The GLP-1 Era Is Reshaping the American DietJay Lee’s U.S. Market Report (174)

GLP-1 medications move into the mainstream of weight management, with approximately one in eight U.S. adults reportedly using them

Demand for high-protein beverages and related foods is surging, with the market projected to reach $40 billion by 2034

New opportunities are emerging for Korean fermented foods, tofu, portion-controlled meal kits, and other nutrient-dense products

Jay Lee, President, J&B Food Consulting

As medications such as Ozempic continue to reshape the weight-management market and oral GLP-1 options emerge, GLP-1 therapies are becoming increasingly mainstream in the United States.

According to a Gallup survey, approximately one in eight U.S. adults (12.4%) currently report using GLP-1 medications, while JPMorgan has projected that the number of users could exceed 30 million by 2030.

What began as a pharmaceutical revolution is now beginning to reshape the food and beverage industry.

Eating Less—but Expecting More from Every Meal

GLP-1 medications can significantly reduce appetite and overall food intake. As consumers eat smaller quantities, the nutritional value of each meal becomes increasingly important.

The food industry is already responding. High-protein beverages, protein-rich snacks, portion-controlled meals, and other products designed around smaller serving sizes are rapidly expanding.

Major global food companies are also paying closer attention to the needs of GLP-1 users, while the broader market for GLP-1-oriented food and nutrition products is projected to grow substantially over the coming decade.

Industry observers increasingly view this not simply as another short-term diet trend, but as a potential structural shift in consumer eating behavior.

The “Halo Effect” Extends Beyond GLP-1 Users

One particularly important development is the so-called “halo effect.”

A significant share of consumers purchasing GLP-1-friendly products are not necessarily taking GLP-1 medications themselves.

The reason is straightforward: attributes commonly associated with GLP-1-oriented foods—such as higher protein, fewer calories, more fiber, portion control, and nutrient density—also appeal to the broader health-conscious consumer market.

As a result, categories such as portion-controlled meals, protein-fortified foods, and hydration products with electrolytes may have market potential well beyond consumers who are actually using GLP-1 medications.

In this sense, the GLP-1 trend may be helping establish a broader standard for what many American consumers increasingly expect from health-oriented foods: more nutrition in a smaller portion.

Five Opportunities for Korean Food Companies

For Korean food manufacturers and exporters, this changing market presents at least five notable opportunities.

First, fermented foods.

Traditional Korean foods such as kimchi, doenjang, and cheonggukjang can be positioned around characteristics such as fermentation, fiber content, and relatively low calorie density, depending on the formulation and serving size.

These attributes may align well with growing consumer interest in nutrient-dense foods and digestive wellness.

Second, tofu and plant-based protein.

Maintaining adequate protein intake can be particularly important for consumers who are eating less while managing their weight.

This creates opportunities for tofu-based high-protein foods, plant-based protein products, and convenient Korean meals formulated with greater protein density.

Rather than simply increasing portion size, manufacturers can focus on delivering more protein and nutrition within smaller servings.

Third, smaller and portion-controlled meal kits.

Consumers with reduced appetites may be less interested in large packages that cannot be finished before their quality deteriorates.

This creates an opportunity for single-serving and one-to-two-person meal kits, particularly products that combine convenience with controlled portions and strong nutritional value.

For Korean exporters, packaging strategy may therefore become just as important as the food itself.

Fourth, functional hydration beverages.

Some GLP-1 users experience gastrointestinal side effects that can make maintaining adequate hydration more challenging.

This has increased interest in products designed around hydration and electrolyte replenishment. Korean beverage manufacturers may find opportunities in developing low-sugar hydration products and electrolyte beverages that fit within the broader wellness market.

Fifth, lower-sugar and lower-calorie desserts.

Weight-conscious consumers still want snacks and desserts, but many are increasingly looking for alternatives with reduced sugar and fewer calories.

Korean manufacturers have experience with ingredients and product concepts involving konjac, allulose, and plant-based ingredients, which may provide opportunities for differentiated products targeting the weight-management and wellness markets.

New Potential for Korean Porridge and Functional Meal Kits

Traditional Korean juk (porridge) may also have an opportunity in this changing market.

Premium products such as abalone porridge and octopus porridge can be developed as convenient, portion-controlled meals for consumers seeking foods that are easy to eat while still providing meaningful nutritional value.

There is also room to modernize the category.

For example, manufacturers could develop high-protein, lower-calorie Korean meal kits using ingredients such as tofu, mushrooms, lean proteins, and vegetables, packaged in smaller portions designed for consumers who prefer smaller meals.

The key is not simply to place a “GLP-1 friendly” message on an existing Korean product. Successful products will need to be designed around the actual dietary preferences of consumers who are eating less but paying greater attention to protein, fiber, hydration, portion size, and overall nutrient density.

A Structural Change in the U.S. Food Market

Ultimately, the expansion of GLP-1 medications represents more than a new weight-loss trend. It has the potential to change how American consumers think about food itself.

In the past, the central question for many food products was simply:

“How good does it taste?”

Increasingly, another question is becoming just as important:

“How much nutrition can this product deliver in a smaller portion?”

Korea’s expertise in fermentation, plant-based foods, convenient meals, and portion-controlled packaging may align particularly well with this shift.

The Korean brands that recognize this change early—and develop products specifically for the emerging needs of American consumers—may be well positioned to help shape the next chapter of K-food in the United States.

Machine translated

Feel free to contact us

jay@jnbfoodconsulting.com or 714-873-5566

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