90% of GLP-1 users still buy ice cream

FoodNavigator reported on August 5 that ice cream remains in the shopping baskets of most GLP-1 users, even as the category adjusts to smaller appetites and nutrition-focused buying. The publication said 90% of GLP-1 users still purchase ice cream, citing Mintel research, with demand moving toward smaller portions, lower-calorie products and higher-protein options. That leaves manufacturers trying to preserve indulgence while changing pack sizes, formulations and merchandising. The shift is unfolding as GLP-1 use spreads more broadly across U.S. households and food companies look for products that fit appetite management and metabolic-health claims. ### Why are GLP-1 users still buying ice cream at all? Mintel data cited by FoodNavigator showed 90% of GLP-1 users still purchase ice cream, and Food Business News separately reported that the figure is higher than in the general population. The finding suggests the category is being reduced or reshaped rather than abandoned outright by consumers using the drugs. (foodnavigator.com) FTI Consulting said last month that GLP-1 users are buying lower volumes of ice cream and other indulgent categories, while overall spending in some categories can remain resilient, which it said may indicate premiumization. That aligns with the idea that shoppers are still buying treats, but in different sizes, frequencies or price points. (foodnavigator.com) ### What kind of ice cream are they buying instead? FoodNavigator said the demand shift is toward smaller portions, high-protein products and lower-calorie formats. Tridge, summarizing the same development on August 5, said brands in Europe and the United States are adapting with portion-controlled and “better-for-you” frozen treats aimed at nutritional density and controlled indulgence. (fticonsulting.com) Fi Global Insights reported on August 5 that mainstream GLP-1 use is creating demand for ingredient strategies tied to appetite management, satiety and metabolic health. In a separate June report, the same outlet said Mintel sees formulation moving from simple protein claims toward functional benefits such as amino acids for muscle and fibers for satiety. (foodnavigator.com) ### Is this just an ice cream story, or a wider grocery shift? Supermarket News reported on August 6 that 22% of U.S. households now have a current GLP-1 user, citing Numerator, and said adoption has doubled since October 2023. PwC said last month that about 21% of U.S. households included a current GLP-1 user as of May 2026, up from 9% in January 2025. (insights.figlobal.com) BCG said on August 3 that its survey of more than 1,500 GLP-1 users found spending shifts across groceries, supplements, fitness and self-care, with 70% saying the changes extend to their households. OC&C Strategy Consultants said last month that GLP-1 drugs are becoming a structural force in U.S. food-and-beverage demand through 2031 as users reduce portion sizes and eat less frequently. (supermarketnews.com) ### What are food companies doing with that information? Food Business News reported in July that many companies are pursuing renovation as much as innovation, reformulating familiar products to make them healthier rather than building entirely new categories. Dairy Processing reported the same month that GLP-1 consumers still want familiar foods, but with added functional benefits. (bcg.com) Supermarket News said on July 10 that Big Chalk Analytics expects pill-form GLP-1 drugs could expand the active U.S. user population by as much as 50% by 2027. That gives food manufacturers and retailers another reason to keep adjusting pack sizes, claims and shelf sets for shoppers who still want dessert, but in smaller and more functional forms. (supermarketnews.com) (foodbusinessnews.net)