GLP-1 users cut portions, but biscuits and sweets stay in the basket: Study

Bengaluru: GLP-1 users surveyed across three Indian metros reported sharply reducing their food intake after starting the medication. But biscuits, sweets and fried snacks have not disappeared from their family grocery baskets, according to a study by International Flavors & Fragrances (IFF).Participants said they had cut their intake from three or four chapatis to one or two, and from five or six idlis to two. Rice portions fell from about two-and-a-half bowls to half a bowl. Overall, 65% said their appetite had reduced significantly.The change in individual eating habits, however, was not fully reflected in household purchases. About 78% said their households continued to buy biscuits, while 71% still purchased packaged sweets. The same proportion continued buying full-fat dairy products, and 63% bought fried snacks.The findings point to the influence of shared meals and family preferences. While a person taking GLP-1 medication may eat considerably less, other members of the household may continue consuming the same products.GLP-1 medicines are used for diabetes and weight management and can reduce appetite and food intake. IFF’s study covered more than 100 users across Delhi, Mumbai and Bengaluru and combined in-home interviews, quantitative research, sensory testing and product tasting, the company said.The impact extended beyond portion sizes. About 90% of respondents said food tasted or felt different after they started taking the medication. Half said they preferred soft, easy-to-digest textures, while 69% wanted flavours to be balanced rather than overpowering.Eating less also affected social occasions. About 64% said they experienced discomfort while eating with others at least sometimes, including situations where they wanted to participate in a meal but were unable to eat as much as those around them.Shopping habits, meanwhile, appeared to become more deliberate. About 74% said they read food labels more carefully than before starting GLP-1 medication. Yet only 47% said they trusted claims displayed on the front of food packs.Hydration also gained importance, with nearly three-fourths treating staying hydrated as a daily goal. About 69% said they chose coconut water.IFF, which supplies flavours and food ingredients to manufacturers, said the changes could create demand for smaller portions with higher levels of protein, fibre and other nutrients. It also pointed to opportunities for products with softer textures, balanced flavours and lighter formulations that allow users to participate more comfortably in social eating occasions.“A change in appetite can lead to a broader change in the relationship people have with food,” said Harsch Koshti, regional marketing director for IFF Taste in Greater Asia.The company did not disclose the exact number or demographic profile of participants. The findings therefore offer an early view of GLP-1 users in three large cities rather than a nationwide measure of how Indians taking the medicines eat or shop..Get the latest Business News and Live updates. Download the TOI app.