The Growing Use of GLP-1 Drugs Creates Opportunities for Coffee and Tea

The growth in the GLP-1 drugs sector continues to make headlines across the food and beverage industries for the shift that it is having on consumer purchasing behaviour. The growing interest in this weight loss medication is providing insights into the practices of weight conscious consumers, including the way that they shop, their perception of wellness, and the choices that they make for fuel and indulgence.

“GLP-1 drugs are disruptive forces in today’s food landscape with over 45 percent of American adults having used, currently using, or experiencing interest in these drugs. The ripple effects of this extend far beyond weight loss,” said Diana Courtepatte, director of marketing, TC Transcontinental Packaging. “They are fundamentally reshaping how Americans eat, how they shop, and how they are going to make decisions at the shelf.”

New Formulations and Easier Access Lends to Wider Adoption

Elizabeth Crawford, senior editor at Food Navigator USA, reported in her recent podcast, The GLP-1 Effect: How 2026 Will Look for Food and Beverage, that the methods for obtaining GLP-1 drugs for American consumers are expanding beyond medical prescriptions. New avenues for access, including aestheticians, Medi spas, and direct to consumer, are continuing to develop, which is making it easier for interested consumers to access the medication.

On 22 December 2025, the US Food and Drug Administration (FDA) approved the Wegovy pill, produced by Novo Nordisk, for commercial sale. This will provide American consumers with an oral alternative to a GLP-1 medication, and a potentially more accessible alternative for potential users.

According to Mintel, the use of GLP-1 drugs continues to climb, rising from 12 percent adoption to 18 percent in just over a year in the United States alone. Stephanie Matucci, director of food and drink at Mintel, anticipates this growth will continue, especially as the medication’s availability expands into additional channels. However, Matucci cautions brands not to narrow the focus on the needs of the GLP-1 user alone. Instead, brands should look at the broader picture of what the uptick in the demand for this drug is communicating, specifically, the increased interest in weight loss and a healthier lifestyle.

In fact, 82 percent of Americans are still choosing to manage their weight loss through other methods. Wellness is becoming the primary focus for these consumers, and they are looking for beverages that can tap into this need state.

It is good news for tea and coffee, as consumers are actively seeking healthier hydration alternatives. “GLP-1 adoption is accelerating a shift to intentional, digitally guided wellness. Tea and coffee brands that lead with benefit-led communication, optimise formats, and own the digital shelf will thrive,” said Sherry Frey, vice president of Total Wellness, Nielsen IQ (NIQ).

Crawford’s interview with Sally Lyons Wyatt, Circana global executive vice president and chief advisor for consumer goods and foodservices, revealed that the increased interest in GLP-1s for their weight-loss side effect is providing an opportunity for consumer packaged goods (CPG) to centre on the attributes that these consumers value. “I do not feel this is an ‘oh no moment’ — I think that this is an ‘and moment’, and an opportunity for CPG manufacturers to lean in. This is a great opportunity to assess portfolios and figure out what of my portfolio can benefit those who are taking the medications and let me communicate that,” said Lyons Wyatt.

Intentional Purchases

The GLP-1 wave has revealed a growing base of consumers who are more intentional about their purchases, especially in foods and beverages. These individuals are still spending money; however, they are investing time in researching brands to discover which products best meet their needs and values.

Manufacturers can respond to this, shared Lyons Wyatt, by adapting their product solutions and advertising to better align with the needs of these health-conscious consumers. These consumers are looking for the value they can obtain from their products, whether it’s functional benefits, indulgence, an experiential experience, high protein, hydration, or simply joy. The key for manufacturers is to identify which value states they meet, then cultivate messaging that communicates them to consumers.

Tapping into Functional Attributes

The needs and values of the GLP-1 and weight conscious consumer provide an opportunity for tea and coffee companies to communicate the functional and experiential benefits of these beverages. These individuals are actively seeking healthy alternatives for hydration, including products with low to no sugar and functional benefits. Essentially, they are looking to ingest products that will pair well with their new wellness lifestyle.

