Food, Drink, Rewired: The GLP-1 Consumption Shift

GLP-1 medications are changing appetite, but appetite is only one part of why people eat. Habit, ritual, emotion, and sensory expectation don’t just disappear when the hunger signal does. So what happens to the product experience when appetite is no longer the driver?

Curion studied consumers across two phases — a qualitative Digital Selfnography and a quantitative Central Location Test — to find out. We recruited current users, former users, and never-users of GLP-1 medications, studied side by side, across their real daily eating lives and product evaluations.

In this webinar, lead researchers Hudson Hausmann and Rachel Orona present what we found and what it means for the products being developed for this consumer right now.

What You’ll Learn
– How GLP-1 usage impacts appetite, cravings, satiety, and the motivation to eat
– Where the physical and emotional experiences of eating align and where they don’t
– Which product categories GLP-1 users are focused on now, and how product choice and occasions are changing
– Whether GLP-1 users are consciously seeking different textures, formats, and portion sizes, or whether the shift is happening before they’ve recognized it
– How the joy of eating differs across current, former, and never-users of GLP-1 medications