GLP-1 Diet Trends: The Three Personas Shaping What We Eat
- Jennifer Hardy
- Jun 13
- 5 min read
We keep hearing that GLP-1s are changing the way Americans eat, but most coverage still treats the average user like a faceless calorie counter. That’s not the story. New research from IFF breaks down the GLP-1 diet trends.
Instead of lumping all GLP-1 users into one big "Ozempic generation," they’ve outlined three distinct personas. Each one has different goals, mindsets, and shopping habits. These aren’t just marketing profiles. They reflect real behavior that’s already showing up in how grocery stores, food brands, and wellness platforms operate.
Which one of the three personas are you?
About the GLP-1 Diet Trend Study
This information comes from International Flavors and Fragrances Inc., also known as IFF. IFF is a global leader in food, beverage, health, and wellness innovation. They work behind the scenes with many of the world’s biggest brands to develop flavors, ingredients, and functional products.
Their research matters because they’re not guessing what consumers want—they’re helping build it. So when they outline GLP-1 user personas, they’re doing it with a direct line to what’s actually happening on grocery shelves and in R&D labs.
The Three GLP-1 Diet Trends Personas
To understand where these GLP-1 personas come from, it helps to first look at how the medications reshape a person’s relationship with food. IFF identified three major disconnects:
Nutritionally, people are eating less but need more from every bite.
Sensory-wise, most report aversions to certain tastes and textures they once enjoyed.
Emotionally, many are grappling with the loss of food as a source of comfort, connection, or pleasure.
These shifts explain why GLP-1 users behave so differently at the table and why brands that don’t adapt will get left behind. But it’s not just for marketers.
Understanding these changes can also help you better support a friend or loved one who’s on this journey, especially if their relationship with food suddenly looks unfamiliar.
GLP-1 Diet Trend Persona 1: Health Hacker Holly
Holly’s not just taking a GLP-1 for weight loss. She’s using it to support a bigger goal: long-term wellness, controlled energy, and metabolic balance. She's proactive, likely already into supplements or biohacking, and now wants her food to work as hard as she does.
Think collagen-enriched protein bars, greens powders, smoothies with fiber and digestive enzymes. She reads labels. She’s looking for function, not just flavor.
Holly’s the type who already used a hydration tracker before it became trendy. Her cart includes things like adaptogenic drinks, magnesium gummies, or low-sugar protein muffins. The GLP-1 is just another tool in a bigger wellness system.
Why it matters: Brands targeting Holly need to get serious about functional ingredients. Fiber, probiotics, protein, and hydration aren't nice-to-haves. They're baseline expectations. She's also willing to pay more if the product delivers.
GLP-1 Diet Trend Persona 2: Remedy Reacher Ron
Ron’s focus is on repair. He may be managing diabetes, high blood pressure, or another chronic condition. GLP-1s offer him a way to get his health back on track. Food plays a direct role in that.
He’s looking for low-glycemic snacks, portion-controlled meals, and options that feel sustainable without being boring. He might prefer pre-portioned kits or frozen meals that are medically aligned. He’s not on TikTok checking trends. He’s following advice from his doctor or dietitian.
Ron’s relationship with food has probably shifted in recent years. What used to be mindless is now intentional. He might not call himself a health nut, but he’s invested in feeling better and doing better, one meal at a time.
Why it matters: Ron needs products that feel approachable, not aspirational. Skip the wellness jargon. Stick to clarity, ease, and support. Brands that can merge comfort with function will get his loyalty.
GLP-1 Diet Trend Persona 3: Glow Getter Gail
Gail’s after the full-body glow-up. That might include weight loss, sure, but it’s also about skin, hair, mood, confidence, and identity. She sees GLP-1s as a way to level up, and she wants food that fits that lifestyle.
Her picks are flavored waters with collagen, cute portion-controlled snacks, and anything that feels like an upgrade from her “old self.” Gail doesn’t just want to eat less. She wants her food to feel fun, fresh, and a little bit luxurious.
She’s not afraid of branding. She’ll buy the beauty-boosting drink mix if it promises hydration and a post-gym glow. But it has to taste good, fit her macros, and align with her goals. Bonus points if it’s shareable on Instagram or doesn’t feel like diet food.
Why it matters: Gail is aspirational, but not unreachable. She’s shopping for products that reflect how she wants to feel, not just how she wants to look. That opens the door for food to become part of her identity—and for brands to build loyalty beyond nutrition.
GLP-1 Diet Trends are More than Just Trendy
Expanding on what we talked about earlier, IFF’s research shows that these users aren’t just eating less; they’re thinking differently about food. Over 80 percent say GLP-1s changed their taste, smell, or cravings.
That might mean a new aversion to sugar or greasy textures. For some, coffee suddenly tastes metallic. Others can’t stomach alcohol or certain meats. Even the texture of food can be a turnoff. Personally, I can't stand bread anymore, and that is a huge adaption after a carb-filled collective life span of 50 years.
This is more than willpower. It’s a neurological shift that changes what people want, how they feel about food, and what they’re willing to buy. Plus, reduced impulsivity and a lack of appetite cut down on costs and cravings.
And then there’s the emotional piece. A lot of people on GLP-1s say they feel less excited about food in general. If meals were once a big part of their social life or stress relief, they’re now navigating a weird in-between where food still matters, but in a different way.
Some grieve that. Some love it. Many don’t talk about it openly, but the shift is there.
The GLP-1 Shift Is Here to Stay
The GLP-1 consumer isn’t just changing portion sizes. They’re changing the entire conversation around food. Appetite suppression is just one part of the equation. The deeper story is how people like Holly, Ron, and Gail are making decisions that reflect health, confidence, and control in different ways.
With next-gen GLP-1s meds already in development, and an expected one in eight people to be taking one of the meds by 2030, this is a clear step away from ultra-processed foods and one step closer to eliminating obesity.
GLP-1 users are building new relationships with food. It’s time the rest of the world caught up.
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