GLP-1 Drugs Driving Two Types of Consumers

Weight loss medications create distinct demands around indulgence and functionality, says Sprinkles Cupcakes founder.

Apr. 1, 2026 at 3:51pm

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The rise of GLP-1 weight loss drugs is creating two distinct consumer segments, according to Candace Nelson, founder of Sprinkles Cupcakes and Pizana. One group is prioritizing great-tasting, indulgent foods, while the other is focused on high-protein and high-fiber functional offerings. Companies will need to capture one of these demands to succeed as GLP-1 use becomes more common.

Why it matters

GLP-1 medications have seen a significant increase in usage, from 10% to 18% of consumers, with 34% planning to use them. This shift is driving changes in consumer behavior and preferences, presenting both challenges and opportunities for food and beverage companies.

The details

Nelson explained that the first consumer group is eating less but prioritizing indulgent, great-tasting foods when they do, putting experience above better-for-you benefits. The second group is instead focusing on functional foods that ensure their recommended intake of nutrients like protein and fiber despite reduced caloric consumption. Companies will need to cater to one of these demands - either indulgence or better-for-you - to succeed as GLP-1 use becomes more widespread.

  • GLP-1 use has risen from 10% of consumers to 18%.
  • 34% of consumers said they plan to use GLP-1 medications.

The players

Candace Nelson

Founder of Sprinkles Cupcakes and Pizana, who discussed the changing consumer landscape at the SNX 2026 conference.

Innova Market Insights

A market research firm that found 40% of GLP-1 users have more protein and 30% have more fiber in their diets.

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What they’re saying

“As much as people want to make healthier choices, you're not going to sacrifice taste too much or convenience too much to do that.”

— Candace Nelson, Founder, Sprinkles Cupcakes and Pizana

“Honestly, no more protein bars. Look where no one else is looking. Everybody is so used to competing in the same aisles, adding one functional ingredient there and one functional ingredient here. There are whole other areas that nobody's thinking about.”

— Candace Nelson, Founder, Sprinkles Cupcakes and Pizana

The takeaway

The rise of GLP-1 weight loss drugs is creating two distinct consumer segments - one focused on indulgent, great-tasting foods and the other prioritizing functional, nutrient-dense offerings. To succeed in this evolving market, food and beverage companies will need to cater to one of these demands, while also ensuring that taste and convenience remain top priorities.