GLP-1 users are placing greater emphasis on protein, portions, and foods that help them feel satisfied throughout the day
HARRISBURG, Pa., Sept. 1, 2026 /PRNewswire/ — For many Americans using GLP-1 medications, the biggest change isn’t simply eating less food. It’s thinking differently about what goes on the plate in the first place.
New research from the National Frozen & Refrigerated Foods Association (NFRA) finds that nearly one-third of current GLP-1 users say they have become more selective about what goes into their grocery basket, while a similar share report planning meals and snacks more carefully than they did six months ago.
“What stands out in this research is the level of intentionality we’re seeing among GLP-1 users,” said Tricia Greyshock, president and CEO of NFRA. “Consumers are becoming more selective, planning ahead more often, and placing a greater premium on foods that help them get more from every eating occasion. As eating habits evolve, people are paying closer attention to protein, portion sizes, and overall nutrition, seeking foods that align with their goals while fitting seamlessly into their everyday routines.”
Smaller Meals Need to Work Harder
Many GLP-1 users report paying more attention to protein (30%), hydration (29%), fiber (28%), and digestive health (19%) than they did six months ago. They are also more likely to plan meals and snacks carefully (30%) and be more selective about what goes into their grocery baskets (31%).
The findings suggest that consumers aren’t simply looking for smaller portions. They’re looking for foods that help them get more nutrition from those portions. In fact, 84% of GLP-1 users say it is important that foods help them feel full or satisfied, while 81% say high-protein foods are important when deciding what to buy.
Those priorities are translating into measurable changes in the grocery cart. Since starting GLP-1 medications:
Since starting GLP-1 medications:
- 52% report buying more yogurt, cottage cheese, and other high-protein dairy products.
- 43% are purchasing more protein drinks.
- 42% are buying more frozen proteins.
- 41% are purchasing more soups and lighter meal options.
- 40% are buying more frozen vegetables.
Convenience is Being Redefined
Nutrition may be receiving more attention, but convenience remains essential. Frozen and refrigerated foods can provide practical portion options, require minimal preparation, and help consumers keep a variety of foods readily available.
Among current GLP-1 users:
- 42% say these foods help them control portions.
- 37% say they make it easier to get fruits, vegetables, or fiber.
- 37% say they help reduce food waste.
Consumers also turn to frozen and refrigerated foods when they want something smaller than a full meal or simply don’t feel like cooking. The findings suggest that convenience is no longer only about saving time, but it is also about making evolving eating habits easier to maintain.
Clear Information Supports Confident Choices
As consumers become more selective, they are also looking for package information that helps them make decisions quickly.
GLP-1 users identified simple ingredient lists (40%), protein content (39%), fiber information (39%), and clear serving-size guidance (38%) as some of the most helpful details when evaluating foods.
The goal isn’t necessarily following a specific diet. It’s to feel confident that the foods they choose align with how they want to eat today.
Find Practical Meal Inspiration
Consumers looking for simple ways to put these priorities into practice can visit EasyHomeMeals.com. The site offers a searchable Recipe Finder, registered dietitian-approved recipes, serving-size tips, how-to videos, and meal inspiration using foods from the frozen and refrigerated aisles. Visitors can also sign up for the Easy Home Meals newsletter to receive new recipes, tips, and ideas directly in their inbox.
Survey Methodology
This poll was conducted by Morning Consult from June 25–27, 2026, among a sample of 2,003 U.S. adults, including 241 current GLP-1 users. Interviews were conducted online, and the data were weighted to approximate a target sample of U.S. 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.
About National Frozen & Refrigerated Foods Association (NFRA)
NFRA is a non-profit trade association representing all segments of the frozen and refrigerated foods industry. NFRA sponsors national promotions ReDiscover Dairy & Frozen (January), March Frozen Food Month, June Dairy Month, and Summer Favorites Ice Cream & Novelties (June/July); and provides consumer information such as lifestyle content, meal preparation tips, recipes and sweepstakes opportunities through its Easy Home Meals consumer website and social media properties. To learn more, visit nfraweb.org and easyhomemeals.com.
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SOURCE National Frozen & Refrigerated Foods Association
