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How GLP1 Medications Are Reshaping Food Consumption and Industry Strategy
- Event: Foot Matters Live Podcast
- Date: 8 October 2025
- Speaker: Cyrille Filott, Global Strategist for Consumer Foods, Packaging and Logistics, Rabobank
- Estimated read time: 6 to 8 minutes
Quick Read Summary
The rapid rise of GLP1 medications is creating one of the most disruptive shifts the global food and drink industry has experienced in years. Once associated mainly with diabetes care, GLP1s are now widely used for weight loss, reshaping appetite, spending and everyday consumption patterns.
Rabobank strategist Cyrille Filott explains that while adoption varies between markets, the evidence from the United States offers a preview of what European food businesses can expect. Appetite suppression, lower calorie intake and changing category demand are already influencing retailers, manufacturers and foodservice operators.
Filott argues that companies must adapt to consumers who eat less, shop differently and increasingly look for nutrient dense options. Those who prepare early will be best placed to benefit from new patterns of demand.
GLP1 Medications Move Into the Mainstream
When Cyrille Filott first predicted that GLP1s would matter for the food industry, he admits he did not expect the pace of change. “This is one of the key topics really rocking the world in food” he said, noting how quickly the conversation has shifted from early observation to widespread adoption.
He pointed to the moment Walmart publicly acknowledged a drop in food volumes linked to these medications. “That was the signal” he explained. “What seemed like a small comment has turned into one of the biggest shifts in consumption we have seen in years.”
The scale is most visible in the United States, where usage now sits at around twelve percent of adults. In the United Kingdom, usage has reached roughly four percent but is accelerating. “It is already the size of the vegetarian audience” Filott noted. “It is worth catering to.”
Different Markets, Same Direction
Although all markets are moving in the same direction, not all will evolve at the same pace. Filott explained that regulation, prescribing practices and obesity rates differ widely across Europe, shaping adoption rates.
Even so, the product pipeline is expanding quickly. “The pipeline of drugs is phenomenal” he said, highlighting new products, new formats and major investment from global pharmaceutical companies. The arrival of a pill based version, rather than injections, could prove transformative. “You can imagine people taking a vitamin pill and a weight loss pill next to each other in the morning” he added.
Changing Consumer Demand at Scale
One of the most significant insights from US data is the reduction in calorie consumption. Filott called the numbers “massive” with GLP1 users eating twenty five to thirty five percent fewer calories. “For our industry, that is huge” he said. “The whole food system is built around stable intake patterns.”
Spending reflects the same trend. In households with one GLP1 user, food spending fell by around six percent in value, with an even larger decline in volume.
Categories most affected include:
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crisps and savoury snacks
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confectionery
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larger portion formats
Some results were surprising. “Salad dressings were one of the worst hit categories” Filott said. “We do not fully know why yet.”
However, other areas show growth. Yoghurt, fresh produce, meat snacks and nutrition bars all gained share among GLP1 users. “People believe they need more protein” he explained. “Whether that is science or perception, it drives behaviour.”
This is where food and drink innovation becomes essential. Retailers and manufacturers will need to optimise pack sizes, develop more nutrient dense options and adjust ranges to match this shifting behaviour.
Retailers Begin to Respond
Retailers are starting to recognise that GLP1 users need guidance as much as products. Walmart has already introduced a dedicated landing page offering support for people on GLP1 medications. “Consumers need support on their journey” Filott explained. “That is a service as much as it is a selling opportunity.”
In the United Kingdom, Tesco has initiated conversations with suppliers on how product ranges may evolve. Filott expects more retailers to follow. “There will be a lot of tailored offerings to come" he said. “People on GLP1s do not always know what to eat or how much to eat.”
This creates opportunities for smaller formats, higher value propositions and clearer signposting toward balanced nutrition.
A New Challenge for Hospitality
Hospitality operators are already seeing a revenue impact. “Volume is declining” Filott said plainly. Restaurants in the United States have responded by adjusting prices or reworking menu structures. Quick service restaurants have been hit particularly hard. “McDonald’s and others are really struggling” he explained, noting that lower appetite reduces order size and spend.
In some cases, adults are increasingly ordering from children’s menus to match their smaller appetite. The solution, Filott argues, lies in innovation. “Lower volume, up the value” he said. “Create offerings that meet this new need and justify a higher price.”
For foodservice providers, the challenge is managing rising input costs while consumers order less. Menu engineering, recipe design and portion flexibility will all become essential tools.
Product Reformulation and the Future of Taste
One of the emerging insights is that GLP1 medications do more than suppress appetite. They alter how some users experience sweetness, richness and texture. “It affects taste and how people perceive food” Filott said. “That is going to be very important.”
This means food companies may need to rework flavour levels, textures and even colours. A recipe that once felt balanced may suddenly feel too sweet or too intense for someone on these medications. Sensory adaptation will become part of product reformulation, not just nutritional adjustment.
Filott expects research teams to accelerate their work in this area. “It is work in progress, but it is another trend you cannot ignore” he said.
Long Term Behaviour Is Still Uncertain
The industry’s biggest unknown is the long term pattern of GLP1 usage. Some users take the medication once, stop after weight loss and then revert to older habits. “People bounce back” Filott said, citing studies showing that users regain about two thirds of lost weight after stopping.
Others may cycle on and off the medication over time. Filott described this scenario as likely but difficult for the food industry to plan around. “It is up and down” he said. “How do you support a consumer whose behaviour changes every few months”
The third scenario is long term maintenance, where users remain on a lower dose indefinitely. “That would structurally change diets” he explained. This is the scenario with the largest long term implications for food demand.
Implications for Food Companies and Brands
From Filott’s perspective, food companies should not wait for the data to settle. The signals are already clear. “You need to start preparing now” he said. “This is not going away.”
Key actions he highlighted include:
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tracking exposed categories
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investing in nutrient dense products
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adjusting pack sizes
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anticipating shifts in taste and texture
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using clear nutritional messaging
He warned against positioning products too explicitly around GLP1 use. Instead, companies should focus on the broader need for balanced, high quality, nutrition driven choices.
The Road Ahead
As Filott concluded the session, he emphasised that the long term impact of GLP1 adoption will be significant, even if the exact path remains uncertain.
“It really is time to start preparing” he said. “I only cannot answer how big this will be.”
What is clear is that GLP1 medications are pushing the industry toward a future defined by new behaviours, new demands and new expectations. The companies that adapt earliest will shape the next chapter of global food consumption.
Speaker Bio
Cyrille Filott is Global Strategist for Consumer Foods, Packaging and Logistics at Rabobank.
He leads the research agenda for these sectors, advises global food and agribusiness organisations and hosts the Consumer Foods to Go podcast. He is a frequent speaker at international events and works closely with C suite leaders to analyse the strategic forces shaping the future of food.
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