- GLP-1 medications are reshaping how Americans shop and eat, driving surging demand for high-protein, low-sugar, nutrient-dense foods. Brands report markedly higher yogurt consumption among GLP-1 users, with Greek yogurt leading the category’s growth.
- Major food companies, including Danone, Conagra, Smoothie King, and Nestlé, are rolling out products or labeling strategies tailored to GLP-1 consumers’ needs, emphasizing protein, fiber, digestive support, and smaller portion sizes.
- As GLP-1 use expands, companies are accelerating nutrition-focused innovation and partnerships, anticipating long-term shifts in consumer behavior and significant market growth tied to weight management and health-driven purchasing decisions.
According to a 2025 report by RAND, nearly 12% of adults in the U.S. reported having used glucagon-like peptide-1 (GLP-1) medications, including drugs such as Ozempic, Wegovy, Mounjaro, and Zepbound. That number, the data noted, includes about one-fifth of all women in the U.S. between the ages of 50 and 64. While the surge in GLP-1 use has often been linked to smaller restaurant portion sizes and reduced grocery spending, some food manufacturers say the more immediate impact is showing up elsewhere: product innovation.
“Over the last few years, there has been an increased focus on the role of nutrition in health,” Whitney Evans, PhD, registered dietitian and director of nutrition science, research, and innovation at Danone North America, shared with Food & Wine. Citing those statistics about how many more Americans are turning to GLP-1 medications, Evans added, “With this trend and deeper awareness of how diet and nutrition support overall health, nearly 71% of Americans are seeking to add protein to their diet,” Evans said, citing data from the International Food Information Council.
That means Danone is focusing on offering its customers more protein-rich options, including in the Greek yogurt category, which has seen rapid growth in recent years. As Rafael Acevedo, president of yogurt at Danone North America, told Food Dive in early 2025, yogurt consumption is nearly three times higher in U.S. households that use GLP-1 medications.
“Thanks to its balance of high protein, reduced sugar, and convenience, Greek yogurt consumption continues to grow. That’s been a big driver behind the growth of our Oikos brand, particularly Oikos Triple Zero,” Evans explained.
Oikos’ yogurt isn’t the only one getting attention. In 2024, Axios reported that the low-sugar yogurt segment grew 17.9% year over year, a surge that companies are explicitly linking to rising GLP-1 use, including Chobani, which reported that its yogurt sales climbed from $1.88 billion to $2.2 billion over the same period.
Because yogurt consumption is demonstrably higher among GLP-1 users, brands are now introducing new products specifically designed to meet the nutritional needs of this growing consumer group.
“This year, we launched three innovations — each of which can help support GLP-1 consumers as well as others on a weight loss journey,” Evans said. That includes its Protein Shakes, which come with 30 grams of protein; Oikos Fusion, a cultured dairy drink with a proprietary blend of protein they say helps “maintain muscle during weight loss”; and Silk Protein, a plant-based milk with 13 grams of protein.
Danone is far from alone in these GLP-1-friendly product innovations. From ramen to pizza, products have gotten a protein makeover. In late 2024, Conagra announced it would add a GLP-1-friendly label to packages to make them easier for users to spot. Specifically, consumers can find these products by looking for the “On Track” logo. “The increased use of GLP-1 medications presents an exciting opportunity to support Americans managing diabetes and weight loss, as well as those seeking to lead a healthier lifestyle,” Bob Nolan, the vice president of demand science at Conagra Brands, said in a statement last year. “Our ‘On Track’ badge reflects our commitment to providing accessible, healthy meal options tailored to their needs.”
There is one key distinction: While Conagra didn’t change any of its formulations, opting to highlight products it already has, others are completely overhauling their ingredients to meet this new need.
“To understand the unique nutritional challenges of GLP-1 users, our team of nutrition scientists and registered dietitians studied the research literature on GLP-1 medications, collaborated with external obesity medicine experts, and, together with our colleagues, spoke directly with GLP-1 consumers,” Evans explained. Through this work, they learned that GLP-1 consumers struggle with “digestive side effects, muscle loss can be significant, and that food intake is significantly reduced. Thus, we set out to create a new product to support people on their weight loss journey.”
For example, with the Oikos Fusion product, they added the amino acid leucine and vitamin D to help maintain muscle during weight loss, along with five grams of prebiotic fiber to “help support digestive health,” as well as calcium and B vitamins. They also made it a smaller product, at just seven fluid ounces, making it “an ideal choice for those managing appetite changes while prioritizing nutrient density.”
This is a similar story to Smoothie King, which launched a new GLP-1-support smoothie line after digging into its own research. “When developing this menu, it was important to offer blends with a thoughtful balance of nutrient-dense, high-protein, fiber-rich foods to support satiety and muscle mass,” Molly Kimball, RD, CSSD, a registered dietitian at Ochsner Health who partnered with the brand to create the menu, said in a 2024 statement with Food & Wine. “We were also mindful of sugar — each smoothie on the menu contains zero grams of added sugar.”
Over the coming year, consumers can expect even more of this GLP-1-friendly innovation. Evans said that Danone is preparing for “continued momentum in GLP-1 usage,” especially as access becomes easier. “We expect to see growing demand for options that include high-quality protein and other essential nutrients to meet evolving appetites and nutritional needs. That’s why we’re continuing to innovate across the portfolio.”
Nestlé is also looking ahead by launching the GLP-1-friendly brand Vital Pursuit and partnering with the University of California on what it calls a “new strategic partnership designed to advance innovation across nutrition, health science, and startup development.”
“Working alongside academic institutions provides valuable scientific insight and helps to drive meaningful innovation in health science,” Eugenia Oton, head of Nestlé’s product technology center for Nestlé Health Science, said in a statement. According to Oton, the partnership will support the development of food startups, back new nutrition research, mentor students, and offer scientific advisory services. “Our collaboration with The University of California, Davis Innovation Institute for Food & Health will enable us to accelerate the development of nutrition-based solutions that address some of the most pressing health challenges of our time, while also nurturing the next generation of scientific leaders,” Oton added.
While all of this certainly sounds supportive to consumers, it’s not entirely driven by kindness. These innovations will also help boost the bottom line. As a survey by Archer Daniels Midland (ADM) found, more than 90% of current GLP-1 users said they are “willing to make lifestyle changes to support their treatment,” including investing in “food and beverage choices.”
This also appears to be no passing fad. As Food & Wine previously reported, a 2024 Cornell University research paper found that GLP-1 medications could “significantly reshape consumer food demand.” It added that it’s a “trend with increasingly important implications for the food industry as adoption continues to grow.” As the ADM report showed, GLP-1 spending in 2029 is projected to hit $200 billion, “driven increasingly by weight management needs.”
There is one other important thing to remember. You don’t need to be on a GLP-1 medication to enjoy these foods, nor do you need these pre-packaged products to meet your nutritional needs if you’re on them. If you are on these meds, it’s best to speak with your personal doctor about the nutritional decisions you make.
“It’s critical that individuals receive their own personalized weight-loss plan and are carefully monitored by a doctor,” Dr. Sue Decotiis, a doctor specializing in medical weight loss, explained. “There can be side effects that come along with these drugs, and it’s important that you’re getting the proper amount of nutrients and water so that the drug actually works properly.”
