Restaurants Shift to Healthier Options to Cater to GLP-1 Users

The growing popularity of GLP-1 drugs, which are now a top choice for weight loss and diabetes management, is reshaping the food and beverage industry. As more Americans adopt these medications, restaurants and food companies are facing a critical crossroads: either risk declining sales or adapt to the preferences of a new generation of health-conscious consumers. The U.S. is on the cusp of a major shift, with 18% of adults already on GLP-1 treatments and projections showing this number could reach 30 million by 2030. This trend is driving a renaissance in healthy eating, as food businesses scramble to reposition their offerings to meet the needs of a market that’s increasingly focused on low-calorie, high-protein, and high-fiber options.

The Rising Influence of GLP-1 Drugs on the Food Industry

A Surge in Medication Use and Market Implications

GLP-1 agonists, such as Ozempic, Zepbound, and Wegovy, have become a household name in the U.S., with a 2025 KFF poll revealing that 12.5% of adults are currently using these drugs. The market is expected to grow rapidly, with J.P. Morgan predicting 30 million users by 2030. This surge in medication use is not just a health trend but a major economic force, with estimates suggesting the food and beverage industry could lose $30 billion to $55 billion in annual sales by 2030. The impact is most pronounced in the restaurant and snack sectors, where GLP-1 users are reported to consume 21% fewer calories and spend 30% less on groceries, according to KPMG. This shift in consumer behavior is forcing food companies to rethink their strategies, as the demand for low-calorie, high-protein, and high-fiber options is on the rise.

Economic and Consumer Behavior Shifts

The economic consequences of this shift are significant. A 2024 EY-Parthenon survey found that 70% of GLP-1 users are snacking less, with a 45% drop in restaurant visits for some categories. This is particularly evident in the dinner and fast-casual sectors, where sales have already declined by 6% for regular users. The impact is not uniform, with breakfast and lunch showing more resilience, but the overall trend is clear: the food industry is under pressure to adapt. As J.P. Morgan notes, the shift is not just about sales; it’s about redefining the entire value proposition of food. For restaurants, this means a need to re-evaluate portion sizes, menu items, and even beverage choices, as GLP-1 users are more likely to opt for low-sugar, high-protein, and high-fiber options.

Adapting to the Rise of GLP-1 Users in the Restaurant Sector

Strategic Menu Reforms and Consumer Preferences

In response to the GLP-1 trend, food companies are redefining their menus to align with the preferences of a new segment of health-conscious consumers. This includes a focus on protein, fiber, and hydration, as these elements are critical for users of GLP-1 drugs, which can cause side effects like nausea and headaches. For example, restaurant chains like Chipotle and Olive Garden have already introduced protein-rich options, while fast-casual brands like McDonald’s and Taco Bell are adjusting their menus to include more high-protein, low-sugar items. The key is to create a menu that not only meets the dietary needs of GLP-1 users but also maintains the brand’s identity. As one industry expert, Don K. Johnson, notes, the goal is to “reposition brands to focus on what consumers want: less sugar, higher protein, and a focus on fiber.”

Innovations in Product and Service Offerings

The food and beverage industry is also seeing a wave of innovation, with companies like Nestlé and PepsiCo leading the charge. Nestlé’s new line of “GLP-1 friendly” frozen foods, which were initially not labeled as such, have been rebranded to highlight their health benefits, leading to a sales boost. Similarly, PepsiCo has introduced protein-packed Doritos, relaunched Gatorade, and introduced fiber-rich versions of SunChips and Smartfood popcorn. These changes are not just about appealing to GLP-1 users; they are part of a broader strategy to modernize the brand and attract health-conscious consumers. As PepsiCo CEO Ramon Laguarta stated, “There are more opportunities than threats, but there are both.”

The Impact on Restaurant Sales and Consumer Behavior

Changes in Snacking and Dining Habits

The impact of GLP-1 drugs on restaurant sales is most visible in the snacking and dinner markets. A 2024 EY-Parthenon survey found that 70% of GLP-1 users are snacking less, with a 45% drop in restaurant visits for some categories. This is particularly true for fast-casual and full-service restaurants, where the shift to healthier options is more pronounced. For example, the dinner market has seen a 6% decline in traffic for regular users, with a 0.4% drop in overall sales. This is not just a matter of portion size; it’s a change in the way people eat. As Dana Baggett, an expert in restaurant client strategy, notes, “Lunch hasn’t been impacted, but breakfast has taken a hit, especially from high-income users who represent a bigger percentage of current patients.”

The Role of Hydration and Beverage Choices

Hydration is another key factor in the GLP-1 user’s diet, as these drugs can cause side effects like nausea and headaches. This has led to a shift in beverage choices, with consumers opting for more water, plant-based milks, and low-sugar options. For example, the “water is the new wine” trend is being embraced by restaurant chains, with some even offering free water refills to customers. This is a strategic move, as it not only aligns with the health needs of GLP-1 users but also helps to reduce the sales of sugary drinks, which are a major source of revenue for many restaurants. As one industry expert, Russell Weiner, the CEO of Domino’s, said, “Dinner is a sharing occasion, so perhaps that’s why we’re not seeing any impact, but we’re going to continue to watch it.”

Strategic Adjustments by Food Companies to Cater to Health-Conscious Consumers

Repositioning Brands for a Healthier Future

The food and beverage industry is not just adapting to the GLP-1 trend; it’s redefining its entire value proposition. For example, Darden Restaurants, which owns Olive Garden, has introduced a “Lighter Portions” menu, downsizing some of its classic entrees to appeal to a broader audience. This is a calculated move, as it not only benefits GLP-1 users but also caters to a growing market of health-conscious consumers. Similarly, Chipotle has introduced grab-and-go protein cups, a product that is not just a response to the GLP-1 trend but also a part of a broader strategy to modernize its menu. As Darden CEO Rick Cardenas said, “It just so happens to benefit the consumers that might want smaller portions that are on GLP-1 medications, and we have a lot of options like that in all of our menus.”

The Broader Implications for the Food Industry

The long-term implications of the GLP-1 trend are still being played out, but the message is clear: the food and beverage industry is on the cusp of a major transformation. As the U.S. population of GLP-1 users grows, the industry will need to continue adapting to meet the changing needs of consumers. This is not just about sales; it’s about redefining the entire value chain. For example, the shift to high-protein, high-fiber, and low-sugar options is not just a response to the GLP-1 trend; it’s a reflection of a broader movement toward healthier eating. As EY-Parthenon’s Don K. Johnson said, “This is an amazing opportunity for brands to start repositioning themselves and focusing on what consumers want: less sugar, higher protein, and that focus on fiber.”

• GLP-1 drug use is on the rise, with 18% of U.S. adults currently on these treatments, and projections of 30 million users by 2030.
• Restaurants and food companies are repositioning their menus to offer more protein, fiber, and hydration to meet the needs of health-conscious consumers.
• The food industry is facing both challenges and opportunities, as the shift to healthier options is reshaping the value proposition of food.