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25-34-year-olds are
21%
more likely to drink pumpkin coffees than the average consumer
Quick Insight
It's that time of year again... pumpkin spice is back. 🎃☕
According to Circana, 25–34-year-olds are the most likely to enjoy pumpkin-flavored coffee, proving the season's signature sip is going strong.
Are you team “too early” or “right on time”?
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Track business performance against key competitors at every stage of the product lifecycle.
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We help our clients accelerate demand by focusing on the best opportunities for the greatest impact on their business.
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Our Liquid Data® technology provides cross-industry data and advanced analytics in a single, open platform.
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Circana's Insights on GLP-1s and Their Impact on Consumer Spending
GLP-1s have had a revolutionary impact on consumer behavior and decisions made in the health industry as well as the food and beverage industry. Like other macroeconomic trends, GLP-1s need to be understood through careful analysis of data. Circana tracks how this growing and evolving, unique consumer segment is affecting consumer buying behavior and provides actionable insights and opportunities to brands, retailers, and advertisers.
Blog
Nearly a quarter (23%) of U.S. households are now using GLP-1s.* New patient prescriptions for GLP-1 medications increased by 2.9 million from September 2024 to September 2025, a 16% lift. Although there is no “typical” user, GLP-1 patients are more likely to be in the Gen X age demographic and come from households with incomes over $100,000.
Reports
Since their introduction in 2005, GLP-1 medications like Ozempic and Wegovy have transformed diabetes treatment and weight management. Our new report highlights the impact of GLP-1 use on consumer spending habits, particularly on food, beverages, and non-food products. It also highlights the opportunity for CPG companies to help consumers on their weight loss journeys through product innovation, educational campaigns, personalized meal planning, partnerships with health care providers, and...
Circana Unpacked
Unpacking CPG Trends—from GLP-1s to New Pockets of Growth
Which Industries Are Most Affected by GLP-1s?
Health and Pharmaceutical
GLP-1 medications have a large impact on a user's daily life. GLP-1 shoppers both before and after usage over-index on CPG purchases versus non-users. As part of a personalized approach to weight loss, GLP-1s can initiate demand for health and wellness products, including fitness trackers, water bottles, and workout equipment. Pharmacies also see an increased demand for medications addressing related symptoms, including gastrointestinal treatments.
Food and Beverage
Food purchases among GLP-1 users shift for in-home and out-of-home shopping. Purchase and consumption also differ when comparing the first 3 months to the following 4 to 12 months for a new GLP-1 shopper. Shoppers spend more on foods that support their personalized health plan and provide relief from GLP-1 side effects. Conversely, GLP-1 shoppers decrease purchasing products that their providers recommend they avoid.
Food and Beverage
Retail and Apparel
The effects of GLP-1s on consumers ripple beyond health and food. Many categories, including apparel, are affected by GLP-1 shopping behavior. Harmonious well-being is not achieved with GLP-1s alone, and consumers make decisions extending to brands that can support a holistic wellness view.
What Strategies Can Help Retailers With GLP-1 Consumers
Understand and Support Health Goals
GLP-1 users have health goals beyond weight loss. Circana's data shows other important health goals include feeling better as well as managing health and medical conditions. Understanding consumers' personalized approach to their health allows brands and advertisers to create messages that resonate and highlight key product values.
Be Aware of How GLP-1s' Side Effects Impact Consumers
While GLP-1s increase demand for health-conscious products, it’s also important to understand how GLP-1s can affect shopping behavior from their side effects. Consumers may seek products that can relieve side effects across multiple categories and industries.
GLP-1 Users Are a Dynamic Group
GLP-1 weight loss users include consumers across different generations and household sizes. Shopping behaviors also change noticeably between the early stages of taking GLP-1 medications and the following months. Purchase-based targeting methods can be refined to reflect different groups within GLP-1 users based on their households, incomes, and treatment timelines.
GLP-1 Impact
Quantify the Impact of GLP-1 Adoption
GLP-1 adoption is reshaping how consumers shop, eat, and spend, creating new risks and opportunities across categories. Circana helps you move beyond assumptions with shopper behavior insights and advanced analytics that reveal how GLP-1 adoption is affecting your category, brand, and sales performance. Identify emerging opportunities, quantify business impact, and build strategies for growth in a rapidly evolving market.
