The rise of GLP-1 medications is changing the way people shop in the U.S. A new study by Circana LLC shows that households using these drugs—currently 23% of all U.S. households—are expected to account for 35% of food and beverage sales by 2030. This trend signals a big shift in consumer behavior that retailers need to notice.
Users of GLP-1 medications are increasingly focused on healthy living. Since 2021, there’s been a 41-point jump in people listing weight management as their main health goal. This focus affects what they buy. Many are opting for foods that are high in protein, fiber, and healthy fats. Meanwhile, items loaded with carbs and sugar are seeing a decline in sales.
Key insights from the Circana report include:
- Spending Changes: GLP-1 users are less likely to buy traditional food items while spending more at restaurants.
- Buying Habits: These consumers are trading sugary snacks for healthier options.
- Continued Spending: Even after reducing their spending on retail food, GLP-1 users still spend more than those who don’t use the medication.
- Habit Retention: After stopping the medication, many maintain healthier buying trends, especially in fruits and personal care products.
- Reversal Trends: Once off the medication, users might return to some of their old buying habits, like purchasing more sugary drinks and frozen foods.
Sally Lyons Wyatt, a key figure at Circana, notes, “This shift presents a significant opportunity for the CPG industry. Retailers must pay attention to changing shopper priorities. Adapting product selections to meet the needs of health-conscious consumers will be key to success.”
Interestingly, despite high costs being a common reason for discontinuation, around 50% of former GLP-1 users express interest in using these medications again. This means that the impact on shopping habits could endure even if someone stops taking the medication.
As these trends continue, retailers will need to adapt quickly to stay in tune with shoppers’ evolving needs. Keeping an eye on health-focused preferences will be crucial in a market increasingly shaped by such medications.
For more details, check out Circana’s findings on GLP-1 medications and their retail impacts here.
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glp-1,eating behavior,consumer trends
