As GLP-1 therapies gain traction, their influence is extending beyond clinical outcomes into everyday consumption patterns, prompting consumers to reassess routine choices such as their daily coffee. Rather than signalling a decline in coffee drinking, the shift points to a more deliberate approach shaped by appetite regulation, glycaemic awareness and satiety. Stephanie Hoffman, director of R&D and quality at Bulletproof, suggests this evolving mindset is elevating expectations around composition, timing and functional value, positioning coffee less as a habitual stimulant and more as a purposeful part of a structured intake.

GLP-1 medications are reshaping how many consumers think about food and drink. As adoption increases, these medications are beginning to influence everyday habits, including coffee consumption. From a beverage perspective, the shift isn’t about people abandoning coffee, but about how and why they’re choosing to drink it.

GLP-1’s affect appetite, digestion and blood sugar response. For many users, this translates to smaller meals, fewer snacks and greater intention around their daily intake. Coffee plays a greater role than just being a source of energy or comfort; it is increasingly evaluated through a metabolic lens.

What’s emerging is a more selective approach to coffee. Fewer cups, more structure and more inspection around ingredients and nutritional impact.

Less volume, higher standards

One of the clearest behavioural changes tied to GLP-1 adoption is that people are simply eating less. Many consumers are not giving up coffee, but they are consolidating it. Rather than multiple cups throughout the day, coffee is increasingly consumed once or twice, often alongside food instead of on an empty stomach.

This shift is changing which products resonate. Highly sweetened beverages, flavoured syrups and calorie-dense creamers can feel misaligned for consumers focused on appetite regulation or glucose management. In contrast, coffees with simpler formulations and steadier energy profiles are gaining relevance.

For the category, this reinforces a broader move away from excess. Coffee no longer needs to be larger, sweeter or more indulgent to earn its place. It needs to be clean, balanced and metabolically considerate.

Coffee as a functional anchor

Alongside reduced volume, GLP-1 use is accelerating interest in protein-forward coffee. As consumers prioritise satiety, muscle maintenance and structured eating windows, coffee is increasingly positioned as a functional anchor within the day. It can serve as a bridge between meals or support a more intentional morning routine.

From a formulation standpoint, protein coffee presents real technical challenges. Protein can suppress aroma, mute acidity and introduce texture issues if not carefully selected and integrated. The strongest examples treat protein as a structural element rather than an add-on, with roast profile, solubility and mouthfeel engineered together.

It’s important to select both a protein and a coffee that work well together and bring forward the right balance of sensory notes. The protein needs to be high quality and clean tasting, while adding something to the experience, such as mouthfeel. For example, whey protein works well as it contributes to mouthfeel; however the source matters as well.

Whey proteins can yield different flavours. Collagen is another great protein that mixes well with coffee and has a fairly neutral taste. However, collagen isn’t a complete protein which can impact a consumer’s decision depending on their goals. Last, but not least, the coffee needs to remain high quality on its own, but capable of cutting through the protein and delivering a great flavour.

This evolution signals a broader shift. Protein coffee is no longer confined to performance or fitness niches. Its move into mainstream formats reflects growing acceptance of coffee as a delivery system for nutrition, not just stimulation.

This is why the quality of the ingredients and the taste become so critical. It’s no longer just about delivering a quick hit of protein, but about making it a complete experience that’s enjoyable and easily adaptable.

What this signals for coffee heading into 2026

More broadly, consumers are starting to expect more from their daily essentials, including staples like coffee and water. These everyday products are no longer just about routine or stimulation; they’re increasingly expected to support broader health goals.

This shift does not diminish the importance of origin, roast, or craft. If anything, it raises the bar. As consumers drink less coffee overall, each cup carries more significance. Flavour quality, formulation precision and functional relevance matter more than ever.

Looking ahead to 2026, the most successful coffee brands will move away from indulgence for indulgence’s sake and toward intentional design. Clean formulations, clear functional purpose and flavor integrity will define the next phase of the category.

Coffee is not disappearing. It is becoming more considered, and brands that recognise this shift early will be best positioned to lead.