Ahaana Khosla is a seasoned trend forecaster, cultural strategist, and consumer behaviour specialist. With a keen eye for spotting nascent and emerging trends, she excels in deciphering the intricacies of changing consumer preferences. By leveraging her deep understanding of consumer psychology, she tailors bespoke strategies that help her clients anticipate and exceed their consumers' expectations. Although based in Dubai with a strong grasp on the Middle East market, her work spans all regions.

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Shared Values

Not so long ago, holidays such as Christmas and Thanksgiving were synonymous with larger-than-life turkeys and all the trimmings, vegetables slathered in butter, and tables that could rival those of the best restaurants in the country. The bigger the Thanksgiving spread, the more it signaled love, indulgence, and status. Structured around abundance, multiple courses, and always, more than one helping, food was traditionally a social anchor. But with one in eight adults (12%) saying that they are currently taking a GLP-1 drug such as Ozempic or Wegovy, how people eat and participate in food-centered rituals is changing. 

With as many as two in five American adults now obese, the surge in GLP-1’s is set against a backdrop of growing concerns around weight and its links to serious conditions such as diabetes, stroke, and heart disease. 

But as these medications move beyond their original use in diabetes management, their impact is extending beyond the clinic and into everyday food culture. From restaurants such as Olive Garden, with its Lighter Options GLP-1 Menus featuring higher protein content, smaller portions, and macro-conscious offerings, to people choosing varied dining experiences to better suit their evolving requirements, the shifts are already becoming apparent across dining and shopping. 

People

Menu-Order AI

 According to Angel Roque, culinary director at Cuba Libre, in an interview with 

, guests on GLP-1 medications often feel disconnected from traditional dining. 

Vogue

With 61% of users having reduced their spending on takeout and delivery and 63% having reduced their spending at restaurants, there is no denying the influence of these medications on Americans' relationship with food. 

KPMG

“When someone on a GLP-1 eats less, family members can often interpret that as rejection, creating friction, distress, and embarrassment,” says Gianna Beasley, author of 

Interview with Gianna Beasley conducted by the author

 With reduced appetites, early satiety, and a diminished desire for multi-course eating, GLP-1 users are naturally moving away from the kind of excess associated with celebratory meals such as Thanksgiving. But when food has traditionally functioned as an expression of love, community, and togetherness, eating less often disrupts more than just what’s on the table.

Regardless of whether one is on the drug or not, people across the board are moving away from ‘plate-loading’ and gravitating towards lighter, fresher, and less indulgent meals that leave them feeling energized rather than sluggish. With the percentage of Americans taking GLP-1s having doubled since 2024, and usage among women (15.2%) continuing to outpace men (9.7%) despite both groups more than doubling their use in the past year, the rapid uptake of these drugs raises an important question around food-centered rituals such as Thanksgiving dinners – what happens when overindulgence and ‘just one more helping’ is no longer aspirational? 

Gallup News

Americans who are taking GLP-1 medications can face social pressure to overeat at family gatherings, creating friction between the deep-rooted cultural traditions surrounding food at celebrations and the physical limitations created by the drugs. “Food is love, joy, tradition, and celebration for most families in America, so this can become complicated.” 

 With many people caught between remaining loyal to beloved family recipes and accommodating the dietary changes of loved ones or even their own, holidays such as Thanksgiving are increasingly becoming a balancing act. 

Harpers Bazaar

According to wellness and health-disparities expert Fatima Cody Stanford, GLP-1s such as Ozempic and Mounjaro are “subtly but meaningfully shifting the dynamics of family gatherings, especially during the holidays.” With these occasions traditionally centered around large meals, some patients on the drugs are even reconsidering whether they should take their dose in the lead-up to the holidays. 

This shows that the support system for people taking GLP-1s has not caught up with reality, especially as 80% of current GLP-1 users and 74% of lapsed GLP-1 users are creating their own routines while on the medication. 

With so many now rethinking their relationship with food, it's certain that Thanksgiving won’t disappear. But according to Beasley, the ‘more is better’ mindset may soften. When appetites are smaller, people will still want traditional foods, but in smaller portions. “The plate will become more intentional: a little turkey, a few favorite sides, a bite of dessert, and less pressure to feel painfully full to prove you enjoyed the holiday.” 

 As nearly half of Americans (48%) are now actively seeking more protein from their meals, perhaps the once overwhelming, super-indulgent Thanksgiving dinner could actually become more balanced, protein-forward, and intentional without losing the dishes and traditions that make the holiday so special in the first place. 

