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

Download the reports

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"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 9: The Shape of Health to Come

There’s plenty of GABA going on as the Impact Makers crew navigate ways ahead for the health and wellness market. We pour over exclusive new research into the people’s true health priorities, revealing just how important gut health really is. We dissect David Beckham’s latest health crusade. We talk modern soda with Coca-Cola, and about their brand new entrant Simply Pop! Plus, we have an extended interview with Leo Campbell, founder of Super Loaf – described by The Grocer magazine as the world’s first healthy ultra-processed food. It’s a conversation that challenges those that criticize the food and beverage industry – and well worth tuning in for!  

Episode 7: Adapting to Ozempic

‘The whole world is not yet ready for it!’. That’s how Nestlé described the emergence of GLP-1 medications such as Ozempic. With these drugs set to disrupt the food and beverage choices of millions of consumers, we’ve assembled a panel of experts and behavioral science specialists to work out what we need to get ready for. 

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.

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.

 

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

Andrew Wardlaw
Chief Ideas Officer | MMR