IFF released a new report highlighting how GLP-1 medications are reshaping the sensory experience and nutritional needs associated with eating and drinking. The report outlines how food and beverage manufacturers can support this consumer segment.

“IFF is empowering our customers to lead the next wave of food and beverage innovations beyond traditional formulations, including helping GLP-1 consumers have choices they desire,” said Erik Fyrwald, IFF CEO. “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.”

Disconnect on Three Levels

Many food and beverage products fall short of meeting the needs of these consumers, or aligning with their experiences.

On the nutritional level, GLP-1 drug users are eating less but require more from every bite and sip. They need nutrient-dense, smaller portions with protein, fiber, and hydration without overwhelming flavors.

On the sensory front, GLP-1 consumers report significant changes in food and beverage preferences. Common aversions include fatty foods, sweets, deli meats, coffee, and alcohol. Dry, sticky, or dense textures are frequently rejected.

On the emotional level, consumers are navigating a challenged relationship with food which may involve a sense of loss, social disruption, and search for a new meaning in nourishment.

IFF’s framework is designed to help reformulate existing products and develop new ones, tackling challenges like muscle mass maintenance, satiety, digestive support, and sensory preferences.

GLP-1 Consumer Personas

IFF is in the early stages of exploring the segments of GLP-1 medication users, and is presenting three demographic segments to help move beyond a one-size-fits-all approach.

The first persona, “Health Hacker Holly,” is proactive, data-driven, and focused on long-term wellness. She views GLP-1 as part of a broader bio-optimization journey, and seeks functional benefits in protein bars, smoothies, and enriched hydration blends. She prioritizes high-quality protein, added fiber, and digestive support.

“Remedy Reacher Ron” is managing chronic conditions like diabetes, using GLP-1 to reclaim his health. He sees food as medicine and maintenance, looking for fortified snacks and gut-friendly options aligned with medical guidance, favoring meal kits and low-glycemic shakes.

“Glow Better Gail” is transformation-minded, and focused on lifestyle and self-image. She wants food that aligns with her goals and identity, with “glow-up” appeal. She seeks portion-conscious indulgences, beauty-boosting nutrition, and enjoyable flavors in smoothies, functional waters, and shareable treats.

The outlook also outlines how the food and beverage needs of each GLP-1 persona evolve over time. In the initial treatment phase, consumers need support managing smaller portion sizes and medication side effects. The transitional phase focuses on preventing regression, requiring flexible serving sizes and flavor intensity options that adapt to changing cravings. In the “forever” phase, consumers seek to sustain their new routines with habit-forming formats for daily use, nutritional fortification and pre-portioned, high-satiety foods.