Formulating for the GLP-1 journey: sensory research reveals a need for targeted products
By Luisa Brady, Sensory Scientist
As we know, GLP-1 medications change the way people eat. Until recently, though, most of the conversation in the food and beverage industry has been around appetite suppression and achieving optimal nutritional density from reduced caloric intake. But from a sensory perspective, appetite is only part of the story, and crafting products to support the entire GLP-1 journey may be far more nuanced than we thought.
What we’re starting to see, in published research and in our own work, is that using GLP-1s may also influence the overall experience with food. That shift has important implications for food and beverage developers. It also suggests that we cannot think of “the GLP-1 consumer” as a single audience.
Needs and wants vary dramatically between current and former glp-1 users
We’ve found that there aren’t many studies focused on former GLP-1 users. That interested us, and when we began looking into it, we found that post-users seem to have different priorities than current users.
A current user experiences a dulling of the pleasure that comes from eating food. Cravings almost disappear when you’re on a GLP-1 medication, and many report they have less enjoyment eating foods we might ordinarily consider treats, like cake, for example. In fact, GLP-1 medications result in reduced activation of the reward center of the brain. Those taking the medication do not receive the same dopamine surge from highly palatable foods as non-users.
Former users crave that indulgence again; the food joy that was missing suddenly returns when consumers come off the medication. At the same time, these individuals don’t want to gain back all the weight they lost.
What the research tells us — and what it doesn’t
A 2019 study1 measured taste thresholds in individuals before starting GLP-1 and again three months after beginning treatment. It found increased sensitivity to sweetness and bitterness after beginning use of GLP-1 medication. Additionally, participants reported they liked fatty/salty foods and fatty/sweet foods significantly less after starting on GLP-1 medication. That said, this was a small study, and all participants had Type 2 diabetes. Still, it’s definitely worth paying attention to, as it compares sensory acuity before and after starting a GLP-1 medication.
Intriguingly, a larger 2025 study2 compared adults on GLP-1 who were neither diabetic nor obese, with a control group of non-users. This study is significant because all previous studies looked at consumers with one or both of these conditions. The mean treatment time was 333 days, considerably longer than the 2019 study. This study found that GLP-1 users were significantly less sensitive to all five basic tastes.
You might think the findings from the two studies are contradictory. However, both may be true—sensitivity may increase shortly after starting treatment and then decrease with long-term use. Differences in study design, population, and duration may also account for some of the variation. At this point, we don’t have enough data to say with certainty.
A statistic that stood out to me was that, despite measurable differences in taste sensitivity, only 22% of users reported noticing a change. That suggests these shifts are gradual. When changes happen slowly over time, consumers may adapt without consciously recognizing it.
We are at the early stages of understanding how GLP-1 affects sensory perception. But even now, some patterns are becoming clear.
Food noise, food joy, and the GLP-1 experience
One of the most interesting shifts I’ve seen with GLP-1 users goes beyond measurable taste thresholds. It affects their relationship with food on a holistic level.
What we call “food noise” is significantly reduced for GLP-1 users. It’s the constant thinking about food, such as what to eat next, or when the next meal will happen. However, it’s a persistent issue for former- and non-users.
Closely related to food noise is “food joy.” This one is pretty self-explanatory; it’s the pleasant feelings that accompany eating food you enjoy.
We all experience both of these sensations. But health-conscious consumers have a different relationship with them.
For example, those currently on GLP-1 medications say they lack food joy in their lives. And while we’ve found some of those consumers will sacrifice enjoyment for functionality out of necessity, that doesn’t mean they don’t want it at all.
Former users, who are experiencing the return of food cravings but still want to make healthy choices, need help silencing the food noise. That means finding food options that satisfy them on all levels; they provide good nutrition, satiate, and help them maintain healthy eating habits. These are all important things to remember when choosing your target market and formulating (or reformulating) your product.
Current vs. former users: different priorities, different sensory responses
In our proprietary consumer research, we evaluated several protein shakes with current GLP-1 users and former users. What we observed was not simply a difference in preference, but a difference in need-state.
