LISTEN RESEARCH
GLP-1 Weight Loss Drugs: Impact on Consumer Behavior and Opportunities for CPG Companies
GLP-1 drugs like Ozempic are changing users' lives far beyond weight loss. Listen Labs' AI interviews reveal surprising trends, using real data to show consumer goods companies how they can adapt.
GLP-1 drugs are disrupting healthcare
The companies making weight loss drugs have seen their stock prices soar, while the food and drink industry is growing worried.
Last year, when Walmart Inc.'s US Chief Executive said drugs like Wegovy and Ozempic were causing a "slight pullback" in the number of products purchased and calories consumed, Coca-Cola and Pepsi each saw their stocks drop. Analysts at Morgan Stanley have predicted that the impact of these drugs on people’s lifestyles and the market will be long-lasting.
GLP-1 drugs have made significant scientific and market gains, but their most important effects are on people's lives. As more people use these drugs, they're raising big questions about health, who we are, and the future of food-based businesses. For consumer goods companies, this represents both a challenge and an opportunity. Old ways of doing business may soon stop working, but there are also new opportunities to adapt. We want to help companies adjust to this shift as its happening.
To keep up in this fast-changing market, food and drink companies must learn from the experiences of GLP-1 drug users and adapt their strategies accordingly. This is where Listen Labs can help. Our research shows major changes in how people buy, what they like, and how they live. We have conducted interviews with over 60 users on their experiences with these drugs so far and have a bank of over 5,000 users ready to answer questions about their new lives and the products they no longer use as they look for better options.
In the following sections, we'll explore these insights and their implications for the CPG industry, providing a roadmap for companies to navigate this new landscape successfully.
What exactly is GLP-1?
To understand these weight loss drugs, we need to step back and look at their history. It starts not with diets or labs but with venom from a slow lizard in the Southwest U.S.
In the late 1980s, doctors were looking for new ways to treat diabetes, which affects millions of people. They found a useful target: glucagon-like peptide-1 (GLP-1), a gut hormone. This hormone helps treat diabetes in two key ways:
It increases the production of insulin, which lowers blood sugar.
It reduces the production of glucagon, a hormone that raises blood sugar.
But there was a problem: the human body breaks down GLP-1 very fast, lasting only minutes in the bloodstream.
Scientists found that the venom of the Gila monster, a lizard that spends most of its time underground and only eats three to four times a year, had a hormone remarkably similar to human GLP-1 that didn’t break down as quickly.
After years of work, the FDA approved this type of drug for diabetes. An exciting trend soon emerged. Many patients lost weight, often about 5% of their body weight, with some losing even more.
Ozempic, Mounjaro, and Wegovy have become household names, and as demand for these drugs and their competitors rises, their effects will only become more widespread. Since weight loss is just one result of these drugs, talking to many users (like Listen Labs does) is vital to understanding how consumers’ tastes are changing.
Food cravings diminished
"I've lost about 40 pounds," Sarah's voice crackled through the video interview. "But it's not just about the weight. My whole relationship with food has changed."
One of the hallmarks of GLP-1 medications is an overall reduction in appetite. While celebrated as a blessing by those whose uncontrollable appetites may have made it seem impossible to lose weight before, it can also come with new challenges.
Picture this: You're in your kitchen, looking at a chicken breast you know you should eat, but you feel too full. This happens to some GLP-1 users who get full fast and might not eat enough food to get all the protein their body needs, causing a problem: losing valuable muscle along with fat. Instead of giving up, users have found clever ways to pack more nutrition into smaller packages. Some report incorporating protein powders into their diets or relying on high-protein snacks like beef jerky. One user even explained blending cottage cheese with cocoa powder and peanut butter to make a high-protein ice cream substitute.
Only about half (52%) of GLP-1 users we talked to liked the protein supplements currently on the market. This gives food companies a chance to meet new needs, as the more people get on this drug, the more people will want foods with more nutrients and fewer calories, especially better protein supplements.
