22 Jul 2026 The rewiring of consumption: FREE REPORTS
GLP-1s are no longer a niche health story. They are reshaping how people eat, choose, and live….
For decades, the food and drink industry has been built on a simple assumption: consumers want more. More flavour. More indulgence. More reward.
But what happens when that desire starts to fade?
In MMR’s latest global study of 3,000 consumers, GLP-1 users describe something deeper than weight loss. For them, it’s about freedom, relief, and control. It’s a fundamental shift in the relationship between consumers and consumption itself.
Its survey covered five major economies – and the headline isn’t weight loss, it’s control.
GLP-1s don’t just reduce how much people eat. They reduce how much people want, and can change how people experience taste, texture, and flavour. That is a fundamentally different consumer to design for.
Its research reveals that:
- Control is replacing chaos
- Sensory preferences are changing
- Ideas around indulgence are being rewritten
- Desire is becoming more selective
- Food is increasingly judged on what it delivers
Inside these reports, you’ll find:
20 pressure-tested product concepts, ranked from strongest to weakest.
Market-specific growth spaces, from compact nourishment to post-treatment support.
The full GLP-1 journey – from considerers to current users to life after stopping.
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GLP-1s: The Rewiring of Consumption
Discover what could become one of the defining consumer shifts of the next decade.
As GLP-1 adoption grows across the UK, consumer behaviours, expectations and product preferences are coming into focus.
Rooted in IFF’s research, this story outlines seven facts about UK GLP-1 consumers and highlights how these insights could help inform future food and beverage innovation.
- UK GLP‑1 consumers are reinforcing broader trends with nuances.
- UK consumers may be more carb‑smart than carb‑avoidant.
- Meal occasions still matter.
- Hydration has become a critical priority.
- Alcohol and beverage culture overall is changing.
- Protein is a priority but not the whole story.
- The emotional side of GLP‑1 deserves attention.