Nearly all (97%) shoppers taking GLP-1 inhibitors like Ozempic reduced their grocery spending in 2024 by an average of 11%, according to Grocery Doppio’s State of Digital Grocery Performance Scorecard for the First Half of 2024.
Spending on snacks and confectionary (-52%) dropped the most, followed by prepared baked goods (-47%), and soda/sugary beverages (-27%).
However, these shoppers increased their purchase of lean proteins (+27%) and special diet foods/meal replacements (+19%).
Grocers plan to respond to this trend by altering their assortment (77%), increasing health-oriented digital marketing (71%), and providing in-store nutritional education (43%).