GLP-1: A Unique Opportunity for Plant-Based Eating

The growth of weight-loss medications could provide a new boost to plant-based eating. In 2025, the number of people in the Netherlands using GLP-1 appetite suppressants such as Ozempic and Wegovy increased by 54% to at least 262,000 compared with the previous year. By now, that number is likely above 300,000, roughly twice the number of vegans in the country. The question is no longer whether GLP-1 medications will structurally change food consumption patterns, but how.

Smaller portions and faster satiety are already affecting retail sales. Supermarkets in the United States are seeing the impact in their numbers. One in eight Americans now uses a GLP-1 medication. Within six months, their grocery spending decreases by 5% to 8%. In the United Kingdom, total grocery sales declined last year for the first time. Dutch supermarkets are watching these developments closely.

Eating less is good. Increasing the share of plant-based foods is even better. The protein trend taught me that during food revolutions like these, waiting on the sidelines is not a wise strategy. I had hoped that the increased attention to protein would benefit plant-based products, but the opposite happened. Driven by the demand for high-protein foods, dairy sales increased by 3% last year, while plant-based alternatives lagged behind.

It surprises me that many people in the sustainable and healthy food sector are unaware of the rise of GLP-1

It is obvious that GLP-1 presents unique opportunities for plant-based foods. Increasing the amount of vegetables and fiber in the diet slows digestion, contributing to more stable blood sugar levels and a longer-lasting feeling of fullness. Foods such as nuts and legumes, which combine high fiber content with high protein levels, are the ultimate must-eat foods for GLP-1 users.

Much Attention Focused on Dairy

Yet most of what I read is about how dairy companies see opportunities in high-protein dairy drinks. On websites offering dietary advice for GLP-1 users, the top recommendations are usually high-protein foods such as chicken, turkey, fish, eggs, low-fat dairy products, and legumes. In that order, with beans or tofu often mentioned as the final option. Suggestions to increase fiber intake and consume more whole-grain products typically come only afterward. Is that a sign of what is to come?

It surprises me that many people in the sustainable and healthy food sector are either unaware of the rise of GLP-1 medications or are not considering how to leverage the opportunities for plant-based foods. Strategic collaboration is needed. Waiting is not an option.

I am eager to get started. Why? I am an outside-in thinker and doer. GLP-1 is an opportunity being handed to us, and it aligns perfectly with today’s focus on health and the question, “What’s in it for me?” Its rise is not the result of well-intentioned but often low-impact campaigns aimed at encouraging healthier behavior. While that may feel frustrating to some, it actually makes long-term, large-scale behavioral change more achievable.

GLP-1: Go Lovingly Plant-Based!
Who is ready to think and act along with me?