Our interviews also revealed that people slightly prefer crunchy protein snacks over smooth ones. These details will help CPGs create the foods this growing population wants as they look for foods to fit their new tastes and preferences.
"I've lost about 40 pounds, but it's not just about the weight. My whole relationship with food has changed."
Sarah
Only about half of GLP-1 users are satisfied with protein options.
Satisfied
Not satisfied
52%
Only about half of GLP-1 users are satisfied with protein options.
New insights on consumer’s preferences on the texture of protein snacks create new opportunities for CPG companies
Protein texture preferences
Only about half of GLP-1 users are satisfied with protein options.
Changing hydration habits
A new portable ice machine might catch your eye when you walk into Cinda's living room. It was the perfect solution for her to ensure their water was always refreshingly cold. Matt took a different approach, turning his hydration routine into a sports lineup of marked water bottles, each a visual reminder to keep sipping throughout the day. Why all the fuss about water? Our data suggests a couple of key reasons.
First, for many GLP-1 users, it’s more than just staying hydrated—it’s about comfort and well-being.
"I drink a lot more water since starting my GLP-1," Ella explained. "As I mentioned before, I kind of get that feeling of nausea, a weird taste in my mouth, and I find that water is really helpful." Users described water as a new craving, saying their mouth would start to feel dry around lunchtime if they hadn’t finished enough early in the day.
Water intake has risen significantly after using weight loss drugs
Change in water intake
46% Significant Increase
21% Slight Increase
29% No Change
4% Slight Decrease
0% Significant Decrease
"I drink a lot more water since starting my GLP-1," Ella explained. "As I mentioned before, I kind of get that feeling of nausea, a weird taste in my mouth, and I find that water is really helpful."
Ella
Even various kinds of water can taste different when taking GLP-1 drugs. New studies show that these drugs can change how the tongue senses taste and how the brain reacts to sweet flavors.
"I really like seltzer water," Katie mentioned, "but I drink a lot less because I'm finding that it tastes flat. I thought it was the batch I bought, but it just doesn't taste the same after starting the GLP-1." The new star of the show has been citrus, mainly lime. This likely has to do with renewed taste receptors in her tongue, as noted previously.
The second reason for increased water intake is that users drink less of other drinks like soda and juice.
"I’ve stopped consuming sugary drinks," Thomas reported, "water and herbal tea have motivated me to maintain better hydration and support my overall health." "I’ve also cut down on my soda intake," agreed Amy.
This change in drinking habits gives food companies another chance to create new products. They could expand water product lines, including flavored and vitamin-enhanced ones, to help users get the most out of their new hydration habits.
GLP-1 Users are in search of new drink alternatives
Low-calorie Flavor Enhancers
Electrolyte or Hydration Drinks
Protein or Meal Replacement Shakes
Flavored or Sparkling Water
Other New Drink Alternative
Aversions to alcohol
Once upon a time, Ella was the beer expert at the local pub. Her friends knew her as the "beer enthusiast," always ready to suggest the right IPA for you.
"I used to really drink a lot of beer," Ella reminisces. "[now] I can maybe do one or two light beers, and that's it, whereas before, I could drink, like, five IPAs in a sitting, so I definitely drink a lot less."
Most participants reduced their alcohol intake as a result of taking weight loss drugs
Change in alcohol consumption
"I used to really drink a lot of beer," Ella reminisces. "[now] I can maybe do one or two light beers, and that's it, whereas before, I could drink, like, five IPAs in a sitting, so I definitely drink a lot less."
Ella
Amy, another GLP-1 user, puts it simply: "I just don't have the desire to drink a lot anymore." Gone are the days of lingering over a second or third glass of wine. Now, one is plenty – if that.
"I noticed that my tolerance for alcohol has decreased," shared Fiona. "So now, where I would normally go to a concert and maybe have two drinks during the show, I'm not as interested and only have one, mainly out of habit." GLP-1 drugs suppress the reward effects of alcohol in the brain, decreasing the urge to drink. On top of that, users eating less than usual will also get drunk faster, as Fiona experienced.
