Hershey Gathers Consumer Intel to Pinpoint GLP-1 Trends
The Hershey Co. has been proactive in monitoring GLP-1 trends, using consumer insights to help inform its innovation strategy.
On top of surveying thousands of GLP-1 users, the company's consumer insights team and members of the executive leadership team recently interviewed individuals and groups of friends who are taking these medications to better understand how the drugs are "reshaping the way people eat, shop and spend."
"This is one of my favorite ways to do qualitative research, because we get to visit an individual’s home and talk to their social circles candidly," Amy Roe, VP of consumer and commercial intelligence, said in a company blog. "As they banter, we get to know what’s on their mind — and in their pantries — unlocking powerful insights."
The research identified several takeaways. Primarily, GLP-1s have altered how people relate to food. The food noise goes away — previously a stressor in their lives — and they now feel more in control at home and in social settings.
Confections and snack foods are still in the picture. In fact, GLP-1 users said they feel more freedom to have the foods they love in their home and are able to indulge without feeling that guilt.
"One consumer shared a story that really drove that point home: They used to buy cottage cheese, which they hated, but felt like they had to eat. Now, they feel confident they can have a bag of chips or a package of cookies in the house," said Roe. "It’s a pattern we’re seeing across our own permissible and salty snack brands, too. These categories are proving resilient, giving consumers an easy, lighter way to snack without derailing their goals."
As a result, GLP-1 consumer pantries are now more likely stocked with those favorites and less with products they previously felt compelled to purchase to hit health and wellness goals.
Regardless of individual eating habits shifting, with some eating smaller portions, Hershey reports that household consumption of its brands has remained strong.
"Many of the people we spoke with are still cooking and buying for the whole household, a reminder that GLP-1s are changing individual habits, not household demand," said Roe.
There is, however, a category that is seeing renewed growth: gum and mints. The company's refreshment portfolio has seen a 7.1-point increase in retail sales year to date.
This is because many GLP-1 users are turning to these products for breath freshness and to treat dry mouth and prevent nausea, which may be triggered as side effects of taking the drugs.
"During our conversations, we heard a number of people talk about a kind of fixation on chewing. They’re eating smaller portions, and they’re not hungry, but they still have this desire to chew, so mints and gum are satisfying," said Roe. "Some people also want just a taste of something sweet, but they don’t want to feel full."
According to the most recent data from the Gallup poll, the percentage of U.S. adults who currently take GLP-1 medications for weight loss purposes increased to 11% in 2026, up significantly from 3% in 2024.
This article was originally published on P2PI sibling brand Consumer Goods Technology
