GLP-1 drugs are rewriting the rules of eating, says Arizona State University researcher

Weight loss medications based on GLP-1 hormones are no longer confined to diabetes treatment. As their use expands rapidly, researchers are beginning to identify deeper shifts in consumer behavior that extend well beyond appetite suppression and calorie reduction. According to new analysis from Arizona State University, these drugs are already reshaping how people value food, particularly protein, with implications that could ripple across the entire food economy.

Justin Bina, an Assistant Professor in the Morrison School of Agribusiness at Arizona State University’s W. P. Carey School of Business, said early evidence suggested GLP-1 adoption was driving a move away from quantity and toward perceived quality. While people taking the medications tended to eat less food overall, including less meat, they were simultaneously showing a higher willingness to pay for protein-rich products.

• GLP-1 drug users were found to consume lower volumes of food but place higher value on protein-rich products, according to analysis cited by Arizona State University.

• Research suggested willingness to pay for protein increased even as overall meat consumption declined, reflecting a shift from quantity to quality.

• Food companies were already responding with smaller portions, reformulated products, and “GLP-1-friendly” positioning.

“What surprised me most was the somewhat counterintuitive demand increases,” Bina said in a Q&A published by ASU News. “Based on external industry reporting and empirical research, we’re fairly confident in stating that GLP-1 users consume lower quantities of meat after adopting the treatment. Holding prices constant, this would imply a reduction in their demand for those products. However, we’re seeing the opposite, as evidenced by users’ increased valuations, or willingness to pay, for meat proteins.”

Bina said this apparent contradiction could be explained by what economists describe as premiumization. Rather than abandoning protein, GLP-1 users appeared to be placing greater value on nutrient density and other attributes typically associated with higher-margin food products.

“We think this reflects a form of ‘premiumization,’ or a shift from quantity to quality,” he said. “That is, upon adoption, GLP-1 users desire lower volumes of protein but place greater value on nutrient density or other characteristics typically found in higher-margin food products.”

Protein, Bina said, had emerged as a focal point partly because of its unique position in dietary guidance. Some protein sources, such as chicken breast and fish, were generally recommended during GLP-1 treatment, while others, including red and processed meats, were often discouraged due to concerns around cardiovascular health. Despite these distinctions, high-protein diets were widely associated with benefits during weight loss, including muscle retention and improved body composition.

“In general, these benefits, along with dietary advice to prioritize protein during treatment, make high-protein diets attractive to GLP-1 adopters, driving the increases in willingness to pay for protein that we estimate,” Bina said. He added that this effect might be amplified by what he described as a broader societal “protein craze.”

Early research suggested that while retail protein expenditures declined after GLP-1 adoption, consumers’ desire for protein did not. According to Bina, that gap between reduced volumes and higher valuations created a strategic opportunity for food manufacturers.

“I think the story of 2026 will involve food manufacturers attempting to fill that gap by capturing a ‘GLP-1 premium’ through higher-margin product offerings,” he said.

The findings also pointed to potential pricing consequences. Bina said GLP-1 adoption appeared to increase willingness to pay for protein products independently of income or other demographic factors, raising questions about how prices might adjust as adoption increased nationwide.

“Our study suggests that nationwide price sensitivity may decrease as adoption rises, indicating that protein sellers could have a greater ability to raise prices to offset reduced quantities purchased,” he said.

At the same time, Bina said GLP-1 adoption was unlikely to affect all food categories equally. While protein products could face upward price pressure, other segments, particularly ultra-processed foods, might see declining demand and downward pressure on prices as appetite and preferences shifted.

Food companies, Bina said, were already beginning to adapt. He pointed to the emergence of 'GLP-1-friendly' labeling, new product lines marketed around nutrient density, and smaller portion sizes designed to align with reduced appetites.

“Yes, we’ve seen a relatively rapid response from food manufacturers and restaurant chains,” he said. “Some have implemented new packaging and labeling strategies to indicate that products are ‘GLP-1-friendly,’ while others have launched entirely new product lines or menu items.”

Looking ahead, Bina expected more reformulation efforts as companies sought to retain consumers whose eating patterns had changed. He said fortifying foods with protein and other essential nutrients could become increasingly important as overall consumption declined.

Beyond retail and manufacturing, Bina said the effects of GLP-1 adoption could extend upstream into agriculture and sustainability. Lower total food volumes, he said, would imply reduced agricultural production, particularly in protein sectors with high environmental footprints.

“In the protein sector, U.S. cattle production has a relatively high environmental footprint,” Bina said. “In my opinion, then, GLP-1 adoption could serve as a demand-side sustainability tool that reduces total beef production while addressing obesity.”

However, he cautioned that this outcome depended on whether the food industry could successfully capture GLP-1-related premiums to maintain economic viability. He also flagged potential equity concerns, warning that higher prices for premium protein products could strain access for lower-income consumers.

More broadly, Bina said GLP-1 medications were likely to reshape Americans’ long-term relationship with food by shifting priorities toward nutrient density and per-unit satisfaction rather than sheer volume.

“These medications necessarily alter relationships with food via the hormonal mechanisms that reduce appetite,” he said. “Beyond this, I think we’ll see a shift from quantity to nutrient density and per-unit satisfaction.”

He added that the rise of GLP-1 use could create a more divided food market, with some consumers willing to pay more for premium products while others became increasingly price sensitive. Questions also remained about long-term health outcomes, including whether increased demand for certain protein sources could carry unintended risks.

“Many questions remain regarding long-term effects on food preferences and health,” Bina said. “These are all interesting uncertainties and will keep me busy in the years to come.”