International Flavors & Fragrances (IFF), a global leader in flavors, fragrances, health and biosciences, has launched its latest research report, “GLP-1 Consumer Moments of Opportunity.” The report identifies ten emerging consumer moments that highlight how the needs, preferences and eating behaviors of people using GLP-1 medications are evolving, creating new opportunities for food and beverage manufacturers.
As the use of GLP-1 medications continues to influence consumer habits, food and beverage companies are increasingly exploring ways to develop products that align with changing nutritional requirements, eating occasions and lifestyle preferences. IFF’s latest findings suggest that the opportunity extends beyond simply addressing reduced food intake, with consumers seeking products that deliver nutrition, functionality, convenience and enjoyment throughout the day.
“What GLP-1 users need from food and beverage products depends on the moment, and those needs can change many times throughout the day,” said Yuvraj Arora, president of IFF Taste.
“The most successful innovations will be designed around the occasions that matter most to consumers, delivering the right balance of nutrition, enjoyment and functionality for each one. Understanding these moments can unlock entirely new avenues for innovation,” Arora added.
Understanding Changing Consumer Needs in the GLP-1 Era
The growing adoption of GLP-1 medications is creating new considerations for food and beverage manufacturers as consumers reassess their daily eating habits. While much of the industry discussion has centered on appetite suppression and reduced food consumption, IFF’s research reveals a more complex picture of consumer behavior.
Consumers using GLP-1 medications are making more deliberate decisions about what they eat and drink, considering their nutritional goals, physical comfort, emotional needs and social experiences at different times of the day.
These evolving behaviors create opportunities for manufacturers to develop products that address specific consumption occasions. From protein-rich breakfasts and post-workout recovery to convenient snacks, planned indulgence and evening comfort, each moment presents distinct requirements for product formulation.
IFF’s report outlines ten consumer moments that can help food and beverage companies identify emerging needs and develop products that are better aligned with the expectations of GLP-1 users.
Ten Consumer Moments Creating New Innovation Opportunities
The report identifies ten key occasions that reflect how GLP-1 users approach food and beverage consumption throughout their daily routines.
1. Protein-First Wake-Up
The morning represents an important opportunity for consumers to establish a nutrition-focused routine. Many GLP-1 users seek convenient and appealing breakfast options that help them make progress toward their nutritional goals.
Products that combine protein with enjoyable flavors, convenient formats and easy preparation can address this need. Manufacturers have opportunities to develop breakfast beverages, protein-rich snacks and other morning solutions that offer both functionality and sensory appeal.
2. Midday Bridge
Between late morning and early afternoon, consumers may seek nourishment that helps bridge the gap between meals without creating an uncomfortable feeling of fullness.
This occasion presents opportunities for smaller, satisfying food and beverage products that provide convenient nutrition. Portion flexibility, appealing textures and balanced formulations can be important considerations for manufacturers targeting this moment.
3. Post-Dose Recovery Window
Some GLP-1 users report discomfort or increased sensory sensitivity around the time of medication dosing. During this period, consumers may prefer foods and beverages with mild flavors, gentle sensory characteristics and easy-to-consume formats.
IFF’s research highlights the importance of considering sensory experiences when developing products for this consumer group. Manufacturers may explore formulations that offer simplicity, comfort and accessibility while maintaining nutritional relevance.
4. On-the-Go Fuel Stop
Busy lifestyles continue to create demand for convenient food and beverage options. For GLP-1 users, this need can be particularly important when eating occasions are less predictable or when consumers prefer smaller portions.
Portable snacks, ready-to-drink beverages and flexible serving formats can provide solutions for consumers who need nourishment while traveling, working or managing daily responsibilities.
5. End-of-Day Emotional Reset
After a demanding day at work, school or other activities, consumers may look for familiar foods and beverages that provide a sense of comfort.
This moment emphasizes the emotional and sensory dimensions of food consumption. Familiar flavors, enjoyable textures and appealing product experiences can help manufacturers develop offerings that support relaxation and satisfaction.
The findings suggest that nutritional considerations alone may not fully address consumer expectations, particularly when food is associated with comfort and emotional well-being.
6. Planned Indulgence
Consumers using GLP-1 medications may still want to enjoy treats and indulgent products. However, these choices can become more deliberate, with consumers seeking smaller portions that deliver meaningful flavor and satisfaction.
This creates opportunities for manufacturers to rethink indulgence through portion-controlled formats, premium sensory experiences and products that emphasize enjoyment without requiring large servings.
