KANSAS CITY — Expect the number of consumers taking GLP-1 medications to continue rising. Twelve percent of US adults have tried a GLP-1 drug, according to a July 9 webinar hosted by FleishmanHillard, a communications consultancy based in Kansas City. About 25% said they expect to take the drugs in 2026, with Gen Z leading the way at 37%. By 2030 an estimated 35% of US households will have at least one person on GLP-1 medications, according to FleishmanHillard.

FleishmanHillard breaks the GLP-1 category into sub-categories: pre-medication, initiation (weeks 1 to 4), stabilization (weeks 4 to 12), maintenance (weeks 3 to 12 or more), plateau (weeks 6 to 18 or more), discontinuation and post-medication.

“The GLP-1 user is not a monolithic group,” said Kristie Sigler, senior partner and global food and agribusiness sector lead for FleishmanHillard. “Instead, think of them as a kaleidoscope.”

Allison Koch, a registered dietitian in nutrition communications for FleishmanHillard, added, “It’s important for brands marketing to this consumer to recognize what they are looking for varies depending on what phase of use they are in, and what they need today may look very different tomorrow.”

Formulating with fiber requires more nuance than protein, where consumers have a mindset of “more is better,” said Christine Nowakowski, category innovation adviser and corporate fellow for Cargill, Minneapolis.

“It’s about selecting the right fiber, in the right amount, for the right purpose,” she said. “We can broadly categorize fibers into two groups: soluble and insoluble. Think of insoluble fibers like oat fiber and corn bran as scrub brushes for your GI (gastrointestinal) tract, adding bulk and supporting regularity.

“Soluble fibers dissolve in water and support digestive health in different ways, depending on the specific fiber. Some, including soluble corn fiber and inulin, also function as prebiotics, helping nourish beneficial bacteria in the gut microbiome. Certain soluble fibers can also help moderate the body’s blood glucose response by slowing carbohydrate absorption.”

For consumers using GLP-1 medications, nutritional priorities often evolve over time, said Vaughn DuBow, senior director of marketing, North America health and wellness for Chicago-based ADM.

“Those just starting treatment may experience reduced appetite, gastrointestinal discomfort, hydration challenges and feelings of weakness,” he said. “For these consumers, digestive tolerance is often an important consideration when selecting fiber ingredients.”

A bad experience in the initiation phase could turn consumers away from a product, Koch said.

“All of a sudden they eat a large amount of fiber in one sitting, and they have a bad experience, and they are not going to come back to it,” Koch said.

Before starting a GLP-1 medication, consumers should aim for adequate fiber intake, which is 21 to 38 grams daily, depending on age and gender, she said. The approach should shift once they begin taking medications.

“Early-stage users should actually reduce total fiber intake and focus on soluble sources like oats, beans and fruits,” Koch said. “Insoluble fiber found in seeds and plant skins, while important for long-term gut health, can exacerbate medication side effects during sensitive early phases.”

Nowakowski took a different view. She said gastrointestinal side effects often peak early in treatment, causing consumers to focus on managing diarrhea or similar digestive discomfort.

“If they do look for fiber, the bulking benefits of insoluble fiber come to the fore,” she said.

Darren Schubert, vice president of sales and marketing, western operations for Grain Millers, Inc., said, “Users in each sub-group should ensure their diets contain a balance of soluble and insoluble fiber proportioned to their daily nutritional requirements. Too much soluble fiber may cause bloating and gut freezing, while insoluble fiber helps promote smooth passage through the gut and reduces inflammation.”

Insoluble fiber helps maintain regularity in consumers seeking relief from constipation, which happens when GLP-1 drugs slow digestion, said Colleen M. Zammer, vice president of varietal solutions growth and innovation at Bay State Milling Co., Quincy, Mass.

“Consumers looking for gut healing, immune support and precursors to naturally occurring GLP-1 hormones in the body can benefit from fermentable, prebiotic fiber that feeds gut bacteria,” she said, adding that fermented fiber sources like resistant starch provide gut health benefits without uncomfortable side effects like bloating.

More established GLP-1 users continue to consume smaller portions and emphasisze nutrient density in their food choices.

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Gradual increases

As gastrointestinal side effects stabilize, typically in weeks 4 to 12 of taking the medications, consumers gradually may increase their total fiber intake, Koch said.

“The key word is ‘gradually’— adding too much too soon may trigger discomfort and resistance,” she said. “Whole food sources are preferable to supplements, though health care professionals like registered dietitians can recommend supplementation strategies when needed.”

More established users continue to consume smaller portions and thus emphasize nutrient density, looking for foods and beverages that deliver nutrition like fiber and protein in less product volume, DuBow said.

“At 6 to 12 months in, there is momentum, with some weight-loss results likely bolstering dual focus on diet and exercise and (the) highest integration of medical advice,” said Emma Cahill, global marketing director, sweeteners, fibers and GLP-1 at Tate & Lyle PLC, London. “We see that the highest reason consumers cease GLP-1 usage is side effects.

“In our survey, we saw the average tenure on the medication was 12 months. At three to six months post usage, it was clear that the healthy habits built on the medication were very difficult to translate upon the return of food noise. We saw food choices fluctuating between healthy habits and old routines.”

Research from ADM’s Outside Voice showed former users experience renewed cravings, and 65% reported concerns about regaining lost weight, DuBow said.

“For this group, ingredients such as prebiotic fibers can help support satiety by delaying hunger cues, stimulating appetite-regulating hormones and promoting feelings of fullness as they establish long-term eating habits,” he said.

‘Boomerangers’

Consumers who discontinue medication tend to fall into two groups, said Keith Albright, senior insights manager for Cargill.

“Some are looking for foods that can help them sustain the progress they’ve made,” he said. “They’re concerned about appetite returning, regaining weight and losing the sense of control they’ve developed while taking the medication. Others simply plan to return to GLP-1 use.

“That brings us to an emerging segment we call ‘boomerangers.’ These are people returning to GLP-1 medications after discontinuing them previously. For many, it’s a planned return. They view GLP-1s as a tool they can return to when they want to lose a few pounds, rather than relying on diet alone to maintain their weight. However, because their bodies must readjust each time they restart therapy, many of these boomerangers will experience the same gastrointestinal side effects all over again.”

Finally, plant-based ingredients may add fiber and protein to products, appealing to users of GLP-1 medications.

“Plant-based flours from quinoa, chickpea, fava and lentil can easily add all-natural, clean label protein and fiber to food products,” said Terry Stover, vice president of special markets for Houston-based Riviana Foods, Inc. “Extruded and ready-to-eat gels made from the same plant flours work well in baked goods, snacks and drink mixes, providing fiber and protein.”