The U.S. food industry is bracing for significant shifts in consumer behavior as newly approved appetite-suppressing GLP-1 tablets become available in January 2026. Analysts predict that packaged food manufacturers and fast-food chains may need to reformulate products to align with changing eating habits.
The FDA recently authorized Novo Nordisk’s oral Wegovy GLP-1 tablet, a move that sent shares of food companies lower. Unlike injections, the pill is expected to attract more users due to its lower cost and ease of use. Eli Lilly’s competing GLP-1 pill is anticipated to gain approval next year, further broadening access to the drug class.
According to Reuters, experts see oral GLP-1 medications as a “watershed moment,” likely to dramatically expand the market and increase usage among consumers.
Shifts in Consumer Preferences Pressure Food Companies
Food giants such as Conagra Brands and Nestlé have already adjusted to dietary changes spurred by GLP-1 injections, as consumers increasingly seek higher-protein items and smaller portion sizes. Analysts expect these trends to intensify with the broader adoption of GLP-1 tablets.
Companies are responding by promoting protein-rich foods, labeling products as “GLP-1 friendly,” and partnering with major retailers to market these offerings more effectively.
“We are seeing people cut back specifically on salty snacks, liquor, soda, and bakery items, while focusing more on protein and fiber,” said JP Frossard, a consumer food analyst at Rabobank. “Food companies and restaurants will need to cater to this growing audience.”
Andrew Rocco, a stock strategist at Zacks Investment Research, described Novo Nordisk’s tablet approval as “groundbreaking.” He noted that the oral version is more affordable than injectable Wegovy while offering similar weight-loss results. “High protein, smaller portions, and functional food innovation will be necessary,” Rocco said.
Data Shows Reduced Food Spending Among Users
The potential impact on consumer spending is significant. About 40% of American adults are overweight, with roughly 12% currently using GLP-1 medications, according to a recent KFF poll.
A Cornell University study of approximately 150,000 households found that those taking GLP-1 drugs spent 5.3% less at grocery stores and nearly 8% less at fast-food restaurants. When users stopped taking the medications, these savings largely disappeared, suggesting sustained usage of weight-loss drugs could have a wider effect.
“The decreases we observed are likely to appear across a much broader segment of the population with the rollout of these medications,” said Sylvia Hristakeva, a co-author of the study. She added that the lower cost and convenience of tablets may encourage longer-term adherence.
Industry Responds With Protein and Portion Adjustments
Even as research shows modest increases in spending on yogurt and fresh fruit, companies are proactively reformulating and marketing products to appeal to GLP-1 users.
Conagra, for instance, labels select Healthy Choice frozen meals as “GLP-1 friendly,” highlighting high protein and fiber content. A spokeswoman said these meals are selling faster than competitors’ products and that new recipes with the same labeling are planned for release in May, alongside partnerships with retailers such as Walmart and Kroger.
Danone reported double-digit growth in high-protein products, including Oikos Greek yogurt, which has gained popularity alongside GLP-1 use. Nestlé has also launched frozen meals under its Vital Pursuit brand tailored for GLP-1 users.
Restaurants are adjusting as well. Chipotle recently introduced a “High Protein Menu” featuring single cups of chicken or beef, while Olive Garden and Noodles & Company have rolled out smaller, lower-priced portions.
“These enhancements provide customers with options that satisfy without going overboard,” said Stephen Kennedy, marketing director at Noodles & Company, underscoring how GLP-1 medications are reshaping diets and the broader food sector.
