Article
June 30, 2026
By Kristie Sigler, Allison Koch and Amanda Patterson
GLP-1 medications may actually impact the food and agriculture industries more than the healthcare industry. Why? While GLP-1 drug offerings remain standardized, each GLP-1 user has distinct and evolving food needs. And the impact of those food choice changes cascades far beyond one person, rippling through families and friend groups. GLP-1 use will have a multiplier effect on the food, beverage and agriculture industries for years to come. Understanding the diversity of GLP-1 users has moved from being of interest to being imperative.
Two years ago, we started having conversations internally. We were watching the GLP-1 landscape shift in real time, and one thing became crystal clear: companies were trying to solve for a consumer they didn’t actually know. So, we decided to build something different. We combined the lived experience of GLP-1 patients across their entire medication journey, from day one through discontinuation. We layered in their demographic details, their real struggles, and paired it all with the clinical expertise of registered dietitians who counsel and support these patients daily. The result? The GLP-1 Lens – a synthetic AI audience grounded in actual consumer truths and clinical reality, not assumptions. A tool to not just shape your actions today but to map opportunities with your future target markets.
Why does this matter? Because the consumer on day one of their GLP-1 journey looks nothing like the consumer on day 180. We can’t treat GLP-1 patients like one giant monolith. Think of each user as a dot of color in a kaleidoscope. Marketing to GLP-1 patients is like playing with that kaleidoscope. Every time you think you have a clear picture, that teeny turn changes the image. And these days there are as many turns (new drug forms, new food insights, new markets, new food launches) as there are colorful prisms in the GLP-1 kaleidoscope. Understanding these users guides your work and accelerates your advantages.
How?
You stop guessing. Reformulated products and tailored menu items may work for those just starting on their journey, but not for those on maintenance. But without this insight, you’d never know until negative reviews tank your launch. GLP-1 Lens can tell you when to start messaging your product to have your message match their need.
You can move faster. Instead of 18-month product development cycles or campaign messages built on assumptions, you iterate on validated insights. GLP-1 Lens could get you extra months in market.
You build loyalty. Influencer programs and products that meet consumers where they actually are—not where you assume they are—create brand advocates, not one-time buyers. GLP-1 Lens can help create brand fans.
The GLP-1 landscape is being written right now. And how it looks today will be vastly different tomorrow. Companies that rely on authentic insights will own this moment. Those that don’t will be left picking up the pieces.
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