America’s rapid adoption of GLP-1 medications like Ozempic and Wegovy has impacted not only the consumers taking the drugs but also the F&B brands that serve them.
Although these medications were initially designed to treat diabetes, they’ve been gaining traction for weight loss and other purposes like reducing cardiovascular risk within the last couple of years, prompting a surge in prescriptions that’s reshaping U.S. consumption patterns in significant ways.
In a recent webinar, Circana experts provided data-driven insights on GLP-1 usage, user demographics, and key opportunities for F&B companies.
Who’s Using GLP-1 Drugs and Why?
12% of U.S. adults have taken GLP-1 medications as of 2024, with about 6% currently using them. Many individuals use the medications to manage chronic conditions like diabetes or lower cardiovascular risk.
During the webinar, Sally Lyons Wyatt opened up about her own experience with a GLP-1 receptor agonist.
“I have recently started to take a GLP-1 supplement – not for diabetes or weight loss – but for my GLP-1 regulating needs for optimal gut health. I have suffered from gut issues for over two years, and I hope this will be the holy grail,” said Wyatt.
While there are myriad reasons for the drug’s usage, weight loss has become a key motivator for many newer users.
Nearly one in four American adults who fall into either the obese or overweight BMI category have tried GLP-1 drugs.
Interestingly, younger, urban households with children and annual income levels on either end of the spectrum – above $100,000 or below $15,000 – account for a large portion of those taking the drugs for weight loss/management goals.
However, their duration of usage varies significantly. Weight-focused users tend to stay on the drugs for shorter periods of time, with only 44% continuing to use them after one year, compared with nearly 70% of those using the medications for other health conditions.
The high costs of these medications, which are not typically covered by insurance companies for weight loss, along with their side effects like nausea and gastrointestinal discomfort are two of the most common reasons for discontinuation.
Behavioral Shifts and Key Opportunities
Unsurprisingly, GLP-1 drugs are transforming F&B purchasing patterns in numerous ways. In the first three months of obtaining a prescription, total F&B spending typically declines. However, purchases of fresh produce and deli items often make up the difference.
These medications have created opportunities for manufacturers to develop foods and beverages that support GLP-1 users’ goals, as well as products that can help lessen their side effects, such as gum to manage “Ozempic breath.”
Wyatt shared several ways F&B brands can capitalize on these trends, including aligning their messaging and marketing strategies with GLP-1-related goals.
“Consider packaging and messaging to showcase superior fresh ingredients, healthier recipes, portion control, and just general alignment around GLP-1 weight loss goals,” she shared.
Wyatt also recommended leveraging purchase-based targeting to personalize the messaging for each type of GLP-1 user, as each demographic has its own unique needs.
Retailers, restaurants, and manufacturers that can quickly adapt and expand their offerings to include nutrient-dense, portion-controlled, and low-sugar products will be able to leverage these consumer shifts to their advantage.
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