Insights / Perspectives

Shrinking Appetites, Shifting Packaging: The GLP-1 Effect

Photo Credit: Once Again Nut Butter

The growing popularity of GLP-1 medications is reshaping consumer behavior across multiple industries, from food and beverage to consumer health and alcohol. According to Circana, GLP-1 users are expected to grow from 23% of U.S. food and beverage purchasers in 2025 to 35% by 2030. Consumers taking GLP-1 drugs are gravitating toward products that support their health and wellness goals. Smaller portions, functional ingredients, protein-rich foods, and beverages that promote satiety are becoming more desirable. Even alcohol consumption patterns are shifting, with many users moderating intake as part of broader lifestyle changes.

As GLP-1s become more widely adopted, brands are rethinking not only what consumers eat and drink but also how those products are packaged. With dietary habits evolving, packaging is becoming a critical tool for helping brands meet new consumer expectations. Three packaging trends are gaining momentum: rightsizing, clean labeling, and broad claims appeal.

Rightsizing for Portion Control and Convenience

One of the clearest impacts of GLP-1 usage is reduced appetite. Consumers are eating smaller meals, snacking differently, and placing greater emphasis on portion control. Packaging that aligns with these habits is becoming more valuable. Brands are responding with smaller pack formats and individually portioned products. Portable, on-the-go packaging is also becoming more important as consumers seek foods that fit busy lifestyles while helping them stay aligned with dietary goals. Rightsized packaging not only reduces waste but also reinforces moderation and mindful consumption.

Clean Labeling and Minimalist Design

At the core of the GLP-1 movement is a broader focus on health and wellness. Consumers increasingly want products that feel simple, transparent, and better-for-you. Minimalist packaging—featuring organized layouts, clean fonts, uncluttered graphics, and restrained color palettes—helps communicate high-quality products with fewer, premium ingredients. Transparent product messaging also contributes to perceptions of authenticity and healthfulness. Consumers are looking for packaging that clearly communicates what a product contains and, just as importantly, what it doesn't contain. Front-of-pack messaging focused on protein content, fiber, prebiotics, or nutrient density helps consumers quickly determine whether a product aligns with their goals.

Photo Credit: Ithaca Hummus

Broad Appeal Over Niche Positioning

While GLP-1s are influencing purchasing behavior, many brands are cautious about positioning products too narrowly around these trending medications. This approach reflects lessons learned from previous diet-driven trends such as keto and paleo. Euromonitor notes that innovation aimed at GLP-1 users is most effective when it also appeals to general wellness-minded consumers. Brands are finding success by focusing on universal wellness claims relevant to a wider audience, including messaging about protein, nutrient density, digestive health, hydration, satiety, and functional ingredients. Packaging helps communicate these claims clearly and credibly without limiting product appeal to just GLP-1 users.

Photo Credit: Marzetti

Packaging’s Role in the Future of Wellness

As eating habits and wellness priorities shift, packaging is evolving alongside them. Rightsized formats, clean and transparent design, and broadly relevant wellness messaging allow brands to better serve GLP-1 users (and non-users) who are seeking healthier lifestyles and more intentional consumption habits. Berlin Packaging helps food, beverage, and consumer health customers develop packaging solutions that support convenience, moderation, and long-term wellness goals while building consumer trust and brand loyalty.

By: Moira Stein
Date: June 17, 2026