Adapting to the Rise of GLP-1s

By: Away From Home (www.smuckerawayfromhome.com)

WHAT ARE GLP-1S?

GLP-1 medications—such as Ozempic, Wegovy, and Mounjaro—belong to a class of drugs called glucagon-like peptide-1 receptor agonists. This just means they mimick the GLP-1 hormone in the body to suppress appetite and make you feel full quicker.1

WHO ARE GLP-1 USERS?

Adoption of GLP-1 drugs has been rapid and widespread. Originally launched to treat Type-II diabetes, now more than half of users say weight loss is the primary reason for taking them.2

While cost remains a barrier, GLP-1 users can be found at all income levels, age groups and household sizes—resulting in a broad and diverse user base.3

HOW ARE GLP-1S IMPACTING FOODSERVICE?

While it’s obvious these widespread appetite-suppressing drugs affect the foodservice industry, the nuances between grocery and dining decisions look better for foodservice, at least in the short term.

In retail, GLP-1 users are…

In foodservice, GLP-1 users are…

HOW DO YOU CATER TO GLP-1 USERS?

Here are five ways to maintain appeal in the GLP-1 era:

1. Emphasize Portion Flexibility

Offer half portions, shareables, and mix-and-match options. This allows guests to right-size their meals without feeling like they’re paying the same for less.

2. Spotlight Nutrients

Showcase meals with meaningful levels of protein, fiber, and essential vitamins. Clear, simple language resonates more than technical health claims.

Craveable Protein: Delicious protein-forward options are in demand, and Smucker’s Uncrustables^® sandwiches are the conveniently portioned option they want to take with them on the go.

Consider adding Jif^® peanut butter to snacks, dips and desserts as a high-protein, nutrient-dense ingredient. let's swap for UNCR for an easy grab n go as well as craveable protein, conveniently portioned

3. Keep It Premium

Smaller portions don’t have to mean lower check averages. Use premium ingredients to signal quality and justify price points, even in smaller portions.

Signal Quality: When serving smaller portions with a premium price point, quality, brand-name ingredients can help justify pricing.

4. New Comfort Alternatives

As demand for fries and desserts wanes, innovate with nutrient-dense alternatives. Think roasted vegetables, ancient grains, or protein-packed salads.

5. Cater with Care

Consumers don’t want to feel singled out. Instead, follow the majority GLP-1-friendly options out there3 and don’t call them out.3 Instead, seamlessly integrate them into the menu so they appeal broadly while still meeting users’ needs.

Remember: GLP-1s represent a shift in consumer behavior, not a collapse of foodservice demand. While they will continue to affect how much and what people eat, restaurants remain a space for both nourishment and indulgence. There’s still much that remains regarding the future of GLP-1s and their impact on the industry in the long-term (i.e. regulatory approvals, insurance coverage, and pricing dynamics). Today, operators who proactively adapt their menus through portion flexibility, nutrient-dense offerings and premium positioning can turn this shift into a loyalty-building opportunity.

¹ Circana Webinar, The Ripple Effects of GLP-1s, Today and In the Future (Updated July 2025)