Last issue, we talked about how GLP-1 medications are changing what people drink. This time, let's zoom out. Because the shift isn't just happening at the bar. It's happening in every aisle of the grocery store, every DTC subscription box, and every brand manager's quarterly review.

And the CPG world is splitting into two camps.

The numbers are real.

If you sell volume, this hurts. Full stop.

Here's where it gets interesting for marketing teams.

GLP-1 users aren't just eating less. They're eating differently. They're reading labels. They're choosing higher-protein, higher-fiber, lower-sugar options. They're buying smaller packs on purpose.

And here's the stat that should make every brand manager sit up: GLP-1 users are 65% more likely to buy smaller pack sizes of products like cold cereal.

Remember when "shrinkflation" was a PR nightmare? Now smaller portions are a feature, not a bug. Brands that repositioned smaller packs as intentional, health-forward choices are turning a volume problem into a margin opportunity.

Nestle launched Vital Pursuit, an entire frozen meal line built for GLP-1 users. Conagra slapped an "On Track" badge on 26 Healthy Choice products. General Mills and Danone are marketing around satiety and metabolic health.

The playbook is forming in real time.

Here's what bugs me about most of the GLP-1 coverage: it assumes this is a food story. It's not. It's a consumer identity story.

People on GLP-1 medications aren't just changing what they buy. They're changing how they see themselves. They're becoming the person who reads the nutrition panel, who skips the impulse aisle, who orders the protein bowl instead of the pasta.

And 82% of them keep those habits even after they stop taking the medication (EY-Parthenon).

That's not a temporary disruption. That's a permanent shift in who your consumer is.

For marketing teams, the question isn't "how do we survive GLP-1." It's "are we building our brand for the consumer who's emerging on the other side of it?"

Not everyone's buying the "GLP-1 friendly" gold rush. And they've got a point.

The labeling is a mess. Brands are throwing around terms like "GLP-1 Activator," "GLP-1 Booster," "GLP-1 Friendly," and "GLP-1 Support." None of these are FDA-regulated. A Vital Pursuit meal with 3 grams of fiber and 220 calories isn't exactly a nutritional powerhouse, but it gets the badge anyway.

There's a real risk of another "natural" or "clean label" situation, where the claims run ahead of the substance and consumers (or regulators) eventually push back.

The counter-argument: waiting for perfect regulation means missing the window. Brands that move now, even imperfectly, are building loyalty with a consumer segment that's growing fast and spending intentionally.

If you're in food/beverage CPG:

If you're in alcohol/spirits:
The data is rougher here. 44% of GLP-1 users drink less after starting, and wine is getting hit hardest (52% reduced consumption). But the premiumization trend is accelerating. People drinking less are drinking better. If your brand story already leans quality over quantity, you're better positioned than you think.

Are GLP-1 medications the best thing that's happened to CPG innovation in a decade? Or is the industry just chasing a trend with slapped-on labels and repackaged products?

I genuinely think both things can be true. But I'd love to hear where you land.

Hit reply and tell me. I'll share the best responses in the next issue.

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