For the first time, more than half (54%) of U.S. GLP-1 users take the medication primarily for weight management, surpassing use for diabetes and other health conditions, according to the EY-Parthenon GLP-1 Consumer Impact Report.
The findings suggest GLP-1 adoption is increasingly influencing consumer behavior beyond health and weight management, affecting what consumers eat and drink, how they shop, what they wear and where they allocate discretionary spending.
“We’re seeing these medications reshape consumer behavior in tangible ways, from food and beverage choices to wellness, fitness and discretionary spending. This shift is creating a ripple effect across the consumer products and retail landscape,” Katie Johnson, EY-Parthenon Americas Consumer and Health Industry Leader, said in a statement.
GLP-1 users prioritize nutrition-focused categories over traditional indulgence, with nearly two-thirds (63%) consuming fewer sweets and more than half (57%) reducing salty snacks. In turn, users increase consumption of fresh produce (66%) and protein (61%). Because 94% of GLP-1 users surveyed are primary grocery shoppers, these changes often extend beyond the individual, influencing household meal planning, cooking habits and grocery purchasing decisions.
This shift is also evident in beverages: more than half of users (51%) report drinking fewer soft drinks, while 44% consume more functional beverages. Meanwhile, 45% have reduced alcohol consumption and 40% have stopped altogether.