GLP-1 medications aren't just changing what's in the trolley, they're changing how food tastes and what makes it appealing in the first place. From an 11% drop in weekly grocery spend to a growing share of users who no longer crave sweetness or rich textures the way they used to, the data points to a fast-moving shift buying teams can't afford to plan for slowly.

The ‘free-from’ food category, which includes products free from meat, dairy, gluten, GMO, lactose, sugar, or artificial ingredients, has evolved significantly over the years. Once seen primarily as an option for those with food allergies, it has now become a mainstream lifestyle choice for many people. In this article we'll examine if the growth trends for this category are set to continue.