GLP-1 drugs aren’t killing confectionery – they’re reinventing it

GLP-1 confectionery impact – overview

• GLP-1 adoption is reshaping confectionery demand but overall sales remain resilient
• Global confectionery market continues to grow, reaching $648.1bn revenue in 2026
• Consumers are shifting towards functional, low sugar and portion-controlled alternatives
• GLP-1 users increasingly read labels driving demand for protein and high-fibre snacks
• Manufacturers must innovate with smaller portions, premium textures and clear positioning

The meteoric rise of GLP-1s over the past 24 months has been viewed with caution by confectionery manufactures, as chatter over the potential hit to sales grows.

But those fears appear unfounded – at least for now – as the confectionery industry continues to grow at a CAGR of 5.63%, taking revenue of $648.1bn in 2026 (Statista).

What’s more, the announcement by Hershey that sales of mints and chewing gums have actually gone up as a result of GLP-1 use is changing the narrative.

“We’ve seen strong demand for gum and mints, as the category benefits from functional snacking tailwinds, including GLP-1 adoption,” said Hershey CEO Kirk Tanner, during the company’s Q1 2026 earnings report in April. “Retails sales for our third-largest confection brand, Ice Breakers, increased over 8% in the quarter.”

And, while Tanner didn’t specify the reason for this, the well-documented unofficial side-effect known as Ozempic breath (bad breath, foul tastes or sulphur-smelling burps experienced by people taking GLP-1 drugs) is being credited.

Moreover, this uptick in sales isn’t just being seen by Hershey, which operates primarily in the US, mint sales are up across Europe too.

“The gums and mints category has seen growth in the UK, France and the Netherlands,” says Ananda Roy, consumer goods industry advisor at Circana.

And those aren’t the only positive changes being seen.

Changing consumer behaviour

“We have clear evidence of consumers seeking healthier options to traditional savoury and sweet snacks,” says Circana’s Roy.

High-calorie options are being substituted for low calorie and functional alternatives, such as low-sugar Snickers, 70% cocoa and reduced-sugar KitKat, and portion-controlled Cadbury bars.

In other words, GLP-1 consumers aren’t ditching sweet treats altogether, they’re simply switching to healthier options.

Meanwhile sales of original-recipe bars and sweets remains strong, with global confectionery demand remaining resilient and chocolate continuing to dominate the category as a core indulgence purchase.

Having said that, we’re only in the very early stages of GLP-1 usage worldwide and consumer behaviours are expected to evolve as uptake grows.

Long-term impact of GLP-1s

“The long-term impact of growing GLP-1 adoption will structurally change demand for the confectionery category,” says Circana’s Roy. “Consumers are switching from sweet confectionery and savoury snacks to healthier options to indulge their cravings between meals.”

This shift is already visible in purchasing data. GLP-1 users are actively moving their diets away from products high in sugar and carbohydrates towards options that deliver functional benefits such as protein, fibre and sustained energy.

Crucially, however, this is not simply about eating less, it’s about eating differently. Circana data shows that while overall shopping patterns remain broadly consistent, there’s a clear shift in preference towards snacks positioned around health, functionality and convenience. In other words, consumers are still looking to satisfy cravings between meals, but are increasingly doing so through products that align with weight management and wellness goals.

Label scrutiny is also intensifying, with 59% of GLP-1 users in Europe saying they now pay closer attention to ingredients on-pack – a behaviour that persists even after they stop taking the medication.

All this means that, rather than being a threat to the confectionery industry, GLP-1s are creating new growth opportunities.

Opportunities for manufacturers

Rather than replacing indulgence altogether, GLP-1s are opening doors for new product development – treats that balance permissible indulgence with nutritional value. This shift is less about removing treats from the diet and more about reimagining what a treat looks like in a lower-appetite, higher-scrutiny environment.

For manufacturers, one of the clearest opportunities lies in nutrient-dense reformulation. With consumers eating less but thinking more carefully about what they consume, there is growing demand for products that deliver protein, fibre or added functional benefits alongside indulgent taste. This is already driving innovation in functional confectionery.

At the same time, portion control is becoming a critical lever. GLP-1 users are not necessarily eliminating snacking occasions altogether, but they are opting for smaller, more controlled formats that still feel satisfying. This creates scope for brands to rethink pack sizes, introduce mini or bite-sized formats, and emphasise satiety per serving rather than volume consumed.

There’s also an opportunity in texture and sensory optimisation. With fewer bites to make an impact, products need to work harder from a sensory perspective – delivering rich textures, layered formats and longer-lasting flavour experiences that help reinforce indulgence despite reduced portion sizes.

Beyond formulation, clear and transparent communication is becoming increasingly important. As label reading rises, manufacturers that can clearly signpost ingredient quality, nutritional credentials and functional benefits stand to gain trust. This could involve simplifying ingredient lists, highlighting naturally derived components, or reinforcing claims around protein, fibre or reduced sugar.

Finally, brands have an opportunity to lean into “permissible indulgence” positioning – framing products not as compromises, but as smarter treats.

In short, GLP-1 drugs aren’t eliminating demand for confectionery, they’re reshaping it for the future.