对消费企业而言，真正重要的并不是药物机制，而是用药人群表现出的稳定消费偏好。多项消费者研究显示，GLP-1 使用者倾向于减少食物总 支出，缩小单次进食量，并在选择上更偏向高营养密度产品，高热量零食等放纵型品类的消费下降最为明显。 整理 | GLP1减重宝典内容团队 2026 年初，GLP-1 不再只是制药行业内部的讨论对象。一家与医疗体系并无直接交集的全球消费品牌的CEO，开始反复在公开场合提及这一 药物：正是星巴克 CEO Brian Niccol。 当越来越多的人用药物重写进食节奏，餐饮公司最先感受到的不是热量话题，而是客单结构、时段需求和产品组合的重新分配。星巴克 CEO Brian Niccol 在公开采访中将公司蛋白产品的推进与 GLP-1 人群的饮食变化直接关联，核心逻辑并不复杂，在进食被拆散之后，饮品与轻食成 为更高频、更可重复进入的消费入口，而星巴克天然处在这个入口位置。 在管理层公开表态之前，外部数据已经给出足够清晰的背景。过去两年，用于减重目的的 GLP-1 类药物使用比例快速上升，不到两年时间接近 翻倍，且在女性人群中的渗透率更高。全国性调查也给出相近结论，大约每八个美国成年人中就有一人 ...

Core Insights - A growing trend among restaurants is the incorporation of higher protein options in their menus as more Americans seek healthier diets [1][4] - Subway has introduced new Protein Pockets, each containing over 20 grams of protein and priced under $4, as part of its strategy to cater to this demand [1][2] - The trend towards higher protein meals is being accelerated by weight-loss drugs and a shift in dietary guidelines promoting protein consumption [4] Company-Specific Developments - Subway is enhancing its value menu with daily "Sub of the Day" specials that focus on protein-rich options [5] - Starbucks has launched Protein Cold Foam and a new line of protein lattes, containing 15 to 36 grams of protein per 16-ounce beverage, as part of its menu modernization efforts [6][8] - Sweetgreen has introduced a Protein Max Bowl with 106 grams of protein and increased portion sizes for chicken and tofu by 25% without raising prices [11] - Sweetgreen's app now features a macronutrient calculator, providing transparency on protein, carbohydrates, and fats in menu items [11] - Cava plans to expand its protein offerings, including new items like roasted salmon, in response to customer preferences for premium protein options [12][14] Industry Trends - The shift towards higher protein consumption is influenced by changing consumer behaviors, including the impact of GLP-1 drugs on appetite and food choices [17] - Companies like Rä Foods are focusing on not just increasing protein but also enhancing nutrient quality and bioavailability in their products [17]