^{Focus On Health}
Small appetites big opportunity

Words: Thom Walton
Artwork: Abby Morrice

The Big Idea:

GLP-1 medications are reshaping beverage consumption, reducing volumes while raising expectations for nutrition, function and format.

Brands that deliver smarter, smaller, more purposeful drinks can turn appetite disruption into innovation.

The biggest opportunity lies where GLP-1 needs overlap with mainstream health, hydration and wellness trends.

GLP-1s are not just changing appetite— they are changing the economics of consumption.

After a meteoric rise, around 10 million US consumers now use GLP-1 medications, with that figure potentially rising to 25 million by 2030*.

For those who use GLP-1 medications, the impact on eating and drinking habits is seismic. Food noise is gone. Portions are shrinking, treat-led snacking is falling and spending habits are changing.

Low appetite, high opportunity
On the one hand, this is a risk for the beverage industry with research suggesting GLP-1 users significantly reduce spend on food and beverage. In the UK, for example, GLP-1 households’ grocery spending declined by £780m, equating to a £418 drop in grocery spending versus non-user households**. As uptake grows, we might expect to see constrained spending on food and beverage becoming more commonplace.

On the other hand, the rise in GLP-1 medication has led to the creation of the GLP-1 companion market, valued globally at around US$4.7 billion in 2025 with projected growth to $14.4 billion by 2036***. This represents a major opportunity, and food and beverage brands are responding to this new consumer segment with enthusiasm, delivering “GLP-1 friendly” labeled products to market.

Thirst for wellbeing
When balancing risk and opportunity, brand owners and operators should note that GLP-1 users are not asking for entirely new things. They are asking more urgently for the things many consumers already want: less sugar, better nutrition, added functionality, and products that feel easier on the body.

For beverage brands and foodservice operators, that creates a practical innovation brief: serve the specific needs of GLP-1 users, while also aligning product portfolios to an increasingly health-conscious global market.

Over the page, we discuss five key ways to meet the needs of GLP-1 users (and health-conscious consumers more broadly).

Reduce sugar
Because GLP-1 users are often more focused on blood-sugar management and digestive comfort, lower-sugar formulations, slower-release carbohydrates and soluble fiber can help beverages feel lighter and work harder.

Build in protein and nutrient density
When appetite is lower, every sip counts. For GLP-1 users, that means seeking out products that contain added protein, fiber and other nutrients that make smaller portions more nutritionally complete.

Consider hydration needs
Dehydration is a recognized risk for some GLP-1 users, particularly where reduced intake or gastrointestinal side effects affect fluid consumption. This creates a clear role for electrolytes and hydration formats. But functional hydration is also booming beyond this segment, as more consumers seek drinks that offer performance, recovery or wellbeing benefits alongside refreshment.

Prioritize digestive comfort
GLP-1 medications slow digestion, meaning users can be more prone to bloating, nausea or discomfort. That makes formulations, gentle soluble fibers, probiotics and easy-to-digest ingredients especially valuable.

Design for smaller, smarter formats
GLP-1 users may consume less, but they still want convenience, enjoyment and tangible benefit in every serving. Smaller bottles, compact RTDs and concentrated shots respond to that need neatly.

How prepared is your business for GLP‑1‑driven consumption shifts?

Very prepared — already innovating in this space
Moderately prepared — early pilots underway
Not prepared — watching the market but not acting
Unprepared — GLP‑1 is not yet part of strategy
Unsure — impact still feels unclear

What’s next?
GLP-1 medication could represent a structural shift in global consumption habits over the coming years, particularly as oral forms become more widely available alongside injectable pens. As the number of users grows, brands and operators can respond with products that make every sip count.

But ultimately, this should be part of a bigger play. The cues that matter to GLP-1 users are also mainstream expectations. For beverage brands, the opportunity is therefore bigger than the GLP-1 companion product market: it is a chance to design products for a world where every sip earns its place.

GLP-1 Companion Products
from a regulatory perspective

Sei-Wai Tse, Scientific and Regulatory Affairs Manager

Currently there are no defined regulatory requirements specifically for GLP-1 companion products. Presently, “GLP-1 friendly” is not an authorized term and therefore where these terms are used, they need to be contextualised with approved, specific claims such as ‘high in protein ‘or ‘high in fiber’, where the product qualifies.

When used, fortification must be in an amount that is claimable and in a format that is approved and readily available for the user. Any claims related to fortification must be approved for use in the destination country.

Finally, products must not claim to cure or alleviate ailments or symptoms, as these would be considered medicinal claims. That’s why products on the market focus on highlighting smaller portion sizes, while delivering additional benefits such as “small and balanced” and “nutrient dense”.

_{References
*JP Morgan, How demand for (and supply of) weight loss drugs is playing out in 2026 | **}_{https://www.theguardian.com/business/2026/jun/10/weight-loss-drugs-grocery-bills-glp-1s}_{| ***Fact.MR, GLP-1 Companion Products Market Size, Share, Growth and Forecast (2026 - 2036)}

Thom Walton
Corporate Affairs Director Finlays