New research from Circana reveals the adoption of GLP-1 medications is reshaping U.S. consumer spending habits and creating shifts in the retail sector. 

The findings show that households using these medications, which currently account for 23% of all U.S. households, are projected to represent 35% of all food and beverage units sold by 2030, signaling a need for retailers and manufacturers to adapt.

The research highlights a pivot toward healthier lifestyles among GLP-1 users, driven by a 41-point increase in weight management being cited as their primary health goal since 2021. This shift reportedly directly impacts purchasing decisions, with consumers altering their baskets to align with new dietary preferences.

Key findings from the Circana report include:

• Spending on traditional retail food and beverages has decreased among GLP-1 users, while their spending at restaurants has increased.
• Users are actively seeking products higher in protein, fiber, and healthy fats while purchases of items high in carbohydrates and sugar are declining.
• Though they have reduced their overall retail food and beverage purchases, GLP-1 users still outspend non-users.
• After discontinuing medication, consumers sustain some purchasing behaviors, with continued growth in produce, personal care, and household plastics/storage.
• Other behaviors reverse post-medication, with a rebound in purchases of beverages and items from the refrigerated and frozen food departments.

“The rise of GLP-1 medications is a huge moment for the CPG industry,” says Sally Lyons Wyatt, global EVP and chief advisor for Circana. “Our research shows 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 line up with the new health-focused mindset of this growing group of shoppers.”

The study also found that despite the high cost being the primary reason for discontinuing use, 50% of previous GLP-1 users are likely to use the medications again in the future. This indicates a sustained impact on the market as consumers move in and out of active medication use but retain the health-conscious behaviors they adopted, Circana says.

Related: Tate & Lyle reveals consumer insights in the GLP-1 era