How Will GLP-1s Impact the Food and Beverage Industry in 2026?

The short answer: GLP-1 medications are reducing appetite, shifting food preferences and lowering overall consumption—creating major changes for marketers as well as foodservice, CPG and restaurant brands in 2026.

What Are GLP-1 Drugs?

GLP-1 medications like Ozempic and Wegovy have been reshaping how Americans eat. These drugs work by mimicking a naturally occurring gut hormone (GLP-1) that slows digestion and keeps users feeling full longer. This results in people eating less and reaching for different types of foods.

 

 

8–10% of adults currently take a GLP-1, and another 30–35% say they’re interested in doing so.

 

 

Prescriptions for non-diabetic patients surged by 700% between 2019 and 2023, with demand increasing across the U.S. For food, beverage and restaurant marketers, it’s time to take a closer look at what the latest data shows and what brands should start doing now to stay ahead.

How GLP-1 Drugs Are Changing Consumer Eating and Spending Habits

1. GLP-1 drugs reduce appetite and overall food consumption.
   Studies show GLP-1 users reduce their total calorie intake by around 30%, driven by appetite suppression and slower digestion. This can lead to consumers ordering less food, skipping snacks and reducing high-volume purchases.

What this means for brands:

• Reframe value beyond portion size—highlight things like nutrition density, satiety and quality.
• Innovate your menu or product lineup to include smaller portions, high-protein entrées and functional snacks or beverages.

2. GLP-1 users shift away from high-sugar and high-fat foods.
   GLP-1 users report a drop in cravings for calorie-dense snacks. One consumer study found that snack consumption dropped 40–60%, specialty/health foods increased nearly 50%, protein consumption rose 65%, and fruits and vegetables increased roughly 80%.

What this means for brands:

• Categories at risk, like confectionery or sugary beverages, should consider shifting from indulgence messaging to themes like balance and portion mindfulness.
• Growth categories, including better-for-you snacks or high-protein products, should focus on themes like clean energy, functional nutrition and satiety.

3. GLP-1 adoption is reducing grocery and restaurant spending.
   Households with a GLP-1 user report lower grocery bills, reduced food-away-from-home spend, fewer spontaneous snack runs and smaller restaurant orders.

What this means for brands:

• QSR and casual dining restaurants serving a higher share of GLP-1 users can expect reduced visit frequency and lower check averages.
• Bars, cafés and snack-driven concepts may see fewer high-margin add-ons.

4. Demand is rising for high-protein, hydrating and functional foods.
   GLP-1 users gravitate toward protein-rich meals, clean-label snacks and “light but filling” portions.

What this means for brands:

• Ready-to-eat protein meals, nutrient-dense mini-meals and functional beverages are well positioned for growth.
• Brands that lean into quality, satiety and functional wellness rather than volume will outperform competitors.

What the Rise of GLP-1 Drugs Means for Food, Beverage and Restaurant Brands

GLP-1s are making a big impact on consumer lifestyles, consumption and spending. As a marketing agency deeply experienced in foodservice, food, beverage and hospitality, Marriner helps brands stay ahead of category-shifting consumer trends. If you’re ready to build strategies and innovations that resonate with tomorrow’s consumers, let’s talk.

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