All the indicators are pointing upwards! According to the various studies compiled by Givaudan, in the US, the proportion of adults using GLP-1 drugs to lose weight rose from 3% in 2024 to 11% in 2026. In Brazil, where they are mainly used for aesthetic purposes, 47% of buyers say they are cutting back on other spending to purchase doses of the products. In India, 15 new brands have emerged since the semaglutide patent expired.
The rise in obesity rates, steep cuts in treatment prices in some markets, the emergence of new molecules and the development of oral formulations – which are easier to use than injections – are all expected to further accelerate the adoption of GLP-1. “There is a lot of talk about the weight people are losing with GLP-1 drugs, but much less about what consumers will want next. And that is where the real revolution is taking place,” explains Frédéric Merlin, manager of the Givaudan Digital Factory in Paris. The fragrance and flavour specialist brought together the expertise of its Taste & Wellbeing and Fragrance & Beauty divisions in a creative exhibition exploring the theme ‘The New Desire’.
Seeking solutions
Brands are invited to step into the intimate world of Nathalie, a persona whose life was transformed by a GLP-1-based drug. Her motivations, journey and side effects are laid bare. The exhibition’s bathroom area highlights consumers’ emerging concerns: temporary hair loss, bad breath, dry skin, skin laxity, and loss of facial volume (the well-known Ozempic face).
“Faced with these very real concerns, consumers are becoming more demanding: they seek out the right actives, compare concentrations, and check the evidence behind efficacy claims. But they are unwilling to choose between performance and pleasure. They expect visible results, sensorial textures, and an enjoyable experience. Whereas a brand’s reputation may once have been enough to win them over, it is now the efficacy promise, backed by evidence, that makes the difference,” observes Merlin.
For manufacturers, the opportunity goes far beyond GLP-1 users: these emerging needs are accelerating a long-term trend, i.e. consumers seeking to maximize benefits without ever compromising on pleasure.
The appeal of functional fragrances
The bedroom area focuses on sleep, fragrances, and behavioural changes. According to the Homescan GLP-1 Panel Survey by NielsenIQ, presented by Givaudan, US households using GLP-1 drugs are shifting their spending away from food towards other categories such as beauty, sports, and travel. Their spending on fine fragrances has increased by 97%, a sign of the profound shift in their relationship with wellness and pleasure.
The group’s social listening analysis identified two olfactory territories that seem to appeal to GLP-1 users: gourmand fragrances and fresh scents. The appeal of gourmand notes does not necessarily disappear as appetite decreases, although certain aversions may also emerge, in particular in relation to nausea, one of the possible side effects of the treatment. Givaudan is continuing to investigate the olfactory preferences of these communities: further studies are expected by the end of 2026.
Another key finding is that consumers want both pleasure and functional benefits that can help address the dips in mood and energy they experience. In this context, Givaudan highlights its patented MoodScentz technologies, developed through neuroscience research, as well as DreamScentz, designed to help improve the quality of sleep, which can be disrupted in some GLP-1 users.
“Since starting treatment, I sometimes find myself lacking energy. So, imagine a fresh, sparkling fragrance that helps me feel more energized in the morning! And why not another, more comforting scent to help me unwind in the evening? I love the idea that a fragrance can both bring me pleasure and contribute to my wellness,” says Nathalie, the AI avatar, with great enthusiasm. Food for thought.
From foresight to future best-sellers with AI
The exhibition goes beyond analyzing trends: it actually extends into a workshop, a format specific to the Digital Factory. After reviewing more than 120 international innovations, visitors discover AI-generated concepts tailored to their brands, with customized packaging visuals. Then, they select the most promising ideas and put them to the test with Nathalie, who responds from a consumer’s perspective.
Following its success, the exhibition is being extended. According to Givaudan, some clients have visited it as many as four times. “The mistake would be to think that GLP-1 only affects people under treatment. As their habits change, so do those of the people around them. Brands need to learn how to decode an entirely new generation of needs and behaviours,” explains Merlin.
With The New Desire, Givaudan is championing a conviction: the true potential of GLP-1 does not lie in creating a new cosmetics niche, but in anticipating needs that could bring about lasting changes in the beauty market as a whole.
