Shoppers taking GLP-1 medications will hold more purchasing power over the next few years, according to new research from Chicago-based marketing firm Circana LLC.
New findings show that households using these medications—currently 23%—are projected to account for 35% of all food and beverage units sold by 2030.
The research highlights a clear shift toward healthier lifestyles among GLP-1 users, driven by a 41-point increase since 2021 in the number of people citing weight management as their primary health goal. Circana reported that this shift directly affects purchasing decisions, as consumers adjust their baskets to match new dietary preferences.
Key findings from the Circana report include:
- GLP-1 users have decreased their spending on traditional retail food and beverages, while increasing their spending at restaurants.
They actively seek products higher in protein, fiber and healthy fats, while purchases of items high in carbohydrates and sugar continue to decline.
Even though they have reduced their overall retail food and beverage purchases, GLP-1 users still outspend non-users. After discontinuing medication, consumers maintain some purchasing behaviors, including continued growth in produce, personal care and household plastics and storage.
Other behaviors reverse after discontinuation, with purchases rebounding in beverages and items from the refrigerated and frozen food departments.
“The rise of GLP-1 medications is a significant moment for the CPG industry,” said Sally Lyons Wyatt, global executive vice president and chief advisor for Circana. “Our research shows that shopper priorities are evolving quickly and dramatically. It’s vital for retailers and manufacturers to pay close attention to these trends. The key to future success will be adapting product selections and marketing to align with the health-focused mindset of this growing group of shoppers.”
The study also found that although cost remains the primary reason for discontinuing use, 50% of previous GLP-1 users are likely to use the medications again. This suggests a sustained market impact as consumers cycle in and out of medication use while retaining many of the health-conscious behaviors they adopted.
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