Page 25 - Meat & Poultry Edition 2026_No.87

LESS BUT BETTER:

RETHINKING MEAT PROTEIN

IN THE GLP-1 ERA

The growing use of glucagon-like peptide-1 (GLP-1) receptor agonists, including injectable medications
commonly known as “weight-loss injections,” is influencing not only weight management but also food
consumption by reducing appetite and intake. For the food industry, the key question may therefore shift
from “How much less will consumers eat?” to “How much more value should their food provide?”
This is particularly relevant for protein .
1,2

This trend offers a new perspective that enables GLP-1 and Changes in Food Consumption Behavior
the meat and poultry industry to shift from prioritizing GLP-1 (glucagon-like peptide-1) is a hormone that regulates satiety
“quantity” to “value” by designing appropriately and appetite, while GLP-1 receptor agonists influence the amount and
sized products that provide high-quality protein and type of food consumed. As food intake decreases, nutrient density and
greater nutritional density. This can be achieved adequate intake of essential nutrients become increasingly important. In
through the concept of “More Value per Bite,” one particular, protein plays an important role in maintaining muscle mass
of the most significant approaches to enhancing during weight loss². This trend, therefore, contributes to consumers’
meat and poultry products to better align with growing awareness of “nutritional value per serving,” especially for
consumer behavior in the GLP-1 era. foods containing high-quality protein and essential nutrients.

OCT 2026 MEAT & POULTRY EDITION 25

22/9/2569 BE 15:49
22-26_��������� 4_ Better_GLP-1.indd 25
22-26_��������� 4_ Better_GLP-1.indd 25 22/9/2569 BE 15:49