How GLP-1s Change Shopping Habits | The Consumer Shift You Can't Ignore

Jennifer Hardy
May 9, 2025
8 min read

The way people eat is changing—and it’s not just another wellness trend. GLP-1 medications like Ozempic and Zepbound are rewriting the rules of appetite, nutrition, and spending. If you work in food, beverage, retail, health, fitness, or just enjoy selling snacks for a living, the ripple is coming your way.

In a recent webinar hosted by Food Business News, Sally Lyons Wyatt of Circana and Lu Ann Williams of Innova Market Insights broke down what’s already happening—and how fast it’s scaling.

If you’re waiting to see how it all shakes out, you’re already behind. For businesses, it comes down to this: Did you learn anything from the Blockbuster vs. Netflix fallout? GLP-1s are the Netflix of this era, and sticking to a Blockbuster mentality will leave you sidelined from a potential $125 billion industry.

Given that an average of one in eight Americans has tried or is currently using GLP-1s, this hits closer to home than you realize.

"What it means is that every single company should have a GLP-1 strategy. The ripple effect goes beyond food. It goes into clothing, makeup, electronics, etc. There are so many places that if you want to find a partner, you can do that." — Sally Lyons Wyatt, Global EVP & Chief Advisor, Consumer Goods & Foodservice Insights

What Is a GLP-1?

If you're starting from the back of the crowd, here's a quick recap.

GLP-1 stands for glucagon-like peptide-1, a hormone your body naturally makes that helps regulate blood sugar, appetite, and digestion. Scientists figured out how to mimic this hormone (after being inspired by the Gila Monster lizard), creating a new class of drugs—commonly referred to as “GLP-1s.”

From there, the class breaks down into two groundbreaking categories:

Semaglutide (brand names: Ozempic, Wegovy, Rybelsus) — Mimics the GLP-1 hormone to reduce appetite, slow digestion, and regulate blood sugar. Originally for type 2 diabetes, now widely used for weight loss.
Tirzepatide (brand names: Mounjaro, Zepbound) — Dual-action: targets both GLP-1 and GIP (another gut hormone), which may enhance weight loss and glucose control. Often leads to faster, more dramatic results.

At first glance, GLP-1s slow down digestion, reduce hunger, and improve blood sugar control. What they really do is turning out to be so much more, and the list of potential health benefits is growing.

What started as a treatment for type 2 diabetes turned into FDA-approved versions for obesity, specific cardiovascular issues, and sleep apnea.

Testing underway is showing positive results in everything from alcohol use disorder, osteoarthritis, and other inflammatory conditions connected to the gut. This isn’t just a weight-loss trend—it’s an entire category of medicine with ripple effects across industries.

The Ripple Effect: What One Year on a GLP-1 Drug Looks Like

Sally Lyons Wyatt took us on a deep dive into Circana’s yearlong study on those using GLP-1s for weight loss. The research tracked behavior changes as months of GLP-1 usage went on. The results show how GLP-1s changed shopping habits and mindset from month one through twelve, aligning timelines to reveal apparent consumer shifts.

The takeaway? GLP-1s don’t just change people’s eating habits. They spark ripple effects across the entire retail landscape.

Side effects spark product shifts: Dry mouth is boosting gum and breath-freshener sales.
Recommended diets reshape baskets: Lower sugar, fat, and portion sizes are cutting into frozen desserts, soda, and alcohol.
New winners are emerging: Deli, produce, and protein-forward products are trending upward, especially those offering convenient, portion-controlled options.

It’s Not Just About Weight Loss—It’s About Wellness

While GLP-1 drugs began as treatments for diabetes, consumer use has expanded rapidly. Nearly 60% of users are now on them primarily for weight loss.

Wyatt emphasized that this trend is not temporary—44% of users anticipate staying on the medication for more than a year, and many fall into higher-income brackets or pay out of pocket. That matters because these consumers are often more brand-conscious, proactive about health, and selective about ingredients.

What’s emerging is a lifestyle shift in how users of GLP-1s change shopping habits, not just a dieting trend. And it’s not limited to the U.S.—while American usage is far ahead of other markets, Wyatt noted similar ripple effects beginning to unfold in Europe and Asia, where adoption is expected to grow steadily over the next decade.

Winners and Losers: Where the Dollars Are Going

This study shows that GLP-1 users aren’t spending less, but others note a change of nearly 6% to 11% less at the grocery store if the household has at least one GLP-1 user.

Both agree, as Wyatt pointed out, they’re spending smarter.

Gaining categories: Gum, deli, produce, hydration tools (like water filters), and high-protein meals
Losing ground: Ice cream, soda, processed meats, alcohol
Timing matters: Months 1–3 and 7–9 show the most intense behavioral shifts, but nearly half of users maintain long-term changes well beyond the first year

"Value channels are winning. We see an uptick in value grocers like Aldi, we see pure play e-commerce because (users) can find food they want at prices they can afford." — Sally Lyons Wyatt, Global EVP & Chief Advisor, Consumer Goods & Foodservice Insights

Interestingly, drugstores are seeing a lift not only from prescription traffic but also from impulse buys while picking up medications. That makes these locations key opportunities for brands looking to reach this audience with shelf-ready snacks, beverages, and supplements aligned to the GLP-1 lifestyle.

New Product Opportunities: Ready Meals, Protein, and Functional Beverages

Convenience and nutrition are key. Wyatt highlighted the strong performance of ready-to-eat or heat-and-eat meals from deli counters, especially those offering clear protein content and simple ingredient lists.

With many GLP-1 users managing larger households, they're looking for meal solutions that don’t require making separate dishes for themselves and their families.

