Innovating for GLP-1 users | Food Business News

KANSAS CITY — Here’s a strategy for creating baked foods that appeal to GLP-1 medication users: Pack it in. While these consumers often seek smaller portions, they still want the products packed with protein, fiber and flavor, and small indulgent treats may interest them as well.

“As consumers taking anti-obesity medications (AOMs), including GLP-1 receptor agonists, experience reduced appetite and earlier satiety, manufacturers have an opportunity to rethink traditional portion sizes across snacks, baked goods and convenient meal solutions,” said Vaughn DuBow, senior director of marketing for North America health and wellness at Chicago-based ADM. “Rather than focusing on larger servings, brands can deliver more value in smaller formats by prioritizing nutrient density and functionality.”

As examples, DuBow pointed to compact formats such as snack bars, mini baked foods, protein-enriched muffins and portion-controlled, ready-to-eat snacks.

The number of GLP-1 users should keep increasing. BofA Global Research estimates that about 10% of obese patients who do not have diabetes are using GLP-1 drugs, which is about 10 million consumers, said analyst Jason Gerberry, who covers pharmaceuticals for BofA.

“If you look at key trends and the way the companies are guiding to revenue and the growth trends, it’s about $28 billion of US revenues expected in 2026,” Gerberry said.

He continued, “So you can back into these patient numbers, where the market will go in the next two to three years, (and) we estimate about 15 million to 20 million US patients, or 13% to 17% of total obese patients, will be treated with a GLP-1-based therapy.”

Most GLP-1 users have not left the baking category, but they are engaging in it differently, said Ashley Beech, product development manager for bakery applications at Corbion, which has a US office in Lenexa, Kan. According to a Corbion proprietary study in 2024, 48% of GLP-1 users said they purchased bread less often, and 32% purchased bread in small quantities. For sweet baked goods, 37% of users said they purchased less often, and 21% purchased in smaller quantities.

“That signals that the opportunity is less about pulling consumers back into traditional formats, but to design bakery products with evolving consumption patterns,” Beech said. “For bakery, this translates into rethinking portions through format rather than size. Bread opportunities include smaller or half-loaves, thin-sliced options, individually wrapped rolls, sandwich thins, protein-forward flatbreads or multipacks with portioned servings.

“In sweet baked goods, manufacturers could consider mini muffins, bite-sized pastries, smaller cookies, single-serve dessert bars or multipacks that allow consumers to manage intake without creating wasted product.”

The baking industry needs to maximize nutrient density per bite, Beech said.

“This can be achieved through incorporating protein and fiber blends, targeted vitamin and mineral fortifications, and the use of functional fats, like algae-based or omega-rich oils, to enhance the overall nutritional value,” she said. “For example, a smaller-format breakfast muffin can be positioned to deliver protein, fiber and satiety benefits in a single, portion-controlled serving.”

Processing concerns

Adding fiber and protein may impact dough handling and processing, Beech said. Water absorption can increase, changing the baking profile and product crumb, texture and sensory attributes. Protein-enhanced bread, rolls, muffins or snack cakes must meet expectations for texture, flavor and shelf life, she said.

“From a formulation standpoint, protein systems often perform well as blends,” Beech said. “Blends can improve the amino acid balance (PDCAAS score) while also delivering better processing, texture and flavor profile compared to single-sourced proteins.”

Demand for whey protein has increased because of its high digestibility and complete amino acid profile, said Scott Cowger, vice president and national sales manager at CII, Leavenworth, Kan.

“However, supply has struggled to keep pace, leading many manufacturers to explore alternative proteins such as pea, soy and rice,” Cowger explained. “These plant-based proteins can all be viable options for consumers looking to increase protein intake.”

Fiber intake supporting digestion may interest GLP-1 users.

Photo: ©RUTH BLACK – STOCK.ADOBE.COM

“Since GLP-1 medications may slow digestion and contribute to constipation, soluble fibers such as inulin and FOS (fructo-oligosaccharides) are commonly recommended,” Cowger said. “Prebiotics are also a popular option among consumers. As a result, incorporating soluble fibers or prebiotics into products may help increase their appeal to this audience.”

Beech said adding fiber to bakery applications may influence dough hydration, machineability, crumb structure, softness, flavor and shelf life.

“While a ‘high-in-fiber’ claim may attract attention, it will not drive repeat purchase if the product does not meet expectations for eating quality,” she said. “As a result, manufacturers should focus on fiber systems that balance nutrition with performance. In practice, this means delivering softness in bread, tenderness in muffins and an enjoyable bite in snack products, even as fiber levels increase.

“The most successful high-fiber bakery products will deliver both functional benefits and consumer acceptance, ensuring the product performs like a bakery item first, not just a nutritional solution.”

Premium indulgence

Don’t ignore the indulgent category. GLP-1 users are gravitating toward small rewards, said Christine Nowakowski, category innovation adviser and corporate fellow at Cargill, Minneapolis.

“A single decorated cookie, a mini cupcake or a smaller breakfast pastry can satisfy the emotional and social aspects of eating without requiring a large portion,” she said. “For GLP-1 users, these products can help maintain participation in everyday eating occasions while aligning with their changing appetite patterns.”

When GLP-1 consumers indulge, they want “exceptional” taste and quality, she said.

“That creates opportunities for manufacturers to focus on premiumization, portion control and sensory quality rather than simply reducing calories,” Nowakowski said. “A single high-quality cookie, a mini dessert, a small pastry or a shareable bakery item can feel indulgent while still fitting into a GLP-1 consumer’s lifestyle. This can also help these consumers navigate social situations. Many GLP-1 users describe feeling disconnected from traditional eating occasions because their appetites have changed so dramatically. Smaller-format indulgent foods enable them to participate in celebrations, family meals and social gatherings without feeling excluded.”

Beech said indulgent items targeting GLP-1 users need to be reframed around smaller portions, intentional flavor and better nutritional balance.

“Consumers are gravitating toward light/fresh, savory/umami, spicy, sour/tart and sweet/salty profiles, while rich/fatty flavors appear less aligned with their evolving preferences,” she said. “The top flavor pairings such as light/fresh and savory/umami, sweet and salty, light/fresh and sweet, sweet and spicy, and savory/umami and spicy highlight the demand for more dynamic, layered flavor experiences.”

What’s on the menu?

Smaller portions may attract GLP-1 users at restaurants, according to Curion, a consumer insight company that surveyed over 8,500 Americans. Nearly 59% said they would choose a smaller, protein-forward version of a favorite dish if available, while 37% said they reject the “GLP-1-friendly” label — but not the food.

“Restaurants are facing the same challenge they’ve always faced with weight-related consumer trends,” said Rachel Buss, vice president of strategic insights at Curion Insights. “How do you serve the need without making the guest feel labeled? What GLP-1 has done is bring those needs into sharper focus. The same menu architecture that works for a GLP-1 user also works for the macro-tracker, the runner, the fitness-focused consumer. This is not a niche. It’s the mainstream, and restaurants that treat it as one will miss the opportunity entirely.”