Arla Foods Ingredients has developed new solutions to meet the needs of users of GLP-1 anti-obesity medications. The high-protein, nutrient-dense application concepts will be showcased at Vitafoods Europe in Barcelona.

Originally developed to treat diabetes, GLP-1 receptor agonists (commonly known as GLP-1s) have re-shaped the weight management market. Among consumers actively trying to lose weight in 2025, 11 % globally¹ and 18 % in the US² reported using them. These numbers are expected to rise significantly as GLP-1 availability increases, tablet formats emerge and prices fall.³

However, GLP-1 medications are associated with side effects. Following traditional weight management interventions, such as diet or bariatric surgery, lean muscle typically comprises 25 % of the total mass lost, but this can increase up to 40 % with GLP-1 use.^4,5,6 Additionally, up to 76 % of GLP-1 consumers experience gastric discomfort such as stomach pain, nausea, constipation, diarrhoea and loss of appetite.⁷

To demonstrate how manufacturers can meet the growing demand for GLP-1 companion nutrition that helps manage these side effects, Arla Foods Ingredients has developed new high-protein, functional concepts.

Featuring the high-quality Nutrilac^® and Lacprodan^® BLG-100 protein solutions, they deliver all the essential amino acids for muscle health in nutrient-dense formats. The concepts also incorporate probiotics / cultures from Novonesis, a global leader in bio-solutions, to support digestive well-being.

The concept includes the following great-tasting formats suitable for reduced appetites:

• A fermented, high-protein shot featuring Nutrilac^® ProteinBoost, offering 10 g of protein per 70 ml serving. Low in fat and lactose-reduced, it has no added sugar
• A fermented, high-protein drinking yoghurt featuring Nutrilac^® ProteinBoost and Nutrilac^® MFGM. The lactose-reduced recipe provides 20 g of protein per 200 ml serving
• A fermented, high-protein spoonable yoghurt featuring Nutrilac^® ProteinBoost, Nutrilac^® YO-7700, and Capolac^® milk minerals. Delivering 20 g of protein per 120 g serving, it is high in calcium, low in fat and lactose-reduced
• A high-protein water-based shot for ambient storage targeting health and medical nutrition. Featuring Lacprodan® BLG-100, it provides 21 g of protein per 100 ml serving, and is free from fat and sugar and low in lactose.

Anne Widart, Chief Commercial Officer of Arla Foods Ingredients, said: “GLP-1 companion nutrition is a rapidly growing category, with considerable untapped opportunities for dairy manufacturers. Anti-obesity medications are creating a market for more nutrient-dense foods that are high in protein to protect lean muscle mass and are easy to digest. Featuring our specialty proteins, these new concepts can help manufacturers realise that potential. Delivering all the essential amino acids vital for muscle health, they also support gut comfort, and the small serving sizes and great taste appeal to smaller appetites.”

Arla Foods Ingredients will showcase the GLP-1 companion nutrition solutions at Vitafoods Europe in Barcelona alongside two additional concepts:

An aerated protein bar solution delivering a light, indulgent eating experience and high‑quality milk proteins. Made with Nutrilac^® PB‑8420, AirBar showcases exceptional whipping capacity for stable air incorporation, creating a soft, fluffy texture that stays stable during processing and shelf life

Ready-to-stir medical nutrition powder solutions with a refreshing taste, no bitterness and low astringency. Made with Lacprodan^® BLG-100 Acidic, they offer low viscosity without gelling, even at high protein concentrations, and excellent solubility in cold or warm water or regular foods and drinks.