Johns Hopkins Bloomberg School of Public Health

Food is so fundamental in American culture, both in daily life and during special moments. Eating in moderation does not diminish its significance; in fact, according to cultural intelligence expert Sarah Jane Dhall, “It may even heighten mindfulness, enhancing one’s ability to savor flavors and be more present.” This will also translate into people being able to enjoy their holidays fully, without being consumed by the food, physically and mentally, which can further enhance their overall holiday experience. “Think ‘yes ‘and not ‘instead of’,” Dhall says, suggesting that adapting traditions and recipes doesn’t have to mean giving them up. 

Interview with Sarah Jane Dhall conducted by the author

 Instead, family recipes and beloved dishes can co-exist alongside lighter, GLP-1 friendly options, where smaller and new ways of celebrating can better reflect how people will want to eat and feel in the years to come.

Glazed succulent hams, caramelized yams, and tons of fragrant stuffing have long been the standard on Thanksgiving dinner tables, but as holiday habits evolve and more than half of Americans (50%) order their Thanksgiving feasts from restaurants, the table is changing in more ways than one. 

Chain Storage

Gen Zers and Gen Yers are less likely to be attached to the traditional sit-down homemade meal, and increasingly see value in letting restaurants help them elevate their meals at home. In fact, more than half of Americans (53%) considered getting takeout or delivery for their holiday meals in 2025. 

The National Provisioner

Even within the meal itself, although most might think whole turkeys or hams are the preferred holiday food, the big birds are no longer claiming the highest rank as the very top favorite holiday dish. 63% of Americans now prefer eating side dishes over Turkey, up from 56% in 2024. 

Campbells

In fact, 47% would be perfectly happy with a plate full of sides and nothing else. Mac and cheese is also moving up the ranks, with 50% of Americans believing it should be a staple at every Thanksgiving table, with Gen Y and Gen Z leading the charge. 

But for most people, Thanksgiving dinner doesn’t stop at the big birds and trimmings; it often includes more than one sugary, indulgent dessert to finish the meal. With GLP-1 medications typically lowering overall appetite and reducing cravings for heavy or greasy food, many users still experience and report cravings for sweet things. Desserts offer great flexibility, with those on the drugs seeking protein-packed mini desserts to satisfy their sweet tooth. There is a significant opportunity to use ingredients such as Greek yogurt and cottage cheese as the base for cheesecakes, pies, and mousse-style desserts that deliver the protein, creaminess, and hydration – a common challenge for GLP-1 users who seek out foods that are moisture-rich. 

Plastic Container City

Desserts such as mini pumpkin pie cheesecakes, dark chocolate avocado mousse, chocolate protein bites with walnuts, and protein muffins with cinnamon and oat flour can offer indulgence in more digestible formats. 

Rather than abolishing the essence of celebratory meals such as Thanksgiving, the appetite for experimentation is growing, with people finding ways to make the holiday feel more relevant. From ordering in, to eating out, and from smaller portions to even complete plates of only sides, Beasley says, “There is a need for a new language around celebration – one where connection, presence, tradition, and care are not measured by home-cooked meals or portion size.” 

With early satiety and smaller appetites becoming the most common effects of GLP-1 use, the traditional overindulgence and abundance of Thanksgiving may begin to give way to a new way of eating and celebrating: one where smaller portions satisfy cravings and the emotional pleasures associated with food, without leaving anyone feeling overwhelmed, deprived, or shortchanged. Rather than eliminating indulgence altogether, bite-sized formats can offer GLP-1 users the opportunity to taste and try a wide variety of dishes without having to explain themselves. With many physically unable to eat as much as they would normally like to, this reflects a broader shift from abundance-based eating to threshold-based eating, where satisfaction is reached earlier, and plates are being reimagined around satiety rather than tradition. 

Frontiers in Nutrition

 The shift comes at a time when people have greater access to global food traditions and a growing appetite for culinary discovery and experimentation. “From farmers markets and designer fruits to new condiments and viral sensations such as Dubai Chocolate, food culture is increasingly becoming more exploratory,” says Dhall. 

 Smaller, bite-sized food options could perfectly tap into this spirit of discovery and trying new things, allowing GLP-1 Thanksgiving diners to sample more flavors and new interpretations of tradition, even if they are reducing their overall calorie intake to between 700 and 990 calories per day. 

Vesper Commodity Intelligence

Beasley believes that as the Thanksgiving table evolves, we will begin to see smaller plates, snack-board style meals, protein-forward appetizers, mini desserts, and ‘taste everything’ portions. But GLP-1 users won’t just stick to grazing. The bigger cultural shift will be towards intentional indulgence, where people will still want the foods that matter, but will want less of the foods that leave them feeling uncomfortable afterward. According to Fatima Cody Stanford, it is crucial to recognize that health-promoting behaviors and new cultural traditions such as smaller portion sizes can co-exist, but they may require an open dialogue, creativity, and a willingness to redefine what it means to celebrate and connect. 

