Jelle Rhebergen

As GLP-1 medications reshape how millions eat, feel, and shop, Friesland Campina and Bolt Insight are pulling back the curtain on what's really happening. Original consumer research across the US, UK, Netherlands, and Hungary reveals how quieter cravings, smaller portions, and shifting identities are quietly rewriting purchase behaviour and what food and beverage brands need to do next. Key Takeaways: 1. Qual at scale reveals what surveys miss: GLP-1 transforms food relationships, not just portions. 2. One drug, four journeys: AI personas expose different behaviours, tensions and opportunities. 3. Local signals, local strategies: winning brands lead with quality, not restriction.