The Last Feast: Inside America's Great Appetite Revolution
What Happens when Half of Millennials Change Their Relationship With Food
On the eve of America's biggest eating holiday, we've been staring at our latest data about GLP-1 drugs (yes, Ozempic) and having an existential thought: What happens when our traditional food-centered celebrations crash into our new relationship with appetite? In a country where 41.9% of adults face obesity, we're watching a seismic shift in how we think about food, celebration, and connection.
Generation Uncraving: Millennials Take Control of Cravings
Data earworms: Nearly a quarter of Millennials – now hitting their mid-thirties and early forties – have already taken GLP-1 drugs, with another 34% considering it. Translation? We're looking at potentially half of America's largest adult generation fundamentally changing their relationship with food. And if you know Millennials (hello, early adopters of everything from crypto to bio-hackers), this tracks perfectly with their willingness to embrace promising innovations that could improve their lives.
Source: Harris Poll
The Great Reset: More Than Just Appetite Control
But here's where it gets mind-bending. The Ozempic Effect isn't just about smaller portions – it's triggering a cascade of lifestyle resets. The emotional data tells a powerful story. Of those who have taken a GLP1 drug, 80% report positive feelings, 53% feeling successful, 52% happy, 40% relieved, and 34% proud. Compare that to minimal negative feelings – only 13% worry, 11% regret, and 10% guilt. This isn't just acceptance; it's enthusiasm.
And the behavior changes? They're stunning. Our data shows users on these drugs aren't just eating differently; they're experiencing a total reset of their relationship with consumption. We're seeing 40% naturally choosing higher-quality foods, 39% reporting less emotional eating, and – here's the plot twist – significant drops in everything from alcohol cravings (26%) to doomscrolling (19%) to cable news (15%).
It's like someone found the master reset button for human cravings, and the implications are staggering. These aren't just behavior changes; they're identity shifts.
Source: Harris Poll
The Gold Rush (And Why It's Complicated)
Let's talk numbers for a second because they're staggering: we're looking at a market jumping from $47.4 billion to $471.1 billion by 2032. Goldman Sachs is out here projecting up to 1% GDP growth if 60 million Americans get access.
What to watch for: GLP-1 pills are coming, and they could revolutionize weight-loss treatment. We see in our data that 35% of Americans would be willing to take GLP1 drugs if it was in pill form (that is more than if there was a price drop at 21%).
But - and this is a big but - there's a catch. The same healthcare system that's historically made everything complicated is... making this complicated. Fewer than one in five large companies plan on offering coverage, and we already see concerning black markets emerge. It's a familiar story with an urgent new chapter.
The Brand Pivot: Smart Money's Already Moving
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The market's already shifting. Nestlé's new Vital Pursuit line and Smoothie King's GLP-1 support blends are just the beginning. Fast food's getting the memo too: Subway's launching snack-focused $3 hot wraps, while Panera's "You Pick Two" smaller portions are becoming their bread and butter (pun intended).
The premium plays are even more interesting. Erewhon's new grab-and-go section is all about tiny portions of ultra-premium items. Meanwhile, OpenTable's adding "small plates" filters and Bumble's testing "activity dates" that don't default to dinner.
What these brands understand: This isn't about making things smaller. It's about reimagining how we gather and find satisfaction in a world where not everyone's that hungry anymore.
The Next Big Think: 3 Scenarios to Consider
The Rise of Low-Appetite Living
We're witnessing the emergence of a new cultural category: people who simply aren't that hungry
Watch for reinvented social rituals and travel experiences that don't revolve around food
Redefining "going out" beyond dining
2. The New Food Status Symbols: Petit Moi
When not eating becomes a luxury signal
High-end small portions become normalized
Ultra-premium minimal consumption
New markers of culinary sophistication
The Desire Reset Industry
We're not just changing what we eat; we're rewiring what we crave
Businesses built on impulse purchases need entirely new playbooks
Watch for new models of pleasure, satisfaction, and celebration
Ultimately, this isn't just about appetite control – it's about identity evolution. When half of America's largest generation is willing to change their relationship with food, they're not just changing what's on their plates. They're rewriting what it means to celebrate, connect, and find joy – and smart money is already placing its bets on what comes next.
Shout out to Jacklyn Cooney for leading this research!
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Penned by Libby Rodney and Abbey Lunney, founders of the Thought Leadership Group at The Harris Poll. To learn more about the Thought Leadership Practice, just contact one of us or find out more here.
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