 “It is important to understand that medications such as GLP-1s are tools for health and not barriers to love or tradition, and that families can find new ways to honor both their heritage and the wellbeing of their loved ones, who may or may not be on the drug,” says Stanford. 

With 43% of Americans worrying that food around the holidays will not come out as planned when they are entertaining their guests and 27% reporting being stressed about having enough food to go around, the pressure of planning, preparation, and service of food can distract hosts from the celebrations. 

Circana

18% of Thanksgiving hosts worry about spills and messes, while 17% feel anxious about accommodating dietary restrictions, with the concerns being more pronounced in older Gen Zers and Gen Yers. 

 There is an opportunity for the narrative around Thanksgiving Dinners to shift from being around connection rather than culinary performance. “The biggest shift will be allowing people to be more present during the celebration rather than being ruled by the meals being served.” 

Redefine celebration beyond overindulgence

“GLP-1 users still want flavor, comfort, tradition, and joy – they just need products that work with smaller appetites and work to cater to those with sensitive digestive needs. Messaging should focus on feeling good, high protein content, fiber support, portion flexibility, hydration, digestion support, and the ability to enjoy the holiday, without feeling miserable.” 

. With four in ten GLP-1 users delaying or skipping their dose in the lead up to Thanksgiving, there is a unique opportunity to foster strong communities for those on the drugs by highlighting the importance of health outside of just weight loss and food. 

Sunlight

 Brands are also encouraged to stop assuming that celebration equals excess, and brands such as 

 are tapping well into this new desire for traditions beyond food. The 

 around the start of December, creating a fandom that has created its own new holiday tradition of puzzle-solving fun. It positions itself as a holiday tradition for puzzle lovers – perfect for the holidays without overindulging.

Design holiday ranges that accommodate multiple modes of eating simultaneously – from protein and fiber-rich, bite-sized appetizers, to individual desserts, hydration products, zero alcohol beverages and dishes in a range of portion sizes. Flexible formats such as these can also support the desire to eat in ‘waves’, replacing the burden of a single, synchronized meal with a more fluid celebration that is built around grazing, nibbling, and eating at one’s convenience. The retailers that will lead this space are those that integrate nutrition education, pharmacy services, and convenient food options into a single experience. However, brands must consider dietary and allergy requirements, too. 

 illustrates this gap – despite being created specifically for those on these medications, it launched without any allergy– or vegan-friendly options. “Designing for allergies, intolerances, and dietary preferences from the get-go will help reach more people and build longer-lasting trust,” says Beasley. 

%) are currently taking a GLP-1 drug such as Ozempic or Wegovy either to lose weight or treat a medical condition

 of GLP-1 users report reduced spending on takeout and delivery, while 

 less on average on grocery bills per month

People on GLP-1 medications often feel disconnected from traditional dining

With reduced appetites, early satiety, and a diminished desire for multi-course eating, GLP-1 users are naturally moving away from the kind of excess associated with celebratory meals like Thanksgiving

GLP-1s such as Ozempic and Mounjaro are subtly but meaningfully shifting the dynamics of family gatherings, especially during the holidays

Sarah Jane Dhall (née Unger) is an award-winning cultural intelligence and trends expert across media, entertainment, tech and consumer businesses. She has provided insight to brands including Airbnb, AARP, Amazon, YouTube, Disney, Mastercard, and Apple. She's blessed with long-time clients who trust her cultural curation and judgment.

Named Forbes 30 Under 30 at age 29 while a VP at Ketchum, she pivoted into strategy and insights at Paramount before starting CULTIQUE, a boutique cultural analysis firm, with Linda Ong. Dhall is a frequent press commentator, avid learner (HBS, Stanford) and public speaker. 

Gianna Beasley is a registered dietitian, certified personal trainer, podcast host of 

. She works with patients and clients to change their lives through nutrition and wellness, particularly in the weight loss realm, in corporate nutrition and wellness, and in sports nutrition.

United States

Eating and Drinking

Supermarkets and food

As GLP-1’s go more and more mainstream and people incorporate these medications into their lives, family gatherings are changing. With appetites shrinking, early satiety and a stronger desire to feel energized, what does this mean for holidays traditionally built around indulgent, shared meals?

Analysis

Ahaana Khosla

Sarah Jane Dhall

Gianna Beasley

Related Macro Behaviours

Shared Values