Mapping the Future of F&B Consumption: GLP-1s, AI, Evidence Based Wellness & More

Elizabeth Horvath is a dynamic marketing leader known for driving integrated strategies across brand, digital, insights, and sustainability. With cross-industry experience and a data-driven, customer-centric approach, she translates complex market insights into impactful, growth-focused initiatives in the B2B food and beverage sector.

In an insightful interaction with Global Woman Leader Magazine, Elizabeth shares her perspective on how GLP-1 drugs are disrupting F&B consumption patterns and how brands can adapt to the evolving consumer needs by shifting from indulgent to purposeful. Elizabeth talks about the overlooked brand blind spots, and how AI can uncover emotional vs. functional drivers as consumers adapt to new-age wellness trends.

With GLP-1 drugs reshaping appetite patterns, how are you seeing shifts in F&B consumption behavior? What blind spots might brands be underestimating in this evolving wellness economy?

GLP-1 medications are undeniably reshaping consumer relationships with food, reducing overall volume consumption and amplifying intentional eating. We're seeing a growing preference for smaller portions, protein-forward snacks, and nutrient-dense options that “earn their bite.” However, many brands underestimate the emotional and social roles food still plays. Appetite suppression doesn’t eliminate the need for sensory satisfaction or moments of indulgence. The blind spot lies in assuming GLP-1 users abandon enjoyment—when in fact, they demand more from fewer calories. F&B companies need to pivot toward formulating for impact: bold flavor, satiety, and nutrition density delivered with transparency and functional benefits tailored to a more mindful consumer.

As appetite-suppressing drugs rise, how do you reimagine value propositions for indulgent or comfort-based categories while maintaining consumer relevance in a health-conscious paradigm?

The future of indulgence lies in purposeful pleasure. As GLP-1s reshape hunger cues, indulgent categories must evolve from “more is more” to “worth it” experiences. This means reimagining comfort foods as emotionally resonant, sensorially satisfying, yet portion-smart and functionally enhanced. Think indulgence with added protein, fiber, or mood-boosting adaptogens.

Marketing must shift from excess to elevation—highlighting premium ingredients, mindful formulation, and moments of joy that align with health goals. It's no longer about guilt-free indulgence; it’s about indulgence with intention. Winning brands will craft narratives around emotional wellness, reward, and balance—tapping into the desire for comfort without compromising health.

In a market favoring metabolic health, how can AI help decode the emotional vs. functional purchase drivers among consumers navigating post-GLP-1 dietary changes?

AI is a game-changer in understanding the nuanced motivations of today’s wellness-focused consumers. Post-GLP-1, functional needs—like satiety, glycemic control, and nutrient density—are rising, but emotional drivers such as stress relief, nostalgia, and sensory satisfaction remain powerful.

AI enables us to mine social sentiment, digital behavior, and purchase data to separate what consumers say from what they feel and do. Machine learning models can predict which ingredient or product attributes resonate with different segments, and natural language processing can unearth emotional language that informs brand tone. Ultimately, AI helps marketers strike the right balance between function and feeling in product storytelling and innovation.

With longevity and biohacking entering mainstream wellness, how are global marketing strategies adapting to a more preventative-health-savvy yet convenience-seeking consumer mindset?

Global marketing strategies are pivoting to meet a consumer who is both proactive and time-starved. Longevity and biohacking trends are democratizing interest in personalized nutrition, cognitive health, and metabolic efficiency—areas once reserved for niche wellness communities. The opportunity is to translate these aspirations into accessible formats: ready-to-eat, clean-label, and functionally fortified products that fit into busy lives. Messaging is evolving from curative to preventive—from “fixing” to “fueling.” Successful brands are emphasizing ingredients backed by science, simplified for everyday use. Storytelling now centers on optimization and resilience, not just weight loss or energy. The new global consumer wants smart, convenient, evidence-based wellness.

What strategic tensions do you foresee between clean-label demand and the emergence of pharmaceutical-enhanced lifestyles, and how should F&B brands reconcile the two narratives?

We’re entering an era of paradox: consumers are embracing biotech-enabled health solutions while demanding natural, transparent food systems. Clean label remains non-negotiable for trust, yet pharma-adjacent wellness signals credibility and efficacy. The strategic tension lies in language and intent. Brands must bridge the gap by focusing on bioactive ingredients, clinically-backed benefits, and simplified labels—not synthetic complexity. It's about natural science, not science fiction. Successful positioning will emphasize food as a foundational health tool that complements—not competes with—medications like GLP-1s. By partnering with credible research, embracing nutraceutical innovation, and clearly communicating function, brands can authentically occupy both worlds.

Considering the rapid convergence of food, pharma, and tech, what role should marketers play in setting ethical boundaries while innovating with purpose in the wellness-first era?

As food, pharma, and tech increasingly overlap, marketers play a critical role in setting clear ethical standards. We must ensure that wellness-driven innovation doesn’t outpace consumer understanding or trust. That means being precise with health claims, responsible with data, and thoughtful in how we speak to consumers using GLP-1s or other interventions. Marketing strategies should avoid fear-based messaging and instead focus on factual, inclusive communication. Personalization must come with transparency, and tech-enabled solutions should serve broad access, not just niche audiences. At the core, marketers need to make sure that purpose and ethics stay front and center—not just performance.