- Circana
- Jan 5
- 3 min read
Updated: Apr 2
The rise in medication usage for weight loss unlocks opportunities for innovation in health-focused products and services
CHICAGO – Jan. 6, 2025 – Circana™, a leading advisor on the complexity of consumer behavior, today 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.
"A deeper understanding of GLP-1 medications and their roles in weight loss has unlocked new opportunities to enhance the food, beverage, and nonfood products that support consumers’ overall well-being. As accessibility, availability, and affordability of these medications improve, it will become critical for companies to develop strategies that support consumers on their health journeys. For consumers needing help with getting to optimal GLP-1 levels, working with a medical professional to determine the right mix of medications, supplements, and/or CPG products will remain vital in managing their health over the long term."
Sally Lyons Wyatt - Global Executive Vice President and Chief Advisor, Circana
By addressing the preferences of GLP-1 consumers—such as an increased focus on protein, vegetables, and fruits, along with reduced consumption of sugar, carbs, and sodium—brands can align product innovation and marketing strategies with these consumers’ health goals. Additionally, categories such as high-protein, ready-to-eat meals, and portion-controlled snacks are well-positioned to meet the specific needs of GLP-1 users, demonstrating the potential for growth in both traditional and emerging product segments.
Industries beyond food and beverage, including beauty, wellness, and pharmaceuticals, can explore cross-sector collaborations to serve this demographic. By refining their innovation pipelines, developing personalized solutions, and creating targeted messaging that resonates with GLP-1 consumers’ values and aspirations, companies can foster long-term loyalty while contributing to consumers’ broader health and wellness journeys.
Join Circana for an upcoming webinar, The Ripple Effect of GLP-1s, Today and In the Future, on Wednesday, Jan. 8, 2025, at 1 p.m. CT, to explore the impact of GLP-1 medications on consumer behaviors and market opportunities. Register here.
Learn More About The GLP-1 Consumers Audience Segment & Their Purchasing Behavior
Circana Downloadable Report
Early Days of a Revolution: How GLP-1s Are Already Changing Consumer Spending
Our new report highlights the impact of GLP-1 use on consumer spending habits, particularly on food, beverages, and non-food products, and opportunities for CPG companies.
Circana Webinar
The Ripple Effect of GLP-1s, Today and In the Future
The GLP-1 evolution might more aptly be called a revolution. As consumers work with medical professionals, new GLP-1 formats are entering the market.
Growth Insight Podcast
Revolutionizing Weight Loss: The Impact of GLP-1 Medications on Consumer Behavior
Sally Lyons Wyatt discusses groundbreaking research on GLP-1 use for weight loss, including how users shift their purchase habits while using the medication and after they stop taking it.
