The NHS defines GLP-1 drugs, also known as GLP-1 agonists, as medicines for the treatment of diabetes that emulate the effects of a hormone called GLP-1, naturally released when we eat. Popular iterations of these drugs – such as Wegovy and Ozempic – have now been adopted as mainstream weight loss medications. They work in a variety of ways, not just helping with insulin production and glucose reduction, but also aiding in weight loss and appetite suppression.
GLP-1s have been widely adopted in recent years, with a notable impact on UK nutrition trends and the resulting food innovation in response to these changes.
The Appetite Disruption
When the stomach fills with food, it stretches, activating sensors called mechanoreceptors situated in the stomach wall. These sensors send a fullness signal to the brain via the vagus nerve, a key communication pathway between our gut and brain.
Stomach distention is partly determined by how quickly the stomach empties food into the small intestine. This also affects blood sugar spikes after eating, known as postprandial glycaemic excursions. GLP-1s reduce stomach stretching, making users feel full sooner, and slow digestion, allowing blood sugar levels to rise gradually rather than in sharp spikes. In this way, they reduce “food noise”.
Considering these factors, GLP-1 users seek smaller, nutrient-dense, satiety-focused foods, as they are predisposed to feel full more quickly.
New Needs, New Foods
Once the “food noise” is gone, consumer needs are bound to change – especially for long-term GLP-1 users. Quicker satiety directly impacts nutrition, challenging users’ daily vitamin, mineral and fibre intake.
This leads to high demand for high-fibre and functional food, aligning with a broader consumer focus on healthier diets. The added challenge for operators is being able to meet GLP-1 users’ specific dietary needs within fewer calories, tackling additional aspects such as portion-controlled packaging.
And operators are rising to this challenge: an array of new nutritionally complete snacks and meals have appeared to meet these demands – from meal substitutes such as Fuel10k or Protein Works, to fibre-dense snacks like Sainsbury’s Raise.
The Satiety Shift
As Food Navigator Editor-in-chief Jess Spiring commented in a recent Q&A with Lumina Intelligence: “There’s a seismic shift in what consumers are looking for, given that GLP-1s are going to be everywhere. Satiety is the absolute buzzword in food innovation. [Operators are exploring] how to make those people feel full, without reverting to enormous portion sizes or incredibly unhealthy food choices.”
This is most relevant to users tapering off GLP-1s, who often find their appetite rebounds extremely fast – making an array of foods that promote fullness without encouraging overeating a key area for innovation.
Similarly, food manufacturers should consider the potential for lifelong use of these medications, and what the nutritional requirements will be for those consumers.
A New Frontier of Food Innovation
As Jess Spiring put it, we are entering “a new eating landscape”. Not that long ago, GLP-1 medications didn’t exist – and now they are poised to reshape how people think and behave around food.
This change will not be limited to consumer behaviour but will extend into the realm of food manufacturers and foodservice providers. It goes beyond indulgence or dietary restriction – it’s about helping people eat less, but better. From fibre-forward snack innovations to portion-controlled, functional meals, brands must adapt to serve two emerging cohorts: active users, and those adjusting post-GLP-1.