Tate & Lyle offers in-depth insights on consumers who are under GLP-1 treatment

An estimated 5% of the world’s adult population which faces chronic illnesses like diabetes, obesity, and weight management issues are under prescription for GLP-1 medication. In return, these consumers also have their own set of eating patterns and behaviours.

Tate & Lyle has released new research on what food and beverage manufacturers can do to meet these evolving consumer expectations.

Conducted among 500 active and former GLP-1 users across North America (T&L Proprietary GLP-1 research study May 2025), the proprietary research set out to identify unmet consumption needs and support healthier, more sustainable long-term habits.

“GLP-1 medications are redefining the eating experience,” said Anisha Banerjee, Global Insights and Analytics, Tate & Lyle. “Our research reveals how taste, texture and satiety preferences are evolving; and how manufacturers can meet the moment with products that deliver nutrition and genuine enjoyment.”

Key Takeaways from Tate & Lyle’s 2025 GLP-1 Consumer Research

• A Familiar Arc Emerges:GLP-1 users follow a recognizable pattern of momentum, maintenance and regression. Understanding behaviours at each stage helps brands target product formulation and adoption strategies that promote lasting success for GLP-1 users.
• Food Joy Returns:Current GLP-1 users seek joyful, sensory food experiences — indulgent, comforting textures in smaller, nutrient-dense portions. “Food joy” comes from products that feel satisfying while supporting nutritional needs.
• Combating Food Noise:Former users face a resurgence of appetite and “food noise.” Satisfying, fibre-rich and protein-fortified foods can help manage this return to hunger and support weight-management continuity.
• Permissible Indulgence:Sustainable habits require options that balance pleasure and nutrition. Low- and no-sugar products, especially those with added fibre, offer a route to permissible indulgence.
• Mouthfeel Matters:Consumers increasingly look for gentle, comforting snack textures with airy or crispy sensations. Layering different mouthfeel experiences — crispy, crunchy, creamy — helps restore enjoyment in smaller portions. New studies are trying to quantify the impact of texture on eating rate. A slower eating rate can impact feelings of fullness and total intake, making texture an important consideration for the food industry when helping former GLP-1 users who are looking for satiety.
• Timing Is Everything:Willingness to adopt healthier diet changes is 2.5x higher among early GLP-1 users than late-stage users, highlighting a crucial moment for brands to build loyalty and drive trial.

Opportunities for Food and Beverage Manufacturers

The research highlights 2 major opportunities for innovation:

1. Supporting Former GLP-1 Users:Helping consumers manage returning hunger and “food noise” through satiety-enhancing formulations.
2. Designing Permissible Indulgence:Delivering nutrient-dense, smaller portions that are  satisfying through smart ingredient and texture design.