Key takeaways:
- Chewy snacks win as GLP-1 users want longer-lasting satisfaction.
- Gum, jerky, biltong, gummies rebound with chew and portion control.
- Texture drives loyalty – most Gen Z will switch if it disappoints.
- Other big gains include tea, produce, nuts and ready-to-eat deli.
GLP-1 weight-loss drugs are shaking up how consumers snack. Appetite is lower, meals are smaller and the impulse to graze all day has been dialed down. But snacking hasn’t disappeared – it’s shifting. The question is no longer “do I want a snack?” but “is this snack worth one of the fewer occasions I now have?”
That mindset is changing what qualifies as satisfying. A quick handful of chips or a square of chocolate doesn’t stretch far enough. They vanish before the brain has time to process the experience. Chewy, longer-lasting products, on the other hand, are finding favor because they keep people engaged. They draw out flavor, offer more texture and make each calorie feel like it delivers more bang for the buck.
And this isn’t just about managing hunger. GLP-1 users still look for joy and stress relief in their food – they just expect more from smaller portions. A chewy snack feels like a ritual. It anchors the experience, stretches the time spent eating and delivers both physical and emotional payback.
The market’s already showing the impact. Gum, long in decline, is seeing a glimmer of revival. Jerky and biltong are picking up new fans. Gummies and functional chews are finding traction with consumers who want something playful but portion controlled. The link isn’t nutrition claims – it’s chew.
The psychology of chew
Chewiness has become the defining characteristic of the new snacking landscape. In sensory science, chewing lengthens what’s called ‘orosensory exposure’ – essentially, the amount of time the brain spends registering flavor and texture. The longer that lasts, the more satisfying the snack feels.
There’s also a psychological angle. Research into satiety shows denser, thicker textures make people expect to feel fuller, even if the calories are identical. In trials, high-viscosity foods boosted fullness ratings, while solid foods curbed hunger more effectively than liquids.
The act of chewing itself has stress-relief qualities. It provides rhythm, focus, a sense of control. Gum’s long been marketed as a way to concentrate or calm nerves – qualities that suddenly matter again in the GLP-1 era.
Consumers are tuned into this, whether they realize it or not. Two-thirds of Gen Z say interesting textures make snacks more satisfying; and nearly three-quarters say they’d switch brands if texture let them down. For this cohort especially, crunch, chew and layered sensations carry as much weight as flavor in deciding what to buy.
What the data shows
Circana followed GLP-1 users and non-users for a year and found overall snack volumes were down. But gum and breath mints ticked upward, helped in part by side effects like dry mouth.
“When you take the medication, you can get dry mouth and/or halitosis,” said Sally Lyons Wyatt, global executive VP and chief adviser, Consumer Goods & Foodservice Insights at Circana. That has knock-on effects. Before starting treatment, GLP-1 users were already 10% more likely to buy gum than non-users. After a year, they were 25% more likely.
Dense protein snacks like jerky and biltong are also benefitting. Gummies are getting a lift thanks to their chew and easy portion control.
Nutrition hasn’t disappeared from the picture, but the order of priorities has shifted. Consumers want the sensory payoff first – protein and fiber claims only land once taste and texture have done their job. Brands that lead with functionality risk sounding clinical and that’s rarely a winning formula in snacks.
The functional angle’s still there, though. Innova’s 2024 US survey found half of GLP-1 users reported upping their intake of protein and vitamins/minerals; and 46% said they’d boosted fiber. Circana notes more purchases of tea, beans, nuts and other nutrient-dense foods. For snack makers, the sweet spot may be chewy formats that also bring protein or fiber to the table.
Turning chew into strategy
Chewiness is no longer just a textural quirk, it’s becoming a way to compete. Designing the right texture can lift a snack from forgettable to essential. Copycat formats won’t cut it.
Multi-texture hybrids could combine chew with crunch to stretch satisfaction further. Protein-rich chews might be positioned as portable bridges between meals. Gum could be repositioned as a wellness companion – not just for breath but for stress relief, hydration support and convenience. And AI-based sensory analysis is making it easier to see which texture-flavor pairings resonate most, so developers can cut the guesswork out of innovation.
GLP-1 hasn’t killed snacking, but it has raised expectations. Consumers are eating less, but they want more from every bite. Chewiness delivers that by extending enjoyment and turning small servings into moments that matter. The brands that treat chew as strategy will be the ones defining the next big idea in snacking.
Study:
Stribiţcaia E, Evans CEL, Gibbons C, Blundell J, Sarkar A. Food texture influences on satiety: systematic review and meta-analysis. Sci Rep. 2020 Jul 31;10(1):12929. doi: 10.1038/s41598-020-69504-y. PMID: 32737349; PMCID: PMC7395742.
