SAN FRANCISCO — “Reformulate now or react later” was how Lu Ann Willams, co-founder and president of Innova Market Insights, summed up the future impact of GLP-1 medications on food and beverage.

Williams was participating in a panel at the Future FoodTech conference that took place March 19-20 that was discussing food regulations and MAHA. Several panelists noted that GLP-1 medications can help consumers achieve a core MAHA goal of reducing chronic diseases.

“I’m going to say GLP-1 and regulations are converging,” Williams said.

How that convergence may take shape remains to be seen, but speakers in several sessions at Future FoodTech said there was no denying GLP-1 medications would have an impact.

“GLP-1 usage went from 10% to 18% of consumers, but 34% now say they intend to use the medications,” Williams said. “And it’s already changing behavior. Of people on the medications, 45% say they eat more vegetables, 42% say they have smaller meals, 40% have more protein and 30% have more fiber.”

Florian Schattenmann, chief technology officer and vice president for innovation and research and development for Cargill, Minneapolis, sees consumer adoption of GLP-1s accelerating as oral applications become more available and as intellectual property protections run out and open the door for generic brands. He said he sees current innovation efforts focused on sugar reduction, calorie reduction and adding protein to products, but, in the future, he sees opportunities for more novel ingredients like proteins that have more functionality and can bring unique attributes to products.

A theme throughout Future FoodTech was that consumers are seeking healthier products and food companies have an opportunity to deliver those products through innovation.

“We’ve talked to consumers who are seeking healthier lifestyles and, a subset of them — a growing subset that is only going to get bigger — are people on GLP-1s,” said Tara Glasgow, chief science officer with PepsiCo, Inc., Purchase, NY. “And those consumers, we know what they need, right? They need more protein to help with muscle mass as they lose weight; they need fiber; and they need hydration.

“And, so, when we co-create with them we can take these opportunities. … Consumers are already there. We just need to meet them there.”

Source https://www.foodbusinessnews.net/articles/30043-riding-the-glp-1-wave