A new study released Tuesday from commerce-focused solutions company Acosta Group finds that the use of GLP-1 medications for weight loss is influencing consumer behavior beyond diet, affecting purchasing habits, personal care and dining trends, particularly among younger adults.
The study indicates that consumers using GLP-1 drugs report changes in how they shop for food, with many purchasing more fresh and high-protein items while reducing purchases of sweets, salty snacks and sugary beverages. More than half of respondents said they are buying more fresh produce, while roughly one-third reported increased purchases of yogurt, fresh chicken and protein supplements.
Many participants also reported broader household effects. About 41% said they were satisfied with healthier dietary changes, and roughly half said those changes had improved eating habits across their households. Among Millennials, that figure rose to 79%.
The report found that GLP-1 use is also associated with increased interest in wellness and personal care. More than half of respondents said they felt more positive about their appearance, while 43% reported being motivated to take better care of it. Nearly 3 in 10 said they felt more confident in social situations.
Consumers, particularly those in younger age groups, also reported increased interest in targeted beauty and personal care products, including skincare, body care and hair care focused on specific conditions such as dryness, elasticity and thinning.
Dining habits appear to be shifting as well. About 34% of respondents said they are eating out less, while younger consumers reported different patterns. Nearly half of Gen Z and Millennial respondents said they dine out more often, though many reported making more deliberate choices, including ordering smaller portions or sharing meals.
The study suggests these behaviors align with existing trends among younger consumers, including a preference for smaller portions and foods higher in protein and nutrients, rather than representing entirely new habits.
The report also found that 70% of GLP-1 users conduct research related to products or health, with younger consumers more likely to rely on digital tools such as social media, artificial intelligence platforms and retailer websites.
At the same time, the study noted mixed reactions to “GLP-1 friendly” product labeling, with some consumers expressing concerns about taste, nutrition and relevance.
The survey, titled “GLP-1: Transforming Weight Loss and Consumer Behavior,” was conducted from Feb. 13 to Feb. 25, and it included responses from 2,117 U.S. adults, including 213 current GLP-1 users.
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