Recent research from the National Frozen & Refrigerated Foods Association (NFRA) in the United States finds that consumers using GLP-1 medications are bringing new expectations to the grocery store, creating opportunities across frozen and refrigerated categories for products that deliver protein, portion control, nutrition and convenience. More than half (52%) of survey respondents reported purchasing more high-protein dairy products, while nearly half (48%) said they are purchasing more single-serve or portion-controlled foods.
Rather than simply buying less, many GLP-1 users appear to be reshaping what they purchase and why. The research points to shoppers who are becoming more intentional about food choices, placing greater emphasis on satisfaction, nutritional value, and convenience with growing demand for products that fit smaller, more purposeful eating occasions.
“GLP-1 users are changing more than what they eat. They’re changing what they expect from food,” said Tricia Greyshock, president and chief executive officer of the Harrisburg, Pennsylvaina-headquartered NFRA. “As consumers become more selective, products that clearly appeal to health, convenience and lifestyle needs will have an advantage. Frozen and refrigerated foods are well positioned to play a larger role in that shift.”
The research shows that grocery shopping habits are changing as consumers adapt to new eating patterns. Beyond the items they purchase, 44% are also spending more per grocery trip and 41% are increasing overall grocery spending despite purchasing food more selectively. At the same time, impulse purchases are declining, suggesting a shift toward more purposeful decision-making.
The findings reinforce that GLP-1 users are not simply eating less; they are placing greater importance on foods that feel practical, manageable, and aligned with their health goals.
Protein, Nutrition, and Satisfaction Take Center Stage
Among frozen and refrigerated categories, the increased focus on protein reflects a broader shift in how GLP-1 users evaluate food. Products that help consumers feel satisfied, support nutritional goals, and deliver value in smaller portions are becoming increasingly important. In addition to high-protein dairy products, purchases are also increasing for protein drinks (43%), frozen proteins (42%), soups and lighter meals (41%) and frozen vegetables (40%), reinforcing the growing importance of foods that deliver nutrition and satisfaction in smaller eating occasions.
When choosing frozen and refrigerated foods, GLP-1 users place greater importance on high protein (81%), feeling full and satisfied (84%), lower sugar (79%), digestive ease (79%), fiber (75%), and gut health (75%) than consumers overall.
The findings suggest that nutritional efficiency is becoming increasingly important, particularly as smaller eating occasions replace larger traditional meals. Frozen and refrigerated foods that deliver meaningful nutrition in manageable portions may be especially well positioned to meet these evolving needs.
Right-Sized Portions Help Reduce Friction
The research points to a growing focus on “right-sized nutrition,” foods that provide meaningful nutritional benefits while fitting into smaller, more flexible eating occasions.
Current GLP-1 users increasingly rely on frozen and refrigerated foods to help navigate changing eating habits. Among current GLP-1 users, 42% say these foods help them control portions, while 37% say they help them get fruits, vegetables, or fiber more easily, and another 37% say these foods help users avoid wasting fresh food. More than one-third use them as smaller meals when a full meal isn’t wanted, and 35% value their convenience when they don’t feel like cooking.
For manufacturers and retailers, this highlights opportunities around portion-controlled formats, resealable packaging, pre-portioned meals, and products designed to support nutritional goals without creating excess.
Clear Communication Builds Confidence
As consumers become more selective, product communication takes on greater importance. GLP-1 users say simple ingredient lists, high-protein claims, high-fiber messaging, and clear calorie and serving-size information are among the most valuable package cues.
The research also suggests that “GLP-1-Friendly” messaging is most effective when paired with concrete nutritional benefits. Protein, fiber, portion guidance, and easy-to-understand nutrition information provide consumers with practical reasons to consider a product, while trusted validation from healthcare professionals and nutrition experts helps strengthen credibility.
Supporting More Purposeful Eating Habits
The findings suggest GLP-1 users are amplifying broader trends already shaping the frozen and refrigerated landscape, including increased focus on protein, portion control, nutritional value, digestive wellness, and convenience. As these preferences continue to influence shopping behavior, opportunities will increasingly center on helping consumers make smaller eating occasions more satisfying, more functional, and easier to navigate.
For manufacturers, that may mean developing products that deliver protein, fiber, and portion-friendly nutrition without sacrificing taste or convenience. For retailers and wholesalers, opportunities include highlighting protein-forward solutions, improving merchandising around portion-controlled options, creating meal-solution displays that connect complementary products, and helping shoppers more easily identify products that fit evolving health and wellness goals.
The frozen and refrigerated categories are well positioned to support these changing eating habits through products that combine convenience, nutritional value, portion-conscious solutions, and clear communication in ways that help consumers feel confident in every purchase.
Survey Methodology
This poll was conducted by Morning Consult from June 25–27, 2026, among a sample of 2,003 adults in the United States, including 241 current GLP-1 users. Interviews were conducted online, and the data were weighted to approximate a target sample of US adults based on gender, age, race, educational attainment, region, gender by age, and race by educational attainment. Results from the full survey have a margin of error of plus or minus two percentage points. Results among current GLP-1 users have a margin of error of plus or minus 6 percentage points.
