Circana, an advisor on the complexity of consumer behavior, released a new report exploring the impact of glucagon-like peptide-1 (GLP-1) medications on consumer spending. The report, The Ripple Effect of GLP-1s, Today and In the Future, reveals that GLP-1 users exhibit shifting purchasing habits over time, with weight-loss users making fewer food and beverage purchases during the first three months of use, and returning closer to benchmark levels by the end of year one. The findings provide industry leaders with actionable insights to develop personalized products and services that support consumers’ sustainable lifestyle changes and long-term weight management success.
GLP-1 weight-loss users shift their spending on food purchases both in and out of home. At grocery retail, they are spending more on foods that support GLP-1 balance, including vegetables, eggs and nuts. Conversely, they are making fewer purchases of products they’ve been recommended to avoid, including spicy foods, fatty proteins, and beverages with added sugar. While dining out, GLP-1 users skew their dollar spend toward quick-service restaurants, but they shift toward grocery foodservice, casual dining, and midscale restaurants during their first year on the medications. These evolving behaviors reveal a clear connection between category growth and the health-driven preferences of these consumers, offering brands fresh opportunities to align with their goals.