IFF’s new report outlines how food and beverage manufacturers can better support this emerging consumer segment with products that align with their evolving preferences by taking sensory experience and nutritional needs into consideration.
The biggest takeaway from the report, according to Mimi Sherlock, vice president of consumer intelligence at IFF, is consumer desire for more nutrition from every product. She added that the current calorie-counted and “better-for-you” offerings that target traditional dieters don’t speak to consumers who have medically-altered appetites.
“We found the positioning of many products to be out of sync with the GLP-1 consumer experience,” she said.
“Brand messages around the traditional dieting tropes of willpower, restriction and guilt-free indulgence don’t resonate with consumers whose physiology and emotional relationship with food have fundamentally altered. Without updated messaging that acknowledges this new reality, brands risk losing trust.”
The disconnect
Even though GLP-1 use continues to gain popularity, IFF said that most food and beverage products still do not meet the needs of consumers, particularly in three ways:
1. Nutritional: GLP-1 users are eating less but require more from every food, beverage or supplement. They need nutrient-dense, smaller portions that efficiently deliver protein, fiber and hydration—without overwhelming flavors.
2. Sensory: Eighty-five percent of GLP-1 consumers report significant changes in their food and beverage preferences. Common aversions include fatty foods, sweets, deli meats, coffee and alcohol. Dry, sticky or dense textures are also frequently rejected.
3. Emotional: Many consumers are navigating a changed relationship with food—one that may involve a sense of loss, social disruption and a search for new meaning in nourishment.
In order to tackle these disconnects, IFF explored GLP-1 consumer segmentation by developing consumer personas.
“Our multi-phase research approach went beyond surface-level insights to get to the heart of how GLP-1 consumers think, feel and behave,” Sherlock explained.
“We began with in-depth discovery interviews—emotional, intimate conversations with GLP-1 consumers who shared how these medications are reshaping their relationships with food, their bodies and their goals. This exploratory work led to initial hypotheses which were tested and refined through quantitative research.”
As patterns emerged across responses, Sherlock said they uncovered consumer types taking shape, with each offering distinct values, health goals and emotional drivers. From these, IFF identified three key GLP-1 personas and their specific needs across the GLP-1 journey, which they will continue to refine as research continues.
GLP-1 consumer personas: Meet Holly, Ron and Gail
- Health Hacker Holly: Proactive, data-driven and focused on long-term wellness, she views GLP-1 as part of a broader bio-optimization journey. She seeks functional benefits in formats such as protein bars, smoothies and enriched hydration blends, prioritizing high-quality protein, added fiber and digestive support.
- Remedy Reacher Ron: Often managing chronic conditions such as diabetes, he uses GLP-1 to reclaim his health and sees food as both medicine and maintenance. He looks for fortified snacks and gut-friendly options aligned with medical guidance, favoring meal kits and low-glycemic shakes.
- Glow Getter Gail: Transformation-minded and focused on lifestyle and self-image, she wants food that aligns with her goals and identity—aspirational yet approachable, with “glow-up” appeal. She seeks portion-conscious indulgences, beauty-boosting nutrition and enjoyable flavors in formats such as smoothies, functional waters and shareable treats.
Innovation rooted in empathy
The company recently introduced a comprehensive framework to support food and beverage manufacturers in addressing the complex sensory and nutritional needs of GLP-1 consumers.
“IFF’s innovation framework is a flexible, insight-led process that unlocks opportunities at speed,” Sherlock said. “Our specially crafted solutions meet the complete sensory and nutritional needs of GLP-1 consumers, including satiety, muscle mass maintenance and digestive support.”
She explained that this data-driven approach starts with gathering strategic insights to identify and prioritize the most relevant consumer needs or problems brands must solve, while co-creation begins with a cross-functional team leveraging these insights to generate solution pathways. These are then developed into tangible product concepts, supported by AI tools and expert input. In the final stage, concepts are consumer-tested to ensure relevance, desirability and market readiness, and optimized based on this feedback.
“Supporting the emerging GLP-1 consumer segment is about more than removing sugar and fat or reducing calories,” Sherlock said.
“It means designing products that balance nutrition with sensory appeal and feature familiar, functional flavor profiles. Digestibility and comfort must be prioritized, with hydration built into more formats, and portion satisfaction delivered in compact, appealing ways. Optimum formulation strategies can turn products into moments of joy that earn a permanent place in GLP-1 consumers’ lives.”
