The following is a closer look at a trend called Appetite Adjustment from quench’s 2025 Food & Beverage Trends report. Visit the Trends page on the quench website to request a customized presentation of the report for your brand’s team.
There’s a quiet but powerful shift happening in how people eat—and it’s being driven by science.
As GLP-1 medications like Ozempic and Wegovy gain traction for weight management, consumers are rethinking their relationships with food. So appetite is no longer just about cravings or willpower—it’s being recalibrated by medicine. And that’s changing the game for the food and beverage industry.
People taking these medications often experience reduced hunger, which naturally leads to lower calorie consumption. But that doesn’t mean they’re disengaged from food. In fact, they’re becoming more intentional—seeking options that are nutritionally dense, protein-rich, functional, and low in sugar. It’s about getting more value—more satiety, more benefits, more health—from fewer bites.
This shift is already creating momentum for portion-controlled meals, better-for-you comfort foods, and meal-replacement innovations. Consumers are also gravitating toward products that help them maintain muscle mass, support digestion, and deliver steady energy—essentials when overall intake is lower.
Importantly, this isn’t just a trend for those on medication. The ripple effect is influencing broader attitudes toward mindful eating, weight management, and functional nutrition.
As this new wave of health-focused, medically aware consumers reshapes the market, brands that prioritize wellness, functionality, and smart satisfaction will stand out.
NEXT STEPS FOR BRANDS
Innovate with nutrient-dense, protein-forward, and portion-smart products that align with evolving health needs. Emphasize functionality—think muscle support, gut health, or blood sugar stability. Additionally, use transparent labeling and educate consumers on how your products fit into intentional, lower-intake lifestyles. It’s not about eating less—it’s about eating smarter.