Lu Ann Williams, cofounder and global insights director at Innova Market Insights, added that innovation in high-protein, low-sugar, and fiber-enriched products is now central to consumer decision-making.

She pointed to ConAgra’s “On Track” badge and Nestlé’s “Vital Pursuit” frozen meals as standout examples of GLP-1-friendly product development. Smoothie King’s GLP-1 support menu and Abbott’s “Vital HP” drinks are also tapping into demand for nutrient density, satiety, and digestive support.

"It could be a halo effect even for people who are not on GLP-1s, but they associate with that healthy kind of halo benefit of weight loss." — Lu Ann Williams, cofounder and global insights director at Innova Market Insights

Functional Ingredients Go Mainstream

Williams emphasized the renewed interest in functional ingredients as a core growth strategy. Protein remains the top consumer priority worldwide, followed by vitamins, minerals, and gut health ingredients like prebiotics and probiotics.

The conversation around health is shifting from aspirational to functional. These aren’t niche wellness shoppers—they’re people actively working to avoid nausea, fatigue, or nutrient deficiency while eating less food overall.

Top priorities: Protein, fiber, vitamins, minerals, gut health
Emerging heroes: Inulin, green banana fiber, Akramansia-based probiotics
New space: Supplements designed to reduce side effects and support GLP-1 regimens without sacrificing results

As GLP-1 users consume fewer calories overall, the pressure is on to make each bite and sip count.

Green banana fiber, inulin, and Akramansia-based probiotics are gaining traction, and new supplement formulations are emerging to help users navigate GLP-1 side effects without ditching the medications.

Foodservice Gets a Makeover

From fast food to fast casual restaurants, preferences are also shifting. Wyatt noted a downturn in food-forward convenience stores and midscale dining chains, but an uptick in fast-casual spots like Chipotle, where customers can customize meals to fit doctor-advised dietary needs. Plus, Chipotle gives the option to double up on protein.

TBH: I'm six months into my GLP-1 journey, and a Chipotle burrito bowl lasts me three meals now. Who am I?

Consumers want lean proteins, healthy fats, and fiber-rich sides—and they want transparency. Even casual dining chains should be considering GLP-1-aligned menu options to remain competitive, particularly for parties where one diner has particular needs and others do not.

As we've been researching this topic at GLP-1 Newsroom, and also as GLP-1 users, there's also a real focus on the kids' menu. I couldn't eat an entire sub sandwich, but when I saw Jimmy John's offered Little John's, that hit the spot.

Side Effects = CPG Opportunities

Dry mouth, nausea, and digestive issues aren’t just medical problems—they’re product opportunities.

Sales of breath fresheners, sugar-free gum, water filters, and gastrointestinal supplements are all trending up among GLP-1 users. So are oral care products, analgesics (at first), and sleep aids—though those needs may decrease as weight loss improves overall well-being.

These users are also embracing smaller indulgences, like single-serve desserts or high-protein ice creams, suggesting that the death of indulgence is overstated. What’s needed is moderation, better ingredients, and clear labeling.

Even McDonald's is winking at the GLP-1 crowd. Chris Kempczinski, Chairman and CEO of McDonald's, said in an Instagram post, "Protein is hot. Everybody's into protein. Works perfectly with McDonald's, as you know, burgers, chicken, filet-o-fish, all that. Some great protein here, but I think protein is going to be a big trend."

Looking Ahead: Innovation and Messaging Must Align

Both speakers agreed that every food and beverage brand, regardless of category, needs a GLP-1 strategy. Whether that means reformulating for satiety and nutrient density or marketing to lookalike audiences based on behavior modeling, companies must adapt or risk losing relevance.

Williams noted that ingredient developers and private label brands are also in a position to lead. There’s momentum around clean label, high-protein, and anti-inflammatory claims, and consumers are more open than ever to trying new foods if the functional benefits are clear.

I can tell you, as the editor of this website and a GLP-1 user (not to mention smack dab in the middle of most of your target demos), I've never been more attentive to ingredients in my life.

Will Growth Hit a Ceiling?

A common question is whether GLP-1s are a fad or a long-term shift. Wyatt predicted that food and beverage units driven by GLP-1 users could hit 40% by 2034—far surpassing Morgan Stanley’s estimate of 13%.

Williams agreed, citing that the “genie is out of the bottle” and that, unless availability is severely restricted by insurance or regulation, adoption will only accelerate, especially as new science continues to uncover benefits beyond weight loss.

Barriers remain—cost, side effects, stigma—but the consumer-led shift toward self-managed health, supported by medication and wise food choices, seems unlikely to reverse.

Add to that the number of "GLP-1s" in development, from oral GLP-1s racing to be first to the market to more FDA-approved health conditions to triple agonists; no signs exist that show this momentum slowing down.

This isn't the Fen-Phen era of the '90s or the controversial ECA stack of '04-'05. We could be at the threshold of the penicillin of our era.

Don’t Miss the GLP-1s Change in Shopping Habits Moment

GLP-1s are not just a pharmaceutical trend. They’re redefining how we think about health, food, indulgence, and aging. For brands willing to invest in research, reformulation, and honest storytelling, the opportunity is massive.

Imagine the possibilities that open up if we lessen the impact of diabetes, arthritis, obesity, cardiovascular issues. Think about the life span that gives people and how it means every industry gets touched eventually.

As both Sally Lyons Wyatt and Lu Ann Williams emphasized, this is a moment of convergence: consumer demand for wellness, industry pressure to innovate, and a pharmaceutical revolution colliding at full speed. If you’re in food or beverage, this is not just a trend to watch—it’s a call to act.