11 May 2026 GLP‑1 drugs are reshaping snacking behaviour
The rapid uptake of GLP‑1 medications is starting to reshape parts of the snacking market — and the early winners include gum, mints and higher‑protein treats…
While the GLP‑1 conversation has largely centred on weight‑loss trends and reduced calorie consumption, US confectionery giant, Hershey, is pointing to a more nuanced behavioural shift that could have broader implications for FMCG players globally.
Hershey CEO Kirk Tanner told investors that the company is seeing stronger demand for gum and mints, with the category benefiting from what he calls “functional snacking tailwinds”, including GLP‑1 adoption.
Retail sales for Ice Breakers — Hershey’s third‑largest confection brand — rose more than 8% in the first quarter. For Hershey, overall, the uplift in mints, gum and protein bars contributed to a more than 10% rise in quarterly revenue.
The link between GLP‑1 use and breath‑freshening products is not officially recognised as a medical side effect, but many users report experiencing halitosis or “Ozempic breath”
Dental experts have suggested the drugs may contribute to dry mouth, likely driven by dehydration and changes in saliva production. For confectionery and oral‑care brands, this creates a functional demand driver that sits outside traditional indulgence‑based consumption.
Premium treats are also benefiting
Hershey isn’t the only company reporting unexpected upside. Swiss chocolatier Lindt & Sprüngli said earlier this year that US sales of premium chocolate grew faster among GLP‑1 users than non‑users.
Meanwhile, The Magnum Ice Cream Company told investors that GLP‑1 adoption may actually boost sales of its more expensive, smaller‑portion products — a trend it calls the “premium treat substitution effect”.
The logic: consumers using GLP‑1s are cutting out “low‑quality munching categories” first, while still seeking occasional, higher‑value treats that deliver flavour, portion control or added functionality.
Magnum’s CEO Peter ter Kulve said categories like premium chocolate, premium ice cream and protein snacks could gain share as a result.
What this means for FMCG manufacturers
The early data suggests GLP‑1 drugs are not simply reducing overall snacking volumes — they are rebalancing the category.
Products that offer functional benefits (fresh breath, protein, portion control, real fruit, higher quality cues) appear to be better positioned than traditional high‑volume, low‑value snacks.
The broader takeaway: GLP‑1s are not just a pharmaceutical trend — they are becoming a structural force in global snacking behaviour. Companies that understand the functional needs emerging from this shift will be better positioned to capture the next wave of category growth.
Source: CNCB News