Appetite, Interrupted: Eating, Identity and Innovation in a GLP-1+ World

2 Jun 2025

 

 

Eating habits are shifting. Are brands paying attention?

GLP-1s like Ozempic aren’t just changing how much people eat - they’re changing why, when, and how. Snack breaks? Treat culture? The three-meals-a-day model? Nothing is a given anymore. For brands, this isn’t just a nutrition shift - it’s a cultural one. Time to rethink what "normal" eating looks like.

In this report, Associate Director Sophie Henson explores how brands can step up – not with blunt transformation promises but with emotionally intelligent, culturally attuned responses.

 

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Written by Sophie Henson
Sophie is a highly skilled and resourceful Strategist. But there’s so much more to her: A background in semiotics & design, and Masters in Psychology, she’s also a food fanatic, global traveller and dog devotee.

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