Data and tech company Numerator has launched its GLP-1 Trends Hub, offering a centralized view of consumer GLP-1 usage, interest, purchasing behavior and demographics, the company announced Monday.
As GLP-1 medications like Ozempic and Wegovy continue to influence consumer behavior, the GLP-1 Trends Hub—available to Numerator clients—provides brands, retailers and foodservice providers with insights into changing purchasing patterns, health-driven trade-offs and emerging consumer segments.
The hub features data on GLP-1 adoption, consumer sentiment and purchasing behavior dating back to April 2024. Numerator surveys static panelists quarterly about their GLP-1 usage and attitudes. Panelists are included in the hub if they have completed the five most recent quarterly surveys, offering year-over-year longitudinal insights.
On average, approximately 30,000 static panelists meet this criterion each quarter. This data enables Numerator clients to explore category and demographic trends in greater depth, helping them understand the impact of GLP-1 use and make proactive business decisions as the market evolves.
Early findings highlight the long-term influence of GLP-1s on consumer behavior. Between July 2024 and July 2025, over half (52%) of GLP-1 users reported a goal of losing at least 15 pounds. These households reduced spending by 10% across more than 100 categories in grocery, QSR (quick-service restaurants) and tobacco sectors within six months of adoption. At the same time, weight-loss-focused users increased spending in health-related categories, including protein shakes (38%), bone health (23%), superfoods (58%) and digestive health (6%), compared to non-user households.
Behavioral shifts persist even when GLP-1 usage lapses. Grocery spending patterns are the first to return to baseline, while indulgent categories like candy and baked goods typically rebound within three to six months. However, sustained prioritization of fresh produce and meats indicates a longer-term shift toward health-conscious consumption.
“The GLP-1 environment is continually evolving, with changes to policies, insurance coverage, and delivery mechanisms expanding access and lowering costs for consumers,” said Steve Kramer, vice president of product innovation at Numerator. “It’s critical for brands, retailers, and foodservice providers to consistently monitor changing purchasing behaviors and health-driven trade-offs as consumers adopt, lapse, and return to these medications.”
The GLP-1 Trends Hub includes:
Current state of GLP-1 adoption
A demographic and geographic explorer
Retail and aisle-level exposure
Longitudinal purchasing impact data
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