Consumers Want More Variety and Nutritional Benefits in Beverage Options
Healthier alternatives to existing drinks
Natural sweetener options
Better-tasting sugar-free options
Increased Protein Count
Specialized drinks for medical needs
Diverse flavor combinations
Listen Labs recommendation
The mention of alcohol in these interviews highlights how closely drinking and socializing are linked. The cultural relevance of drinking means that GLP-1 users who drink less might feel left out. CPGs should fill this gap by expanding non-alcoholic drink options, like mocktails and alcohol-free versions of popular drinks.
Fitness and exercise
Another food and beverage category that will undoubtedly see increased demand is pre- and post-workout snacks and drinks.
"I’m certainly exercising more," said Mark, a 50-year-old retiree. "I find going to the pool a lot more relaxing. It’s a whole lot of fun, and I see change. When you have more energy, you can do more things."
Weight loss drugs had a positive effect on energy levels for most users
Impact on energy levels
"Exercise releases endorphins and dopamine to the brain," Mark explained, "It gives you a sense of confidence and relaxation, as well as energy to move about and socialize more. It makes you want to get out and see what the world is doing."
Mark
As Mark noted, several users found engaging in exercises previously out of reach easier with their increased energy and lower body weight.
"Since I have lost weight with the help of Wegovy, I do feel like I’m a bit more motivated to go to the gym," said Sandy. Another user, James, talked about how getting weight off has helped with his mobility by reducing the effect of arthritis and improving sleep quality. "All of those things have made me feel more like getting up and exercising," he said, "I’ve been doing more cardio, walking several times a week, and also adding in some strength training exercises as well."
"Exercise releases endorphins and dopamine to the brain," Mark explained, "It gives you a sense of confidence and relaxation, as well as energy to move about and socialize more. It makes you want to get out and see what the world is doing."
Listen Labs recommendation
GLP-1 users will need foods that help them stay active and build muscle, but with fewer calories and lighter proteins to match their goals.
Relationships and romance
These positive side-effects—reduced food noise, increased self-esteem, and more energy—have translated into better relationships with their friends and family for many users.
"I feel like my relationship with my husband is stronger than ever," said Melissa, "With my focus not being on food, I am more apt to gather with family and friends without worrying about what I’m going to eat or what my next meal will be."
Over 90% reported no significant changes on their social life, and almost half experienced a positive impact.
Overall impact on social life
2% Transformative Impact
14% Very Positive Impact
26% Somewhat Positive Impact
50% No Significant Change
8% Negative Impact
"I feel like my relationship with my husband is stronger than ever," said Melissa, "With my focus not being on food, I am more apt to gather with family and friends without worrying about what I’m going to eat or what my next meal will be."
Melissa
Daniella remarked that increased mood has allowed for more social interactions, which in turn strengthens those relationships and helps her feel more socially connected. "It’s surprising how naturally I’ve become more upbeat and proactive," she said, "Friends have noticed and commented about my newfound enthusiasm and positivity."
Sometimes, however, relationships and food are so closely intertwined that users have to make behavioral shifts to continue the relationship. As a sales executive, Robert explains that meals are an important part of his job. Sharing a meal is one of the oldest ways in which humans bond. Since he started his GLP-1 treatment, Robert has had to bring containers to restaurants, which allows him to control portions discreetly during these business dinners.
While it might be more difficult to help Robert, creating shareable, low-calorie foods and snacks would help sustain the social life of GLP-1 users at parties. Smaller servings of party foods would let these users participate without compromising their new eating habits.
Mental health, focus, and productivity
A new world opens up when the mind stops buzzing about food all day. Users report feeling more energy and motivation, leading to more active and social lives. This surprising shift may come from freeing up brain space once filled with "food noise" or the constant thoughts about food that can plague those with obesity. With that mental static gone, users think clearer and do more.
