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GLP-1 medications are transforming the way consumers approach food, driving demand for high-protein, low-sugar and gut-health-focused products. In an exclusive interview, Rafael Acevedo, president of yogurt at Danone North America, discusses how these weight management drugs are reshaping dietary habits – and how the food industry is responding to meet evolving nutritional needs.

Could you explain the role of GLP-1 medications and how they are influencing dietary habits and consumer behaviour?

Weight loss management drugs have been one of the fastest-growing and biggest health influences the industry has seen, and we expect this trend to continue to grow and evolve in 2025. About 14% of Americans are currently on these medications, which can lead to reduced hunger and caloric intake, only making it more critical for those users to consume nutrient-dense and functional foods.

In fact, a recent study – carried out by Cornell University's Cornell SC Johnson College of Business and consumer data company Numerator – found that nutrient-dense options, such as yogurt and fresh produce, are actually seeing an increase in grocery spending among GLP-1 users, while less nutritious options are seeing a decrease in spending.   

The rise of GLP-1 medications is just one of the many reasons we are seeing greater interest in more nutritious products (e.g., high protein, high fibre, lower sugar, probiotics, etc). There are broader shifts happening as consumers realise their diet’s impact on not only their short-term, but long-term health as well.  

What are some of the most notable changes you’ve observed in consumer searches and preferences related to high-protein foods?  

We are in the middle of a “protein renaissance”. Consumer searches for high-quality protein are at the highest they’ve been in five years, as 71% of American adults are trying to consume more protein, which is up from 59% in 2022. It is also a key focus of health conversations on social media platforms, and users are increasingly sharing content around high-protein diets and recipes.  

At Danone, we are seeing this trend play out in the yogurt category. For example, Oikos, a high-protein yogurt brand in the US, recently launched Oikos Pro Shots and Oikos Pro Drinks, which work great for GLP-1 users as they offer complete protein in a portion-controlled, on-the-go serving.  

How do GLP-1 medications impact nutritional needs, particularly for individuals focused on weight management?  

Two ways that GLP-1 medications can impact users’ nutritional needs are through nutrient management and muscle mass preservation. GLP-1 drugs help with weight loss by increasing satiety and reducing calorie intake. Users tend to consume smaller portions and shift toward more nutrient-dense foods, consuming significantly fewer calories each day. This reduction in caloric intake can make it harder to meet their nutritional needs – especially for protein, fats, fibre, vitamins and minerals. That’s why we are raising awareness of existing (and exploring new) yogurts and other products that deliver high protein with lower or no sugar and essential vitamins and minerals – to provide nutrition that GLP-1 medication users need.

In addition to impacting users’ nutrient management, rapid weight loss (which occurs when using GLP-1 medications) can cause loss of muscle mass, especially without sufficient protein intake or resistance exercise. At Danone North America, we are closely following specific nutritional challenges that come with these medications so that our innovations can meet users’ needs.

In what ways are food and beverage manufacturers responding to the growing demand for products that align with the needs of GLP-1 users?  

With the growing demand for products that align with GLP-1 medication users’ needs, we are seeing more companies tap into this space, whether it be through introducing new products or offering new educational tools.  

We believe there is a role for health-driven food companies to play here – it is important to follow the consumer and develop an eco-system of science-backed tools and assets that will serve them nutrition information where they are.

What are the key challenges in educating consumers about the nutritional adjustments needed when using GLP-1 medications?  

Educating consumers about nutritional adjustments presents several challenges. Consumers often view these medications as standalone solutions for weight management, but it’s important to reinforce the role nutritious foods play as well. Additionally, it’s critical to educate consumers on the importance of maintaining nutrition in the long-term – even after they are off the medication. 

How is the rise of GLP-1 medications influencing the broader health and wellness sector in the food and beverage industry?  

At a macro level, consumers are increasingly aware of how everyday choices in their eating and drinking can benefit them in the short term as well as over their lifetimes. In fact, according to Circana’s Complete Food & Beverage research, when it comes to wellness, consumers see food choices as a top driver – even outranking sleep and fitness. This goes beyond the rise of GLP-1 medications – it is an overall industry shift we are experiencing. The rise of GLP-1 medications is just one example of a broader trend toward nutritious foods.  

For the food industry, the rise of GLP-1 drugs highlights the importance of innovation to cater to evolving consumer needs. These medications are creating demand for foods with key benefits such as high-protein, low-sugar and gut health. This is a tremendous opportunity for the food and beverage sector to play a pivotal role in shaping the future of how consumers make choices for their health.

Are there ethical concerns or considerations the industry should keep in mind when targeting GLP-1 users with specific products?  

We recognise that choosing to go on GLP-1 medications is a very personal decision, and therefore, consumer-centricity is key. While some consumers may want foods advertised to them, others may want a more benefit-led approach. It is something we (and other companies) must be incredibly mindful of and sensitive to.  

Looking ahead, how do you see GLP-1 medications shaping the development of functional and fortified foods?  

Consumers on GLP-1 medications are seeking out products with specific functional benefits, such as gut health, high-quality protein and reduced sugar. Looking ahead, we anticipate a greater emphasis on nutrient-dense, portion-sized options that cater to the needs of individuals using GLP-1 medications. In the future, there is opportunity for further innovation in this space – whether it be through new formats (varying product sizes/packs, on-the-go packaging), or new offerings completely.  

What role do you think collaboration between healthcare professionals and the food industry will play in supporting consumers on GLP-1 medications?  

Collaboration between healthcare professionals and the food industry is essential to supporting consumers on GLP-1 medications. Healthcare professionals are critical to offering personalised dietary guidance, while the food industry can translate these recommendations into accessible product offerings. By working together, we can provide consumers with the knowledge, tools and products they need to make informed health choices.