These two healthy trends are tightening the belt in the foodservice

INSIGHT – A real upheaval is already underway for the Belgian foodservice industry: the rise of "better-for-you" and GLP-1 treatments. These trends will have a significant impact on categories that have been very successful until now.

In addition to rising food costs, another upheaval is already underway in the Belgian foodservice sector: the rise of "better-for-you" products and GLP-1, anti-diabetic treatments with weight-loss effects. In a combined effect, these two health-related trends could have a significant negative impact on the sweet snack, savory snack, and soft drink categories.

Health is gradually becoming one of the most powerful drivers of transformation in food consumption. According to McKinsey, 57% of European consumers now rank health among their top three food purchasing criteria, the fastest increase of any attribute over the past two years.

Three-quarters actively seek out fresh fruits and vegetables; about 60% favour foods rich in protein and fibre; nearly half report limiting sugar, alcohol, artificial flavours and ultra-processed foods.

This trend goes beyond lifestyle. And GLP-1 treatments like Ozempic, Wegovy, and others are starting to accelerate the movement. According to Roland Berger, users reduce their caloric intake by 15 to 40% and develop a greater aversion to sugary, fatty, salty, and alcoholic foods. In the United States, the number of patients treated could reach 134 million by 2031, seven times the 2023 level.

Belgium is at an earlier stage, but the shift is already visible. The INAMI reimbursed 76 million euros worth of these medications in 2024, three times the 2021 level. With 2 to 2.5 million Belgians suffering from obesity, the issue is simultaneously a health, political, and economic one.

According to Roland Berger, food spending by GLP-1 users could decrease by 6 to 9%, with a particularly marked impact on certain categories: -11% on chips and salty snacks, -9% on sweet baked goods, and -7% on soft drinks. Conversely, meat snacks would increase by 1%, fresh produce by 1%, and yogurt by 2%.

In total, according to The Cube , our proprietary data model, 38% of the Belgian foodservice sector is exposed to this shift, representing €6.04 billion in consumption. With a projected 9% reduction, the potential impact therefore reaches €543 million.

Alcoholic beverages (18.4% of the foodservice mix vs. 13.7% in retail), non-alcoholic beverages (15.6% vs. 12.7%), and sugary snacks are the most vulnerable categories. Sugary beverages alone represent nearly €952 million in consumer value in Belgium.

But this transformation is also creating new winners. Fresh and frozen foods already represent 30.4% of the foodservice sector, compared to 22.7% in retail. Structurally, foodservice is therefore better positioned than retail to benefit from the gradual shift towards products perceived as more nutritious, protein-rich, or functional. Health is progressively becoming an acceptable form of premium.