IFF has identified ten emerging consumer occasions that could create new opportunities for food and beverage manufacturers as the use of GLP-1 medications grows
The ten occasions identified include protein-focused breakfasts, convenient snacks between meals, post-dose recovery, on-the-go nourishment and post-workout rewards. Others include planned indulgence, social dining, hydration, evening comfort and checking nutritional intake against daily goals.
IFF said the findings highlight the need for manufacturers to develop products around specific consumer needs, rather than focusing solely on reduced food consumption.
The report also identifies opportunities in hydration, introducing five need states for beverage development: Replenish, Maintain, Revitalise, Perform and Connect
“What GLP-1 users need from food and beverage products depends on the moment, and those needs can change many times throughout the day,” said Yuvraj Arora, president of IFF Taste. He added that successful products would need to balance nutrition, enjoyment and functionality.
The report also identifies opportunities in hydration, introducing five need states for beverage development: Replenish, Maintain, Revitalise, Perform and Connect. These reflect different consumer requirements, from everyday hydration to exercise and social occasions.
Mark Haupt, chief medical officer and vice-president of Health Sciences R&D at IFF Health & Biosciences, said consumers continued to seek products that supported their health goals without compromising enjoyment.
The research builds on IFF’s 2025 GLP-1 Consumer Opportunity Outlook. Developed with market research company InsightsNow, it draws on consumer research, analysis of snacking behaviours, more than 25,000 social media posts relating to GLP-1 use and snacking, and wider industry data.
The report is available to download from IFF HERE.
(image credit: IFF)
