Consumers using GLP-1 medications for weight loss are changing what they buy at the grocery store and beyond, with effects extending into personal care purchases and dining habits, according to new research from Acosta Group. The trends are most pronounced among Gen Z and millennial consumers.
Acosta Group’s study, released ahead of the National Association of Chain Drug Stores’ annual meeting in Palm Beach, Florida, found that GLP-1 users are purchasing more fresh produce (55 percent), yogurt (32 percent), fresh chicken (31 percent), protein shakes and powders (30 percent), and protein bars (29 percent). At the same time, fewer sweets (58 percent), salty snacks (44 percent) and sugary drinks (41 percent) are going into shopping carts.
“We’ve learned that consumers using a GLP-1 for weight loss are experiencing additional positive emotional and behavioral impacts, ranging from their relationships with food, to how they feel about their personal appearance, to what they want to buy and how they want to dine,” said Kathy Risch, SVP of thought leadership and shopper insights for Acosta Group.
Household impact
Nearly all GLP-1 consumers reported a shift in their relationship with food, with 41 percent saying they are pleased with the healthier changes they have made. Half reported a positive impact on their household’s overall eating habits — a figure that rises to 79 percent among millennials.
Key categories of interest among GLP-1 users, particularly Gen Z and millennials, include high-protein, high-fiber, hydration and electrolyte, and gut health products.
Beyond the grocery aisle
The study also found spillover effects into personal care. Among GLP-1 consumers, 52 percent reported feeling more positive about their appearance, 43 percent said they are motivated to take better care of their appearance, and 29 percent said they feel more confident in social settings. Consumers across generations are more likely to buy skincare, body care and hair care products focused on specific benefits such as hydration, firming and elasticity.
Dining habits are also shifting. While 34 percent of all GLP-1 users reported dining out less, 48 percent of Gen Z and millennials said they are dining out more — though being more mindful of what they order. Forty-two percent of younger consumers said they are sharing entrees more frequently.
Labeling caution
The study flagged one potential pitfall for brands: “GLP-1 Friendly” labeling can be polarizing for some consumers, raising questions about taste, nutrition and applicability.
“As GLP-1 usage continues to grow, it will be critical for brands to deeply understand their core customers to capture the right omnichannel messaging and drive growth,” said John Carroll, president of connected commerce for Acosta Group.
The study surveyed 2,117 U.S. adults, including 213 current GLP-1 users, from Feb. 13-25.
Acosta Group is a retail, marketing and foodservice agency collective headquartered in Jacksonville, Florida.