Tate & Lyle is releasing new consumer research exploring how GLP-1 medications are reshaping eating behaviors — and what food manufacturers can do to meet 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.”

A transformational shift, not a passing trend

Tate & Lyle’s findings reinforce that GLP-1s represent more than a temporary fad. For food makers, this shift presents opportunities to lead with better-for-you innovation and more permissibly indulgent, satisfying and nutritionally balanced formulations.

Key takeaways from Tate & Lyle’s 2025 GLP-1 consumer research:

• GLP-1 users follow a recognizable pattern of momentum, maintenance and regression. Understanding behaviors at each stage helps brands target product formulation and adoption strategies that promote lasting success for GLP-1 users.
• 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.
• Former users face a resurgence of appetite and “food noise.” Satisfying, fiber-rich and protein-fortified foods can help manage this return to hunger and support weight-management continuity.
• Sustainable habits require options that balance pleasure and nutrition. Low- and no-sugar products, especially those with added fiber, offer a route to permissible indulgence.
• 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.
• 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.

The research highlights two major opportunities for innovation:

• Supporting former GLP-1 users: Helping consumers manage returning hunger and “food noise” through satiety-enhancing formulations.
• Designing permissible indulgence: Delivering nutrient-dense, smaller portions that are satisfying through smart ingredient and texture design.

“With our deep formulation expertise and a portfolio that spans sweeteners, fibers and plant-based texturants, Tate & Lyle is uniquely positioned to help manufacturers create products that are both healthy and delicious,” said Emma Cahill, platform marketing director, sweeteners and fiber, Tate & Lyle. “We can help our customers make healthy food tastier and tasty food healthier to help consumers on their quest to make new habits stick.”

Source: Tate & Lyle