IFF has identified ten changing food and drink occasions among consumers using GLP-1 medications, highlighting implications for manufacturers developing products around smaller portions, nutrition and sensory appeal.
The findings appear in the company’s *GLP-1 Consumer Moments of Opportunity* report, published on 27 October 2026. Rather than focusing solely on reduced appetite, the research examines how product preferences can change throughout the day, from breakfast and workplace snacking to exercise recovery and social meals.
Yuvraj Arora, president of IFF Taste, said consumers’ needs may change several times in a day, making the balance between nutrition, functionality and enjoyment important.
Ten moments across the day
IFF’s framework includes a ‘Protein-First Wake-Up’, ‘Midday Bridge’ and ‘Post-Workout Reward’, reflecting demand for convenient nourishment and suitable nutritional profiles. Its ‘Post-Dose Recovery Window’ considers consumers who experience discomfort or greater sensitivity to flavours around medication dosing, potentially favouring milder tastes and accessible formats.
Other occasions cover portable food, planned indulgence, evening comfort and nutritional intake checks. A ‘Social Table Moment’ highlights the importance of flexible serving sizes and familiar flavours, while a ‘Compliance Snack’ reflects interest in options aligned with personal nutrition goals.
IFF also outlines a beverage framework called ‘Hydration Plus’, organised around five need states: Replenish, Maintain, Revitalize, Perform and Connect. This suggests developers may need to look beyond basic hydration when assessing formulations and drinking occasions.
Implications for product development
The research was produced with consumer insights company InsightsNow, drawing on proprietary research involving GLP-1 users, snacking behaviour analysis, secondary industry data and a review of more than 25,000 related social media posts. The project also used InsightsNow’s Claira behavioural intelligence platform.
For food manufacturers, the findings suggest potential demand for smaller portions that maintain nutritional value without compromising texture or enjoyment. Beverage developers may also find opportunities in formats designed for differing daily needs, although preferences will vary between consumers.
The report follows IFF’s 2025 *GLP-1 Consumer Opportunity Outlook* and offers manufacturers a framework for deciding which occasions merit further consumer testing and product development.
