Our health and wellness issue is next month, but I want to get this topic started with an “appetizer,” a survey recently released by Mount Laurel Township, N.J.-based aytm. The survey is about weight loss — not dairy — but dairy certainly plays a big role in the results.

A new survey of 1,000 U.S. adults who report trying to lose weight in the past six months finds people prioritizing metabolic health over appearance, making diet changes that stick, changing what they snack on, and increasingly viewing prescription medication as a tool instead of a last resort.

“The findings point to a consumer base that is not just ‘dieting.’ They are changing how they shop, what they eat, where they spend, and how they think about hunger,” the report reveals. 

Key findings of this study are:

1. “Health over aesthetic: 53.1% say their primary goal is losing body fat, and 52.2% say improving overall health.
2. Diet is the driver: 82.7% changed eating habits or adopted a diet plan, far outpacing starting a new workout routine (38.3%).
3. Snacking is the battleground: 53.2% say they snack less than they used to, and many are swapping indulgent categories for nutrient-forward options.
4. The kitchen competition: 47.7% say they are cooking or eating at home more often to control intake.
5. GLP-1 dominates among Rx users: Among respondents who report using prescription weight loss medications or supplements, 72.7% report taking a GLP-1 medication, and 80.6% plan to continue long-term.”

According to the survey, the most common reported changes consumers are making are drinking more water (72.5%), eating more healthy foods (65.5%), cutting back on unhealthy foods (61.1%), changing snacking habits (57.7%), and changing portion sizes (54.9%).

Of importance to dairy, consumers say they are cutting back most on sweet snacks (41.4%), frozen snacks (40.2%), and salty snacks (37.3%). “At the same time, they report eating more fruits and vegetables (52.1%), protein snacks (42.4%), and dairy (25.5%),” the study reveals.

“When it comes to where snacks are bought, grocery stores remain the anchor (76.8%), followed by big-box retailers like Walmart and Target (65.6%). Convenience stores and gas stations still play a key impulse role (26.2%). The median weekly spend on personal snacks is $11.21, and 65.7% keep it under $20,” the researchers state.

Among GLP-1 users, reported sentiment is strongly positive (53.3% very positive, 25% somewhat positive). Many attribute satisfaction to reduced cravings and less intrusive “food noise.” “Non-users, however, remain split. While 41.4% say they are familiar with GLP-1s, most are unlikely to try them in the near term, citing concerns about side effects and long-term safety,” the research states.

The biggest takeaway here is that although consumers have said they have wanted to change their diet for years, they are really doing so today, in large part due to GLP-1s. Many of these consumers are turning to dairy, meaning our industry has a huge opportunity to meet their needs.

“This research shows consumers editing their pantry with intent. They are cutting back on traditional indulgent snacks, leaning into protein and produce, and expecting more transparency in food labeling. At the same time, GLP-1 adoption is reshaping portion needs and product expectations. Brands that stay 'average' will feel the squeeze,” says Stephanie Vance, vice president, Customer Experience & Research Strategy, aytm.