AI, weight-loss drugs and tests reshape the future of food

According to a report by AgFunderNews, the global food industry is entering a major transformation driven by the combination of appetite-suppressing drugs, artificial intelligence and at-home health diagnostics. The analysis from food system advisory firm Bramble Intelligence indicates that these three forces are changing consumer behavior, shifting demand away from convenience foods and toward products associated with health, nutrition and longevity.

The report states that the food and beverage sector could face a change in its profit structure “on a scale that the food industry has not seen since the rise of the supermarkets.” According to Chris Mitchell, managing partner at Bramble Intelligence, the next decade will be shaped less by low prices and convenience and more by health and wellbeing.

“The confluence of those three things creates a very different consumer than the one that existed even a few years ago,” Mitchell told AgFunderNews.

One of the main factors behind this shift is the growing use of GLP-1 appetite-suppressing medications, including drugs such as Ozempic and Mounjaro. These treatments, initially developed for medical purposes, are rapidly expanding into everyday life and influencing how consumers approach food.

Bramble Intelligence estimates that by 2035, around one-quarter of adults in the United Kingdom could be using these medications. In the United States, approximately 10 million people currently use them, with projections suggesting that number could reach 25 million by 2030.

The report explains that these drugs may influence eating behaviors by reducing cravings for highly processed foods with high levels of sugar, salt and fat. Users are increasingly prioritizing products with greater nutritional density, including foods rich in protein, fiber and whole ingredients.

According to Bramble, consumers using these medications eat fewer calories on average and are changing their grocery choices. Products such as sugary drinks, chips, processed desserts and some alcoholic beverages could face declining demand as shoppers focus more on health outcomes.

The second major force reshaping the food system is artificial intelligence. Bramble Intelligence predicts that AI will become a key tool for helping consumers make food decisions based on their individual health goals, preferences and budgets.

The technology could reduce the influence of traditional nutrition sources such as package labels, general recommendations and government guidelines by offering more personalized advice.

“Social media created an insane fragmentation of opinion on health, and AI is almost a direct reaction to that,” Mitchell explained.

AI-powered shopping systems could eventually recommend products based on personal nutrition needs, dietary preferences and health objectives. According to the report, whoever controls this decision-making layer could influence millions of food purchases worldwide.

The third factor is the expansion of at-home health diagnostics, including continuous glucose monitors, gut health tests and metabolic tracking devices. These tools allow consumers to better understand how their bodies respond to different foods.

“What was lab science a few years ago is becoming something individuals can act on each week,” Bramble noted.

The combination of diagnostics, AI recommendations and appetite-control medications could create a new environment where consumers demand measurable evidence about the benefits of the foods they buy.

For food companies, the biggest challenge will be maintaining consumer trust. According to Bramble Intelligence, brands that succeed will not necessarily be those that promote health claims the loudest, but those that can demonstrate real value through products that are nutritious, affordable, convenient and recognized by consumers and digital systems.

The report suggests that smaller and newer food companies may have an advantage because they are not tied to decades-old production models focused mainly on low-cost, high-volume products.

The future winners in the food industry will be companies capable of adapting to a consumer who buys differently: fewer calories, more information and a stronger connection between food choices and personal health.