Ag Minute: Food Trends That Could Trickle Into Agricultural Production
- Sangamon County News
- Oct 30
- 4 min read
While you may not realize it in your own everyday consumption, there are a number of food trends that have recently been brought to light and more that are emerging. There are several drivers causing these changes, which are both rapid and significant, causing food companies to carefully evaluate their positioning for the future. Several headline grabbing acquisitions and mergers have occurred, and new demands spur product innovation to better suit customer’s needs. The Make America Healthy Again (MAHA) movement may grab headlines related to food policy, but social trends and GLP-1 drugs are driving big shifts in caloric intake, protein consumption, alcohol purchases, and the need for foods that aid in gut health. These things have already resulted in changes to marketing campaigns and product offerings, as well as in the financial performance of big food companies, and these trends are expected to continue evolving quickly.
Caloric intake is one area that has experienced recent change and is expected to change further due to the rise in usage of GLP-1 drugs. According to the Cleveland Clinic, GLP-1 drugs are commonly known as the injections that help treat obesity, but they can also help manage blood sugar levels in patients with Type 2 diabetes. The common ways that these drugs help with weight loss in patients is by slowing digestion in the stomach and increasing how full you feel after eating. GLP-1 is a hormone in the body produced by the small intestine, which the drugs are designed to mimic. Ultimately, GLP-1 drugs reduce food intake, appetite, and hunger of the users, commonly resulting in weight loss. They are typically used as a once-a-week injection. Common trade names include Ozempic, Wegovy, and Mounjaro. Ernst and Young performed a study in early 2024 about the impact of these drugs on food consumption and found that users were consuming up to 30% fewer calories and can lose 5% to 15% of their body weight. Even in early 2024, 0.5% of the adult population was using these drugs with that number expected to reach somewhere between 13% and 21% by 2034. The study surveyed both users and non-users of the drug to gauge how their food consumption changed, and they found that snack and soda consumption decreased significantly, while proteins, fruits, and vegetables were increasingly sought after. Many in the food industry have been discussing shifting consumer appetite due to a variety of reasons, but GLP-1s have already, and will continue to have a large impact on not only how much consumers buy, but also what they buy.
In addition to caloric intake, consumers are being more intentional about the calories that they do consume. Protein has been identified by GLP-1 users and the general population as a macronutrient that they need more of daily, prompting action by food manufacturers. A lot of food companies are now offering products with higher protein levels to meet these needs. GLP-1 drugs can have such a profound impact on the physical body. They not only decrease fat, but can also decrease muscle mass, making it critically important for users to get the proper nutrition within their decreased caloric intake. Protein is one area that is extremely sensitive to fewer calories. A May article from UCHealth (Colorado) suggested that protein should be prioritized by GLP-1 users. The goal is for users to achieve 1.2 grams of protein per kilogram of body weight (0.55 grams per pound). Because users consume fewer calories, the calories have to be more intentional so that users do not face nutritional deficiencies and the issues associated with them. In addition to GLP-1 users needing more protein dense foods, the macronutrient has garnered attention from general consumers. Known for helping athletes and fitness enthusiasts build muscle, protein also helps repair muscles, bones, and tissues. A high protein diet is oftentimes needed to build muscles and is crucial in maintaining lean body mass. Because of these consumer demands, high protein products like Fairlife’s Core Power have seen massive sales growth, and things like Mission’s protein tortilla wraps have been created to add protein in a form commonly used for a variety of meals. These demands at the consumer level have changed how food companies develop and sell products and will likely affect how they purchase ingredients in the future.
Other consumer trends like a decrease in alcohol sales and a rising demand for probiotics and prebiotics, as evidenced by Pepsi’s recent $2 billion acquisition of Poppi, are driving change across the industry. GLP-1 drugs have prompted fast action from food companies and real change that is evidenced by food trends, outside of the speculation of where consumer demands will take the industry in the future. It is clear that protein is in high demand right now and has room to continue growing as more Americans use GLP-1 Drugs.
A general decrease in caloric intake could also mean large shifts in how food companies position themselves for the future, potentially decreasing overall demand for food ingredients from farmers. While it is less clear as to what will change at the production level as consumer demands continue shifting at a swift rate, it is clear that social trends and GLP-1 drugs are driving change in what food companies offer.
To learn more about what a GLP-1 drug is and how it affects users, please follow the link to Cleveland Clinic’s article;
To learn more about how the use of GLP-1 drugs may impact the food sector, follow the link to EY’s study;
To learn more about dietary changes important to GLP-1 users, follow the link below to the UCHealth article;
