Appetite-suppressing drugs shake US$12b snack market

THE rise of GLP-1 appetite-suppressing drugs is prompting a significant shift in global snacking habits, with analysts at EY-Parthenon estimating that up to $12 billion in snack sales could be lost over the next decade as consumers adjust their diets.

Reuters, on Thursday, reported GLP-1 drugs, primarily prescribed for diabetes and weight management, have more than doubled in adoption in the 12 months to December, with roughly 20 per cent of U.S. households now including at least one user, according to PwC.

Users reportedly consume 40 per cent fewer calories on average, with dessert intake down 84 per cent, alcohol consumption reduced by a third, and fresh produce consumption rising by more than 70 per cent.

Family grocery baskets are 4 to 6 per cent smaller, with single-person households seeing declines of up to 9 per cent.

Peter ter Kulve, chief executive of Magnum Ice Cream, observed that while GLP-1 users still enjoy treats, they show “a stark reduction of mindless munching and binge eating.”

Global food and beverage companies are responding by reformulating products, shortening ingredient lists, and offering smaller pack sizes.

PepsiCo has launched its "Simply NKD" line and is revamping products such as Lay’s and Gatorade to remove artificial colours.

The company is also testing mini-meal options with its Sabra and Siete brands in the United States, CEO Ramon Laguarta said at the Consumer Analyst Group of New York conference.

“I think there are more opportunities than threats, but there are both,” Laguarta added on a post-earnings call earlier this month.

Meanwhile, Coca-Cola has increased production of its protein-infused Fairlife milk, and General Mills introduced higher-protein Cheerios in December 2024 to compete in the breakfast category.

General Mills CEO Jeffrey Harmening said the trend is reshaping consumption patterns: “We expect GLP-1 and other anti-obesity drugs to have a lasting influence in the food and nutrition landscape, nudging some consumers towards smaller portions and more nutrient-dense protein and fiber-forward foods.”

Smaller companies are also seizing the opportunity. Snap Kitchen, a private meal provider in Austin, has expanded its menu to include higher-fibre, protein-rich and satiety-promoting products. CEO Mitchell Raisch said: “The GLP-1 opportunity has sharpened our focus and accelerated our pipeline.”

Conagra Brands is investing in portion-controlled, protein-forward snacks such as Slim Jim meat sticks and nuts, reflecting a broader industry pivot toward nutrient-dense and convenience foods, particularly among Gen Z and millennial consumers.

Ali Furman, PwC U.S. consumer markets leader, noted that the market is only beginning to understand the wider implications of GLP-1 adoption. “We’re just starting to scratch the surface on the ripple effects of this type of physiological disruption,” she said.

As more consumers embrace appetite-suppressing drugs, food companies worldwide are recalibrating their portfolios, focusing on smaller portions, simpler ingredients, and healthier options to meet evolving demand. - February 19, 2026