Food and drink manufacturers may need to develop smaller, simpler and less intensely flavoured products as weight-loss drugs reshape consumers’ tastes, according to new research.

A study by sensory and product-testing specialist MMR Research found that 77 per cent of people using GLP-1 medication said it had changed how they experienced food and drink, including creating aversions to certain flavours and textures.

The company surveyed 974 UK consumers who were currently taking, had previously taken or were considering GLP-1 medication.

Almost three in 10 current users reported changes in the taste of food. Among this group, 30 per cent had developed an aversion to very fatty products, while 29 per cent were put off by highly sugary foods.

Some 45 per cent of those who noticed taste changes said sweetness had become more intense, while one in five wanted to avoid certain textures.

The findings suggest manufacturers may need to reconsider the bold flavours, rich textures and high levels of sweetness traditionally used to make products more indulgent.

MMR Research chief ideas officer Andrew Wardlaw said: “For decades, big flavours and bold textures have been seen as the winning formula when it comes to food. But for GLP-1 users, stronger flavours can be unpleasantly overwhelming.

“To connect with them, brands might need to offer product experiences that feel balanced, controlled and easy to return to, or, in other words, make them simpler, smaller and plainer.”

However, Wardlaw warned that reformulating mainstream products to meet the preferences of GLP-1 users could risk alienating shoppers who are not taking the medication.

He said food businesses may therefore need to pursue more targeted innovation across their portfolios rather than attempting to create products that appeal equally to both groups.

“Rather than trying to find a Goldilocks compromise which satisfies no one fully, brands will probably need to think about more precise, targeted product development across their ranges,” he added.

Reduced cravings reshape product choices

Almost two-thirds of current GLP-1 users said their cravings had declined since taking the medication, potentially weakening the importance of immediate sensory satisfaction in purchasing decisions.

Wardlaw said: “What we’re potentially looking at here is the beginning of the end of craving, and so the drive to eat or drink something because it provides instant satisfaction will become far less important to consumers.

“In this next era, we will see people making more intentional choices, and it will be up to manufacturers to ensure their products are ‘worth it’ in terms of supporting nutritional or lifestyle goals.”

The changing habits could create opportunities for brands offering portion-controlled products, higher nutritional value and food designed around specific health or lifestyle objectives.

However, MMR said manufacturers would also need to consider how products could continue to deliver enjoyment and emotional rewards to consumers eating less frequently or in smaller quantities.

“Consumers may gain more control, but they can also lose some of the pleasure food and drink provides,” Wardlaw said.

“The brands that succeed will be the ones that understand this trade-off, finding ways to give some of that back in smaller, smarter ways.”

The research comes as access to GLP-1 medication broadens in the UK. Some 92 per cent of consumers considering the treatments said they would be more likely to try them if they were more affordable, accessible or carried fewer side effects.

MMR warned that any changes in consumer taste and texture preferences could therefore become a more significant challenge for food manufacturers as use of the drugs increases.

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