RESEARCH
GLP-1
The Juice Bar Is Becoming America's Functional Food Destination
For much of the conversation around GLP-1s, there’s been an assumption that food simply becomes less appealing. Flavour fades, cravings disappear and appetite drops because nothing tastes quite as good anymore.
New research from Ideally suggests something different. In a dedicated study of 207 current and former American GLP-1 users, 34% say food tastes more intense since starting treatment, compared with 20% who say it has become duller. Another 45% notice no change at all.
And sweetness is where the shift becomes particularly pronounced. A third of users say sweet foods now taste stronger, rising to 55% among 25-to-34-year-olds.
For food and beverage brands, changing appetites may only be part of the GLP-1 story. Changing palates could influence everything from sweetness and seasoning to portion size and product development.
This report breaks down what that means for the category.
New research from Ideally suggests something different. In a dedicated study of 207 current and former American GLP-1 users, 34% say food tastes more intense since starting treatment, compared with 20% who say it has become duller. Another 45% notice no change at all.
And sweetness is where the shift becomes particularly pronounced. A third of users say sweet foods now taste stronger, rising to 55% among 25-to-34-year-olds.
For food and beverage brands, changing appetites may only be part of the GLP-1 story. Changing palates could influence everything from sweetness and seasoning to portion size and product development.
This report breaks down what that means for the category.
INSIDE THE REPORT
- Value still leads, but nutrition is closing the gap: taste (45%), overall nutrition (32%), natural ingredients (31%), lower sugar and protein (both 28%) are all rising priorities.
- The generational tilt: 18 to 24 year olds over-index on nutrition (41%) while Millennials lead on protein (34%).
- Why GLP-1 users are ignoring price-led promotions and BOGO offers, and what they're choosing instead.
- Health beats indulgence: the juice bar occasion is now a healthy snack, nourishment and an on-the-go fuel stop before it's a treat.
- The two consumer mindsets brands need to serve at once, with commentary from Nékter Juice Bar CMO Corry Reid
