IFF has launched “GLP-1 Consumer Moments of Opportunity”, a report that maps ten emerging occasions reflecting the changing needs of consumers using GLP-1 medications.

It follows the company’s 2025 GLP-1 Consumer Opportunity Outlook and is positioned as a formulation roadmap for manufacturers designing for a rapidly growing consumer group.

Beyond “they’re eating less”

IFF’s central argument is that the industry conversation has been too narrow. While much of that conversation has focused on reduced food intake, the company says its research points to a broader shift in behaviour: consumers are re-evaluating their food and beverage choices throughout the day to meet different needs.

“What GLP-1 users need from food and beverage products depends on the moment, and those needs can change many times throughout the day,” said Yuvraj Arora, president of IFF Taste. “The most successful innovations will be designed around the occasions that matter most to consumers, delivering the right balance of nutrition, enjoyment and functionality for each one. Understanding these moments can unlock entirely new avenues for innovation.”

Ten moments, one day

The report’s ten moments run from breakfast to bedtime:

1. Protein-first wake-up: an easy, appealing start to the day that makes progress towards nutrition goals.
2. Midday bridge: satisfying nourishment between meals, without feeling overly full.
3. Post-dose recovery window: many users report discomfort or heightened sensory sensitivity around dosing, and may prefer mild flavours and easy-to-consume formats.
4. On-the-go fuel stop: convenient, portable options with flexible portions for busy schedules.
5. End-of-day emotional reset: comfort through familiar flavours and appealing textures after a stressful day of work or study.
6. Planned indulgence: a deliberate choice to enjoy food, with small treats that deliver on flavour and satisfaction.
7. Nutritional insurance check: an end-of-day assessment of whether intake has met nutritional goals.
8. Post-workout reward: a refreshing sensory experience combined with relevant nutrition.
9. Social table moment: flexible servings, shareable formats and culturally familiar flavours that make participation in social eating easier.
10. Compliance snack: confidence that choices align with nutrition and wellness objectives.

Hydration gets its own playbook

The report also introduces Hydration Plus, which brings the consumer-moments approach into beverage design – an area IFF describes as a growing opportunity for beverage developers. Rather than treating hydration as a single necessity, the research identifies five need states: replenish, maintain, revitalise, perform and connect. IFF presents these as a framework for beverages that better match consumers’ evolving routines and expectations.

How the research was built

IFF partnered with InsightsNow, an AI-powered market research service. The work combined proprietary consumer research with GLP-1 users, analysis of snacking behaviours, a review of more than 25,000 social media posts related to GLP-1 use and snacking, and secondary industry data. The project also used InsightsNow’s trademarked AI-powered behavioural intelligence platform, Claira, to uncover the relationships between consumer context, internal needs and external motivators.

Not just about nutrition

Mark Haupt, chief medical officer and vice president of Health Sciences R&D at IFF Health & Biosciences, highlighted one finding in particular. “One of the clearest findings is that nutrition isn’t the only thing consumers are thinking about,” he said. “What remains constant is the desire for foods and beverages that help them meet their health goals while still enjoying the experience.”

Practical formulation

For food and beverage businesses, the report’s most useful contribution may be a change of question rather than a list of products. Several of the moments – Planned Indulgence, End-of-Day Emotional Reset and the Social Table Moment – are about enjoyment, comfort and inclusion rather than macronutrient content, which suggests that products positioned purely on protein or portion control may leave much of the day unaddressed.

The moments also point to practical formulation and format decisions. Mild flavours and easy-to-consume formats for the Post-Dose Recovery Window, flexible portions for on-the-go and social occasions, and reassurance for the Compliance Snack all imply that the same consumer may need quite different products at different points in the day. That favours range thinking over single-hero launches, and gives brand and portfolio teams a way to test where a product sits against a specific occasion.

Beverage developers, meanwhile, have a five-part hydration framework to work with, suggesting that functional and sensory positioning can be sharpened well beyond a generic “hydration” claim.

Download the full report here.