--- title: "GLP-1: The Rewiring of Consumption | MMR Research" description: We surveyed nearly 3,000 people across five major economies - and the headline isn't weight loss, it's control. image: https://info.mmr-research.com/hubfs/MMR%20Socials%20July%2026%20JSH%20V4%2002%20LI.png --- # Growth Spaces Quarterly ## GLP-1: The Rewiring of Consumption GLP-1s are no longer a niche health story. They are reshaping how people eat, choose, and live. We surveyed nearly 3,000 people across five major economies - and the headline isn't weight loss, it's control. GLP-1s don't just reduce how much people eat. They reduce how much people want, and can change how people experience taste, texture, and flavor. That is a fundamentally different consumer to design for. Inside these reports, you'll find: 20 pressure-tested product concepts, ranked from strongest to weakest Market-specific growth spaces, from compact nourishment to post-treatment support The full GLP-1 journey - from considerers to current users to life after stopping *And much more!* ![Report Mockup - MMR Research - GLP-1s and The Rewiring of Consumption](https://info.mmr-research.com/hs-fs/hubfs/GSQ%20Mockup%20PNG.webp?width=900&height=539&name=GSQ%20Mockup%20PNG.webp "Report Mockup - MMR Research - GLP-1s and The Rewiring of Consumption") # Download the reports ## **Want a sneak peek?** ![Page 1](https://19715279.fs1.hubspotusercontent-na1.net/hub/19715279/hubfs/GSQ%20-%20GLP1%20Sampler%20single_page-0001.jpg?width=1200&length=1200&name=GSQ%20-%20GLP1%20Sampler%20single_page-0001.jpg) ![Page 2](https://19715279.fs1.hubspotusercontent-na1.net/hub/19715279/hubfs/GSQ%20-%20GLP1%20Sampler%20single_page-0003.jpg?width=1200&length=1200&name=GSQ%20-%20GLP1%20Sampler%20single_page-0003.jpg) ![Page 3](https://19715279.fs1.hubspotusercontent-na1.net/hub/19715279/hubfs/GSQ%20-%20GLP1%20Sampler%20single_page-0004.jpg?width=1200&length=1200&name=GSQ%20-%20GLP1%20Sampler%20single_page-0004.jpg) ![Page 4](https://19715279.fs1.hubspotusercontent-na1.net/hub/19715279/hubfs/GSQ%20-%20GLP1%20Sampler%20single_page-0005.jpg?width=1200&length=1200&name=GSQ%20-%20GLP1%20Sampler%20single_page-0005.jpg) ![Page 5](https://19715279.fs1.hubspotusercontent-na1.net/hub/19715279/hubfs/GSQ%20-%20GLP1%20Sampler%20single_page-0006.jpg?width=1200&length=1200&name=GSQ%20-%20GLP1%20Sampler%20single_page-0006.jpg) ![Page 6](https://19715279.fs1.hubspotusercontent-na1.net/hub/19715279/hubfs/GSQ%20-%20GLP1%20Sampler%20single_page-0007.jpg?width=1200&length=1200&name=GSQ%20-%20GLP1%20Sampler%20single_page-0007.jpg) ![Page 7](https://19715279.fs1.hubspotusercontent-na1.net/hub/19715279/hubfs/GSQ%20-%20GLP1%20Sampler%20single_page-0008.jpg?width=1200&length=1200&name=GSQ%20-%20GLP1%20Sampler%20single_page-0008.jpg) ![Page 8](https://19715279.fs1.hubspotusercontent-na1.net/hub/19715279/hubfs/GSQ%20-%20GLP1%20Sampler%20single_page-0009.jpg?width=1200&length=1200&name=GSQ%20-%20GLP1%20Sampler%20single_page-0009.jpg) ![Page 9](https://19715279.fs1.hubspotusercontent-na1.net/hub/19715279/hubfs/GSQ%20-%20GLP1%20Sampler%20single_page-0010.jpg?width=1200&length=1200&name=GSQ%20-%20GLP1%20Sampler%20single_page-0010.jpg) ### "One of the most overlooked aspects of the GLP-1 experience is sensory change. ### These medications do not simply reduce appetite; they can also alter how food tastes, feels, satisfies and is tolerated." Andrew Wardlaw Chief Ideas