The way people interact with products is undergoing a radical transformation, and it’s happening faster than most brands are prepared for. From the viral influence of TikTok to the rise of GLP-1 weight-loss medications like Ozempic, the food and beverage industry is at a turning point – and impulsive behaviours are under pressure. Snacking and alcohol consumption, in particular, are likely to be affected, with growing evidence that GLP-1 users show little interest in snacking, consuming alcohol, or even eating between meals.
This was one of the key messages from ‘The 2025 Show’, a virtual event hosted by MMR Research, where top industry voices unpacked what’s coming next for brands and product innovation.
The GLP-1 effect? Going after experimentalism will be key
Host, Andrew Wardlaw, Chief Ideas Officer at MMR Research, echoed the latest science, indicating that GLP-1 medications appear to work in two ways: physically, by lowering blood sugar, delaying gastric emptying, and in some cases, creating feelings of nausea. And neurologically, by interfering with the brain’s reward systems. “In effect, GLP-1 medications are shutting down desire,” Wardlaw said.
Several real-world consumer experiences were aired on the show, where users shared stories of dramatic reductions in daily cravings. In an interview with Lori Herman, insights leader at Mondelez, North America, acknowledged the impact of GLP-1 medications on the food and beverage. She said, “You need to eat a lot of protein apparently when you are utilising this medication, and I feel like that’s going to benefit brands that are inherently protein-rich. I think we will see the emergence of even more protein-rich snacks come into the market as a result.”
Lori continued: “So, I do think it will impact the types of products we are seeing as it potentially becomes a little bit more mainstream.”
With the food and beverage industry at risk from the rising incidence of GLP-1 households, Wardlaw highlighted the importance of maximising curiosity at the shelf to mitigate the effects of this unprecedented assault on impulsive behaviour.
Why ‘discovery’ can save the CPG sector
Pointing to recent research by MMR Research across key economic regions, Wardlaw urged manufacturers to escalate innovation that champions new flavours, new pack formats, extreme and unexpected sensory profiles, and product experiences that have the potential to go viral.
As part of this research, the company’s social scraping unit revealed a considerable uptick in online conversations involving discovery. “We know that conversations about new and novel experiences are rising dramatically – up 23% in posts involving food and drink in the last 12 months, for example”, Wardlaw claimed.
Interactions with over 3000 consumers showed that people are interested in discovering new products and experiences to break the monotony of everyday life, adding daily glimmers – often FOMO fueled by platforms such as TikTok. Moreover, new and novel product experiences have a role in supporting people’s assessments of personal growth.
Mondelez’s Lori also acknowledged the rise of a more experimental consumer: “Consumers are experimenting a lot. You go to Costco, and you go on that treasure hunt, and you know people are purchasing large quantities of products they’ve never tried before.”
Wardlaw added: “As cravings come under attack, my advice is that manufacturers must go all-out to appeal to people’s curiosity, and desire to discover something new. Increasing curiosity will be central to maintaining an impulsive dynamic with GLP-1 users, and the wider shopper base.”
Rethinking Reward: What Really Drives Food Choices Now?
Beyond curiosity, Wardlaw also revealed empirical research by Professor David Thomson, Founder of MMR Research, that enables manufacturers to reduce their dependence on immediate sensory gratification in the way they develop and test new products.
The research underlines the vital role of emotional connections that go beyond liking in determining consumers’ adoption of brands and products.
Wardlaw concluded: “Beyond industry yardsticks such as ‘liking’ and ‘overall appeal’ lies a complex network of emotional needs. We know that people are often drawn to brands and products because they make them feel adventurous, socially connected, discerning, and so on. These motivations have little to do with ‘liking’ and everything to do with identity and aspiration. Increasing our efforts on building superior emotional outcomes will help manufacturers mitigate the risks that GLP-1.”
“We think brands can still market irresistible products, but via a different kind of reward system.”
NAM Implications:
- Curiosity coupled with the willingness and ability to afford curiosity satisfaction…
- …within a cost-of-living context?
- Hopefully this amounts to a market segment of sufficient size and accessibility…
- …to warrant the necessary education.
