The end of bad food?
Is this the end of bad food? Not just a trend, but a true ending? What Does It Feel Like?
We’re not just watching diet fads and health campaigns anymore. We’re witnessing a genuine cultural and physiological shift, accelerated by drugs like Ozempic and other GLP-1 agonists. These medications don’t simply suppress your appetite; they’re helping to suppress an entire era of overconsumption. For the people taking them, it is changing what they eat and sometimes who they are.
Appetite Declines, Markets React
The first change is subtle but powerful: the irresistible pull of junk food fades. People report feeling full much faster and simply craving less. This isn't just a personal choice—it’s an economic force. Households with a GLP-1 user are spending up to 9% less on groceries within six months, with a notable drop in purchases of snacks, sugary drinks, and processed foods.
The food industry is already feeling the aftershocks:
PepsiCo: down ~9% year-to-date
Kraft Heinz: down ~12%
General Mills: down ~15%
These numbers reflect growing investor concern that the future of high-margin, high-calorie products is cracking. But some companies are already adapting. Coca-Cola, for example, has been shifting its product line towards healthier options, a move reflected in its approximate +11.30% share price increase (as of mid-July 2025).
So, if "bad food" is ending, what does that feel like for the consumer?
Temptation Weakens: What once felt like an unstoppable craving begins to lose its grip. The donuts in the breakroom, the late-night bag of chips, the sugary sodas—they all start to lose their hypnotic appeal. This reduction is about wanting less, not just eating less. For many, this feels more like a profound sense of freedom than a restriction.
The Body Lightens: As poor food choices fall away, so does the physical burden they carried. People report less fatigue, less joint pain, and a newfound sense of mobility. The body, once a source of frustration, becomes a partner. This is a release from years of physical constraint and social stigma.
Hope Expands: With renewed energy comes confidence. The momentum from small wins—a morning walk, a trip to the gym—snowballs into bigger life changes. People begin imagining a new life, a job change, a new social circle, a fresh start. Life starts to feel possible again because they feel possible again.
Taste Transforms: This is often the most surprising part of the journey. Processed food starts to taste… wrong. Too salty, too sweet, too artificial. Meanwhile, natural, whole foods become vibrant and full of flavour. An apple becomes a revelation. A roasted carrot is a joy. The palate resets, and with it, the soul. This is the end of emotional eating, and the beginning of emotional nourishment.
The Beginning of a New Story: Eventually, the shift becomes a story. People describe a "before" and "after"—a life once driven by shame, restriction, and craving, and a new life marked by strength, clarity, and self-respect. There may be a moment of grief for lost time, but it’s quickly replaced by deep gratitude. The consumer is no longer consuming to fill a void—they are nourishing a life worth living.
Let's look at this through the lens of endings.
What type of ending does this transition characterise?
A Cultural Ending
We're witnessing the end of an era of overconsumption, and the beginning of a new relationship with food, body, and self. For the consumer, this ending isn't about deprivation—it's about relief. It's not about restriction—it's about release. And most of all, it's not the end of pleasure, but the start of real satisfaction.
The Proximity End
As the personal journey progresses, a second type of ending occurs: a Proximity End. This is a psychological and behavioural shift where the high-calorie, processed food lifestyle moves further and further away from a person's new reality. The old cravings and habits no longer feel close or familiar; they are now a distant memory. The "bad food" lifestyle becomes a story of the past, something they no longer have to fight because it's no longer a part of their immediate world.