Officer | MMR ## More GLP-1 Resources from MMR ### Impact Makers Podcast #### The product obsessed marketing podcast that’s storming the charts. ### Episode 21: GLP-1. What Happens Next? If Rewiring Consumption showed how far GLP-1s have already reshaped what we buy, this episode asks how much further they can go. A panel of leading voices in clinical science, behavioural science and sensory science joins Andrew and Caitlin to war-game the next chapter: escalating medical applications, the return of food noise after quitting, the changing rituals of eating together, and a sensory surprise that turns conventional wisdom on its head. Part forecast, part provocation, this is the debate that asks brand leaders the only question that matters - not what's happening now, but how big could this actually become? ### Episode 20: GLP-1. Rewiring Consumption The rules of appetite just changed - and so has the shopping basket. In this episode, Andrew and Caitlin unpack exclusive new MMR research across 3,000 consumers in the US, UK, Germany, Brazil and China to reveal how GLP-1 medications are rewiring global demand. From the surprising sales surge in premium chocolate to the rise of "denser pleasure" formats, we explore what happens when immediate gratification stops being the default - and why food, drink, beauty and wellness brands can no longer treat this as a niche, temporary trend. Featuring WGSN's Millie Diamond on the strategic opportunities behind premium small bites, plus a first listen to our companion debate on just how big this story could get. ## **When Cravings Stop Working** It begins with silence. Again and again, GLP-1 users describe the same revelation: the food noise simply disappears. The constant negotiation around what to eat, when to eat and how much to resist goes quiet. For people who have spent years fighting their own appetite, that quiet is not a side effect. It is the point. [![Read More](https://no-cache.hubspot.com/cta/default/19715279/interactive-217536751494.png)](https://info.mmr-research.com/hs/cta/wi/redirect?encryptedPayload=AVxigLIPCm8tz%2BrFYxCfxcuNpU7TBlHNGF6p8r4lhIy4WU4KjAT4ADXI4PSCYDwwMyZg%2Bte2IyBLGYg4xM99cDWbVdrihtX399jJtJ2NagyROCHlFDd1mDQOAd8WS%2FTvz68ZDO%2FRZeWQcsFdz9ax0k4Frz69n0sisDTia50WVigF4u0Zy3Vjz9VJVEVIyoiOEUMaxQ%3D%3D&webInteractiveContentId=217536751494&portalId=19715279&hsLang=en) ## GLP-1 Stories: Video Shorts GLP-1 medications are already disrupting consumers' preferences. Check out these videos to witness individuals sharing their experiences. GLP-1: The Rewiring of Consumption - regional reports now available. Download Now ## Book a free 30-minute briefing We’ll walk you through the full dataset, answer your questions, and send you a copy of the full presentation deck - no strings attached.   ## "For teams looking to explore specific categories, audiences or innovation questions in greater depth, there is far more insight still to unlock." ![Andrew Wardlaw](https://info.mmr-research.com/hs-fs/hubfs/photo_z_TEAM_Andy_Wardlaw%201%20copy%20(1).png?width=280&height=280&name=photo_z_TEAM_Andy_Wardlaw%201%20copy%20(1).png "Andrew Wardlaw") ## Andrew Wardlaw Chief Ideas Officer | MMR © 2026 Copyright: [MMR Research](https://www.mmr-research.com/) - [Privacy Policy](https://www.mmr-research.com/privacy-policy) - [Cookie Policy](https://info.mmr-research.com/cookie-policy?hsLang=en) ```json { "@context" : "https://schema.org", "@type" : "VideoObject", "caption" : { "@type" : "MediaObject", "contentUrl" : "https://info.mmr-research.com/media-transcripts/217627496785/en.vtt", "inLanguage" : "en", "name" : "en Captions" }, "contentUrl" : "https://19715279.fs1.hubspotusercontent-na1.net/hubfs/19715279/video_assets/217627496785/inherited/web_optimized.mp4", "dateModified" : "2026-07-21T12:45:54.490Z", "duration" : "PT18M35S", "height" : 1080, "name" : "2026-07-17_Impact makers_V3", "thumbnailUrl" : "https://19715279.fs1.hubspotusercontent-na1.net/hubfs/19715279/2026-07-17_Impact%20makers_V3.mp4/medium.jpg", "uploadDate" : "2026-07-21T12:44:08.666Z", "width" : 1920 } ``` ```json { "@context" : "https://schema.org", "@type" : "VideoObject", "caption" : { "@type" : "MediaObject", "contentUrl" : "https://info.mmr-research.com/media-transcripts/217340097556/en.vtt", "inLanguage" : "en", "name" : "en Captions" }, "contentUrl" : "https://19715279.fs1.hubspotusercontent-na1.net/hubfs/19715279/video_assets/217340097556/inherited/web_optimized.mp4", "dateModified" : "2026-07-17T11:02:33.194Z", "duration" : "PT1M36.32S", "height" : 1080, "name" : "IT REALLY WORKS", "thumbnailUrl" : "https://19715279.fs1.hubspotusercontent-na1.net/hubfs/19715279/1%20IT%20REALLY%20WORKS.mp4/medium.jpg", "uploadDate" : "2026-07-17T11:00:27.375Z", "width" : 1920 } ``` ```json { "@context" : "https://schema.org", "@type" : "VideoObject", "caption" : { "@type" : "MediaObject", "contentUrl" : "https://info.mmr-research.com/media-transcripts/217362995489/en.vtt", "inLanguage" : "en", "name" : "en Captions" }, "contentUrl" : "https://19715279.fs1.hubspotusercontent-na1.net/hubfs/19715279/video_assets/217362995489/inherited/web_optimized.mp4", "dateModified" : "2026-07-21T09:51:48.428Z", "duration" : "PT1M59.552S", "height" : 1080, "name" : "NEW SHOPPING HABITS", "thumbnailUrl" : "https://19715279.fs1.hubspotusercontent-na1.net/hubfs/19715279/2%20NEW%20SHOPPING%20HABITS.mp4/medium.jpg", "uploadDate" : "2026-07-17T11:00:26.975Z", "width" : 1920 } ``` ```json { "@context" : "https://schema.org", "@type" : "VideoObject", "caption" : { "@type" : "MediaObject", "contentUrl" : "https://info.mmr-research.com/media-transcripts/217340099398/en.vtt", "inLanguage" : "en", "name" : "en Captions" }, "contentUrl" : "https://19715279.fs1.hubspotusercontent-na1.net/hubfs/19715279/video_assets/217340099398/inherited/web_optimized.mp4", "dateModified" : "2026-07-17T11:00:40.455Z", "duration" : "PT1M27.083S", "height" : 1080, "name" : "3 LIFE CHANGING EXPERIENCE", "thumbnailUrl" : "https://19715279.fs1.hubspotusercontent-na1.net/hubfs/19715279/3%20LIFE%20CHANGING%20EXPERIENCE.mp4/medium.jpg", "uploadDate" : "2026-07-17T11:00:23.166Z", "width" : 1920 } ``` ```json { "@context" : "https://schema.org", "@type" : "VideoObject", "caption" : { "@type" : "MediaObject", "contentUrl" : "https://info.mmr-research.com/media-transcripts/217364233280/en.vtt", "inLanguage" : "en", "name" : "en Captions" }, "contentUrl" : "https://19715279.fs1.hubspotusercontent-na1.net/hubfs/19715279/video_assets/217364233280/inherited/web_optimized.mp4", "dateModified" : "2026-07-17T11:00:40.646Z", "duration" : "PT1M24.181S", "height" : 1080, "name" : "5 FOOD NOISE RETURNS", "thumbnailUrl" : "https://19715279.fs1.hubspotusercontent-na1.net/hubfs/19715279/5%20FOOD%20NOISE%20RETURNS.mp4/medium.jpg", "uploadDate" : "2026-07-17T11:00:24.362Z", "width" : 1920 } ```