GLP-1 weight loss drugs' effect on food and drink choices

A recent US study conducted by the Arkansas Agricultural Experiment Station found that weight loss drugs — known as Glucagon-like peptide-1 agonists (GLP-1s) — lead to new food and drink consumption patterns, which underscore observed changes in food and beverage marketing.

While previous consumer behaviour studies have shown GLP-1s caused lower preference for high-fat foods and promoted weight loss, there has been limited information on how it influenced food preferences and consumption behaviour across different food categories.

For the study, the researchers surveyed a selection of current, previous and potential consumers of GLP-1s in the US to better understand how taking these medications affects food choices.

Consumed less, yet still desired

The study found that current and previous users of GLP-1s reported reduced consumption of most foods and beverages. The proportion of respondents reporting less consumption of processed foods was about 70% more than of those who reported consuming more.

Similarly, there were about 50% more respondents who reported consuming less soft drink, refined grains and beef than those who reported consuming more of those foods. There were also reductions in the consumption of starchy vegetables, pork, alcohol, fruit juice and dairy milk.

Chicken, coffee, fish and seafood, nuts, eggs, plant-based meat, whole grains and plant-based milk also saw a relatively smaller dip in consumption, ranging from 10–25% of respondents reporting decreases in consumption compared to increases.

Despite the declines, GLP-1 users reported a continued desire to consume processed foods, soft drinks, refined grains and beef.

Only fruits, leafy greens and water showed an overall increase in consumption.

“These results highlight how a GLP-1 might increase consumption of options like fruit and water, even though those taking a GLP-1 desire them less than others,” the study noted.

Andrew Dilley, a Bumpers College graduate student in the agricultural economics and agribusiness department, was the lead author of the study with Brandon McFadden, professor and Tyson Endowed Chair in Food Policy Economics and the Dale Bumpers College of Agricultural, Food and Life Sciences, as his adviser.

Co-authors included Saroj Adhikari and Pratikshya Silwal, agricultural economics and agribusiness department post-doctoral researchers, and Jayson Lusk, professor, vice president and dean of Oklahoma State University’s Division of Agricultural Sciences and Natural Resources.

“Our study shows that adoption of GLP-1 agonists changes both the amount and types of food people eat,” Lusk said. “These results have important implications for the food industry. If adoption of GLP-1s continues to increase, food companies will be challenged as demand for processed foods falls, but will have opportunities as demand for fruits and vegetables increases.”

McFadden said the results of the study could help guide the development of targeted communication strategies, enhance product positioning and help design complementary lifestyle recommendations for patients using GLP-1 treatments. A follow-up study is being conducted to gauge side effects reported by those taking GLP-1s.

“We’ve already seen a shift in how food companies market their products,” McFadden said.

McFadden noted a couple of examples such as one food manufacturer releasing a “meal-in-one” bar marketed to GLP-1 users and Smoothie King creating a menu section dedicated to “GLP-1 support”.

The journal Food Quality and Preference published the study in March under the title ‘Characteristics and food consumption for current, previous, and potential consumers of GPL-1s’.

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