Tate & Lyle research reveals new consumer insights in the GLP-1 era

Tate & Lyle, a global leader in ingredient solutions for healthier food and drink, is releasing new consumer research exploring how GLP-1 medications are reshaping eating behaviours - 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,” said 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. For food and beverage makers, this shift presents exciting 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 behaviours 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, fibre-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 fibre, 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 2.5x higher among early GLP-1 users than late-stage users, highlighting a crucial moment for brands to build loyalty and drive trial. 

Opportunities for Food and Beverage 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, fibres and plant-based texturants, Tate & Lyle is uniquely positioned to help manufacturers create products that are both healthy and delicious,” said Emma Cahill, Platform Marketing Director, Sweeteners & Fibre. “We can help our customers make healthy food tastier and tasty food healthier to help consumers on their quest to make new habits stick.”