mentioned GLP-1 drugs on earnings calls this year, up from 14 a year ago and just five two years earlier, according to LSEG data .

"We expect GLP-1 and other anti-obesity drugs to have a lasting influence in the food and nutrition landscape," said General Mills CEO Jeffrey Harmening, "nudging some consumers towards smaller portions and more nutrient-dense protein and fibre-forward foods." 

The behavioral changes are dramatic. GLP-1 users consume 40% fewer calories on average, with dessert consumption down 84%, according to Numerator data analyzed by PwC. Family grocery baskets shrink 4% to 6%, while single-person households see declines up to 9%. Yet fresh produce intake rises more than 70%, and protein demand is surging.

Companies are racing to adapt. PepsiCo launched "Simply NKD" reformulating snacks like Lay's, removing artificial ingredients, and testing mini-meal options with Sabra and Siete. Coca-Cola ramped up production of protein-infused Fairlife milk, while General Mills launched higher-protein Cheerios. Kraft Heinz halted a planned split to invest $600 million reviving staples like Oscar Mayer.

EY-Parthenon estimates GLP-1-driven habits could cost the snack industry up to $12 billion over the next decade. "There's not anyone out there that's not designing, putting R&D dollars against this trend," said Peter Mangan of Portage Point Partners. The consensus is clear: this is not a temporary disruption but a fundamental reshaping of how America eats.