Unlocking the Potential of GLP-1 Consumers: A Strategic Guide for Brands
In a dynamic landscape of dietary needs, IFF’s recent report unveils opportunities for food and beverage manufacturers aiming to cater to the evolving preferences of GLP-1 consumers. By aligning products with sensory experiences and nutritional requirements, brands can tap into this emerging segment like never before.
The Consumer Shift: Understanding GLP-1 Needs
Mimi Sherlock, VP of Consumer Intelligence at IFF, highlights a pivotal takeaway: consumers today are demanding more nutrition from every bite. The conventional calorie-counted and “better-for-you” approaches fail to resonate with individuals whose appetites are significantly altered due to medical needs.
“Brand messages steeped in traditional dieting themes—like willpower and guilt—simply don’t connect with those who experience a profound shift in their relationship with food,” explains Sherlock. Without a modern messaging strategy acknowledging this transformation, brands risk alienating a growing demographic.
Identifying the Disconnect
As the popularity of GLP-1 medications rises, many food and beverage offerings remain misaligned with the needs of this group in three critical areas:
- Nutritional Needs: GLP-1 users typically consume less but require more nutrient-dense options—a demand for efficient delivery of protein, fiber, and hydration without overwhelming flavors.
- Sensory Preferences: A staggering 85% of GLP-1 consumers report shifts in their food preferences, often developing aversions to items like fatty foods, sweets, and alcohol.
- Emotional Connections: For many, navigating this journey involves a nuanced emotional landscape, with feelings of loss and a quest for meaning in nourishment.
To address these gaps, IFF embarked on a unique journey of consumer segmentation, creating detailed personas that reflect the complex landscape of GLP-1 users.
Building Empathy Through Consumer Insights
IFF’s research went beyond superficial insights, diving deep into the emotional interplay of GLP-1 consumers with food. Through in-depth discovery interviews, they uncovered profound shifts in relationships with nourishment:
“Our interviews revealed stories of transformation, illustrating how GLP-1 consumers are redefining their goals and interactions with food,” shared Sherlock. This research underpinned emerging patterns that led to three distinct GLP-1 personas, each with specific needs:
Meet the GLP-1 Consumer Personas
- Health Hacker Holly: Data-driven and proactive, Holly views GLP-1 as part of her journey towards bio-optimization. She favors products like protein bars and enriched hydration blends, seeking high-quality protein and added fiber.
- Remedy Reacher Ron: Managing chronic conditions, Ron uses GLP-1 to enhance his health and sees food as a critical part of his maintenance plan. He looks for fortified snacks and meal kits that align with medical guidance.
- Glow Getter Gail: Focusing on lifestyle and self-image, Gail desires food that reflects her aspirations. She seeks portion-conscious indulgences and functional nutrition that promote a sense of well-being.
Innovation Rooted in Empathy
To support manufacturers, IFF has unveiled an innovation framework designed to meet the intricate sensory and nutritional demands of GLP-1 consumers.
“Our framework is not just about cutting sugar or fat; it’s about balancing nutrition with sensory appeal,” explains Sherlock. Brands must prioritize digestibility, hydration, and portion satisfaction in compact, appealing formats.
The process is data-driven, starting with insights to identify critical consumer needs. Following this, cross-functional teams co-create innovative product concepts, which are then consumer-tested and refined to ensure market readiness.
“Our goal is to turn each product into a moment of joy that earns a permanent place in GLP-1 consumers’ lives,” Sherlock concludes.
As brands pivot to meet the needs of this evolving consumer landscape, understanding GLP-1 user experiences is more vital than ever. By embracing this nuanced approach, food and beverage manufacturers can create offerings that resonate deeply and establish enduring trust.