¹Euromonitor International, The GLP-1 revolution: insights for food and beverages, 2025
²Innova Market Insights, The GLP-1 effect: redefining food, weight & health in the US, 2025
³Euromonitor International, The GLP-1 revolution: insights for food and beverages, 2025
⁴Chaston et al. Changes in fat-free mass during significant eight loss: a systematic review. International Journal of Obesity, 2007;31:743
⁵Wilding et al. (2021). Once-weekly semaglutide in adults with overweight or obesity. New England Journal of Medicine, 2021;384(11):989
⁶Jastreboff et al. (2022). Tirzepatide once weekly for the treatment of obesity. New England Journal of Medicine, 2022;387(3):205
⁷Blundell et al. Effects of once-weekly semaglutide on appetite, energy intake, control of eating, food preference and body weight in subjects with obesity. Diabetes, Obesity and Metabolism, 2017;19(9):1242-1251

New research reveals how food and beverage brands can lead innovation for millions facing sensory and nutritional challenges

IFF a global leader in food, beverage, and health and wellness, has released a new report highlighting how the rapidly growing GLP-1 consumer market is reshaping the sensory experience and nutritional needs associated with eating and drinking. The report outlines how food and beverage manufacturers can better support this emerging consumer segment with products that align with their evolving preferences.

“IFF is empowering our customers to lead the next wave of food and beverage innovations beyond traditional formulations, including helping GLP-1 consumers have choices they desire,” said Erik Fyrwald, IFF CEO. “We aim to bring back the joy of eating and drinking by offering more healthy, great-tasting nutrition choices for all consumer segments, including GLP-1 users.”

Disconnect on three levels

Despite the rapid rise in GLP-1 medication use, most food and beverage products fall short of meeting the needs of these consumers – or aligning with how they now experience food. IFF has identified a disconnect on three key levels:

1. Nutritional: GLP-1 users are eating less but require more from every bite and sip. They need nutrient-dense, smaller portions that efficiently deliver protein, fiber and hydration—without overwhelming flavours.
2. Sensory: Eighty-five percent of GLP-1 consumers report significant changes in their food and beverage preferences. Common aversions include fatty foods, sweets, deli meats, coffee and alcohol. Dry, sticky or dense textures are also frequently rejected.
3. Emotional: Many consumers are navigating a changed relationship with food—one that may involve a sense of loss, social disruption and a search for new meaning in nourishment.

Understanding the GLP-1 consumer personas

IFF is in the early stages of exploring GLP-1 consumer segmentation to help brands move beyond a one-size-fits-all approach toward one grounded in empathy, specificity and long-term relevance. The company’s latest outlook introduces key consumer personas, which are expected to evolve over time:

• Health Hacker Holly: Proactive, data-driven and focused on long-term wellness, she views GLP-1 as part of a broader bio-optimisation journey. She seeks functional benefits in formats such as protein bars, smoothies and enriched hydration blends, prioritising high-quality protein, added fiber and digestive support.
• Remedy Reacher Ron: Often managing chronic conditions such as diabetes, he uses GLP-1 to reclaim his health and sees food as both medicine and maintenance. He looks for fortified snacks and gut-friendly options aligned with medical guidance, favoring meal kits and low-glycemic shakes.
• Glow Getter Gail: Transformation-minded and focused on lifestyle and self-image, she wants food that aligns with her goals and identity – aspirational yet approachable, with “glow-up” appeal. She seeks portion-conscious indulgences, beauty-boosting nutrition and enjoyable flavours in formats such as smoothies, functional waters and shareable treats.

The outlook also outlines how the food and beverage needs of each GLP-1 persona evolve over time. In the initial treatment phase, consumers need support managing smaller portion sizes and medication side effects. The transitional phase focuses on preventing regression, requiring flexible serving sizes and flavour intensity options that adapt to changing cravings. In the “forever” phase, consumers seek to sustain their new routines with habit-forming formats for daily use, nutritional fortification and pre-portioned, high-satiety foods.

Driving empathy-powered innovation

IFF has introduced a comprehensive framework to support food and beverage manufacturers in addressing the complex sensory and nutritional needs of GLP-1 consumers. The framework is designed to guide both the reformulation of existing products and the development of new offerings, tackling challenges such as muscle mass maintenance, satiety, digestive support and sensory preferences. To demonstrate practical applications, IFF has developed a suite of AI-refined, consumer-tested product concepts that show how manufacturers can optimize their portfolios for this rapidly expanding market.