Scroll through your social feed and chances are you’ll land on another Ozempic weight-loss story. These viral weight-loss drugs, Ozempic, Wegovy and their GLP-1 cousins, started as treatments for type 2 diabetes. Now, they’re quietly rewriting how millions of people eat.

By mimicking a hormone that controls blood sugar and appetite, GLP-1s curb hunger and cut cravings, often dramatically. This means, less eating, fewer snacks and different choices.

And that leaves one big question for the confectionery and snacks industry: what happens when cravings disappear?

Cravings Are Changing, But They Haven’t Disappeared

A recent study of 100 GLP-1 users found that over half (51%) reported eating fewer snacks and smaller portions. Gone are the days of mindless munching. Today’s GLP-1 consumer is also pickier, often trading in sugar-laden treats for snacks with a functional edge.

But there's no need to throw in the towel just yet. Snacking isn’t vanishing, it’s just evolving.

“People are still craving things, but it’s different now,” explains Dr Morgaine Gaye, Food Futurologist and Trend Forecaster. For GLP-1 users, it’s also about easing and catering to their symptoms.

Ginger-flavoured snacks, for example, appeal not just for taste but because they help with nausea and inflammation.

An Industry in Flux

PwC’s GLP-1 Trends & Impact Survey puts the current GLP-1 market at $133 billion, with a forecasted climb to $150 billion by 2030. That’s not a blip; it’s a seismic shift.

The survey found GLP-1 users spend about 11% less on most food categories, with sweet and salty snacks taking some of the biggest hits. Nearly one in three respondents said they’re spending less on food and beverages overall.

So, in short, the snack aisle is being restocked.

“The biggest challenge for the industry is that it’s been sidelined by these drugs,” says Gaye. “So many people now have access and those impulse buys are fading. Cravings have changed and that’s influencing the category.”

But the good news, is there’s also an opportunity.

For example, Nestlé launched Vital Pursuit, a frozen food brand tailored to this demographic. Its line-up includes protein-packed pizzas, pastas and whole grain bowls loaded with nutrients like calcium and iron, a blueprint for what functional indulgence might look like moving forward.

How Snack Brands Can Stay One Bite Ahead

As Gaye puts it: “Trends are like a coin, whatever you have on one side, you have the rest on the other. On one hand, it’s indulgence. On the other hand, it’s health and functionality.”

For brands, the opportunity lies in embracing both. The next wave of growth won’t come from clinging to traditional formats; it will come from reimagining products that balance pleasure with purpose.

As unpacked in this article, consumers aren’t quitting snacks. They’re just expecting more from their beloved brands. Here’s how your business can stay relevant and thrive with these latest industry developments:

• Rethink your flavour wheel - Dial down the sugar. Expand your offering for savoury, spiced, or subtly sweet options that satisfy evolving palates.
• Make protein your new hero - Muscle preservation is top of mind for GLP-1 users, so protein-rich snacks are a welcome addition to their routine.
• Shrink the portion, not the pleasure - Smaller appetites call for bite-sized formats that still deliver on taste and texture.
• Get functional with ingredients - Incorporate elements that support hydration or ease GLP-1 side effects, ginger, electrolytes, even light carbonation.
• Label it like you mean it - Consumers are label-savvy. Packaging should clearly highlight nutritional value, portion control and feel-good benefits.

Stay Informed and Ahead with ISM Middle East

GLP-1 drugs and other shifts in the industry aren’t the end of snacking and confectionery, they’re transforming it. Appetite, portion size and purchase drivers are all evolving and the brands that thrive will be those that respond with agility, innovation and flavour that fits the moment.

To stay ahead of trends like these, join us at ISM Middle East 2025, taking place from 15–17 September in Dubai, where key players in snacks and sweets come together to define the next big trends.