- Circana
- May 7
- 2 min read
By Wei Lin Wong, President, CPG
Shifting attitudes and behaviors point to a more complete GLP-1 story, now that the medications are broadly available and expected to become even more accessible. As of Fall 2025, 23% of U.S. households had at least one GLP-1 user on an annual basis, an increase of 4 percentage points from the prior year. Circana projects that households using these medications will represent 35% of all food and beverage units sold by 2030.
With growing usage comes reshaped consumer spending patterns. Those behaviors are tied to both shifting mindsets and physical characteristics as well as appearances.
Not just for grins: Oral health is an increasing focus for those who are taking GLP-1 medications. Circana data confirms a growing interest in oral health, revealing GLP-related gains in segments such as toothbrushes, toothpaste, mouthwash, and personal appliances related to oral care.
Taking it personally: Circana’s data points to growth in wearable products that help GLP-1 users monitor their progress. This includes wearable health technology products, which saw a 20-point increase in monthly spending during active GLP-1 usage compared to non-users.
Apparent apparel changes: GLP-1 usage is impacting many forms of wearable merchandise. A Circana survey revealed that 55% of active users have purchased new clothing or footwear, driven primarily by changing sizes. Moreover, a quarter of users report that they have updated their wardrobes to refresh their appearance.
Ultimately, our insights tell us that GLP-1s are a cultural and economic phenomenon, influencing how brands and retailers think about product development, marketing, and consumer engagement. As the industry leans into these changes and meets consumers where they are, they can also keep in mind that the innovations appealing to GLP-1 users are likely to appeal to many consumers who are becoming more focused on health and wellness.
Explore other implications and influences of GLP-1 usage.
