What is protein’s place in the GLP-1 landscape?

KANSAS CITY — Twenty-three percent of US households include a GLP-1 user, and those households are projected to account for 35% of all food and beverage units sold at retail by 2030, according to data from market research firm Circana. Protein and fiber often are cited as the two nutrients most in demand by these consumers, so manufacturers are developing novel ways to deliver the ingredients in familiar foods for GLP-1 users who may have reduced appetites.

“They want quality products that taste good,” said Rachel Royster, director, strategic planning and innovation, CSSI/Connections, when speaking on the topic at the recent National Restaurant Association Show in Chicago. “They often want ‘little cheats.’ Many are thrilled to be able to have bread again, after avoiding carbohydrates when following other diets.”

Protein ingredients can help brands elevate familiar, convenient and often indulgent offerings already known to GLP-1 consumers. PepsiCo, for example, recently introduced Doritos Protein chips. One serving contains 10 grams of protein, primarily from casein, with whey ingredients also in the formulation.

Doritos Protein delivers protein in a format that feels familiar, flavorful and accessible, according to the company. The product speaks to the 86% of Americans actively adding protein to their diet, the 70% of consumers who want salty snacks to have protein and the more than 50% of consumers who prioritize protein during snacking occasions, as PepsiCo learned from an online survey fielded for the company from Jan. 5-21.

“Grain-based snacks are a strong candidate for added protein,” said Amanda Bromfield, technical manager of milling and baking solutions at ADM. “Formats like puffs, curls, sticks and crisps readily accommodate protein ingredients while maintaining appealing texture and flavor, thereby satisfying salty, savory and crunchy cravings.”

Cookies are another indulgent platform for protein fortification, as they don’t rely on gluten development or fermentation. It makes them more tolerant to formulation changes and can be easier to portion control.

“Because (GLP-1) consumers may be eating smaller portions or experiencing changes in appetite, foods that deliver meaningful nutrition, particularly high-quality protein, can become especially important,” said Garrett McCoy, senior manager of research, development and applications at Corbion. “From a product development standpoint, however, nutrition alone is not enough. Sensory performance also becomes important. If a consumer is eating less, the eating experience needs to be worth it.”

A reduced appetite may make it challenging to maintain adequate nutrient intake while taking GLP-1 medication, so food formulators have an opportunity to close the gap.

“Without active intervention, diets do not automatically improve in quality, they simply shrink,” said David Gray, head of healthcare brand strategy at IQVIA Consumer Health, when speaking at the Vitafoods Europe 2026 trade show in Barcelona. “Consumers are already adapting and are not relying on a single solution. They are building around the gaps, adding supplements, adjusting diets and combining products to maintain energy, strength and results.”

Foodservice is another area manufacturers can target to help meet the needs of GLP-1 users. Consumers taking the medication are rapidly becoming a major foodservice demographic, according to market research firm Technomic.

“Seventy-nine percent of consumers are more likely to visit a specific operator if it offered high-protein fare,” said Donna Hood Crecca, principal at Technomic, Inc., who spoke at the National Restaurant Association trade show. “They want craveable fare with healthful additions, such as protein, fiber and functionality.”

Colleen Zammer, vice president of varietal solutions growth and corporate innovation, Bay State Milling, said, “To keep up with this growing market, food manufacturers need ingredients that can deliver critical nutrition, but also those that can scale and seamlessly integrate into today’s production lines. Research shows GLP-1 users are cutting back on categories like cookies, baked goods, snacks and pasta, often because these foods simply aren’t delivering the nutrition they need. Improve the nutrition, and you give those consumers a reason to come back.

“And the opportunity doesn’t stop there. Flour is one of the most-consumed ingredients in the American diet, so improving the flour itself, with new ingredients like high-fiber wheat flour, benefits not just GLP-1 users but everyone reaching for those products.”

Cookies are an indulgent platform for protein fortification, as they don’t rely on gluten development or fermentation. The attribute makes them more toldernt to formulation changes and can be easier to portion control.

| Photo: ©LAURENTIU LORDACHE – STOCK.ADOBE.COM

The importance of improving the nutrition of food goes beyond any one medication. Today’s consumers also are likely reading labels and looking for foods that support long-term wellness.

“Layer on economic uncertainty, and you’ve got a huge opportunity for nutrient-dense staples to secure their place on every plate,” Zammer said. 

Bay State Milling offers an oat variety that has 40% more protein than traditional oats. Protein oats work in any application that uses traditional oats, allowing manufacturers to increase nutrient-density without affecting the taste or texture consumers expect.

ADM offers a portfolio of plant-based ingredients and systems intended for baked foods and snacks, including soy-, pea- and wheat proteins, as well as beans, pulses, ancient grains, nuts and seeds.

Corbion offers a blend of proteins intended to elevate the protein content in a range of baked foods, suitable for both yeast-leavened and chemically leavened products.

And at CII Foods, crisp inclusions and snack crisps are made from a variety of plant-based sources, including pea, fava and wheat. The crisps boost protein and fiber content levels, helping manufacturers develop more health-forward snack products.

“One example is a blend of dietary fiber, prebiotics and minerals designed to help support satiety and a healthy gut microbiome,” said Mackenzie Leith, marketing manager, CII Foods. “For consumers coming off GLP-1 medications, better-for-you snack options that help address returning hunger can be especially appealing, and crisps offer a flavorful way to deliver those benefits.”

Collagen peptides are another opportunity for boosting total protein content of foods and beverages. Formulating with collagen also comes with added benefits, as it provides support for skin, hair, joints, gut health and mobility.

“Collagen is a flavorless, odorless ingredient with a remarkable range of applications, even in high-heat conditions,” said Florencia Moreno Torres, global marketing manager, Rousselot by Darling Ingredients. “As collagen is not a complete protein — it lacks the amino acid tryptophan — it is less effective for muscle building. By formulating with added tryptophan or with another protein source like whey, consumers can enjoy the holistic benefits of collagen with a better amino acid profile for muscle building.”

Overall, protein ingredients have improved significantly over the last several years due to advances in processing and a better understanding of how they interact with starches, fats and sugars, said Anke Golde, senior director, research and development, Ardent Mills. “Improvements in flavor, solubility and functionality have reduced many of the challenges. At the same time, formulators have more application data and experience to draw from. This combination of better ingredients and better know-how has made protein fortification more predictable and scalable.”

Alex Blissenbach, senior food scientist at Cargill, agreed that protein ingredients, especially on the plant protein side, have improved.

“Meaningful advances in processing have reduced flavor off-notes and enabled development of options with enhanced functionality for specific systems and use cases,” he said. “That gives formulators more flexibility and more options to match the right protein to the right application.”