Consumer interest in satiety has undergone a marked transformation in the GLP‑1 era, reshaping both public understanding of appetite regulation and the expectations placed on food, beverage, and supplement formulators.
While GLP‑1 medications did not create the concept of satiety, they have undeniably changed the way consumers talk about hunger, fullness, and appetite control.
According to Vaughn Dubow, senior director of product portfolio marketing for Health & Wellness at ADM, this shift is not about new desires but new language. “Consumers have always wanted help controlling hunger or avoiding that urge to snack again an hour after eating. What’s changed is the vocabulary,” he says. “In our research, forty‑two percent are looking for reduced hunger or improved satiety.”
To explore how this evolving landscape intersects with formulation science, NutraIngredients partnered with ADM for the broadcast ‘Fuller for Longer – the Science of Fiber, Satiety and GLP‑1’. The session brought together three experts: Gretchen Karcher, senior technical services manager at ADM; Vaughn Dubow; and Professor Jason Halford, Head of the School of Psychology at the University of Leeds and outgoing President of the European Association for the Study of Obesity.
Their discussion examined the physiology of appetite, the mechanisms behind satiety and the opportunities for formulators to support consumers seeking hunger management solutions.
How GLP‑1 has reframed satiety
GLP‑1 may be dominating headlines, but it is fundamentally a hormone produced naturally after eating. It supports insulin secretion and signals satiety to the brain. The rise of GLP‑1 therapies has helped shift public understanding of weight management from a matter of willpower to one of biology.
“What the use of GLP‑1 drugs has demonstrated is that appetite and eating behavior are biologically driven phenomena,” says Halford, whose research focuses on appetite regulation and eating behaviour. “Many people assumed the conversation around obesity was about psychology and lack of willpower. Actually, signals from the gut – such as GLP‑1 – have profound effects on appetite.”
GLP‑1 and PYY, both secreted in response to food intake, are central players in gut-brain communication. These hormones slow gastric emptying, modulate hunger and satiety signalling, and dampen reward‑driven eating. As Halford explains, “They’re slowing down gastric emptying, they’re signalling the brain, and changing the balance of the operation to boost the satiety rather than the hunger side of things within the brain.”
This physiological clarity has influenced consumer expectations. People are increasingly aware that appetite is not simply a matter of discipline, and they are looking for nutrition solutions that work with – rather than against – the body’s natural regulatory systems.
Fibre as a natural satiety tool
While GLP‑1 therapies are gaining traction, they are not accessible or appropriate for everyone. Halford emphasises that nutrition remains essential regardless of pharmaceutical intervention. “These treatments require supervision and a multi‑centred approach. Nutrition is very important because these things are nearly as powerful as bariatric surgery now.”
Dietary fibre offers a compelling, accessible alternative for appetite management. Yet many consumers are unaware of the diversity within fibre types and how each interacts with the gut.
“Insoluble fibers add bulk, viscous fibres thicken, and fermentable fibres break down to produce short‑chain fatty acids in the gut,” Halford explains. “All three mechanisms are valuable in appetite control because they slow eating rate and extend gastrointestinal transit time.”
These mechanisms overlap with the pathways activated by GLP‑1 therapies, making fibre a natural and familiar tool for supporting satiety. Dubow notes that fibre is undergoing a renaissance: “Fibre for so long was not very sexy. It was just fibre. It helped with digestive health and that was it. Consumers are starting to realize there are different fibres with meaningful health benefits – and they’re seeking them out.”
Tolerability: The non‑negotiable for fibre innovation
For formulators, tolerability remains a critical success factor. ADM’s Fiberosol – a soluble corn fibre and digestion‑resistant maltodextrin – can be incorporated into beverages, bars, and gummies to help deliver meaningful fibre without compromising consumer comfort.
“We conducted a consumer study showing that seven out of ten consumers would not repurchase a product if it caused digestive distress,” says Karcher. “Even if it tasted great, they wouldn’t buy it again.”
This insight underscores the importance of choosing fibres that deliver physiological benefits without undesirable gastrointestinal effects. Fiberosol’s tolerability profile allows formulators to incorporate higher fibre loads while maintaining a positive consumer experience.
At the same time, Dubow notes that consumer expectations are rising. “Consumers know there are offerings that can reduce or almost eliminate hunger entirely. They’ve changed what they think is acceptable for a dietary supplement or food – and they’re looking for something that can achieve similar results.”
A new era for satiety‑focused formulation
As GLP‑1 reshapes consumer understanding of appetite, the opportunity for fibre‑forward innovation is expanding. Formulators are increasingly exploring ways to combine tolerable, functional fibres with other satiety‑supporting ingredients to create products that align with modern expectations for hunger management.
The science is clear: satiety is not a trend but a physiological reality. And as consumers become more educated about the mechanisms behind appetite, they are seeking products that work with their biology – not against it.
Watch the broadcast ‘Fuller for Longer – the Science of Fiber, Satiety and GLP‑1’ On Demand now.