The GLP-1 Revolution: How To Succeed As A CPG Brand In An Ozempic World

Written by The VEGPRENEUR Team

The rapid rise of GLP-1 drugs like Ozempic and Wegovy is reshaping how Americans eat, shop, and think about wellness — creating both disruption and opportunity for food and beverage brands, especially in the plant-based space.

The rise of GLP-1 medications such as Ozempic, Wegovy, and Mounjaro is creating a seismic shift across the food and beverage industry.

Once prescribed mainly for type 2 diabetes, these drugs are now used by millions seeking rapid weight loss — and they’re transforming what, when, and why consumers eat.
According to NielsenIQ’s October 2025 ECRM session, GLP-1 users are redefining demand, shopping patterns, and category growth in ways that will ripple through the entire CPG ecosystem.

A New Consumer Mindset

The research shows weight loss has surpassed diabetes as the top reason Americans are taking GLP-1 drugs. Nearly 70% of new users take them primarily for weight loss, and most are women, particularly those without diabetes.

These medications reduce appetite and alter taste perception, leading users to consume fewer calories and smaller portions.
But while overall consumption drops, spending patterns evolve.

GLP-1 users make 7.7% more trips to stores than non-users, especially in convenience and dollar channels; seek high-protein, hydration, and gut-health products; and become more intentional shoppers focusing on clean-label, low-sugar, and nutrient-dense items.

Categories Feeling the Impact

As GLP-1 usage rises, several trends are emerging:
- Declines in snacking and sugary beverages.
- Protein and muscle-health products are booming.
- Hydration and digestive wellness categories are seeing outsized growth.
- Personal-care spillover into supplements for nausea, GI issues, and skin/hair support.

Broader Cultural and Regulatory Shifts

Beyond GLP-1s, NielsenIQ highlights major crosscurrents shaping food culture: growing regulatory scrutiny of ultra-processed foods and additives, consumer backlash against artificial ingredients, and a surge in “Better For You / Better For the Planet” product claims, from non-GMO and plant-based to eco-friendly and fair trade.

Together, these forces are accelerating a transition toward more conscious consumption — even as inflation and upcoming SNAP cuts challenge affordability for vulnerable shoppers.

What It Means for Plant-Based Brands

Plant-based products sit at the crossroads of this transformation. On one hand, GLP-1 users are cutting back on overall intake. On the other hand, their new priorities — clean ingredients, protein density, and functional benefits — align naturally with plant-based innovation.

Opportunities

1. Protein with Purpose — Develop high-protein, low-calorie plant-based options that support satiety and muscle maintenance.
2. Gut Health and Digestive Comfort — Offer fiber-balanced, probiotic-fortified, or easily digestible plant-based foods.
3. Functional Hydration and Recovery — Create hydration powders, electrolyte beverages, or adaptogenic teas using plant-based ingredients.
4. Clean Label Confidence — Emphasize non-GMO, allergen-free, and additive-free credentials to build trust.
5. Premium Indulgence in Small Formats — Smaller portions, high-quality treats meet the “fewer but better” mindset.

Risks to Watch

- Reduced volume purchases as consumers eat less.
- Channel shifts favoring convenience and dollar stores.
- Heightened price sensitivity amid SNAP benefit cuts.

Advice for Founders and Marketers

- Track the “GLP-1 Shopper” as a psychographic segment representing a new wellness mindset.
- Invest in clinical credibility and education on plant-based nutrition.
- Build partnerships with healthcare and fitness ecosystems.
- Prepare for personalization and precision nutrition.

The Bottom Line

GLP-1 medications are more than a medical trend — they’re reshaping food culture, accelerating a pivot toward nutrient density, functional benefits, and conscious indulgence.

For plant-based founders, this is not a threat but a call to evolve: align with consumers’ changing biology, values, and buying behavior.
The brands that adapt now will not just ride the GLP-1 wave — they’ll define the next era of better-for-you eating.