Research: Investigate GLP-1 Impact on Functional Soda Transition

Summary

This document investigates the profound impact of glp-1-medications (such as Ozempic, Wegovy, and Mounjaro) on the global beverage market. With an estimated 18% of U.S. adults reporting past or present use, these medications are projected to wipe out $48 billion in traditional beverage spending over the next decade due to suppressed appetites and reduced caloric intake. The research highlights a massive shift away from traditional alcohol and carbonated-soft-drinks-csd toward functional beverages that address the specific nutritional and gastrointestinal needs of GLP-1 users.

Key Findings

• The Death of the Volume Model: The glp-1-impact-on-alcohol-consumption is severe, with users reporting a 30% to 50% drop in weekly alcoholic drinks. Crucially, 82% of users who reduce their intake maintain these habits even after stopping the medication, indicating a permanent market contraction.
• Functional Beverages as Medical Necessity: Due to gastrointestinal side effects and the risk of lean muscle loss, GLP-1 users are turning to prebiotic/probiotic sodas (like olipop and poppi) for gut health, and high-protein/hydration drinks to combat muscle loss and dehydration.
• The Diet Soda Vulnerability: The research identifies the-diet-soda-paradox, where traditional zero-calorie diet sodas are losing favor. Despite being low-calorie, they lack the nutrient density required by appetite-suppressed users, and their artificial sweeteners may counteract the metabolic goals of GLP-1 therapy.
• Behavioral Shifts: Rather than complete abstinence, GLP-1 users are adopting damp-drinking and intentional moderation. They still over-index as high-category alcohol buyers but are highly selective, favoring premiumization and adult-soft-drinks.

Strategic Implications

Beverage companies, including pepsico and Asahi, must rely on functional-premiumization and a multi-beverage-strategy to capture evolving consumption occasions. There is a significant opportunity to leverage proprietary functional ingredients (like Asahi’s lactobacillus-gasseri-cp2305) to target the GLP-1 demographic’s need for gut health and stress relief.