How GLP-1 is Reshaping Dairy Demand

These days, demand for dairy is coming from consumers who barely registered on the radar a decade ago: users of glucagon-like peptide-1 (GLP-1) medications.

The GLP-1 market has exploded, and it is still accelerating.

Analysts estimate global sales at $70 billion in 2025, with the U.S. accounting for three-fourths of that total. Today, 20-30 million American adults use GLP-1 medications, representing 15% of households. Domestic use is projected to grow 13-18% annually through 2030, with estimates suggesting up to 70 million users by 2028 if adoption accelerates.

Why does this matter for dairy? Because GLP-1 users are searching for foods that deliver protein, vitamins, minerals and hydration—all core strengths of dairy.

“There is a real opportunity for dairy to reinforce its role as a credible nutrient-dense protein source in the GLP-1 space,” said Olga Coffee, trends and cultural intelligence director, Dairy Management Inc. “GLP-1 users eat less overall, so their food needs to work harder. That opens the door for high-protein, functional dairy formats that fit naturally into their routines.”

As consumer needs evolve, there may be opportunities for the dairy industry to refine its messaging and develop products that better align with these shifts.

Beyond diabetes: GLP-1 reshapes behavior

Although GLP-1 medications were originally prescribed to manage diabetes, these drugs are now widely used for weight management. But the impact goes far beyond weight loss.

Users frequently describe a cascade of behavioral changes: fewer cravings, less mental fixation on food, improved sleep and a renewed sense of control over daily routines. Many feel more confident in social settings, dating and even workplace performance. They also tend to reengage in healthy habits, from gym memberships to active travel, and show increased interest in real-time health feedback from digital devices.

“GLP-1 use is creating a behavioral ripple effect,” Coffee said. “Decision making around food becomes easier, which builds confidence and a greater sense of capability. It essentially creates a new mindset.”

Those shifts are influencing adjacent industries as well, including beauty and apparel, as body size and lifestyle patterns evolve.

Two main categories of GLP-1 medications dominate the market. Semaglutide drugs (Ozempic, Wegovy and Rybelsus) mimic GLP-1 to reduce appetite, regulate blood sugar and slow digestion. Tirzepatide drugs (Mounjaro and Zepbound) act on both GLP-1 and glucose-dependent insulinotropic polypeptide (GIP) receptors, which affect fat metabolism and insulin sensitivity.

Semaglutides are available in injectable and oral forms. Oral dual GLP-1/GIP agonists are now entering clinical trials.

Shifting tastes and textures

One of the most striking effects of GLP-1 medications is how they alter sensory perception, particularly for taste and texture.

“After starting medications, 85% of Americans report major changes in food and beverage preferences,” said Coffee, citing research from International Flavors & Fragrances. “Sensitivity to sweetness, bitterness and fat is heightened. Foods with dry, sticky or dense textures are more likely to be rejected, while smoother, lighter textures that are easy to chew are preferred.”

GLP-1 users also gravitate toward nostalgic, familiar foods. Because the medication can reduce thirst, hydration becomes another key consideration.

Many are also more intentional about eating well.

“As Americans seek protein-packed, great-tasting, easily digestible animal proteins, Jersey cows naturally deliver nutrient-dense milk to meet the nation’s demand for healthy dairy.” Grady Auer, general manager, National All-Jersey Inc.

The 2025 Technomic Protein Deep Dive reports that 65% of GLP-1 consumers actively seek more protein, 69% choose smaller portion sizes, and 67% believe healthy eating is more about balanced nutrition than strict dieting. More than half say GLP-1 medications have changed their perception of what constitutes a healthy diet.

“They want more protein and fiber, and order fewer desserts, sugary beverages and fried foods,” Coffee said.

These preferences show up in cultural conversations as well. Across social platforms, media coverage, and consumer reviews, discussions often center on protein, hydration, supplements and fiber. Black Swan reports notable increases in mentions of grilled chicken, bone broth, fiber gummies, vitamin shots, electrolytes, meal replacement shakes, yogurt smoothies and protein bars.

Retail data tells a similar story, and it is good news for dairy.

“According to Circana, year-over-year volume growth among GLP-1 households shows gains in several dairy categories associated with protein and functional benefits,” Coffee continued. “Greek yogurt sales are up 64%, cottage cheese is up 15%, and lactose-free milk has grown 12%.”

A surprising bright spot is ice milk and other frozen dairy desserts, up 20% year over year among GLP-1 households in 2026, even as the category declines elsewhere. Their lower fat content and lighter texture likely align with evolving preferences.

“Taken together, these shifts make dairy’s familiar, high-quality protein well suited to emerging needs for satiety, tolerability and portion-efficient nutrition,” Coffee summed.

Dairy’s opportunity in the GLP-1 era

As GLP-1 use expands, Coffee identified several opportunities for the dairy industry.

• Protein support: With fewer calories consumed comes a higher risk of inadequate protein intake. Dairy provides highly bioavailable, complete protein in nutrient-dense, relatively low-calorie formats. Greek yogurt, cottage cheese and milk are especially well-suited to GLP-1 eating patterns.
• Compact, functional formats: Smaller portions mean foods must provide more nutrition in less volume. Dairy is well-positioned to innovate compact, nutrient-dense options without requiring consumers to adopt unfamiliar foods.
• Digestive tolerance and hydration: Cultured dairy products such as yogurt, kefir and cottage cheese may support digestive comfort as consumers navigate side effects and changing taste and texture preferences. Dairy beverages can also provide hydration alongside protein and essential nutrients.
• Collaboration with healthcare professionals: The rise of GLP-1 use creates opportunities for dairy to partner with dieticians, physicians and obesity specialists so dairy’s nutritional benefits are clearly understood and integrated into balanced eating plans.

The next frontier for GLP-1

The GLP-1 landscape is evolving rapidly.

The year 2026 may mark a turning point for availability and adoption as new oral formulations enter the U.S. market and additional pharmaceutical companies compete for share. Policy decisions, insurance coverage and pricing will also continue to shape consumer access.

Meanwhile, food and beverage companies are racing to meet the needs of GLP-1 users. Some brands are positioning themselves as “partners in the GLP-1 journey,” with high-protein meals, portable portion-controlled meals, metabolic fiber products and supplements designed to fill nutrient gaps. Digital health platforms are developing personalized nutrition tools tailored to this growing population.

The pharmaceutical pipeline is expanding as well. GLP-1-based therapies are being explored for cardiovascular, hepatic, renal, neurologic, pulmonary vascular, and even addiction-related conditions, broadening the potential user base and relevance of these medications far beyond weight management.

Staying ahead with research and insight

For the dairy industry, staying relevant means understanding how GLP-1 adoption is reshaping consumer behavior—insights that guide both messaging and product innovation.

“Research helps us better understand this emerging consumer segment,” said Coffee. “It shows how GLP-1 users shop, which nutrients they prioritize, and where dairy fits—or has room to grow—in their diets.”

These insights guide strategy across marketing, product development and engagement with the health and wellness community while ensuring dairy is accurately represented in nutrition guidance for millions of Americans using GLP-1 medications.

“While overall reduced food consumption presents challenges, especially for higher fat and higher carbohydrate products, there is a clear opportunity for dairy to remain relevant, and even essential, for a growing population focused on weight management,” said Coffee.

By leaning on its scientific foundation, the industry can position dairy as a trusted, science-backed choice, serving both GLP-1 users and consumers across the globe who rely on dairy in its many forms.