“From a wellness perspective, coffee drinkers are moving toward clean, calm energy with less sugar, lighter add-ins, and formats that avoid jitters,” said Frey. “While tea is benefiting from its digestive and calming associations, especially herbal blends.”

These consumers are more intentional in their consumption practices and are looking for companies that understand this need, including providing product recommendations that align with their values. “GLP-1 users often need to manage stress and appetite changes, so they value portion control and intentional rituals,” said Frey. “Think single-serve sachets, RTD cans, and benefits that emphasise morning focus, post-meal digestion, and evening wind-down.”

The key is for tea and coffee companies to communicate to these consumers how their beverages fit into the lifestyle of the GLP-1 users. This could involve pairing beverages with proteins or fibre snacks, suggests Frey, or even, creating partnerships that provide bundles or cultivating online content that guides pairings.

Brands will Benefit by Responding to the Behaviour of the GLP-1 Consumer

NIQ Market Insights reports that nearly half (46 percent) of current GLP-1 users are millennials. These individuals are more likely to shop online, use mobile apps, and subscribe to autoship programs. There is also growth in GLP-1 use among Gen X and Gen Z, which will likely continue to expand as access to GLP-1 becomes more widespread. The key for brands is to understand the unique needs of each of these demographics and tailor their messaging and product delivery accordingly.

When it comes to tea and coffee brands, Frey shares that Gen X is seeking evidence-based claims and digestive comfort, making them an ideal match for low acid coffee and functional teas. While Gen Z are digital natives, they are actively seeking transparency in product labels and creator-led education. Companies can respond to this by offering trial kits, subscriptions, and investing in the creation of short form content.

The millennial demographic is also looking for convenient options that connect to their values. They are more likely to research and purchase products online, invest in subscription services, and seek simple, easy, accessible options. This is also the demographic that is looking for simplicity in orders, including auto shipment, subscribe and save programs, and bundles centred on need states. “Above all, win at the digital shelf. Be findable (benefit keywords), believable (transparent claims), and frictionless (subscriptions, trial packs),” said Frey. “That’s how tea and coffee brands will grow with the GLP-1 consumer.” This includes having transparent labels, credible reviews and expert backed content to support the claims that brands are stating.

The Power of Packaging

Packaging is a critical tool for clearly communicating the benefits of products and how they align with consumers’ needs. This includes having clear labels with clean, simple call-outs. “Shoppers are making decisions quickly, and the GLP-1 consumers are scanning products for call-outs that provide a functional benefit, whether it’s protein, fibre, low sugar, nutrient dense or hydration,” said Tim Kieny, vice president, sales and marketing (meat and dairy), TC Transcontinental.

These consumers are paying attention to all aspects of their products, including sourcing, nutritional benefits, and sustainability. This presents an opportunity for premiumisation, providing consumers with higher quality products that respond to their need states. “The CPGs are going to need to stand out on the shelf. The graphics, the messages, alluring packaging,” said Kieny. “Here at TC, we are supporting brands across the board. The goal for us is to help brands stay agile, while keeping performability and sustainability front and centre.”

The rise in GLP-1 use has disrupted the food and beverage space, leading to lower appetites and more intentional food and beverage choices. However, for tea and coffee companies, this presents an opportunity to connect with these wellness-focused consumers by communicating the benefits that their products offer.

The reality is that the brands that are going to be successful are the ones that invest the time to align with the needs of the consumer, including focusing on insight driven innovation, mindful nutrition, and functional and sustainable packaging. “GLP-1s are not just shifting consumers’ diets, they are shaping the entire food ecosystem,” said Courtepatte.

The key takeaway for companies is to ensure that consumers clearly understand the benefits of their products so they can become an integral part of their lifestyle.

Anne-Marie Hardie is a freelance writer, professor and speaker based in Barrie, Ontario. She may be reached at: [email protected].