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Which Thanksgiving Entrée Do You Prefer?
Holiday Prep Mode: ON
This year, whole turkey prices are projected to peak just before Thanksgiving, averaging $1.05/lb the week before and $1.18/lb during the big week. Despite the seasonal spike, prices remain stable compared to last year.
So ... Turkey or Ham?
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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.
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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...
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.
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.
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Get the Circana GLP-1 Activation Playbook
Win With the Evolving Weight Loss Consumer
As a leading advisor on the complexity of consumer behavior, Circana can help you understand how GLP-1s are reshaping purchase behaviors and uncover actionable strategies to protect and grow your business. With our playbook solution, you’ll be able to assess the impact of changes in buyer behavior among GLP-1 users, identify risk or opportunity for your category and brand based on demand shifts, and optimize strategies to defend share or enable new growth. Get robust insights from 100% self-identified GLP-1 users with verified purchases, predict demand with highly accurate forecasts, and access predictive optimization and media activation to help you stay ahead in a rapidly evolving market.