The report highlights that indulgence remains relevant, even as consumers become more intentional about their food choices.
7. Nutritional Insurance Check
At the end of the day, some consumers review their food and beverage intake to determine whether they have met their nutritional objectives.
This moment creates opportunities for products that provide convenient ways to address nutritional needs. Manufacturers may consider offerings that help consumers incorporate relevant nutrients into their daily routines while maintaining an enjoyable consumption experience.
8. Post-Workout Reward
Physical activity can create an opportunity for consumers to seek both recovery-oriented nutrition and a rewarding sensory experience.
For GLP-1 users, post-workout products may combine refreshing flavors, convenient formats and nutritional attributes relevant to their goals.
IFF’s findings suggest that manufacturers can explore products that deliver a balance of functionality and enjoyment, helping consumers connect their fitness routines with appealing food and beverage experiences.
9. Social Table Moment
Food plays an important role in social interactions, celebrations and shared experiences. For consumers using GLP-1 medications, participating in these occasions may involve different eating patterns or portion preferences.
Flexible servings, shareable formats and culturally familiar flavors can help make social dining experiences more accommodating.
This moment highlights the importance of developing products that allow consumers to enjoy social occasions without compromising their individual preferences or nutritional considerations.
10. Compliance Snack
Consumers may also seek reassurance that their everyday food choices align with their nutrition and wellness objectives.
This occasion creates opportunities for products that offer convenient, appealing and nutritionally relevant options. Clear product positioning and thoughtful formulation can help manufacturers address consumers looking for snacks that fit into their broader wellness routines.
Hydration Plus Creates New Opportunities for Beverage Innovation
In addition to the ten food-related consumer moments, IFF’s report introduces Hydration Plus, a framework designed to help beverage developers better understand changing hydration needs among GLP-1 users.
Rather than treating hydration as a single, uniform requirement, the research identifies five distinct hydration need states: Replenish, Maintain, Revitalize, Perform and Connect.
Each need state represents a different consumer context, providing beverage manufacturers with a framework for developing products that align with specific routines and expectations.
The Replenish need state focuses on addressing hydration needs, while Maintain reflects the desire to support everyday hydration routines. Revitalize highlights opportunities for beverages that provide a refreshing experience, and Perform relates to hydration needs associated with activity and performance.
Connect emphasizes the social and experiential dimensions of beverage consumption, demonstrating how drinks can play a role in shared occasions and consumer engagement.
The framework offers beverage developers a way to explore differentiated product concepts that combine hydration, sensory appeal and consumer-specific needs.
Nutrition and Enjoyment Remain Equally Important
IFF’s research emphasizes that consumers using GLP-1 medications are not exclusively focused on nutritional intake. Enjoyment, comfort, sensory experiences and social participation continue to influence their food and beverage decisions.
“One of the clearest findings is that nutrition isn’t the only thing consumers are thinking about,” said Mark Haupt, chief medical officer and vice president of Health Sciences R&D for IFF Health & Biosciences.
“What remains constant is the desire for foods and beverages that help them meet their health goals while still enjoying the experience,” Haupt added.
The findings suggest that manufacturers seeking to serve this growing consumer segment should consider the broader context surrounding food and beverage consumption. Products that combine nutritional relevance with appealing flavors, textures, convenience and flexibility may be better positioned to address the diverse needs of GLP-1 users.
Research Builds on IFF’s Previous GLP-1 Consumer Outlook
The new report follows IFF’s 2025 GLP-1 Consumer Opportunity Outlook, extending the company’s research into the evolving food and beverage landscape associated with GLP-1 medication use.
To develop “GLP-1 Consumer Moments of Opportunity,” IFF partnered with InsightsNow, an AI-powered market research service.
The research combined proprietary consumer studies involving GLP-1 users, an analysis of snacking behaviors, a review of more than 25,000 social media posts related to GLP-1 use and snacking, and secondary industry data.
The project also incorporated InsightsNow’s trademarked AI-powered behavioral intelligence platform, Claira™, to examine relationships between consumer contexts, internal needs and external motivators.
By integrating consumer research with behavioral intelligence, IFF aims to provide food and beverage manufacturers with a more detailed understanding of the occasions influencing product choices among GLP-1 users.
The report offers manufacturers a framework for identifying product development opportunities, exploring new formulations and designing food and beverage experiences around consumers’ changing routines.
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