The trend: Ice cream makers are offering smaller portions, adding protein, and simplifying their ingredient lists as they adapt to both GLP-1 users and demand for healthier foods, according to a recent Reuters report.

• Blue Bunny (owned by Ferrero) noted strong demand for its 150-calorie Mini Swirls ice cream cones and is reformulating products to remove ingredients like high fructose corn syrup and artificial colors and flavors.
• Meanwhile, Magnum Ice Cream Company, owner of Ben & Jerry’s and Magnum, is increasing its focus on wellness products thanks in part to strong growth in its Yasso frozen yogurt brand.

Why it matters: GLP-1 users are reshaping food and beverage categories by eating less and being more selective about what they purchase.

• For example, GLP-1 users are cutting frozen treat consumption by at least 10%, per Boston Consulting Group data cited by Reuters. But they’re still buying ice cream: 90% of GLP-1 users purchase it, with a Mintel strategist noting that they still want joy from their food, per DairyReporter.
• That behavior extends to other categories: Within six months of starting a GLP-1 treatment, users cut spending on chips and savory snacks by 11.5%, sweet bakery items by 8.5%, and cookies by 7%, per McKinsey.

Premium snack products could drive growth. While US ice cream sales volume fell overall by 1.5% YoY through mid-June, the super-premium segment with brands including Häagen-Dazs and Van Leeuwen was the only one to post volume growth, per NielsenIQ data cited by Reuters.

While the NielsenIQ data isn’t GLP-1-specific, consumers taking weight loss medications are trading up for higher-quality products in food and beverage. For example, GLP-1 user spending on premium chocolate rose nearly 17% last year, compared with 6.5% among nonusers, according to Circana data cited by Lindt & Sprüngli. That tracks with how GLP-1 users describe their choices. Four in 10 say they are trading up to more premium or expensive snack foods, per a November survey by The New Consumer and Coefficient Capital. Among those, 56% say eating less allows them to afford higher-quality options and 56% want to enjoy the food they do eat more, per a November survey by The New Consumer and Coefficient Capital.

Implications for food makers: GLP-1 consumers put more value on the purchases they do make within the food and beverage category. For sweet and savory snack manufacturers, growth will depend less on selling more volume to the same consumers and more on winning the occasions they still choose. With GLP-1 households projected to account for 35% of US food and beverage spending by 2030, their “eat less, trade up” behavior will influence a growing share of the market. Brands that give consumers a reason to trade up can position themselves to capture more of that spending.