New GLP-1 consumption patterns
Retailers across food and nonfood categories must adapt their strategies to meet shifting demand caused by spending changes from GLP-1 users.
By
January 18, 2025
About 12% (1 in 8) of U.S. adults say they’ve taken GLP-1 medications; consumer insights platform Circana estimates those users account for nearly 8% of food and beverage units today.
Grocery retailers should note that Circana’s research found produce and deli could be bright spots for spending, while some categories like frozen and beverages saw fewer trips from GLP-1 users.
Nonfood items are also impacted—GLP-1 users are spending more on categories like fitness trackers, cosmetics, and oral care.
The consumption patterns of Americans using GLP-1 medications are already significantly impacting the performance of retailers and are increasingly expected to in the future.