"I'm able to focus better," said Kate, with some relief, "I'm able to get stuff done. It's been a life-changer." Another user, Fiona, had a similar experience: "I’m able to get more done around the house, and I can work more and earn more money."
"I’m able to get more done around the house, and I can work more and earn more money."
Fiona
In the workplace, the effects are equally profound. The 3 p.m. crash that left Doug once staring blankly at a computer screen is a thing of the past. Compared to his premedication days of sugar highs and constant fatigue, he said, "[This medication] has allowed me to function better at work."
It's more than just doing tasks; it's about new chances and a brighter view of life. "I've noticed an increase in my day-to-day happiness," Rebecca brightly noted, "and my resilience to challenges is better."
Robert's experience echoes this sentiment. He observed, "I feel rather balanced and calmer. I am not experiencing a lot of shifts or things that used to irritate me at some point. They don't irritate me as much anymore." Imagine the peace that comes with that kind of emotional stability.
This combination of enhanced focus, improved mood, and increased energy levels creates a positive feedback loop, with one user summarizing, "It boosted my energy and social interactions, making me more proactive and positive."
Most participants dislike the current snack options in supermarkets
Overall satisfaction with current snack options
71% are dissatisfied
29% are neutral or satisfied
Most users don't like the snacks they can buy now. As GLP-1 users become more active, they'll want foods that keep them going all day and help their brains work better.
Overcoming addictions
One of the most surprising side effects of these medications has nothing to do with food. The same brain changes that cut cravings for unhealthy food also seem to reduce urges for harmful addictive habits.
"I stopped picking the cuticles around my fingernails," said 45-year-old John, a change he certainly didn’t expect when he started Ozempic, "I used to pick at it a lot. Once I was on Ozempic, I stopped doing that."
Less addictive behaviours was a common effect experienced by weight loss drug users
Overall impact on cravings and addictive behaviors
"I stopped picking the cuticles around my fingernails," said 45-year-old John, a change he certainly didn’t expect when he started Ozempic, "I used to pick at it a lot. Once I was on Ozempic, I stopped doing that."
John
Another respondent, Rebecca, shared, "There’s less compulsivity. I used to love online shopping but haven’t done that in a while. I used to smoke a little bit. All of those addictive behaviors have lessened."
Doctors have begun to notice this pattern in other cases, suggesting the drugs might affect compulsive habits in general. New studies show they could help with alcohol problems and, in early trials with rats, cocaine addiction. These drugs seem to work on the brain's reward system, like they do for food cravings. While more research is needed, these results open up exciting possibilities for addiction treatment, offering new hope for millions struggling with substance use disorders.
GLP-1 drugs are here to stay
Like any potent medication, GLP-1 drugs come with controversy. Karen experienced severe problems after starting Ozempic: "I got shingles, Bell’s palsy, and Ramsay Hunt syndrome." These illnesses have left her with lasting balance problems. Karen’s case is rare but exhibits how the unexpected side effects of these drugs aren’t always as nice as the ones we’ve outlined above.
Most users still want the drugs despite the risks. Many can't get them due to high costs or lack of insurance. Some users even report hearing of people trying to artificially raise their A1C levels to qualify for the medication, highlighting the desperation. The FDA has had to issue warnings against fake Ozempic and other knock-off GLP-1 receptor agonists bought by those desperate for some of the positive benefits.
There have been attempts to transition the drug from injections to pills, and to reduce the number of shots from once a week to once a month.
One thing's clear: this new way to lose weight is here to stay. Consumer packaged goods must change or be left behind. At Listen Labs, we've talked to over 60 GLP-1 users and have 5,000 more ready to share their stories and test new products.
These medications do more than help people lose weight. They're changing how people interact with food, drink, and, ultimately, the world. This paradigm shift represents both a challenge and an unprecedented opportunity for CPG companies to fit into consumers’ changing lives.
Insights from thousands of users await. Visit our website to sign up.