Tate & Lyle PLC, purveyor of ingredient solutions for healthier food and drink, has released new consumer research exploring how GLP-1 medications are reshaping eating behaviors—and what food and beverage manufacturers can do to meet evolving consumer expectations.

Conducted among 500 active and former GLP-1 users across North America (T&L Proprietary GLP-1 research study May 2025), the proprietary research set out to identify unmet consumption needs and support healthier, more sustainable long-term habits.

"GLP-1 medications are redefining the eating experience," says Anisha Banerjee, global insights and analytics, Tate & Lyle. “Our research reveals how taste, texture and satiety preferences are evolving; and how manufacturers can meet the moment with products that deliver nutrition and genuine enjoyment.”

A transformational shift, not a passing trend

Tate & Lyle’s findings reinforce that GLP-1s represent more than a temporary fad, the company says. For food and beverage makers, this shift presents opportunities to lead with better-for-you innovation and more permissibly indulgent, satisfying, and nutritionally balanced formulations.

Key takeaways from Tate & Lyle's 2025 GLP-1 consumer research

• A familiar arc emerges: GLP-1 users follow a recognizable pattern of momentum, maintenance, and regression. Understanding behaviors at each stage helps brands target product formulation and adoption strategies that promote lasting success for GLP-1 users.
• Food joy returns: Current GLP-1 users seek joyful, sensory food experiences—indulgent, comforting textures in smaller, nutrient-dense portions. “Food joy” comes from products that feel satisfying while supporting nutritional needs.
• Combating food noise: Former users face a resurgence of appetite and “food noise.” Satisfying, fiber-rich and protein-fortified foods can help manage this return to hunger and support weight-management continuity.
• Permissible indulgence: Sustainable habits require options that balance pleasure and nutrition. Low- and no-sugar products, especially those with added fiber, offer a route to permissible indulgence.
• Mouthfeel matters: Consumers increasingly look for gentle, comforting snack textures with airy or crispy sensations. Layering different mouthfeel experiences—crispy, crunchy, creamy—helps restore enjoyment in smaller portions. New studies are trying to quantify the impact of texture on eating rate. A slower eating rate can impact feelings of fullness and total intake, making texture an important consideration for the food industry when helping former GLP-1 users who are looking for satiety.
• Timing is everything: Willingness to adopt healthier diet changes is 2.5 times higher among early GLP-1 users than late-stage users, highlighting a crucial moment for brands to build loyalty and drive trial, Tate & Lyle says.

Opportunities for manufacturers

The research highlights two major opportunities for innovation:

1. Supporting former GLP-1 users: Helping consumers manage returning hunger and “food noise” through satiety-enhancing formulations.
2. Designing permissible indulgence: Delivering nutrient-dense, smaller portions that are  satisfying through smart ingredient and texture design.

“With our deep formulation expertise and a portfolio that spans sweeteners, fibers, and plant-based texturants, Tate & Lyle is uniquely positioned to help manufacturers create products that are both healthy and delicious,” says Emma Cahill, platform marketing director, sweeteners and fiber. “We can help our customers make healthy food tastier and tasty food healthier to help consumers on their quest to make new habits stick.”

Related: ‘GLP-1s are changing how people eat’: Bay State Milling