A new study led by researchers at the Arkansas Agricultural Experiment Station has found that the popular class of weight-loss drugs known as GLP-1 agonists—including Mounjaro, Ozempic, and Wegovy—is reshaping the way people eat.
As more Americans use these medications, their food preferences and eating habits are shifting significantly, prompting food and beverage companies to rethink their marketing and product strategies.
The findings, published in the journal Food Quality and Preference, offer one of the first comprehensive looks at how these drugs affect not only weight but also day-to-day food choices.
According to Brandon McFadden, the study’s senior author and a professor at the University of Arkansas, the effects of GLP-1s are rippling far beyond individual health—they’re influencing stock prices, product launches, and the entire packaged food industry.
“We’ve already seen stock prices for food companies dip, while pharmaceutical companies producing these drugs are seeing their values go up,” McFadden said.
In response, some food companies are shifting strategies to appeal to this growing consumer base. For example, Smoothie King now features a menu section specifically designed for GLP-1 users, and other brands are releasing meal bars marketed directly to those taking the drugs.
GLP-1 drugs—short for glucagon-like peptide-1 agonists—were originally developed to help people with type 2 diabetes manage their blood sugar. But by mimicking the effects of a natural hormone that regulates appetite and insulin, these medications also reduce hunger and food cravings.
Randomized trials have shown that GLP-1s can lead to weight loss of 15% or more. Between 2020 and 2022, the use of GLP-1s skyrocketed by 300%, and tens of thousands of new users are estimated to begin these treatments each week.
Given that over 40% of Americans are classified as obese and another 31% are overweight, the market for GLP-1s is massive. Anyone with a body mass index (BMI) over 30, or over 27 with a related health condition like high blood pressure or diabetes, may qualify for a prescription.
To better understand how these drugs affect eating behavior, the researchers surveyed nearly 2,000 people, including current users, former users, those planning to start, and those with no plans to take the drugs.
The results show that GLP-1 users across all groups report eating less—especially processed foods, soda, refined grains, and beef. About 70% said they had cut back on processed foods, while 50% said they drank less soda and ate less beef.
Surprisingly, many users still desire these foods even if they no longer consume them as much. That means the medication is affecting behavior more than taste preferences. Only a few food categories saw increased consumption, including fruits, leafy greens, and water.
Foods like chicken, fish, eggs, coffee, plant-based milk, and whole grains showed smaller declines in consumption, suggesting they’re still widely accepted among users.
Lead author Andrew Dilley, a graduate student at the University of Arkansas, says these shifts in consumer behavior are crucial for the food industry to understand. As interest in GLP-1s grows, companies that rely heavily on processed or high-calorie products could face declining demand, while those selling fresh, whole foods may find new opportunities.
Co-author Jayson Lusk, a professor and vice president at Oklahoma State University, agrees. “If GLP-1 adoption keeps growing, the entire food landscape will need to adapt,” he said. “There’s a clear signal that demand for fruits and vegetables may increase, while highly processed items may fall out of favor.”
The study also hints at broader impacts, including how GLP-1 users might benefit from targeted food and lifestyle guidance. McFadden says that companies and health professionals could use this data to shape marketing messages, develop new products, and improve nutritional advice tailored to people on GLP-1 treatments.
Looking ahead, the researchers are planning a follow-up study to explore the side effects of these drugs, based on reports from current users. As GLP-1s continue to gain popularity, this line of research could help not just reshape diets—but the entire health and food industries.
If you care about nutrition, please read studies that vitamin D can help reduce inflammation, and vitamin K may lower your heart disease risk by a third.
For more information about nutrition, please see recent studies about foods that could sharp your brain, and results showing cooking food in this way may raise your risk of blindness.
The research findings can be found in Food Quality and Preference.
Copyright © 2025 Knowridge Science Report. All rights reserved.
