Fast-moving trends
Eating habits have changed. Now our food has to work harder.
Changes in how people eat tend to ripple quickly through the food system. That is exactly what is happening now.
Two in five people using GLP-1 therapies say they have changed how they eat
For many people, eating fewer times a day or finishing meals earlier becomes part of daily life.
According to Rebecca Replogle, nutrition scientist at Novonesis, this change places new demands on food itself.
“What we see very clearly is that people become more intentional,” she says. “They are more aware of what their body needs, and they expect food to deliver that.”
Data supports this observation. Many people using GLP-1 therapies actively adjust how they eat — not just in terms of quantity, but in the types of foods they choose. The underlying direction is consistent: higher expectations for food quality and nutritional value.
“When eating patterns change, every eating moment carries more weight,” Replogle explains. “That’s when nutrient density really comes into focus.”
Hear Health Science Expert Rebecca Replogle, PhD discuss nutrient density and why it’s important for people using GLP-1 therapies.
using GLP‑1 therapies say they have changed how they eat, alongside other lifestyle adjustments such as drinking more water and exercising.
Source: Innova Ozempic & UPF Survey (US), 2024
of food and beverage sales in the US to come from households using GLP-1 therapies.
Source: Circana, GLP-1 Food Industry Impact, 2025
From volume to nutritional value
Nutrient density — the amount of essential nutrition a food provides relative to its calories — has long been a concept used in nutrition science. What is new is how central it has become to consumer decision-making.
“Nutrient density has moved out of academic research and into everyday food choices,” says Replogle. “People are looking for straightforward ways to feel confident that what they eat supports their health.”
For those whose meals become smaller or less frequent, this becomes especially important. Feeling full sooner means meals may end earlier, while nutritional needs remain unchanged.
“People are often advised to make sure they still get protein, vitamins and minerals across the day,” she explains. “That naturally drives a focus on packing more nutrition into a smaller meal.”
As a result, food developers are increasingly designing products where protein, fiber and key micronutrients are built in from the start — not added on as secondary claims.
Why the gut microbiome matters too
The gut microbiome influences how food is digested, how nutrients are processed, and how signals related to fullness and metabolism move through the body. Despite this, it's often absent from public discussions around GLP-1s. Replogle explains:
The microbiome plays a critical role in how we process food. That’s one reason nutrient‑dense foods work best when they also support gut health.
Certain dietary fibers feed beneficial gut microbes, which in turn produce bioactive compounds (metabolites) that support digestion and communicate with other systems in the body. For people experiencing dietary change, maintaining digestive comfort becomes a key priority.
“That’s why we see sustained interest in fiber and probiotics,” Replogle explains. “People understand that if their gut doesn’t feel good, they don’t feel good.”
Rather than functioning independently, GLP-1-related changes interact with wider biological systems — including the gut microbiome — that influence overall wellbeing.
Hear Rebecca describe the connection between the microbiome and weight management — and what it means for GLP-1 users.
What "GLP-1-friendly" means in practice
As food makers begin to respond, the term “GLP-1-friendly” is appearing more frequently. Replogle is careful to ground its meaning in nutrition science rather than marketing labels.
“It’s not a defined or regulated term,” she says. “From a nutrition perspective, it comes back to nutrient density.”
In practical terms, this means foods that deliver protein, fiber and essential micronutrients without relying on excess sugar, salt or unnecessary calories — and that fit naturally into the way people eat today.
“It’s about designing foods that work with current eating patterns,” Replogle explains. “And that still feel enjoyable and accessible.”
Taste remains central
One assumption is that changing eating habits significantly alter taste preferences. Evidence suggests otherwise.
“Taste doesn’t suddenly become less important,” says Replogle. “People still come back to foods they enjoy.”
This creates a clear challenge for food producers. Increasing fiber, protein and whole-food ingredients can affect taste and texture if not handled carefully.
The opportunity is in integrating more nutrition while maintaining the eating experience people expect,” she says. “That’s what makes change stick.”
A wider shift in how food is designed
These developments extend beyond people using GLP-1 therapies. Awareness around satiety, nutrient density and digestive health is spreading more broadly, influencing how consumers think about food in general.
“Even people who are not using GLP-1 therapies are paying closer attention to how food supports fullness and overall health,” Replogle notes.
Taken together, this points to a broader shift in food development — one where everyday foods are asked to deliver more nutritional value, more efficiently and in ways that align with human biology.
“This isn’t about eating less,” Replogle says. “It’s about eating in a way that supports the whole system.”
Create a lifetime of potential
Women’s health is a journey, and the microbiome is an essential part of the story. Learn more about the microbiome and women’s health and discover how small changes can lead to big benefits.
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