The holidays have long been a time of indulgence, celebration, and connection. But this year, the balance of joy and wellness is shifting in new ways. The growing influence of GLP-1 medications is reshaping holiday traditions, from the menus people plan to the products they buy. This change reflects a broader transformation in consumer behavior, food and beverage innovation, and holiday rituals, where pleasure and mindfulness now share the same plate.
A Cultural Turning Point for Holiday Tables
More than one in four U.S. households is currently taking a GLP-1 medication, and nearly three in four of those say it will influence what they serve during the holidays. This represents more than a dietary change. It signals a shift in how people think about enjoyment and satisfaction. The holidays have traditionally been a permission-to-indulge moment, but now indulgence is being managed rather than resisted. Comfort and control are blending in ways that reflect a new era of wellness.
Indulgence Redefined
Consumers are almost evenly split between those who fully embrace treating themselves and those who try to balance indulgence with health priorities. Together, these perspectives point to a more mindful approach to enjoyment, one that blends tradition with wellness awareness. Portion-controlled desserts, low-sugar swaps, and functional foods are becoming more common, moving from niche choices to part of the broader holiday spread. Across kitchens, dining rooms, and grocery aisles, the question is shifting from whether to indulge to how to enjoy with balance in mind.
How GLP-1 Culture Is Changing the Holiday Table
As conversations around GLP-1 medications become more common, they are influencing how many people think about food, portion size, and satisfaction. The idea of balance is extending beyond personal health to how people plan their meals and what they bring to the holiday table. Smaller portions, protein-forward recipes, and foods designed to satisfy without excess are becoming more visible in holiday planning and grocery shopping choices.
At the same time, brands are introducing more functional comfort foods that combine indulgence with wellness cues. Examples include Halo Top’s protein-rich frozen desserts, Olipop’s prebiotic sodas that blend flavor and gut health, Deux’s functional cookie doughs enhanced with adaptogens, and Sweet Nothings’ portion-sized frozen snacks. Together, these products show how food and beverage innovation is evolving alongside consumer expectations for balance and enjoyment.
The Future of Indulgence
Balance is becoming part of how people define comfort at the holiday table. Smaller portions, lower sugar choices, and foods with added benefits are shaping what indulgence looks like today. The holidays may still invite enjoyment, but that enjoyment is increasingly guided by mindfulness and care.
As these habits take hold, they will continue to influence how people shop, cook, and celebrate throughout the year. The season that once symbolized excess is now revealing a new kind of satisfaction, one rooted in balance, intention, and well-being.
For a deeper look at how wellness trends are influencing food and beverage innovation, connect with one of our experts to discuss our The Holiday Table 2025 Report.
