Demand for GLP-1 medications continues to accelerate and market forecasts suggest the category could approach $200 billion globally by 2030.
As adoption expands, food and beverage manufacturers are facing a structural shift in consumer behaviour rather than a passing wellness trend.
GLP-1 medications suppress appetite, slow gastric emptying and increase fullness, which means consumers often eat less and become more selective about what they consume.1
For many users, the shift is not only nutritional but sensory. Emerging industry research suggests that GLP-1 medications can alter taste perception, increasing sensitivity to sweetness, amplifying bitterness and making certain off-notes more noticeable, particularly in fortified products.
That matters because the industry is simultaneously moving toward higher-protein, more functional formulations in which bitterness, astringency and lingering sweetener notes are already difficult to manage.
The result is a clear formulation challenge: products must now deliver more nutrition in smaller portions without overwhelming consumers whose taste preferences may have changed.1
Chris Whiting, European Category Development Manager at Synergy Flavours, takes up the story.
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