Current users were primarily focused on nutritional density, especially protein. Many told us directly that they were less concerned with flavor than performance. This may be due to reduced sensitivity. Overall, they were less likely to penalize bitterness or minor textural issues. Function was their priority. If it delivered protein, they were satisfied and didn’t fault taste and texture too heavily. That’s not to say mouthfeel wasn’t important to them at all. They just expressed and demonstrated higher acceptance of texture differences.
Former users, however, told a different story. Once off the medication, many reported that pleasure in eating quickly returned. But that pleasure came with increased sensitivity across the board. Former users were more likely to call out bitterness, wateriness, artificial notes, and texture flaws. And when they did detect those attributes, their overall liking dropped significantly.
This suggests that while current users may tolerate certain sensory trade-offs in exchange for nutrition, former users are less forgiving. They are looking for products that deliver both function and enjoyment.
Importantly, we also saw that no single product fully met the ideal liking position for former users. That indicates white space in the market, an opportunity to formulate specifically for this audience’s taste, mouthfeel and nutritional needs and preferences.
Looking at nutritional shakes as part of a glp-1 strategy
Nutritional shakes are increasingly relevant for current GLP-1 users. Because appetite suppression is common, many users view shakes as an easy and convenient way to increase their protein intake.
74% of current users and 61% of former users increased their consumption of protein shakes3
However, sensory dissatisfaction remains a challenge in the protein shake category. Chalky textures, artificial sweetness, bitterness, and graininess are common complaints and, as we’ve observed, these attributes are perceived differently depending on where someone is on their GLP-1 journey.
Both current and former GLP-1 users stated preference for "Less Artificial Tasting"(48%), "Chalky" (45%), and "Grainy" (37%) textures. 3
In our internal test, we evaluated two market products alongside a Tate & Lyle prototype chocolate shake formulated with over 30 grams of protein, PROMITOR® soluble corn fiber, an optimized sweetener system (0g added sugar), and a stabilizer system designed to improve smoothness.
We mapped overall liking and sensory attributes. Current GLP-1 users were reasonably aligned with products already on the market. Former users, however, were positioned farther from all three products, suggesting unmet needs.
This does not necessarily mean existing products are failing. But it does suggest that a targeted approach could improve satisfaction for specific segments.
Sweetness, aftertaste, and mouthfeel: the details matter
A key insight from our work is that what consumers describe as “artificial” can mean different things. This self-description may refer to bitterness from high-intensity sweeteners. It could also tie back to a lingering sweetness that simply behaves differently from sugar. Or it may reflect a mismatch between expected and experienced flavor.
Texture also plays a critical role. We initially hypothesized that a thicker shake might signal greater satiety. What we found was that there is a tipping point. Too thin is watery and unsatisfying, but too thick can feel overly heavy. Finding the right balance is essential, particularly for former users who are more sensitive to textural deviations.
These are not single-ingredient challenges. They require integrated sweetening systems that manage temporal profile and bitterness, stabilizer systems that deliver satisfaction without heaviness, and fiber systems that contribute nutrition without compromising mouthfeel.
Designing for the full GLP-1 journey
It would be premature to draw sweeping conclusions about taste modulation in GLP-1 users. We need larger, longitudinal studies that follow individuals over time, ideally including non-users who aren’t diabetic or obese for comparison.
However, even with the data we have today, one conclusion feels clear: these consumer groups have distinct needs. Treating them as a single audience risks missing the mark. And so does ignoring them altogether; it seems certain that GLP-1 medications will be part of the fight against obesity for a long time.
The opportunity here lies in understanding where consumers are in their journey and formulating accordingly. GLP-1 has introduced a fascinating new variable into product development: evolving sensory perception. The brands that succeed will be those that recognize that evolution and design with it in mind.
At Tate & Lyle, we combine sensory science with ingredient expertise to help brands navigate this complexity. Whether the goal is optimizing a high-protein shake for current users focused on function, or creating a more indulgent yet nutritionally aligned solution for former users, our role is to help translate insight into formulation strategy.
- Proof of concept: Effect of GLP-1 agonist on food hedonic responses and taste sensitivity in poorly controlled type 2 diabetic patients Brindisi, M. C. et al., 2019
- GLP-1 receptor agonists significantly impair taste function, Khan, R. & Doty, R. L., 2025
- Tate & Lyle Proprietary GLP-1 research study (US, 2025),