One in three Australians are snacking less, and GLP-1s are accelerating the shift

New research finds one in three Australians are snacking less than a year ago, and GLP-1s are speeding up the shift.

Written by

Ideally

Australia’s snack category has spent decades competing for one more bite. New research from Ideally suggests that opportunity is getting smaller.

One in three Australians (33%) say they’re snacking less often than they were a year ago, compared with 17% who are snacking more.Among Australians currently taking a GLP-1, the shift is far more pronounced.

Almost three quarters (73%) snack less often than before, while 58% are buying fewer sweet snacks, making them the most-cut category in the GLP-1 grocery basket.

Protein is taking a bigger share of a smaller appetite

As snacking declines, spending is shifting towards foods that deliver more nutrition and satiety.

Almost half of GLP-1 users (48%) are buying more high-protein foods, while 40% are buying more fresh fruit and vegetables, protein bars and shakes, and yoghurt.

“Grocery baskets were already shifting towards protein and lower sugar before GLP-1s arrived. What we’re seeing now is that trend accelerating. This is an existing shift gathering pace.”

Lucy Travaglia

Head of Research at Ideally


The implications extend beyond today’s users. While 7% of Australians currently take a GLP-1, another 14% would consider taking one and 6% of former users would consider returning. Together, that puts 27% of Australian adults within the current or potential GLP-1 audience.

Smaller appetites are changing the value equation

The shift also reaches beyond what consumers buy.

Six in ten GLP-1 users (61%) say their total food and drink spend has decreased, while 31% now place greater importance on portion-controlled packs.

For snack brands, the challenge is increasingly about earning a place within fewer eating occasions. Protein, nutrition, portion size and satiety are becoming stronger signals of value as consumers become more selective about what they eat.

Inside this report:

  • The appetite fingerprint: why one in three Australians have eaten less sugar in the past year

  • What GLP-1 users are buying more of, from protein and fresh produce to smaller portions

  • Why 61% of users say their food and drink spend has fallen, and what that means for value

  • How portion control is becoming more important to GLP-1 consumers

  • Where snack brands can respond and how to test emerging opportunities

About this research:

Ideally surveyed 531 Australian adults in July 2026, weighted to national population benchmarks.

Protein is taking a bigger share of a smaller appetite

As snacking declines, spending is shifting towards foods that deliver more nutrition and satiety.

Almost half of GLP-1 users (48%) are buying more high-protein foods, while 40% are buying more fresh fruit and vegetables, protein bars and shakes, and yoghurt.

“Grocery baskets were already shifting towards protein and lower sugar before GLP-1s arrived. What we’re seeing now is that trend accelerating. This is an existing shift gathering pace.”

Lucy Travaglia

Head of Research at Ideally


The implications extend beyond today’s users. While 7% of Australians currently take a GLP-1, another 14% would consider taking one and 6% of former users would consider returning. Together, that puts 27% of Australian adults within the current or potential GLP-1 audience.

Smaller appetites are changing the value equation

The shift also reaches beyond what consumers buy.

Six in ten GLP-1 users (61%) say their total food and drink spend has decreased, while 31% now place greater importance on portion-controlled packs.

For snack brands, the challenge is increasingly about earning a place within fewer eating occasions. Protein, nutrition, portion size and satiety are becoming stronger signals of value as consumers become more selective about what they eat.

Inside this report:

  • The appetite fingerprint: why one in three Australians have eaten less sugar in the past year

  • What GLP-1 users are buying more of, from protein and fresh produce to smaller portions

  • Why 61% of users say their food and drink spend has fallen, and what that means for value

  • How portion control is becoming more important to GLP-1 consumers

  • Where snack brands can respond and how to test emerging opportunities

About this research:

Ideally surveyed 531 Australian adults in July 2026, weighted to national population benchmarks.

Australia’s snack category has spent decades competing for one more bite. New research from Ideally suggests that opportunity is getting smaller.

One in three Australians (33%) say they’re snacking less often than they were a year ago, compared with 17% who are snacking more.Among Australians currently taking a GLP-1, the shift is far more pronounced.

Almost three quarters (73%) snack less often than before, while 58% are buying fewer sweet snacks, making them the most-cut category in the GLP-1 grocery basket.

Australia’s snack category has spent decades competing for one more bite. New research from Ideally suggests that opportunity is getting smaller.

One in three Australians (33%) say they’re snacking less often than they were a year ago, compared with 17% who are snacking more.Among Australians currently taking a GLP-1, the shift is far more pronounced.

Almost three quarters (73%) snack less often than before, while 58% are buying fewer sweet snacks, making them the most-cut category in the GLP-1 grocery basket.

Download the full report:

Download the full report:

Download the full report:

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