Analysis: GLP‑1’s behavioural shift

A new Arizona State University study examining the social effects of GLP‑1 medications – drugs such as Ozempic and Wegovy – suggests that their impact extends far beyond weight loss.

According to the research, GLP‑1 users are changing how they eat, drink, socialise and make health‑related decisions, with implications that could reshape multiple food and beverage categories.

The findings point to a future where appetite suppression, reduced cravings and a heightened focus on “functional” consumption could accelerate existing trends – and disrupt others.

1. Plant‑based foods: poised for a second wave of growth – but only if they deliver function

Why GLP‑1 users matter

The ASU study highlights that GLP‑1 users often adopt new “health‑optimising identities,” becoming more selective about what they consume and more motivated by nutritional efficiency than indulgence or volume.

Implications for plant‑based brands

This could benefit plant‑based categories if products meet the new criteria GLP‑1 users prioritise:

Opportunities

• High‑protein plant‑based products may see increased demand as users seek nutrient density over calories.
• Clean‑label, minimally processed options align with the study’s finding that users gravitate toward foods perceived as “healthier” or “simpler.”
• Smaller portion formats could become more relevant as GLP‑1 users eat less but still want variety.

Risks

• Ultra‑processed plant‑based meats may struggle if consumers increasingly reject foods that feel “artificial” or “engineered.”
• Premium pricing could become a barrier if users eat less overall and therefore become more selective about value per nutrient.

Plant‑based brands that lean into protein, simplicity and functionality stand to gain the most.

2. Low‑sugar and reduced‑calorie products: a major growth opportunity

The ASU research notes that GLP‑1 users often experience reduced cravings for sugar and adopt new strategies to avoid foods that trigger overeating or discomfort.

This creates a perfect storm for low‑sugar innovation:

• Low‑sugar beverages and snacks may see sustained growth as users seek “safe” options that don’t spike appetite.
• Functional low‑sugar products (e.g., fibre‑fortified, protein‑enhanced) could outperform traditional diet foods.
• Reformulation pressure will intensify as mainstream consumers – not just GLP‑1 users – adopt similar behaviours through social influence.

The biggest shift?

Sugar reduction becomes less about dieting and more about comfort, control and metabolic stability – a framing that could reshape marketing strategies.

3. No/low‑alcohol: GLP‑1 may accelerate the moderation movement

One of the most striking behavioural changes identified in the ASU study is the shift in social habits and consumption rituals among GLP‑1 users. Many report drinking less alcohol because:

• They feel intoxicated more quickly
• Alcohol becomes less appealing
• They avoid high‑calorie drinks
• They adopt new social identities centred on health and control

Implications for the no/low‑alcohol market

• No/low‑alcohol beer, wine and spirits could see a significant boost as GLP‑1 users seek alternatives that fit their new lifestyle.
• Functional adult beverages (adaptogens, botanicals, mood‑modulating drinks) may benefit from users replacing alcohol with “purpose‑driven” drinks.
• Bars and restaurants may need to expand no/low offerings as social norms shift.

This could accelerate a cultural pivot already underway: alcohol as an optional part of socialising rather than a default.

Photo by Haberdoedas on Unsplash