GLP-1 beverages reshape innovation: Overview
- GLP-1-friendly food and beverage launches increased 190%, reflecting growing industry interest in products that support weight management and metabolic health.
- Hydration, electrolytes and gut health are key priorities, with many GLP-1 users seeking drinks that deliver added functional benefits.
- Manufacturers are focusing on five hydration occasions, from recovery and daily wellness to performance and social consumption.
- Smaller serving sizes put greater pressure on flavour, texture and overall drinking experience, making sensory appeal critical.
- Brands have opportunities in protein, hydration and nutrient-enriched beverages, but success depends on balancing functionality with enjoyment.
As GLP-1 medications gain traction, beverage manufacturers are facing new questions about what consumers want from their drinks – from nutritional value and hydration to flavour and indulgence.
The shift is already being reflected in product development. According to Innova Market Insights’ 2027 trends analysis, food and beverage launches carrying GLP-1-friendly claims rose by 190%, signalling growing industry interest in products targeting weight management and metabolic health.
Innova’s research on the US and Canadian markets found that 22% of GLP-1 users were seeking hydration and electrolyte balance, while 27% were looking for gut health and digestive support, partly driven by concerns about potential side effects.
For beverage manufacturers, the challenge is translating these changing consumer priorities into products that deliver both nutritional value and sensory appeal.
“As GLP-1 consumers often eat and drink less overall, every sip needs to work harder, whether through hydration, protein, micronutrients or functional benefits,” says Melanie Croce, principal designer, Re-Imagine Wellness IC&D at IFF Taste.
In its GLP-1 Consumer Moments of Opportunity report, IFF identifies hydration as a key area for innovation, outlining a “Hydration Plus” approach that considers the physical and emotional role a beverage plays in consumers’ lives.
Rather than focusing solely on nutritional content, the report suggests brands should start by identifying the specific need a drink is designed to meet.
Flavour and formulation take centre stage
IFF identifies five hydration need states that could help guide beverage innovation for consumers taking GLP-1 medications.
These range from ‘Replenish’, which focuses on hydration and recovery, potentially through electrolytes and refreshing fruit flavours, to ‘Maintain’, which centres on making hydration part of everyday routines through convenient formats and appropriate sweetness levels.
‘Vitality’ focuses on drinks that provide selected vitamins and minerals, while ‘Perform’ addresses beverages consumed around physical or mental challenges. Finally, ‘Connect’ considers the social and emotional role of drinks, from familiar daily rituals to shared occasions.
“Nutrition and enjoyment have to work together,” Croce says.
Smaller servings and sensory appeal
For manufacturers, smaller serving sizes could place greater emphasis on flavour quality, mouthfeel and overall satisfaction.
“One of the challenges is the simple fact that serving sizes are often smaller, so there’s limited space for a disappointing texture or lingering aftertaste,” Croce explains.
The sensory profile also needs to suit the occasion. A morning nutrition drink, for example, may require a different flavour and texture from an indulgent beverage or an evening nutritional top-up.
However, consumers taking GLP-1 medications do not necessarily experience changes in taste in the same way. Some report altered flavour perception, including heightened or reduced sensitivity to sweetness or unusual bitter or metallic tastes, while others experience changes in appetite or food preferences without a noticeable change in basic taste perception.
For manufacturers, this reinforces the importance of understanding different consumer needs rather than assuming a single sensory profile will appeal to everyone.
Sweetness, bitterness and indulgence
IFF identified excessive sweetness, strong aromas, chalky or gritty textures and lingering aftertastes as potential sources of consumer dissatisfaction. Functional ingredients can also introduce bitterness, mineral notes and undesirable mouthfeel, presenting additional challenges for manufacturers developing nutrient-enriched beverages.
According to Innova Market Insights, natural flavours featured in 57% of food and beverage launches carrying GLP-1-friendly claims. While this highlights the role of natural flavours in product innovation targeting the market, it does not establish that consumers taking GLP-1 medications specifically prefer them because of their treatment.
Reduced appetite does not necessarily mean consumers are abandoning indulgence, however. Innova found that 56% of US GLP-1 users reported treating themselves to indulgent foods more often since starting medication. This could present opportunities for brands to balance enjoyment with changing nutritional priorities, although the finding relates to food overall rather than beverages specifically.
Flavour modulation and protein formulation
Rather than simply masking unwanted flavours, Croce says manufacturers should develop flavour profiles that complement a beverage’s intended benefits.
“Successful brands don’t simply mask these off-notes. Instead, they craft benefit-aligned flavour profiles that make the functionality feel intentional,” Croce explains.
Flavour modulation can help rebalance taste, mouthfeel and the overall sensory experience. IFF’s FLAVORFIT™ solutions, the company says, are designed to help optimise the sensory profile of finished beverage applications.
Protein enrichment presents another formulation challenge. According to Croce, protein can be particularly difficult to incorporate into drinks, especially carbonated, low-pH applications, where maintaining stability and clarity while achieving the right mouthfeel can be challenging.
Successful formulation requires careful protein selection, stabilisation systems and flavour and texture modulation. While protein-enriched beverages may offer opportunities for brands targeting consumers seeking additional nutritional benefits, the needs of people taking GLP-1 medications vary, meaning there is no single formulation approach that will suit everyone.
What the evidence means for manufacturers
While GLP-1 medications have been linked to changes in appetite and eating habits, their effects on taste perception are less clear.
A 2026 review published in Frontiers in Nutrition found that current evidence does not establish a consistent impairment of basic taste function, highlighting the need to distinguish changes in taste from shifts in food enjoyment and motivation to eat.
For beverage manufacturers, the opportunity lies in responding to changing nutritional priorities without assuming all consumers taking GLP-1 medications have the same sensory needs.
As GLP-1 use influences consumption habits, understanding the relationship between functionality, flavour and texture could become increasingly important in developing beverages that deliver nutritional benefits without compromising enjoyment.
