IFF shares outlook on GLP-1 consumers

Research reveals how F&B brands can lead innovation for millions facing sensory and nutritional challenges

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IFF has released a new report highlighting how the rapidly growing GLP-1 consumer market is reshaping the sensory experience and nutritional needs associated with eating and drinking.

"IFF is empowering our customers to lead the next wave of food and beverage innovations beyond traditional formulations, including helping GLP-1 consumers have choices they desire," said Erik Fyrwald, IFF CEO. "We aim to bring back the joy of eating and drinking by offering more healthy, great-tasting nutrition choices for all consumer segments, including GLP-1 users."

Disconnect on three levels

Despite the rapid rise in GLP-1 medication use, most food and beverage products fall short of meeting the needs of these consumers, or aligning with how they now experience food. IFF has identified a disconnect on three key levels:

Nutritional: GLP-1 users are eating less but require more from every bite and sip. They need nutrient-dense, smaller portions that efficiently deliver protein, fiber and hydration—without overwhelming flavors.