IFF Report Finds GLP-1 Is Reshaping Food Choices and Eating Behaviors Among Indian Consumers
Research highlights emerging opportunities for food and beverage innovation
NEW DELHI, August 25, 2026--IFF (NYSE: IFF) — a global leader in flavors, fragrances and health and biosciences — released new research examining how GLP-1 use is influencing food behaviors among Indian consumers and what those shifts may mean for the future of food and beverage innovation. The study is the latest in IFF's GLP-1 global consumer insights following the company's 2025 GLP-1 Consumer Opportunity Outlook.
"We are seeing that a change in appetite can lead to a broader change in the relationship people have with food, from how much consumers eat to how they choose, experience and participate in eating occasions," said Harsch Koshti, regional marketing director, IFF Taste for Greater Asia. "For the food industry, this is a critical opportunity to listen closely to these emerging behaviors and think about how innovation can address these needs."
The report, "Inside the India GLP-1 Consumer Journey," was unveiled at IFF's Eat Smart Asia: The GLP-1 Shift symposium in New Delhi. Based on research conducted among GLP-1 users in Delhi, Mumbai and Bengaluru, the study explores how changing appetites are influencing food choices, sensory experiences, shopping habits and social eating occasions. The findings suggest a new consumer mindset is emerging. While participants reported eating smaller portions, they are also becoming more deliberate about what they consume, placing greater emphasis on nutrition, taste, ingredient quality and overall eating satisfaction. Key findings from the report include:
74% say they read food labels more carefully than before starting GLP-1 medication
64% experience social eating discomfort at least occasionally
69% are choosing coconut water as part of their hydration habits
The Indian plate is getting smaller, but the desire for food Isn't disappearing
The consumer study points to significant changes in portion sizes across everyday Indian foods. For example, consumers are moving from three to four chapatis to one or two, from five or six idlis to two, and from 2.5 bowls of rice to half a bowl of serving. Reduction in quantity for consumption does not diminish the importance of food. Instead, when consumers eat less, every bite has to work harder — increasing the importance of nutrient density, taste, texture and satisfaction.
Research from IFF's India GLP-1 consumer journey report also found notable changes in sensory perception, suggesting opportunities for food developers to create products that deliver enhanced nutrition and sensory satisfaction in smaller portions. For example: