The variety of US adults taking GLP-1 medicine surged in 2025 and exhibits no signal of slowing within the new 12 months, and whereas the medicines are reducing weight problems charges, their influence on meals and beverage gross sales hasn’t been as unhealthy because the business as soon as feared.
A latest survey by the Gallup Nationwide Well being and Nicely-Being Index discovered the variety of People taking semaglutide or tirzepatide medicine for weight reduction greater than doubled prior to now 12 months and a half with 12.4% of respondents taking the medicines in comparison with 5.8% in February 2024. It additionally revealed a corresponding drop within the nation’s weight problems fee from 39.9% three years in the past to 37% in 2025.
When GLP-1 agonists had been permitted for weight problems remedy within the US in 2021, the packaged meals business feared the worst – that gross sales would plummet as these taking the medicines lower their consumption by upwards of 1,000 energy a day. However, that didn’t occur, a lot to the business’s aid.
Nonetheless, GLP-1 person spending on meals and beverage did shift, in accordance with analysis by Circana – pushing retailers and producers to guard their market share by adapting product choice and promoting to align with the fast-evolving wants of health-conscious shoppers.
On this episode of FoodNavigator-USA’s Soup-To-Nuts podcast, Circana International Government Vice President and Chief Advisor for Shopper Items and Foodservice Insights at Circana Sally Lyons Wyatt shares how the rise in use of GLP-1 medicines is reshaping the meals and beverage panorama, together with what classes, claims, components and channels are rising and that are declining. She additionally presents recommendations for assembly the wants of shoppers throughout their weight reduction journey, together with these taking the agonists, these biking off and those that are managing their weight with out prescribed drugs.
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The rising recognition of GLP-1s
In accordance with Lyons Wyatt, the rise of GLP-1 medicines is a large second for the CPG business. And whereas she acknowledges it could really feel just like the medicine exploded in a single day, their recognition has truly grown steadily for years – giving market analysts time to map their influence and fast-thinking meals producers and retailers an opportunity to check completely different responses.
“How shoppers have embraced GLP-1 medicines vastly modified over the past, name it, 5 years,” as shopper consciousness of their weight reduction aspect impact grew, Lyons Wyatt notes.
She explains that the medicine initially had been prescribed for long-term administration of ailments, equivalent to diabetes, however in accordance with Circana analysis a whopping 78% of customers say they take GLP-1s now for weight reduction – which is up 41 factors from 2021.
Who makes use of GLP-1s relies upon partly on why they’re taking them, which, in fact, impacts how meals producers and retailers ought to reply. In accordance with Lyons Wyatt, GLP-1 customers’ motivated weight reduction are usually extra prosperous, whereas those that take to handle illness states are likely to have bigger households and are available from the decrease and center revenue vary.
Irrespective of why they take GLP-1 medicine, Lyons Wyatt notes that these shoppers stay high-value for producers and retailers, given how they spend each earlier than and after beginning remedy.
“Shoppers taking GLP-1 medicines over-index, typically, throughout buying meals and beverage,” earlier than they begin taking the remedy, she mentioned. As soon as they go on GLP-1s, their appetites are curbed and so they spend about 1.6 index factors much less on retail meals and beverage. However as a result of they begin from the next place, they continue to be excessive worth.
GLP-1s are an ‘and’ second for meals manufacturers and retailers
Lyons Wyatt notes this dip will not be an “oh no” second for meals producers or retailers – somewhat she says it’s an “and” second through which savvy stakeholders can win again quantity, market share and perhaps even new shoppers.
“I don’t really feel that is an ‘oh no’ second, in any respect. I feel that is an ‘and’ second and a chance for CPG producers to lean in. That is such a terrific alternative to evaluate portfolios and determine” what merchandise meet the wants of GLP-1 customers and if they need to make changes in combine or advertising and marketing to attraction to extra health-conscious shoppers, she mentioned.
The place are there ‘simple wins’ for meals producers and retailers?
Lyons Wyatt notes some classes and channels shall be simpler for business gamers to win in than others.
For instance, she famous that deli and produce have each gained share amongst GLP-1 customers.
Deli is interesting as a result of it presents extra portion management than pre-packaged choices that could be too giant for GLP-1 customers to complete earlier than they spoil. And produce is doing effectively as a result of it presents high-fiber choices and complete meals that well being care suppliers direct GLP-1 customers to eat.
Different winners embody snack bars, yogurt, sports activities drinks and carbonated drinks with decrease or no sugar to assist with hydration however with out ‘empty’ energy.
Meals service, c-stores emerge as surprising winners
The place GLP-1 customers store is shifting and creating new alternatives for manufacturers and retailers throughout channels – a few of which is perhaps counterintuitive.
Circana’s analysis exhibits GLP-1 customers are likely to spend extra at eating places and meals service than earlier than they took the medicines, which Lyons Wyatt attributed to needing viable, handy choices for individuals in the identical family and a reluctance or incapacity to prepare dinner a number of meals every night time.
GLP-1 customers are also gravitating to comfort shops the place they will purchase extra single-portion merchandise – together with each wholesome and indulgent choices. For instance, if they need a deal with, they will purchase one pretzel somewhat than a big multi-serve format at retail that they won’t end.
“The ability of 1 is one thing we discovered permeating not simply in comfort and fast-food,” however meals operators that provide smaller meals or tasting menus with single-bites of a number of dishes are also successful with this group, she mentioned.
What classes face challenges?
For all the chance created by GLP-1 medicines, there are some classes struggling vital declines.
“We see some declines in dip mixes and salad dressing and people issues which have excessive saturated fats” or sugar, and alcohol, Lyons Wyatt mentioned.
However even inside these classes she mentioned there’s alternative.
“Everyone needs to reward themselves” and so gamers in these classes can profit by speaking about moderation or the extent to which they pair effectively with merchandise that GLP-1 customers need, Lyons Wyatt mentioned.
GLP-1 customers are a subset of a a lot bigger health-conscious shopper group
Clearly there’s vital alternative in catering to the wants of GLP-1 customers, purchase Lyons Wyatt additionally cautions manufacturers to not pigeonhole improvements to overly give attention to the medicines. Fairly, she encourages manufacturers and retailers to consider how they will meet the wants of this group and the health-conscious shoppers extra broadly on the similar time.
She advises manufacturers to consider reformulation or innovation to assist longevity, which incorporates weight administration however which has broader attraction.
Likewise, she mentioned, manufacturers won’t must reformulate or develop new merchandise – they may simply must reposition present merchandise. So, play up the advantages – be it key components, portion management, purposeful advantages – of present merchandise in advertising and marketing and on social media, she mentioned.
Subsequent steps
As Circana analysis exhibits, GLP-1 medicines are clearly altering the way in which People eat, but it surely isn’t all unhealthy information for the packaged meals business. Fairly, as Lyon Wyatt notes, there are a lot of new alternatives for manufacturers and retailers who’re able to adapt.
For these in search of extra steerage on tips on how to adapt, Circana has gathered insights on GLP-1s and their influence on shopper spending at a simple to navigate hub on its web site.
