Rethinking Reward as Ozempic and Ultra-Processed Foods Impact Consumers Choices

For decades, the food and beverage industries have been checking the appeal of new products via a simple liking measure. Over time, this mechanism has generated irresistible choices – with some inevitable downsides. As if by magic, the emergence of GLP-1 medications (including Ozempic) is now disrupting what people desire – with an alarming downward pressure on sales. What’s clear is that the heady combination of UPF sensitivities and GLP-1 raises important questions about how brands develop products that people want to buy. And here’s the breakthrough - ‘liking’ is not the only path to support long-term product success! In this article, we make the case for a new research-backed evolution of how we engineer product success that’s less reliant on hedonic bliss.

The relentless cycle of challenges faced by CPG manufacturers persists. Recently, media coverage around ultra-processed foods has included the suggestion that manufacturers, supported by the market research industry, have unwittingly or otherwise, exploited the brain’s pleasure pathways, and fuelled overconsumption.

The emergence of GLP-1 medications, originally developed for the treatment of type 2 diabetes, has begun to suppress the caloric intake of millions of people around the world. One jaw-dropping piece of research from Barclays has found that GLP-1 users are buying 40% fewer packaged food and beverage products. Meanwhile, Hershey has just reported a ‘mild impact’ on sales. With expectations that up to 10% of populations in leading economies could soon be GLP-1 users, there is increasing urgency that food and beverage manufacturers rethink how they develop products for market.

Understanding of how GLP-1 medications function is still evolving, but evidence increasingly points to their profound impact on the brain. Beyond physical effects like nausea and delayed gastric emptying, which help regulate consumption, these medications seem to exert significant influence on neural pathways - disrupting reward systems and altering cravings. In essence, GLP-1 drugs such as Ozempic appear to diminish the hedonic appeal of various food categories, including high-fat options (like dairy and baked goods), as well as alcohol, tobacco, and certain sweet foods.

With GLP-1 interfering with immediate reward centers, the opportunity ahead is to create branded product experiences that excel over a wider range of criteria – beyond liking.

What if manufacturers could design products that didn’t just satisfy cravings, but connected with people on a deeper, more emotional level? What if, instead of exploiting hedonic pleasure, brands could create food and drink experiences that resonate with the soul?

Well, this is no longer the stuff of dreams - it’s a viable reality. Professor David Thomson and his groundbreaking research at MMR Research Worldwide has uncovered a revolutionary opportunity: redefining reward systems to meet consumers' desired emotional outcomes. Ultimately, this new mechanism can lead the charge toward healthier, emotionally resonant, and market-winning products.

Thomson’s work has demonstrated that people don’t make consumption decisions based solely on what they “like.” Instead, two reward channels are at play.

Let’s face it: traditional efforts to curb overconsumption - calorie labelling, smaller portions, guilt-driven messaging - haven’t moved the needle. Why? Because they’re fighting human psychology instead of working with it.

The future is not about demonizing pleasure. It’s about redefining reward. By targeting emotional drivers, manufacturers can create products that are not only “better for you” but also irresistible, albeit in a different way. And here’s the kicker - they don’t need to outcompete hedonic pleasure to succeed. They need to outcompete emotional apathy.

Through his research, Thomson identified an arsenal of motivators that can supplant traditional “liking” triggers. These include:

Adventure & Free-Spiritedness: Products that evoke exploration and liberation.

Social Belonging: Brands that foster community and connection.

Health & Vitality: Items that symbolize energy, balance, and well-being.

Environmental Responsibility: Goods that align with sustainability and stewardship.

The debate around UPF and the emergence of GLP -1 medications must be acted on, and that must include an evolution in how we develop branded product experiences that embed themselves into people’s lives.

The next wave of food and beverage innovation doesn’t mean abandoning the reward systems that drive human behavior. It means evolving them. By harnessing emotional motivators, manufacturers can deliver products that inspire and excite without overloading the typical facets of hedonic appeal!

This isn’t just a healthier way forward - it’s a better business strategy. Products designed for emotional resonance are stickier, more differentiated, and capable of disrupting entrenched market players.

The mission is clear: let’s stop exploiting cravings and start designing for motivation. The future of product development isn’t about subtraction. It’s about reinvention.

This is a call to action for every visionary in the industry. Let’s embrace this moment of transformation. The tools are here, the science is clear, and the market is ready. Let’s build products that people don’t just consume - they connect with.