Global ingredients major IFF has released a new research report examining how the adoption of GLP-1 weight-loss medications is altering food behaviours, sensory preferences, and shopping habits among Indian consumers.

Unveiled at the company's "Eat Smart Asia: The GLP-1 Shift" symposium in New Delhi, the report, titled "Inside the India GLP-1 Consumer Journey", highlights that the impact of appetite-suppressing medications extends beyond simple caloric reduction. Instead, consumers are fundamentally rethinking their relationship with food, demanding higher nutrient density, specific textural profiles, and improved ingredient transparency to maximise value from smaller portions.

The findings build upon IFF’s 2025 GLP-1 Consumer Opportunity Outlook, providing targeted regional data for food and beverage manufacturers navigating the rapid expansion of the anti-obesity medication (AOM) market in India.

Evolving Portion Sizes and Nutrient Density

Based on qualitative and quantitative research conducted among GLP-1 users in Delhi, Mumbai, and Bengaluru, the study identifies significant reductions in typical portion sizes across traditional Indian meals.

According to the research, consumers report shifting from three to four chapatis to just one or two, reducing idli consumption from five or six pieces down to two, and cutting rice intake from two and a half bowls to half a bowl.

However, a smaller appetite does not diminish the importance of the eating occasion. The report indicates that as consumers eat less, expectations for the nutritional and sensory value of each bite increase.

Sensory Perception and Flavour Formulation

Beyond volume reduction, the research highlights that GLP-1 usage frequently alters how consumers perceive taste and texture, creating complex formulation challenges for food developers.

Key sensory findings from the report include:

Sensory Alteration: 90% of participants reported experiencing changes in how food tastes or feels.

Textural Preferences: 50% indicated a preference for soft, easy-to-digest textures.

Flavour Clarity: 69% of respondents expressed a desire for balanced flavour impact, noting that excessively sweet or rich profiles can become overpowering.

These shifts require food manufacturers to re-evaluate traditional flavour profiles, focusing on simpler, cleaner tastes rather than sensory overload.

Label Scrutiny and Household Purchasing Habits

The GLP-1 consumer is also becoming a more deliberate shopper. The report reveals that 74% of users read food labels more carefully than before starting the medication, extending their scrutiny beyond calories to evaluate protein content, ingredients, and preservative-free claims. Notably, only 47% of consumers indicated that they currently trust front-of-pack claims.

Despite these individual dietary shifts, the research shows that household purchasing patterns remain largely stable due to established family routines:

78% continue to buy biscuits for their households.

71% continue purchasing packaged sweets and full-fat dairy products.

63% continue to buy fried snacks.

The persistence of these categories suggests that manufacturers should focus on reformulating and repositioning existing household staples rather than assuming consumers will entirely exit traditional snack and dairy categories.

Hydration as a Daily Goal

The shift toward deliberate consumption extends to the beverage category. The study found that 74% of respondents view staying hydrated as a daily wellness goal.

Within this segment, 69% of users are actively choosing coconut water as part of their hydration routines, highlighting a growing consumer preference for functional, electrolyte-based beverages that offer both hydration and sensory appeal.

Innovation Implications

The findings underscore that the GLP-1 phenomenon represents a broader behavioural shift requiring holistic product redesign rather than isolated nutritional tweaks.

To remain competitive, IFF suggests that food and beverage manufacturers must develop products that deliver higher nutrition and satisfaction per serving, utilise clearer packaging to communicate value, and create portable meal formats that allow users to comfortably participate in social eating occasions despite smaller appetites.