Lay's Brand Value Faced Risks From GLP-1 Usage

New research identifies popular food brands most vulnerable to shifts in snacking habits linked to weight-loss drugs.

Updated on Sept. 21, 2026 in Weight Loss

Bold vector editorial illustration of a single, plain, unbranded snack bag isolated against a neutral background. — Lay's and other snack brands face declining consumer interest as users of GLP-1 medications pivot away from calorie-dense processed foods. AI Illustration. Upload story photo >

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Do you trust the long-term future of major snack food brands given changing health trends?

Brand Finance identified Lay's as the food brand most vulnerable to reduced consumer interest in snacks due to the rise of GLP-1 weight-loss medications. Seven of the ten food brands deemed most exposed to these consumption changes are American.

Why it matters

Consumers on GLP-1 drugs significantly reduce their intake of calorie-dense, processed foods, forcing major manufacturers to rethink their product priorities to maintain profit margins. This shift threatens the traditional sales models of companies heavily invested in savory snacks and confectionery.

U.S. adult GLP-1 use reached 11%, up from 3% in 2024. A 2025 FAIR report indicated that users consume roughly 700 fewer daily calories, contributing to a 6% drop in grocery spending in affected households.

The players

Lay's

This is a global snack food brand that produces various potato chip products and is currently identified as being highly vulnerable to shifts in consumer snacking.

Brand Finance

This is a global brand valuation consultancy that recently published an analysis regarding the exposure of various food brands to changes in consumer behavior.

Cornell University

This is an Ivy League research university that conducted a study on how weight-loss drug usage influences household grocery spending patterns.

FAIR

This is a research organization that published a 2025 report regarding the daily caloric consumption habits of individuals using GLP-1 medications.

The details

GLP-1 medications curb appetite, leading users to reduce consumption of refined grains, beef, and sugar-sweetened beverages. Manufacturers are now looking toward product innovation or the acquisition of new brands to better align with the appetites of users on these medications.

In 2024, GLP-1 use among U.S. adults was recorded at 3%.
A 2025 FAIR report detailed changes in GLP-1 consumption habits.
Brand Finance published its analysis of food brand exposure in September 2026.

The Big Picture

This news follows the pattern set by Cornell University's study of the 6% drop in grocery spending in households with at least one weight-loss-drug user. The findings highlight how specific brand valuations are now directly reflecting the broader contraction in consumer grocery spending.

Shoppers may soon see a larger variety of snack options designed for lower-calorie, smaller-portion diets as manufacturers attempt to adapt to these new consumption patterns. These changes could eventually alter the pricing and availability of traditional processed food items on store shelves.

The takeaway

The rise of weight-loss drugs is fundamentally restructuring the food industry's growth strategy. Consumers should expect a shift in how food companies market products, with an increasing emphasis on smaller portions and ingredient profiles that appeal to reduced appetite.