GLP-1 users eating less put protein and nutrient density under greater pressure, IFF finds

GLP-1 users in India are eating substantially smaller portions while paying closer attention to protein, ingredients and nutritional quality, according to new research from IFF that points to changing formulation demands for food and beverage manufacturers.

• IFF found GLP-1 users substantially reduced portions of staple foods, creating greater demand for nutrient density, taste, texture and satisfaction from smaller quantities of food.
• Some 74% of respondents said they read food labels more carefully after starting GLP-1 medication, with scrutiny extending to protein content, ingredients and preservative-free claims.
• Sensory changes were widespread, with 90% reporting differences in how food tasted or felt and half preferring softer, easier-to-digest textures.

The study, Inside the India GLP-1 Consumer Journey, examined GLP-1 users in Delhi, Mumbai and Bengaluru, looking at changes in appetite, food choice, sensory experience, shopping habits and social eating.

Although appetite suppression is an expected consequence of GLP-1 medication, IFF's findings suggested the implications for food manufacturers extend considerably further. As consumers consume less food, the nutritional and sensory performance expected from each portion appears to be rising.

The reduction in portion sizes was particularly pronounced among familiar Indian staples. Respondents reported moving from three or four chapatis to one or two, from five or six idlis to two, and from around 2.5 bowls of rice to half a bowl.

For food developers, that creates a formulation challenge: delivering sufficient nutrition, including protein, alongside taste and texture in considerably less food.

“We are seeing that a change in appetite can lead to a broader change in the relationship people have with food, from how much consumers eat to how they choose, experience and participate in eating occasions,” said Harsch Koshti, Regional Marketing Director, IFF Taste for Greater Asia. “For the food industry, this is a critical opportunity to listen closely to these emerging behaviors and think about how innovation can address these needs.”

Label behavior provided another indication of how priorities are changing. Some 74% of respondents said they scrutinized food labels more carefully than before beginning GLP-1 medication, with attention extending beyond calories to protein, ingredients and natural or preservative-free claims.

That could favor products capable of delivering greater nutritional value in smaller serving sizes, while placing additional pressure on formulators to increase protein and other nutrients without producing portions that are difficult to consume or compromising sensory quality.

IFF's findings on sensory perception add another layer to that challenge. Nine in 10 respondents reported changes in how food tasted or felt after beginning GLP-1 medication, while 50% preferred soft, easy-to-digest textures. Some 69% said they wanted to balance flavor impact.

The findings suggest simply adding more protein to existing products may not be sufficient. Ingredient functionality, texture, flavor delivery and digestibility could become more important as manufacturers develop foods specifically suited to consumers whose appetite and sensory experience have changed.

The research also found a notable difference between what GLP-1 users ate themselves and what they continued to purchase for their households.

Despite changes in personal consumption, 78% continued buying biscuits for their households, 71% continued purchasing packaged sweets and full-fat dairy products, and 63% still bought fried snacks.

That suggests GLP-1 adoption may not translate directly into wholesale changes in established food categories, particularly in households where purchasing decisions serve several people. Instead, manufacturers could face growing demand for products and formats that allow individual consumers to modify portion size and nutritional intake without abandoning familiar family eating occasions.

Social eating presented another challenge. Some 64% of respondents experienced discomfort during social eating occasions at least occasionally, while IFF found consumers nevertheless wanted to continue participating in familiar meals.

Beverage choices were changing too. Nearly three-quarters regarded hydration as a daily wellness goal, while 69% chose coconut water as part of their hydration habits. IFF said the results pointed toward opportunities for products combining hydration, functionality and sensory appeal.

The India study follows IFF's 2025 global GLP-1 consumer research and adds to evidence that the impact of the drugs on the food industry will involve more than reduced calorie consumption.

For protein manufacturers and food developers, one of the clearest implications is that smaller appetites do not necessarily mean lower expectations. Consumers eating less may demand more from what remains on the plate – creating opportunities for proteins and other ingredients capable of delivering concentrated nutrition while meeting increasingly demanding requirements around taste, texture and digestibility.

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