Appetite Reset; What GLP-1 Is Really Changing for Food & Drink Brands

By Jules Greene, Qualitative Specialist, Good Sense Research

Reconnecting with the joy of food — even in smaller, more meaningful moments.

At F!S Group, we’re not here to promote or deter the use of GLP-1 medications. Our role is to observe and understand the impact on food and drink behaviours amongst users and potential users. What follows are insights gathered from real consumer experiences — shared to help brands better navigate the changing food and drink landscape.

Appetite isn’t what it used to be, and not just in terms of consumer trends. Something bigger is shifting. GLP-1, the family of medications that includes Ozempic and Mounjaro, has begun to reshape not only waistlines, but entire relationships with food. While the headlines focus on weight loss, side effects, and celebrity usage, what often gets missed is what’s changing beneath the surface; and what it means for the future of food and drink brands.

As reported by Kantar, “Four in 100 households in Great Britain now include at least one GLP-1 user. That’s almost twice as many as last year, so while it’s still pretty low, it’s definitely a trend that the industry should keep an eye on as these drugs have the potential to steer choices at the till.”

At Good Sense Research, we recently carried out in-depth qualitative research with people at various stages of the GLP-1 journey. Some were just considering it. Others were currently taking it, either privately or via NHS prescription. A few had recently stopped. Across the board, the findings were clear: GLP-1 isn’t just suppressing appetite; it’s rewiring food behaviours. And that matters deeply for anyone making or marketing what we eat and drink.

Here’s what we found; and what food and drink operators need to be thinking about next.

When food becomes forgettable — appetite isn’t what it used to be.

GLP-1 is a disruption, not a diet trend

Let’s start here: GLP-1 is not a fad. Users report significant, long-lasting shifts in their appetite and food behaviours. And these are not just anecdotal. The common thread is the quieting of something they call “food noise”, the ever-present hum of cravings, portion planning, emotional eating and food-based rituals.

That silence is celebrated. For many users, it’s the first time in years, even decades; they’ve been free from the pull of constant food thought. But it comes with a shift in how food functions in their lives. It’s less about entertainment, reward, comfort or celebration. It becomes more functional; even forgettable.

For product creators and brand teams, this is a major reset. Food categories that have traditionally leaned on indulgence, routine, or emotional association may find themselves on uncertain ground.

Emotional eating is out; but food joy is missed

The emotional disconnect is one of the most surprising and profound side effects of GLP-1 use. Social eating, sharing platters, Friday night takeaways, wine and nibbles; these rituals aren’t forbidden, they’re just... less interesting now. The desire has faded.

But users also talk about missing that connection. There’s a real sense of loss, especially in social settings. Food used to be a shared experience; now, those experiences are something to endure, manage or avoid.

The challenge for brands is to find ways to reignite food joy in a world of lower appetite and higher scrutiny. Texture, colour, aroma and flavour intensity now matter more than ever; not for indulgence, but for engagement. Think less about making meals bigger or bolder. Think about making them more satisfying, sensorial and worthwhile.

Mindful eating has gone mainstream, and it’s not going back

GLP-1 users become much more conscious about what they eat, how they eat, and why. This is driven not by aspiration but by necessity. Appetite suppression means users often have to remind themselves to eat, and when they do, they want it to count.

Protein, fibre, iron, vitamins; these become priorities. Portion size becomes a focus. Over-sauced, overly processed or carbohydrate-heavy options are now turn-offs, not treats. “I just want something that tastes good and feels good in my body” is the new mantra.

This means functional and enriched foods are entering a golden age, but only if they also deliver satisfaction. Formulation, format and flavour all matter. You can’t get away with a nutritional halo and mediocre delivery. GLP-1 users are eating less; so every bite needs to do more.

As appetites shrink, convenience culture feels the pinch.

Food to Go and Delivery are under real pressure

Perhaps the most commercially significant finding is the decline in demand for Food to Go (FTG), takeaways and delivery. GLP-1 users report simply not being hungry enough to justify the spend, calories or volume. "It’s just not worth it" was a phrase we heard more than once.

FTG menus need rethinking. Smaller, fresher formats with visible goodness and high protein appeal will perform better than big, beige, carbohydrate-led combos. Meal deals may still have a role, but not in their current form. Customisation, balance and value-for-money based on smaller appetites will be key to relevance.

Beyond Main Meals, Snacking has lost its pull. Users no longer graze between meals and don’t feel tempted by traditional snack formats. That’s a problem for retailers and manufacturers who’ve long relied on snack moments as a route to growth.

Alcohol and indulgence are losing ground

GLP-1 users report lower interest in alcohol, both in terms of desire and tolerance. Even one drink can hit hard. Socialising hasn’t disappeared, but the rituals around it are changing. Drinks are chosen more carefully. Sessions are shorter. Events are left earlier.

What takes the place of alcohol? Users are open to new ideas. Visually interesting, flavourful, low or no-alcohol options are of great interest; especially if they can replicate the social pleasure of drinking without the downsides. Spirited mixers, sensory cues, and elegant presentation can all help brands remain part of the new social table.

Control, confusion, and craving — GLP-1 users face more than just physical change.

GLP-1 users are not one type; but they share common challenges

Across our interviews, one thing was consistent: users are battling with long-term, often complex relationships with food. Many experienced disordered eating habits, body image issues and diet fatigue. They don’t want another trend. They want a tool; and a plan.

GLP-1 has offered something others didn’t: a sense of control. But that control is fragile. Users fear what happens next; when the medication stops, when cravings return, when old habits creep in.

That’s where the next wave of product development lies. Brands have a real opportunity to become part of the post-GLP-1 support system. Products, platforms and formats that help maintain new habits will be seen as allies; not indulgences.

The takeout: Appetite has changed. So must we.

GLP-1 is not just a medical intervention. It’s a cultural disruptor. It’s shifting the very role food plays in our lives; and in doing so, it’s opening up fresh territory for innovation.

If you work in food or drink, this is your moment to lead, not follow. Reimagining product ranges, formats and experiences with smaller appetites, greater mindfulness, and reduced emotional eating in mind will future-proof your offer.

But more than that, it’s a chance to reconnect people with the best of what food can be. Joyful. Nourishing. Satisfying. And worth every bite.

Jules Greene
Qualitative Specialist
Good Sense Research

For more on our GLP-1 behaviour tracking and Appetite Shift programme, get in touch with the team or visit: https://appetiteshift.co.uk